"Let's just find it in the Budget."

As fiscal years roll over for many Destination Marketing Organizations (DMOs), there’s a familiar scene that plays out across boardrooms: a shiny new service is presented, and suddenly, someone says, “Let’s just find it in the budget.” It’s almost magical how quickly funds are found for the latest tech tool, marketing platform, or consultant. But often, what gets overlooked in this scramble is whether these services fit the organization’s natural strategy—or worse, whether they’re duplicates of something they already pay for.

This knee-jerk reaction to “find it in the budget” can lead to wasted resources, disjointed strategies, and a constant cycle of chasing trends rather than investing in what truly moves the needle. So, before you dust off the checkbook, let’s talk about what’s actually worth "finding in the budget."

1. Crisis Communications

In an age where one viral tweet can derail years of work, having a solid crisis communication plan is not just a luxury—it’s essential. Instead of being reactive, DMOs should invest in a proactive crisis communications strategy. Can your current services handle real-time situations, or are you crossing your fingers that nothing will happen? Finding this in the budget is about protecting your brand’s integrity, which is far more valuable than that new AI chatbot you’ve been eyeing.

2. Strategic Pivots

The travel landscape can change overnight—pandemics, natural disasters, or shifts in traveler preferences. You need the flexibility to pivot. But how many DMOs have the funds set aside to make those critical shifts when needed? Finding room in the budget for a strategic pivot fund ensures you’re not caught flat-footed. Whether it’s a new target market or a shift in messaging, strategic pivots should be a line item, not an afterthought.

3. Employee Retention & Well-Being

If you’re always “finding it in the budget” for outside vendors, it might be time to ask yourself: are you investing enough in the people actually executing your strategy? Employee retention, especially in today’s competitive market, is key to organizational stability. Whether it’s salary increases, professional development, or wellness programs, funding the growth and well-being of your team should be non-negotiable. Don’t let high turnover or burnout become the real cost of chasing shiny objects.

4. Personal Development

No one in your organization is static. Personal development is essential for everyone to grow into the leaders your DMO needs. Yet, how often do DMOs budget for leadership training or workshops that help staff evolve with industry trends? Finding a way to invest in the development of both soft and hard skills will pay dividends in the long run.

5. Future-Proofing

The tourism industry is constantly evolving, and the pace of change isn’t slowing down. Whether it’s the rise of AI, shifts in traveler behavior, or new sustainability mandates, DMOs need to be thinking ahead. Future-proofing involves more than just adopting the latest tech—it means building flexibility into your operations, investing in data insights, and ensuring your team is equipped to handle whatever comes next. Allocating budget for research, scenario planning, and forward-thinking initiatives can help your organization stay ahead of the curve rather than scrambling to catch up.

What Shouldn’t Be “Found” in the Budget

It’s easy to get caught up in the allure of a flashy new solution. But, before you “find it in the budget,” ask yourself a few questions:

• Do I want this to "keep up with the Jones"?

• Does this solve an actual problem we have right now, or is it a nice-to-have?

• Is there overlap with services we already pay for?

• Does it align with our long-term strategy?

The temptation to be cutting-edge can be strong, but smart budget decisions come from focusing on what builds resilience and longevity, not just what’s new. As you navigate this new fiscal year, remember: just because you can find it in the budget doesn’t mean you should.

In a world where change is inevitable, planning for the future isn’t just smart—it’s essential.