Who Gets Credit? (Because It Sure as Hell Ain’t You)

Let’s be honest: travel is going to happen whether your DMO exists or not. Stay with me, don't rage quit yet. I'm getting somewhere.

People will always need a beach, a mountain, a moment of escape from whatever is breaking them. Meetings and groups, this post is not for you. :-)

So if your main metric is: “Did someone show up here during our fiscal year?” You might be missing the larger point.

Let’s talk about what DMOs should be getting credit for:

• Influenced visits – those dream-seed moments you sparked with content, ads, storytelling, or even a single photo.

• Assisted visits – the trip that almost didn’t happen, until your brand or a stakeholder tipped the decision.

• Lifetime loyalty – the people who came once and never stopped coming back (or talking about it).

But here’s the part we never claim—because no one gives us permission:

Originating credit.

A family vacations in Panama City Beach. They fall in love with white sand and emerald water. They go home, still dreaming. A year later? Gulf Shores. Then, with a beach cornerstone, the next vibe takes them to Hilton Head.

That first trip didn’t just bring them joy—it created a pattern. A preference. A whole category of future travel.

Some research firms can track this kind of behavior. But most DMOs still don’t claim it.

And if you don’t claim it, you can’t measure it. And if you don’t measure it, you’ll always be chasing your own worth.

Instead of just asking: “Did they come here?”

Start asking: “Did we shape what they crave next?”

Because that’s where your true power is.

You’re not a welcome center. You’re a launchpad.

Start reporting like one.