Expectations are high for today's destination marketing organizations (DMOs), as is the demand to navigate how technology, data, and artificial intelligence (AI) reshape experiences both online and in person.
Most DMOs don't struggle with a lack of technology, but rather with disconnected, fragmented workflows. Marketing platforms, customer relationship management (CRM) systems, reporting tools, websites, and partner data all play important roles — but when they operate independently, it's harder to gain a complete picture of what's working and where to focus next.
Granicus Destinations is focused on creating a more connected foundation where services work together to help destinations drive impact with greater clarity and confidence. This quarter's updates represent another step in that journey.
A more connected vision
The introduction of Destination Experience Cloud (DXC) presents a framework for how DMOs can connect the systems, insights, and expertise they already depend on into a more cohesive approach to growth and impact.
Built on decades of destination partnership, each package reflects the best practices of leading organizations and focuses on the outcomes that matter most across leisure tourism, meeting sales, and membership. It's the next evolution of how we're supporting your goals.
With DXC, destinations get more value, stronger strategic partnership, simplified packaging and contracting, enhanced support, and a clear path to organizational growth and maturity.
Reimagining a destination website
One of the clearest examples of this evolution is Destination Canvas, the next generation of Simpleview CMS.
With a modern website foundation focused on performance, accessibility, and discoverability, destinations can create faster, more engaging digital experiences while maintaining the flexibility needed to evolve their brand and storytelling over time.
The goal is to create a stronger foundation for how destinations are found, experienced, and trusted in an increasingly AI-driven world. Check out the on-demand webinar to see how Destination Canvas can benefit you.
Learn more about Destination Canvas ›
Visibility isn’t just about rankings
As traveler discovery changes, so too must the way destinations think about visibility. That's the thinking behind the latest enhancements to Search & Visibility Optimization.
Travelers are turning to AI-powered tools and answer-driven experiences to research destinations and plan trips. As a result, visibility now means understanding both where your destination ranks and where it is being referenced, cited, and surfaced.
Modern discovery is all about being present wherever travelers look for answers. Destinations can navigate this with confidence using:
- New AI visibility reporting.
- Expanded reporting metrics.
- Analyst-led guidance.
- More flexible engagement options are designed to help.
Catch the webinar to learn more ›
The next evolution of CRM
Several of this quarter's updates focus on helping CRM users gain access to innovation faster and operate with more confidence.
A common question we hear, "How can we benefit from CRM innovation without waiting for a major platform transition?" Shared Services is designed to answer that question.
This strategy brings together CRM 3.0 and CRM Apex to create a more unified CRM experience, giving your organization better data, stronger reporting, and a clearer path to ongoing improvements.
Shared Services moves your CRM toward a single, authoritative source of truth for member and partner data, with improved workflows and more flexible reporting powered by Data Engine.
Catch the webinar to learn more ›
Connecting sales and venue operations
Coordination between sales and venue teams can often create reporting challenges and operational friction. The new Momentus Elite integration helps solve that by connecting venue bookings and CRM pipeline activity.
With Momentus Elite, DMOs gain a clearer understanding of booking outcomes, improved forecasting confidence, and stronger visibility across teams.
Built specifically for sports tourism
Sports tourism continues to be a strategic growth area for many destinations. The new CRM Sports Sales Group introduces sports-specific workflows, reporting, and opportunity management directly inside Simpleview CRM — creating a more purpose-built experience and reducing the need for spreadsheets, workarounds, and disconnected processes. Get strategic with sports and watch the on-demand webinar.
Bringing AI into everyday workflows
One theme you'll notice throughout nearly every update this quarter is the thoughtful application of AI. Our experts want to emphasize that it’s not AI for the sake of AI, but rather strategic advancements designed to help teams save time, uncover opportunities, and make better decisions.
AI-powered insights with Data Engine
Data Engine is continuing to evolve with AI-powered capabilities embedded directly into the reporting experience. Teams can spend less time wrestling with reports and more time acting on what the data reveals using enhancements like:
- AI-assisted analysis.
- AI-generated report summaries.
- Future natural-language report-building capabilities.
Smarter marketing with Act-On
AI is also helping DMOs create more effective communications. New Act-On enhancements introduce AI-powered analytics, more accurate engagement reporting through bot filtering, and expanded visibility into campaign performance. Combined with direct CRM connectivity, these capabilities help teams deliver more relevant communications while reducing manual effort.
The result is a marketing engine that becomes smarter over time — helping destinations better engage visitors, partners, members, and meeting planners.
Innovation doesn't stop here
We’re excited to share that the MeetingMatch for MINT+ is coming soon. It will introduce destination sales intelligence that helps teams quickly identify and prioritize the opportunities most likely to fit, book, and deliver economic impact. Powered by Data Engine machine learning, MeetingMatch brings a new layer of intelligence directly into destination sales workflows.
The bigger picture
Every launch supports our mission of helping destination marketing organizations operate from a connected foundation where technology, data, and services work together to drive measurable outcomes.
Whether it's Destination Canvas improving discoverability, Search & Visibility Optimization expanding visibility into AI-powered search, CRM innovations helping teams work smarter, or DXC connecting it all together — each investment reinforces the future vision of Granicus Destinations.
Connected by design. Built to grow. Focused on impact.
Welcome to the future of destination technology.
