In the world of destination marketing, data is everything. In a sector undergoing rapid transformation, it makes sense that the very data destinations collect, generate, and act on is a means of change. With this thought in mind, we delve into another topic from our recent State of Destination Marketing in EMEA 2026 whitepaper, exploring how certain kinds of data are now key in driving change throughout the sector, why that shift matters, and how destinations are reacting to this transformation.
 

The rise of first-party data

Across Europe, destination marketing organisations (DMOs) are moving from broad, awareness-led activities — that is, those that focus solely on creating reach, impressions, and engagement — to evidence-based, performance-driven decision making. Far from being just a random phenomenon, this shift is evidence of something far more profound. It signifies a growing reliance by sector organisations on the irrefutable truth of first-party data — especially that generated by CRM platforms, analytics dashboards, and sophisticated segmentation models.

This is an evolution that could only happen now, at this very moment. That’s because the shift toward first-party data is a change being driven by the timely convergence of the following factors:

  1.  The decline of third-party cookies, paired with a simultaneous rise in privacy expectations.
  2. The need for DMOs to demonstrate value and accountability to public stakeholders.
  3. The drive for organisations within the sector to personalise experiences across the entirety of the visitor journey.

All of this means that for today’s DMOs, data is no longer just a reporting function; it’s a strategic capability. 
 

Measurement and meaning in today’s sector

Today, first-party data — that is, information collected directly through owned channels such as websites, CRM systems, email, and visitor interactions — has become the most valuable asset in destination marketing.  Why? Because first-party data enables DMOs to obtain:

  • A clearer understanding of visitor intent and behaviour
  • A more reliable measurement of performance
  • A stronger compliance with both GDPR and evolving privacy regulations
  • A greater control over audience activation across channels

As of 2025, the decline of third-party cookies has made the collection of consent-based data absolutely essential for accurate measurement and personalisation of marketing efforts. In practice, this means European travel organisations that prioritise first-party data report both higher confidence in campaign effectiveness and stronger stakeholder trust. This is especially significant when it comes to reporting and recording both the economic impact of and engagement with any marketing activity.
 

Clearing a path: Key takeaways to help you move forward

For destinations, the message is clear: Dashboards and data are no longer just tools for basic reporting, but key in guiding operational decisions. In today’s industry, change is something to contend with, but remember that in 2026:

  • First-party data is now essential, not optional.
  • Segmentation must reflect intent, not just demographics.
  • Always-on analytics enables faster, smarter decisions.
  • Data maturity is a strategic advantage, not just a technical capability.

If you want to unlock the full value of your data, be sure to join us at EMEA Summit 2026. This year’s breakout sessions — focused on CRM and Data Engine — will help you to embed knowledge and insight into the heart of your destination, all while bringing tangible results to the place you represent.