Preparing for DOGE and Beyond: Auditability and Data-Driven Strategy

It's time for destination marketers to get ready.

Will Seccombe says it’s a question of when — not if — the effects of DOGE will reach destination organizations. His recent analysis for Skift, “DMOs Beware: DOGE Is Coming For U.S. Tourism Boards,” may leave some fearful of what’s ahead. But for destination leaders and savvy marketers who rely on strategies backed by audit-ready data sources, this could be an opportunity to shine. 

The newly announced Department of Government Efficiency (DOGE), led by Elon Musk and Vivek Ramaswamy, aims to slash $2 trillion from the federal budget within 18 months through audits and technological overhauls, which many believe will inspire a cascade of potential state- and local-level audits.

Destination marketing organizations (DMOs) rely heavily on public funding and are subject to scrutiny from officials and public opinion that often misunderstand the destination industry, its practices, and its full reach. Some aspects of DMOs’ work — the lack of transactional data, misinterpretable expenditures, inflated impact or causality numbers, and challenging metrics — present unique risks and challenges. There are many components DMO leaders will need to develop plans against as they look ahead.

Zartico’s team and products have deep roots in technology and marketing. The aspects of preparation our work addresses make up only one piece of the puzzle, albeit a significant one — the need for accurate, auditable data that destinations can use to optimize and communicate the impact they have on their communities. 

In January 2025, we’re kicking off a series dedicated to understanding what’s ahead, bringing in industry leaders to unpack the potential impacts and strategies for successfully navigating an uncertain road.

In the meantime, here are four areas of opportunity for data-driven destinations to shine amid efficiency audits and difficult conversations. 

1. Drop vanity metrics for actionable data 

It’s time for the tourism industry to pivot from vanity metrics — those splashy figures that get reported but are not actively used to change strategies. Big numbers are too easy to poke holes in, and in places where overtourism is a public concern, they can backfire.

Instead, consider more meaningful metrics that drive action. Here’s one example: Tim Brady, President & CEO of the Charleston WV Convention & Visitors Bureau, is shifting the conversation away from headline economic impact figures to focus instead on the broader community impact. Read about how he’s reframing the story of hosting a U.S. Cycling championship.

2. Leverage data to do more with less

Not everyone understands the art and science of marketing, which is one reason marketing budgets are often on the chopping block. But whether or not you’re operating with a slashed ad budget, data-driven strategies can help you get the most out of your marketing dollars.

It starts from the very beginning, ensuring you’re using reliable insights to understand your ideal visitor so you can craft strategies that attract visitors to your destination at just the right time. Look beyond who is coming to understand who is staying overnight and spending their money to support your local economy. These two metrics, in particular, point to the kind of meaningful impact that elected officials and community advocates want to see.

Pair visitation and website engagement data to understand behavioral trends that can inform your content and ad creative, matching destination experiences with the people who will love them. Extend these insights to your social media and public relations efforts, too.

Keep an eye on in-flight campaigns to ensure they’re delivering and converting efficiently, and be (or rely on your agency to be) an active participant in optimizing toward your goals. And at the end of the day, call on your data resources to quickly and efficiently connect the dots between your tactics and the ultimate outcome. The latest Zartico solution, Digital Campaign Optimization, is dedicated to optimizing the performance of your digital advertising programs. This helps you and your agency partner identify markets you can influence most effectively and economically, make dollar-for-dollar comparisons among vendors and media types, and reduce ad waste.

3. Verify that your data is built on a quality foundation

Perhaps the best way you can prepare for these audits is to ensure that the conclusions you’re drawing from your data are sound and verifiable. Data quality and transparency are vitally important — without it, you’re making a very risky gamble. Data is easy to come by yet difficult to do well. 

Topics to explore with your data provider:

• Ask: Where does their data come from? How do they account for innate inconsistencies, and what steps do they take to clean and enrich the data?
• Many data providers lack an intimate relationship to the data due to access; consequentially, they might not be aware of these common inconsistencies. Determine if this is the case.
• Look for published methodologies and a history of privacy adherence. 
• Identify what percent of their business is dedicated to advanced data science and what data science research went into formulas that claim attribution or causality. 

These questions are ones you should ask — you can be certain any auditor will ask. If you would like support with these questions, invite your agency to join the conversation as your strategy expert. 

4. Create advocates by communicating your impact 

Advocacy efforts should be an always-on effort for destination organizations, now more than ever. Build a community of tourism supporters by communicating regularly with your board, local stakeholders, and elected officials. 

This doesn’t have to be daunting or intimidating! Use a focused, easy-to-understand report to convey high-level metrics each month, and seize opportunities throughout the year to dive deeper into your impact stories. These five data points offer a great starting place.

Zartico is here to help 

The trickle-down effects of the DOGE efficiency audits are likely headed your way. Don’t wait for these questions to arrive on your doorstep — there are many things you can do to begin preparing now.

Destination marketers play a vital role in the vibrancy of the destinations they represent. Let’s work together to prepare for the road ahead so you can support your communities in 2025 and beyond. We look forward to our series in January, where we will explore these topics more deeply alongside destination marketers and other industry leaders. Stay tuned.

Follow us on LinkedIn to get the latest updates about our upcoming series on preparing for what’s ahead in 2025.