What DMOs get wrong about attribution

Attribution in destination marketing is unusually hard: the purchase happens somewhere else, often months later, and frequently on a device you never saw.

The result is a bias toward the measurable. Paid search gets credit because paid search can be counted, while the visitor guide that actually decided the trip goes unrecorded.

A better starting question is not "which channel converted" but "which channels appear in the journeys that convert at all".