Co-op advertising (destination marketing)

Co-op advertising is a campaign paid for jointly by a destination body and its partners, such as hotels, attractions or airlines. The rules depend on who puts in the money:

• US: Utah's Cooperative Marketing Grant (2026 guidelines) requires a 1:1 cash match. Tier 1 applicants, such as counties and DMOs, can request up to $215,000.
• UK: VisitBritain's GREAT Gateway Innovation Fund 2026/27 asks for 2:1 matched funding, in cash and in kind. It also requires at least one airline or airport partner.

Example: a city DMO runs one campaign featuring five partner hotels, each paying a share. Each hotel will want to see what its share bought.

Related: destination marketing organization · cost per inquiry · intent data