For Destination Management Organizations (DMOs), opportunity nights— nights that have lower visitor engagement in your destination—represent untapped potential to drive visitation, enhance economic impact, and build community connections. Opportunity nights are opportunities for DMOs to strengthen relationships with stakeholders and work together to develop new revenue streams. By getting creative to drive demand when you have lower occupancy, DMOs can grow overall overnight stays that will also help boost restaurant traffic and even support local attractions during slower periods. 

1. Creating New Demand - Consider target audiences who would not typically or do not have to visit during your current peak times. Niche extensions of local events, special packages with stakeholders who also have capacity, themed experiences, pre-event opening receptions, or even 8:00 am meeting starts can encourage travelers to come to town a day or two earlier than usual, extend their stays, or even make midweek overnight stays more enticing.  
2. Strengthening Stakeholder Engagement - Opportunity nights are a prime moment to collaborate with local businesses. Whether it’s partnering with restaurants to host culinary nights, museums for evening tours, or performance spaces for midweek concerts, DMOs can rally stakeholders to create compelling reasons for visitation. These partnerships also foster goodwill and demonstrate the DMO’s commitment to the success of the broader tourism ecosystem. 
3. Encouraging Community Buy-In - Local communities are critical to a destination’s success. Opportunity nights give DMOs the chance to engage residents by promoting events or activities that appeal to them. When locals participate, they often bring visitors, creating a ripple effect of tourism. Additionally, showing support for local events helps build community pride and positions the DMO as a key advocate for the area’s success. 
4. Experimenting with Innovation - Because these nights typically carry less risk, they’re the perfect time for DMOs to test new marketing strategies, formats, or experiences. From pop-up events to immersive virtual promotions, opportunity nights can serve as a creative playground for attracting diverse audiences. 
5. Fostering Long-Term Growth - Activating opportunity nights isn’t just about filling an immediate gap—it’s about positioning the destination as dynamic and inviting at any time. Over time, these efforts can reshape visitor perceptions and normalize off-peak visitation, spreading demand more evenly across the calendar. 

In short, opportunity nights are a blank canvas for DMOs to tell new stories, activate local assets, and redefine what their destination has to offer. By leveraging these quiet moments, DMOs can transform downtime into prime time—one innovative night at a time.