This paper explores and describes the changes in the organizational field of regional Destination Marketing Organizations, or DMOs, in Sweden. The organization of tourism and coordination of marketing alliances at tourist destinations is a public and a private matter. DMOs operating at a regional level in Sweden are traditionally organized as public administrations and are in general strategically oriented to serve public interests. Previous research has indicated that some of the DMOs are changing their strategies to employ corporate models and business strategies. The research question examined in this paper is whether it is possible to use websites on the Internet as an indicator to describe the present structure of the organizational field of regional DMOs and the changes that are in progress. The overall purpose of this paper is to describe the organizational changes within the field of DMOs. The results show that it is possible to use the Internet as an indicator. The websites on the Internet reveal changes in the institutional structure at the organizational field level. There is evidence of an ongoing enterprization and emerging competition in an area traditionally organized by public oriented administrations. A new type of meta-competition challenges the old structures within this group of organizations.