Who do you think you are and why does it matter? In the contemporary destination marketing landscape, the best destination marketing organizations (DMOs) not only have a solid understanding of their destination’s identity but know how this foundation intricately shapes the value they offer. Misalignment can lead to the wrong expectations from visitors and residents […]
The stories of your destination are the essence of its promotion. Visitors, residents, stakeholders, and your organization shape visitor perception through word of mouth. Collectively, these stories form a key component of your destination’s brand. Commercial brands are also a powerful source of stories about a place. Brands that clearly originate from a place, or […]
Many destination marketing organization (DMO) leaders struggle to organize and lead their team to be efficient and effective in today’s changing environment. Most DMOs still use a corporate structure that is a leftover from before the Internet arrived. In those days, most DMO departments worked independently. Organizations divided marketing responsibilities geographically, which made sense in […]
Requests for proposal (RFPs) are part of the job for most people working at a destination marketing organization (DMO). The RFP process allows DMOs to select a supplier or partner through a fair and transparent process, which is a crucial step for organizations that use public funds. However, the RFP process is risky. Responding to […]
What’s a DMO sinkhole? A DMO sinkhole is a single priority that ends up consuming a disproportionate amount of time and money. It gets DMOs boxed in or unwillingly committed to specific things for a long period of time because a large investment was made that needs to be justified, it was hyped up too […]
Influencer trips are becoming ubiquitous for destinations, but not all trips are created equal. A trip’s effectiveness will vary depending on a destination’s research and the approach it takes. Here are 8 tips for destinations that are wading into the waters of influencer trips or that want to see a better return on investment (ROI) […]
Earlier, I wrote about the six things tourism businesses should know about their destination marketing organization (DMO), and the response was massive. The article obviously hit a nerve. Since then, a few tourism operators have told me that they’d like their DMO to know some important things about them as well. I’ve worked with, spoken […]
Leading a destination marketing organization (DMO) is an amazing opportunity. If you’re looking for a challenge, destination marketing is surprisingly complex. The industry is great, the people who work at DMOs are smart, but the category and the marketplace surrounding it is in flux. Still, the efforts and outcomes from the work done by DMOs […]
Destination marketing organizations (DMOs) often need to measure what they can’t manage. A marketer’s typical job is to create demand for a product, but countless external factors affect visitation, making the effectiveness of destination marketing difficult to measure and communicate succinctly. At Simpleview Summit 2016, Destination Think!’s Chief Strategist & Partner William Bakker tackled this […]
More than ever, your destination marketing organization (DMO)’s success is tied to your industry’s ability to market well and deliver excellent experiences. In this time of transition, the old way of destination marketing is rapidly being replaced with a new environment that demands a completely new approach. The changes destination marketers must know about are […]
Let’s think about wine for a moment. Generally, wine comes in two colours: red and white. Each colour has some common grape varieties. Thousands of brands sell many of these varieties, and almost no one can reliably taste the difference between, say, the Merlot of one winery against another. Yet the world’s obsession with wine […]
Which metrics can best help a destination marketing organization (DMO) make good decisions and demonstrate its value? Without having the right corporate measuring tools, you as a DMO decision maker risk starting down a path that could negatively impact the future of your DMO, your funding, and your industry. Healthy strategies, objectives and priorities should […]
Online travel influencers understand the benefits they offer a destination through authentic coverage and passionate, niche communities, but it has taken DMOs a little longer to grasp the value of working with them. Thankfully, that’s changing, as many DMOs now work with influencers as a key part of their marketing strategies and programs. Unfortunately, many […]
Managing industry stakeholders is one of the biggest challenges every destination marketing organization faces. Dealing with politics, while proving value and relevancy, is almost always an issue. Even with the best intentions, some industry stakeholders may not understand that their own actions can impact the efficiency and effectiveness of their destination marketing organization (DMO). If […]
Does your destination or tourism business offer the kinds of things that actually get people talking? In this blog, we explain the value of conversation starters, or social objects, that help you ignite the stories that people will tell others.
How do your social, email and advertising channels work together? In this blog post we introduce the Channels section of our Destination Management and Marketing Model.
What’s the importance of storytellers? A destination’s communication strategy now needs to shift from focusing on a few mass publishers, to focusing on many niche publishers. As a DMO, you need to find the right storytellers to reflect your destination.
Understanding your potential audiences is very important, and destinations should constantly research them and learn from their visits. In this blog (Part 5 of our series), we’ll evaluate the role of Target Audiences.
Getting to the root of the story: the destination experience. Experiences on the ground turn into the stories that people tell each other. DMOs need to take a hands-on approach to leading its industry in improving its experiences.
For a DMO, storytelling is critical. Destination marketing is creating your own stories in different formats, and for different platforms. But this is not enough anymore. The internet is outnumbering you in stories about your destination.
More on our new Destination Management and Marketing Model and new product, the Destination Assessment. Establishing benchmarking, where to start for multi-year planning, and how all fits in with strategy.
The chart above is our framework for Destination Management and Marketing. It’s the result of everything we’ve learned by working with hundreds of DMOs around the world. Over the next weeks and months, we’re going to use this chart as a way to present what a modern DMO does and how it does it. We […]
Based on years of experience working with and for DMOs, we’ve developed a Destination Management and Marketing Model. In this blog series, we share our learnings, best practices and recommendations. Here are the articles in order: The Destination Management and Marketing Model part 1: Introduction The Destination Management and Marketing Model part 2: Assessment The […]