Are your destination’s visitors its best marketers? During his talk and panel discussion at the 2015 Tourism Industry Association of Canada (TIAC) Congress in Ottawa, Canada, Destination Think CEO Rodney Payne described the future of destination marketing and the end-to-end customer experience for destinations.

“The one thing that matters to your destination more than anything else is word of mouth from friends and family; locals; visitors and your tourism industry. Nothing else matters as much as that,” he said, drawing from years of experience, observations and many industry sources that outline the factors shaping destination marketing today. Word of mouth marketing is a critical area of focus and the industry is taking action to adapt to changing consumer behaviour.

Keep up with the industry – we’ve done the reading for you

To explore today’s landscape further, read this list of helpful links related to some of the topics that Rodney discussed in his presentation. These ten valuable resources illustrate the large-scale disruption your destination marketing organization is likely facing. Click to read below, or bookmark this page for future study.

For even more info from the panel at the 2015 TIAC Congress:

Watch Rodney’s presentation on “The future of destination marketing” below:

Featured image credit: Jose Carlos Machado, Flickr


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