The destination marketing world is changing as consumers use technology to share their experiences online through word of mouth, and organizations are trying to adjust to the shift. This 2003 quote from Harvard Business Review remains relevant today: “…the only path to profitable growth may lie in its ability to get its loyal customers to […]
Greenland’s spectacular, rugged and remote northern landscape offers visitors unparalleled wilderness and unique adventure, and the word is getting out. Interest in Greenland as a tourism destination has been growing steadily. And with this renewed interest, Visit Greenland – the country’s national tourism organization – must consider long-term impacts. How should a destination approach sustainable […]
“For a destination marketing organization (DMO), strategy means formulating a vision for providing lasting, sustainable value for residents, visitors and companies. Strategy is the shortest road between your mission and your vision.” We trust a driver who keeps his or her eyes on the road instead of on the dashboard. Tracking speed and mileage is […]
Digital technology and online platforms have disrupted the communication landscape. As a result, promotion through visitor engagement has become essential to effective destination marketing. “DMOs were originally developed as an intermediary for a marketplace where suppliers controlled the flow of destination information, the development of products as well as the related sales promotion and distribution […]
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 […]