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Why the hero-hub-hygiene content marketing strategy still wins for DMOs in 2018

October 26, 2018 by Kelly Cubbon 2 Comments

Why the hero-hub-hygiene content marketing strategy still wins for DMOs in 2018

Every organization needs an easily understood content strategy to act as a roadmap for always-on activity and broader content goals. In 2014, YouTube and Google put forth the hero-hub-hygiene (H-H-H) strategy to help digital marketers get the greatest impact from their efforts. It allows teams to diversify content to build audience loyalty and longevity, rather […]

Filed Under: Best Practices and Tactics, Content Marketing and Campaigns, Topic: Always-on Content Tagged With: Destination British Columbia, flanders fields, Google, Topic: Always-on Content, Youtube

Engagement benchmarks: How does your destination compare?

August 10, 2018 by David Archer 3 Comments

Engagement benchmarks: How does your destination compare?

You’ve just received your DMO’s quarterly marketing report. Flipping through the deck, you see that your social media channels are showing strong numbers. 70,000 more engagements here, 8,000 more followers there – growth is happening across the board. It seems like good news. Then at a meeting, someone asks, “What do these engagement numbers really […]

Filed Under: Best Practices and Tactics, Content Marketing and Campaigns, Topic: Measuring Success Tagged With: Destination British Columbia, Topic: Measuring Success, tourism australia, visit flanders

Does your brand lack impact? Consider commercial partners

March 31, 2017 by William Bakker 2 Comments

Does your brand lack impact? Consider commercial partners

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 […]

Filed Under: Brand and Identity, Day Trip, DMO Value Proposition Tagged With: Arc’teryx, Cristina Mateo, Destination British Columbia, Gildo Seisdedos, Ikea, sweden, switzerland tourism

No fear: Change management takes diligence, respect and transparency

November 10, 2016 by Think! Staff Leave a Comment

No fear: Change management takes diligence, respect and transparency

“Think about the things we can do together, because we’re DMOs. We can compete, we can coexist, or we can collaborate.” Which of these options can help a destination build a stronger tourism marketing network that benefits everyone? For Destination British Columbia (DBC), leading change means being transparent and choosing to collaborate. Grant Mackay, DBC’s […]

Filed Under: Checking In, Destination Leadership, Destination Marketing Strategy, DMO Leadership Tagged With: change management, Destination British Columbia, DMO, forum participant, strategic leadership

Collaboration, networks and ecosystems: Destination British Columbia’s three pillars of strategic tourism marketing

November 8, 2016 by Think! Staff Leave a Comment

Collaboration, networks and ecosystems: Destination British Columbia’s three pillars of strategic tourism marketing

Destination British Columbia (DBC) has set its sights on becoming the most recommended destination in North America. How does the province intend to lead its six regional destinations and even more city and community destination marketing organizations (DMOs) toward a common objective? Grant Mackay, DBC’s Vice President of Destination & Industry Development, has been a tourism […]

Filed Under: Checking In, Destination Leadership, Destination Marketing Strategy, Strategic Planning Tagged With: brand, cost and revenue 2016, Destination British Columbia, remarkable experiences, strategy, tourism ecosystems

Advocacy, content and partnerships: Find out how Destination British Columbia plans to become the most recommended destination in North America

October 3, 2016 by Think! Staff 1 Comment

Advocacy, content and partnerships: Find out how Destination British Columbia plans to become the most recommended destination in North America

Destination British Columbia (DBC) understands that delivering consistent and high-quality experiences is essential in inspiring word-of-mouth recommendations, and that advocacy drives visitation. In fact, the organization has focused much of its corporate strategy on advocacy and has set for itself a bold objective to become the most recommended destination in North America. Recognizing that the […]

Filed Under: Checking In, Consumer Engagement, Destination Marketing Strategy, DMO Leadership Tagged With: Destination British Columbia, forum, leah poulton, product and promotion 2016

Social media innovation for destination marketers

September 19, 2016 by Sara Raymond Leave a Comment

Social media innovation for destination marketers

How is your organization harnessing the power of social content? You don’t need a reminder that the world of content is changing and that visitors are creating content that used to come from the destination marketing organization. But with all that brilliant, user-generated content out there, what do you do with it? At Social Media […]

Filed Under: Consumer Engagement, Content Marketing and Campaigns, Day Trip, Tips from Destinations Tagged With: Destination British Columbia, DMO social media, Social Media, Social Media Tourism Symposium, visitor centre

Need better visitor stories? Improve your place product

August 26, 2016 by Frank Cuypers Leave a Comment

Need better visitor stories? Improve your place product

“How was your trip?” The answers to this question are the stories your destination’s visitors and residents tell. Travel has infinite variety, but the resulting stories all have one thing in common: memorable experiences. This means that if your destination marketing organization (DMO) really wants to grow awareness and visitation by telling the right stories […]

Filed Under: Brand and Identity, Day Trip, DMO Value Proposition, Topic: Place DNA Tagged With: brand, Destination British Columbia, DNA, ostend, place product, Topic: Place DNA, USUS, visit flanders

Learn why Destination Think! Forum is a different kind of conference.

August 7, 2016 by Think! Staff Leave a Comment

Learn why Destination Think! Forum is a different kind of conference.

You’ve heard from us about Destination Think! Forum, now we want to share with you a bit more about what makes this event so unique. Forum brings the world’s leading destination marketers together in one place to have a global conversation about our industry’s challenges and opportunities. Over the past five years of hosting international […]

Filed Under: Company Updates Tagged With: amsterdam marketing, brian solis, bye bye barcelona, collaboration and community, cost and revenue, Destination British Columbia, destination cleveland, forum, Iceland Tourist Board, nashville, nbtc, product and promotion, profit and planet, swedish tourist association, switzerland tourism, tel aviv global, Tourism and Events Queensland, visit flanders, visit florida, william bakker

Want to improve visitor experience? Serve your guests by listening online

August 2, 2016 by Robyn Hanson Leave a Comment

Want to improve visitor experience? Serve your guests by listening online

Your destination will host a major event next month and thousands of visitors are expected to arrive. Given the short-term influx of guests – many who are likely first-time visitors – how can your destination marketing organization (DMO) ensure they experience the best of your destination? Content or community managers can be proactive and create […]

Filed Under: Day Trip, Destination Marketing Tactics, Topic: Always-on Content, Visitor Experience Tagged With: Destination British Columbia, hootsuite, listening station, live events, Topic: Always-on Content, Tourism and Events Queensland, Twitter, visit seattle

Essential reading list: Word of mouth and the future of destination marketing

July 13, 2016 by Think! Staff Leave a Comment

Essential reading list: Word of mouth and the future of destination marketing

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 […]

Filed Under: Day Trip, Destination Leadership, Destination Marketing Strategy, Strategic Planning Tagged With: amsterdam marketing, brian solis, Destination British Columbia, destinationnext, DMAI, rodney payne, RTO4, simpleview summit 2016, TIAC Congress, tnooz, tourism montreal, tourism richmond, visit sørlandet, word of mouth

The end-to-end customer experience for destinations

June 30, 2016 by Think! Staff 1 Comment

The end-to-end customer experience for destinations

Destination marketing leaders have identified the major challenges they face in 2016, and the need for cohesive strategies that address them. As marketers respond to the shift to consumer engagement, evolving consumer behaviour and word of mouth, the need to measure marketing effectiveness and to lead stakeholders to improve the customer journey, it’s now more […]

Filed Under: Day Trip, Destination Leadership, Destination Marketing Strategy, Strategic Planning Tagged With: Destination British Columbia, intervistas, Ottawa, RTO4, TIAC, Topic: Shareable Experiences, Tourisme Montréal, word of mouth

The Destination Management and Marketing Model part 8: Conversation Starters

February 3, 2015 by William Bakker 2 Comments

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.

Filed Under: Day Trip, Destination Marketing Strategy, Strategic Planning, Strategy & Performance Measurement Tagged With: conversation starters, Destination British Columbia, destination management model, Miss Malini, Poconos Tourism, Room 753, Seth Godin, social objects, strategy, Super Bowl, Tourism and Events Queensland, Tourism Dallas, Tourisme Montréal, word of mouth

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