It’s no secret that visitor overcrowding and the effects of mass tourism have lead to outcry that popular destinations are losing their authenticity and the much-needed support of locals. Longstanding grievances at ‘invasions’ of visitors escalated this summer across popular European cities into angry protests, searing public graffiti, and even violent confrontations. Resident backlash has […]
Many destination marketing organizations (DMOs) have a real aversion to risk. For some, the need to justify their funding to government stakeholders can cause fear of pursuing newer models and strategies. Meanwhile, leading destination marketers are isolated, finding themselves unable to make the changes that are necessary to address the critical problems faced by today’s […]
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.
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.