Key Benefits of DMO’sRobbie2023-06-24T22:56:14+00:00
Importance of Community DMOs & Long-Term, Stable Funding
March 2023
Overview
- Travel and Tourism foster personal growth;health & well-being; learning & education;
understanding & tolerance; and, ultimately, contribute to global peace. - The Tourism Industry in British Columbia is an economic and social powerhouse, delivering more
than $20.3 billion in revenue in 2019, and representing more than 19,000 businesses and
130,000 jobs across the province – located in large, medium and small destinations; both urban
and rural; across cities, towns and resorts. - DMOs (Destination Management & Marketing Organizations) are integral to the fabric of these
tourism communities, championing and advocating for balanced and responsible tourism that
contributes to vibrant local businesses, thriving residents, and inspired visitors.
A healthy tourism economy:- reflects a local community’s values, character, and spirit
- supports investment into attractions and infrastructure benefitting visitors and locals
- provides community services and amenities
- creates local jobs, prosperity, and well-being
- cherishes and protects the natural environment
Stakeholder Engagement
- DMOs now take a leadership role in engaging all destination stakeholders (businesses, nonprofit agencies, local government, First Nations, residents and visitors) in determining
community priorities around tourism – with broader responsibilities around destination
development and community building. - Specifically, today’s DMOs collaborate with stakeholders to align on community-wide tourism
goals and priorities that support:- Community Values
- Economic Buoyancy
- Business Strength & Resiliency
- Corporate Investment & Re-investment
- Social Benefits (jobs, training, social services)
- Cultural Depth & Representation
- Health & Safety
- Attractions & Infrastructure
- Environmental Protection
- Pride of Place
Best Practices
- Customized to the requirements of each destination, DMO’s prioritize tourism visitation in need
periods – whether in high-season summer in rural destinations, low-season winter in city
destinations, or year-round midweek days and spring/ fall months in resort destinations. - In addition to demand-generation activities of marketing and sales, DMOs are also responsible
for delivering destination development programs (such as attracting and creating new events
and experiences); and supporting destination stewardship (such as rolling out sustainability
frameworks, and providing education on responsible and regenerative tourism practices). - Specific best practices of DMOs include:
- Collaborative place branding with all stakeholders that confirms and promotes the
tangible and intangible qualities of a destination based on its history, geography,
climate, people, culture, values, and ethos - Research that monitors consumer trends, traveler intentions, guest satisfaction, and
resident sentiments of travel and tourism - Attraction of meetings, conferences, and business events during spring and fall
- Marketing and sales partnerships with relevant Travel Trade partners to support inmarket promotion in overseas markets
- Attraction of signature sporting and cultural events, and development of local grassroots festivals, events and experiences
- Packaging and promotion of destination recreation, sports, arts, culture, culinary,
wellness, learning & educational experiences - Hosting of global media and social influencers in-market and in-destination
- Data and insights-driven digital marketing targeting leisure visitors with personalized
messages matching customer interests with destination values and experiences during
need periods - Creation of original content, and sharing of user-generated content, through web, blog,
social channels - Messaging and education to support diversity, equity, inclusion, reconciliation and
environmental sustainability - Support of businesses through labour recruitment campaigns, job fairs, workforce
development and tourism training - Support of businesses through providing market insights, brand education and
messaging, social media training, marketing tools (videos, photography, social posts),
business promotions - Collaboration and information sharing with tourism stakeholders and industry partners
to grow knowledge and expertise; and engagement and advocacy with all levels of
government to support tourism businesses and destination success - Coordination of businesses to participate in sustainable accreditation frameworks,
increasing commitment to sustainable environmental practices - Messaging and education to support diversity, equity, inclusion, reconciliation and
environmental sustainability
- Collaborative place branding with all stakeholders that confirms and promotes the
Funding
- Need for strong, stable and secure funding to support consistent, ongoing investments into
short-term, mid-term and long-term destination development and market development
programs that produce positive results for local and provincial stakeholders - Specifically, today’s DMOs collaborate with stakeholders to align on community-wide tourism
goals and priorities that support:- Visitor-generated MRDT provides fair and equitable performance-based, formula
funding to support ongoing investments into tourism programs, projects and marketing
o Engagement of destination stakeholders (business and government) on the strategic
direction of MRDT funding investments ensures alignment and accountability - Engagement of destination stakeholders (business and government) on the strategic
direction of MRDT funding investments ensures alignment and accountability - Tourists invest in communities and generate MRDT; businesses thrive and support local
jobs; MRDT investments improve the destination and generate future tourism visits –
and so the cycle continues, providing long-term certainty for businesses, employment
for residents, and provincial tax revenues.
Conclusion
- Visitor-generated MRDT provides fair and equitable performance-based, formula
- Over and above the financial benefits that DMO’s deliver through stimulating destination
tourism – DMOs help communities become more vibrant, dynamic, diverse and enjoyable places
to work, visit and live, fostering pride of place by residents and visitors alike
