During the past five years, our industry has seen a marked shift in the activities of Destination Management and Marketing Organizations (DMOs), from pure marketing and sales-driven entities to an integrated approach with product development, visitor distribution, and a greater emphasis on community engagement and resident quality of life. These are the makings of a true DMO. Instead of analyzing the community objectively, DMOs become part of the fabric of a community’s success and growth - beneficial to the cities with which they work, the people who live in them, and the tourists who visit them.
Level Up the Community
Despite DMOs’ expanded thinking and efforts, they are held back by legacy measurement practices. What if DMOs were able to focus beyond heads in beds and single metric visitor volume to understand economic impact, expand seasonality, and expand opportunities of the visitor economy without overwhelming residents? This unlocks the truly transformative power of the visitor economy for destinations.
Over 200 DMO partners look to Zartico to transform big data sets into a higher resolution view of the visitor economy to uncover new details, comprehending the destination in greater context, yielding more confidence in next steps. Our partners are asking pioneering questions providing insight into how visitor economies work, what is successful and how DMOs can level up to better lead their communities. Through this work, we’re seeing five themes emerge among partners large and small, that revolutionize the way to measure and understand destination performance.
We’ve come to call these themes the Foundations for a Contemporary DMO. They are an integrated set of best practices any DMO can use to improve strategic planning, operational excellence, stakeholder engagement and alignment and ultimately lead their visitor economies to greater heights. In this article, we introduce the five foundations.
1. Demand Generation: Increasing awareness and generating demand has been, and will continue to be, the primary focus for most DMOs. A newer opportunity lies in using high-frequency, high-resolution data sets taking advantage of machine learning and data science for greater impact and more control over the visitor economy. Think of shaping demand around attracting the right volume and right type of visitors as opposed to simply driving more volume during peak months. Generating demand with more precision can help DMOs lead their visitor economy to greater equity, economic opportunity or to alleviate the pressures of destinations over capacity.
Making these changes enables the next four foundational elements.
Demand, distribution, opportunity, accountability, stability - the future of DMOs is available now, providing you greater visibility, control and ownership of the visitor economy. The Zartico Team has more than 200 combined years of experience in destinations and working with DMOs. We have seen the transformative power of the visitor economy and experienced the dedication, passion and the commitment to service DMOs bring to their community. We are excited to partner with you to help you create more balance and consistency for your community, develop better relationships with drivers of the local economy, create accountability for your work and, finally, a stable foundation to weather any storm.