Welcome back from summer! To help you get back in the zone, I’d like to invite you to the free webinar version of one of my most popular presentations of 2017, titled “The Future of Destination Marketing is Management.”
By Chris Fair
It’s been a busy summer. To celebrate the return of regular office hours, we’d like you to join us on Thursday, Sept. 14, for a robust analysis of the seismic shifts going on under the feet of destination marketing organizations.
I’ve given this talk on three continents over the summer to place marketers and developers who are not only facing fast-changing audience media habits, but, more recently, funding challenges.
The need for key tourism and visitor insights and trends that influence the future of DMOs and how they can transform themselves has never been more urgent.
A POWER HOUR FOR PLACE MARKETERS
The presentation is packed with examples of new approaches to benchmarking the experiential quality of destinations and the plans, programs and products DMOs can create to manage and develop both the visitor experience and quality of life for the local communities they serve.
Here’s a sneak peek at what we’ll cover and discuss (and remember, I’ll leave lots of time for questions).
Key Tourism Trends
From consumption preferences across demographic segments, to the rise of the Asian traveler, we first set the stage for what the traveler of the future is seeking today and tomorrow.
The Effects of Global Forces on Cities
Tourism to cities has soared 82% between 2007 and 2014—today accounting for 22% of all global holidays, according to World Travel Monitor.
The Resulting “Meaning of Life for the DMO”
As tourism continues on this trajectory, DMOs must shift resources from marketing to management to balance the interest and benefits of tourism with those of the local communities they serve. As locals, visitors and digital channels become the primary means of place-based communication, DMOs must shift from traditional marketing to management to promote their destination.
And the Big Takeaway….
DMOs are the only organization within a city structure that have the capabilities, capacities and funding to focus on developing and managing the experiential quality of a city. With this realization, we dive into the path to becoming a destination marketing and management organization.