1 Successful Destination Management What does this mean? Aviva Pearson MSc, BSc, FTS, MTMI
2 Not the usual speech...
4 Destination Management is about... Making me excited
5 A Destination Manager must make me excited enough to... Visit Stay Explore Play Be Just Find myself Explore new cultures Really live
6 How does a DM make this happen? Work with the businesses involved in tourism the whole industry Make all the messages and products work Create events Work with the community get the local schools to expose all that is great via Social Media Work with other tourism organisations, Kosice Capital of Culture programme and NTB
7 Who are the businesses that a DMO engages with? "Industry" is a generic term that encompasses all of the elements of a destination provided for visitors. Accommodation - Serviced and non-serviced accommodation hotels, B&Bs, self-catering establishments, holiday caravan and camping parks, hostels. Attractions visitor attractions, museums, galleries, countryside sites, boat trips, walking tours, etc. Food outlets restaurants, pubs, cafes. Retail outlets speciality and independent shops, outlet shops, shopping centres. Transport operators train, bus and taxi service providers.
8 Make yourself stand out Not every place is a destination You are competing with 1000 s of other destinations DMs not only work within a destination to create great products, but partner with external agencies and companies such as airlines, Group Travel organisers, MICE etc basically their remit is inbound, domestic and international tourism
9 Good Destination Management is... Making a story Finding the right target audience to tell that story to Using the right marketing medium to reach them and if it is digital, you are winning Making it personal touch them
10 The DMOs goal... DMO goal is to get as many visitors to an area as possible. Your DMs are your coordinators and overall champions, as well as a peace makers and marketing experts. You must all work together. NTB must work to the needs of the area DMs to promote the country, with the areas as the jewels in the crown. If structures get in the way of the DMs being able to do their job, you will lose the destination game. I will go somewhere else is the message is messy and uncoordinated.
11 Slovakia is still an emerging destination to many markets This is great! Your DM will fill my head with the right images, stories via working in partnership with you. i.e. The Kosice Capital of Culture project will give you a leg up, but the DM needs to use this programme as the seeds of a longer term project to get the area known KCoC has a shelf life!
12 Your part as the industry Be positive Your DMO is always there for you - talk to them Get involved Is your customer service the best?? Your offers? Give your customers and visitors an experience to remember time and time again and incentivise them to tell their family and friends SOCIAL MEDIA
13 Great Destination Management = Great Economy DMO s play a key role in developing, maintaining and managing the public realm, creating and influencing the character of a destination i.e. Sculpture parks DMs work with the LA s to creating a welcoming and safe environment for visitors, are statutory duties for local authorities. A thriving and sustainable visitor economy has far reaching impacts on the economic and social wellbeing of local people and their environment.
14 Your Destination manager will... Developing an inclusive and widely agreed tourism or visitor strategy (a vision) for the destination leading on destination research, marketing and information programmes establishing and managing structures for engaging and communicating with the private sector championing the industry within their authority, among the authority s partners and in the wider public and private sector environment initiating and managing business development programmes including quality and skills initiatives, and sustainable and accessible tourism development, in line with authority policy and priorities
15 DMs get the message understood... The visitor will not necessarily remain within your boundaries. The role of the destination manager includes working with neighbouring authorities to make the visitor experience as seamless and enjoyable as possible. Have a wider understanding of how their local industry fits regionally and nationally and meet often with the NTB to ensure that the local messages are correct and distributed widely. Your DM should be, without sounding dramatic, the most important person to your destination, just by virtue of their wish to make you, the industry, money, improve the local economy and make every visitor feel informed, welcome and special.
16 Your DM will ensure... improved resource efficiency non-duplication of activities co-ordinated market intelligence, research and development activities a collective "voice" for the industry, increasing power and influence engagement of industry and the community to deliver sustainable tourism objectives co-ordinated, targeted and cost-effective marketing/promotion For the business it is increased business productivity For the community it is increased buy-in and economic return within their communities
17 How long will this take? A DMO may not become truly functional made up of the right people, with secure funding and delivering on its objectives for between two to five years. Partners should be willing to commit time and resources for an appropriate period and accept that, initially, things may take longer to discuss and agree on, since all stakeholders need to be engaged.
18 DMOs communicate with the industry Regular communications to the industry e-newsletters, business opinion surveys, marketing opportunities, annual reports, etc. An annual forum hear about and comment on destination management plans. Breaking into workshops to discuss particular issues in more depth can help add detailed feedback. The forum can be linked to an annual awards or social event. Topic-specific workshops held when necessary to discuss key issues. Useful in getting feedback on specific subjects but penetration in industry as a whole may be limited to those interested in the topic. Regular meetings with businesses (monthly, quarterly, bi-annually) Working with individual businesses the establishment of an effective engagement structure may still require a destination manager to work directly with large individual businesses where they are the cornerstone of the local visitor economy.
19 Your DM will lead in building product walks and cycle routes festivals and events lectures and talks guided walks programmes themed breaks (e.g. wildlife, food, arts and culture, etc) conservation holidays educational breaks (e.g. arts and crafts, local history, etc) food trails If you have established a strong industry buy-in of a destination's locally distinct offer then working with local businesses to develop products becomes significantly easier.
20 DMs know how to make your place unique and special Local distinctiveness is a combination of the things that give a place its unique character. Surveys consistently show that consumers want "experiences" from their holidays. Domestic consumers also look for local distinctiveness. Local distinctiveness is one of the most important ways of giving a destination a competitive edge. It can provide a strong foundation for effective marketing provide a means to engage the industry, local residents and other civic and public agencies drive the direction and content of product development.
21 Where do you fit in? Local distinctiveness can draw on any of the following: natural features the landscape, characteristic habitats, vegetation and wildlife man-made features the urban landscape, architectural styles, building materials, field boundaries, visitor attractions and historical sites heritage, culture and traditions history, famous people (both living and past), cultural mix, events, festivals, music, dialects and the arts produce and industries food and drink, crafts, shops, and means of production such as farming, fishing, mining, industrial manufacture. Characteristics must be genuine; they need to have local traditional roots, although they do not specifically need to be historic.
22 DMO s create Brand and Positioning a brand identity should be designed around key characteristics of the area. Successful destination brands are associated with high product differentiation as well as highly distinctive quality and value. Local distinctiveness can play a big part in successful tourism destination branding. establish what local businesses, residents and visitors value about the area produce a positioning statement with thoughts on current AND potential markets
23 Digital Marketing Digital marketing from websites and e-zines to social networking and mobile technology is the best, most cost-effective route to market for both leisure and business tourism. It enables destination marketers to target consumers more tightly with very tailored information provide more detailed and up-to-date information than ever before reach targets when they are already on the move undertake last-minute tactical activity to fill gaps build a relationship with consumers to inspire loyalty and encourage word of mouth.
24 Digital Marketing Give me ideas appropriate to my situation in life i.e. family (segmentation marketing) Attractions, Accommodation, Events Give me the method to book, and pay EASILY Pay for tickets Pay for accommodation and transport Can be API s just in one place!
25 Package it up make it easy for me to book, pay and visit! Use technology!
26 An AMAZING website second best won t do The best destination websites are: creative, clever, responsive, and highly searchable with as many updatable elements as possible: news stories, weather bulletins, special offers, "what s on today" features, etc interactive, with the opportunity for visitors to share their own experiences, photos, videos and reviews easy to navigate on a mobile device have elements that the user can customise and personalise make it easy for people to bookmark, tag and subscribe opting in to regular updates which they can then share with their online networks of friends include insider tips, podcasts and itinerary planning tools use blogs to give them an informal, independent expert feel, and to increase their search engine rankings They must be easy to find
27 Reach out to me... marketing, from simple s to more designed e-newsletters and clever, creative e-shots. Segment the list and customise s. As well as the obvious benefits of customised targeted marketing, the more relevant the , the less likely the potential customer is to unsubscribe. Most s work best if they have a compelling subject line and include a clear call to action.
28 I am mobile talk to me on the move... Use mobile technology /SMS to send promotional messages direct to visitors. It has the edge over marketing when it comes to extremely-last-minute promotions and targeting people with extra ideas and offers when they are already on their trip.
Destination Plymouth hip Pack Welcome to Plymouth Over 5 million visitors come to Plymouth annually to enjoy the spectacular scenery, cultural and historic attractions and diverse range of food, culture
Fanø A Danish Island... Naturally The Future of Tourism Stevens & Associates, July 2013 Contents A Sense of Wonder A Sense of Welcome 1. A great place to live, work... and visit 2. Tourism the lifeblood
Notes from March 27 Visioning and Goal-Setting Session: Promotion, Marketing, Communications Defining the Theme and its Significance Pure MI advertising campaign- national recognition Feature natural resources,
Marketing in NI and ROI NITB Marketing Team Market summary Segments & motivators How NITB talk to them Accessing NITB s routes to market Why invest in the NI market? NI Market NI residents took 2 million
Creating a Successful Website The widespread adoption of Superfast Broadband by consumers and businesses means that you can include more features on your website, which in turn makes it more likely that
Standing Committee for Economic and Commercial Cooperation of the Organization of Islamic Cooperation (COMCEC) Tourism Product Development and Marketing Strategies in the COMCEC Region COMCEC COORDINATION
LIST PROJECT: PLAN PRODUCTS & SERVICES Propel Businessworks is a project management company that believes that each small business is unique and requires specialty services based on individual needs. This
Business Travel Made To Measure Global Scale With A Personal Touch Portman is a travel management company that offers you the best of both worlds: global scale and buying power, combined with a genuinely
Guide to Social Marketing for Tourist Destinations & Travel Agents Introduction There has been a dramatic increase in the number of people who are becoming self-reliant travelers; using online communities,
How do we become the global leader in delivering exceptional visitor experiences? How do we reduce friction in a visitor s journey? How can experiences be made unforgettable? ENHANCING VISITOR EXPERIENCE
Tourism Busines Portal Tutorial ONLINEDISTRIBUTIONCHANNELS INDEX INTRODUCTION....2 1. What types of online distribution channels are there?... 3 2. What tools can be used for direct online distribution?...
October 2014 OPERATOR LISTING GUIDELINES The information contained in this document is subject to change without notice, and does not represent a commitment on the part of Australian Tourism Data Warehouse
Website marketing opportunities @ Benefits Exposure to an extensive audience visitnorwich.co.uk received 546,000 visits in 2013, an increase of 4% from last year High search engine rankings visitnorwich.co.uk
OVERVIEW OF INTERNET MARKETING Introduction to the various ways in which you can market your business online 2 April 2012 Version 1.0 Contents Contents 2 Introduction 4 Skill Level 4 Terminology 4 What
WEST OF ENGLAND TOURISM DEVELOPMENT PLAN EXECUTIVE SUMMARY Context Tourism is the world s biggest industry. In the UK, it accounts for 3.5% of the nation s economy with a value in excess of 80 billion,
Published by Bath Tourism Plus in January 2012 www.visitbath.co.uk A full version of this Strategy together with accompanying Annual Marketing Plans are available from Bath Tourism Plus A Destination Marketing
Introduction to working with the media Introduction to working with the media Five reasons to work with the media 3 The secret to working with journalists 4 PR tactics 5 Photo stories 5 Media gift 5 Partnership
BEGINNER S GUIDE TO Content Marketing for Car Dealers It s no surprise that today s consumers shop differently than they used to. In fact, studies show that 95% of shoppers use digital channels to research
Topic Social Media Tutorial 44 Twitter For Tourism Twitter is a great tool for businesses looking to attract new customers and increase visibility of their branding. By creatively utilising the 140 character
SOCIAL MEDIA MARKETING STRATEGY: RENOVATIONS Social media is one of the best and most cost-effective ways to spread the word that your hotel has been renovated and has new modern facilities and amenities.
ALL ABOUT TOURISM MEDIA PACK We provide marketing services to all businesses and the Leisure and Tourism sector. Connecting business to business and to millions of visitors, tourists and general public
Report to: Cabinet, 27 th October 2015 Report of: Cabinet Member for History and Heritage Subject: HERITAGE CITY STATUS 1. Purpose of Report 1.1 To update Cabinet on Heritage City status and to seek Cabinet
Because the travel and tourism space remains extremely competitive, it s critical for hotels and hotel groups to establish and maintain a competitive advantage in their marketing efforts. One increasingly
28 INCREDIBLY ENTICING OFFERS TO BUILD YOUR EMAIL LIST THE ULTIMATE LIST! www.shinealightmedia.com Introduction Email Marketing is one of THE most effective ways to quickly, directly and personally reach
Buying Local What is buying local? Buying local is the purchase of locally made products and services from your local area. It includes encouraging and offering opportunities for your guests to buy local
THE COMPETITIVENESS AND ENTERPRISE DEVELOPMENT PROJECT (CEDP) TERMS OF REFERENCE FOR A PUBLIC RELATIONS FIRM TO REPRESENT UGANDA IN NORTH AMERICA (USA AND CANADA) 10.3.1 Project Background The Government
Culinary/Food Tourism Growing Pure Michigan! Ontario Culinary Tourism Alliance s Recipe for success Est. in 2006 to implement 2005-2015 Ontario Culinary Tourism Strategy & Action Plan OCTA s goals: Build
CRAFT NORTHERN IRELAND STRATEGIC PLAN 2014 2017 Innovative Craft 2014-17 March 2014 STRATEGY 1 Context o 1.1 Craft Northern Ireland history o 1.2 Evaluation o 1.3 Other considerations in developing a new
Website User Experience Bingo Checklist Tick off the squares that apply to your website Phone number is easily visible Purpose of the site is immediately obvious Every page has relevant content to encourage
Agencies/Agent Feature Web Site Feature: Get Free Dedicated Mobile Responsive Web site with high performance server. Google s SEO friendly Content, PPC compatible (Google ads) Enrich & Attractive Site-
How Airlines Can Use Email To Promote New Routes and Services Case studies and notes for airlines Helping travel companies generate quality leads online. How Airlines Can Use Email To Promote New Routes
Running a successful golf club Issue 1 Membership and Customer Relationship Management (CRM): Why profiling is key to retention An ebook by NFS Technology Group www.nfs- hospitality.com How to run a successful
THE COMPETITIVENESS AND ENTERPRISE DEVELOPMENT PROJECT (CEDP) TERMS OF REFERENCE FOR A PUBLIC RELATIONS FIRM TO REPRESENT UTB IN GERMAN SPEAKING MARKETS (GERMANY, AUSTRIA AND SWITZERLAND). 10.3.1 Project
Madame Tussauds brings you Leisure and Tourism An exciting resource to support the learning and teaching of Travel and Tourism and Applied Leisure and Tourism for Key Stages 4 and 5, Levels 1, 2, 3 Welcome
Developing a marketing plan 19 th June 2013 Overview of content This seminar will cover the following: 1. Brief introduction to Club Leaders 2. Marketing and marketing plans 3. What your club has to offer
REQUEST FOR PROPOSAL MARKETING CAMPAIGN CREATIVE SERVICES Originally Issued SEPTEMBER 12, 2011 Extension Issued SEPTEMBER 27, 2011 TABLE OF CONTENTS Summary.......3 1. Proposal Guidelines and Requirements....4
The Modern Traveler: A Look at Customer Engagement in the Travel Industry Executive Summary This report is the latest in our series of SDL original research that looks at how a new empowered consumer is
ITEM 4. FILE NO: SMALL BUSINESS FRIENDLY COUNCILS PROGRAM S123386 SUMMARY The City of Sydney has long recognised the importance of the small business community and their contribution to the economic, cultural
The Concierge Approach to Content Marketing How to increase brand awareness, sales, and positive customer experiences through publishing By Josiah Mackenzie Hotel Marketing Strategies Hotel Marketing Strategies
Real Life Methods Part of the ESRC National Centre for Research Methods Toolkit #02 Putting on an exhibition about your research Hazel Burke, Real Life Methods, University of Manchester July 2008 About
Sapphire Coast Visitor Profile and Satisfaction Report: Summary and Discussion of Results Introduction The Sapphire Coast Visitor Profile and Satisfaction (VPS) project was completed as part of the Destination
Social Media Marketing for Hospitality Industry 9th - 10th Feb 2014 Dubai, U.A.E Towers Rotana Hotel Training Overview This session has a unique social media approach, for professionals in the hospitality
The Evolution of Social Media Marketing: 9 trends to know now. It s hard to think of a time when social media didn t exist when people of all ages weren t snapping photos of their food, sharing selfies
Glasgow s Tourism action PLAN to 2016 Image and Brand Strengthen and maximize the economic impact and value of Glasgow: Scotland with style by developing and implementing brand strategy GCMB & 1-5 years
iapps Technology White Paper WP005#4- January 2012 Using Mobile Applications to Close The Marketing Loop iapps Pty Ltd 3/19 Premier Circuit, Warana, QLD, 4575, Australia T +61 (0)7 5437 8900 F +61 (0)7
October, 2007. Please find below three press releases from Glasgow City Marketing Bureau: Glasgow Launches 10 Year Tourism Strategy To Attract 1 Billion Revenue And Four Million Visitors Glasgow Promises
5 Keys to Exceptional Email Marketing Delivra 2012 2 Email marketing continues to be one of the most powerful and measurable marketing tools at your disposal. With the right tools and approach, your organization
Kendal Website Design Brief 1. Overview Kendal Futures working in partnership with Kendal Town Council and Kendal BID want to create a new website for Kendal. The new Kendal website will be aimed at visitors,
Communication and Marketing Strategy 2012-2016 September 2012 1 Contents: Table of Contents 1. Aim of the Strategy... 3 2. Introduction... 3 3. Scope of the Communications and Marketing Strategy... 4 4.
18 Managing Sales Channels for International Growth Fáilte Ireland Leisure Sales Appendix 1: Offline Travel Sales Introduction The global travel trade sector plays a significant role in distributing the
Business Support Programme Ian McLaughlan Project Manager Winning Moves Destination Staffordshire Business Support Programme April 2013 to December 2015 To work with Staffordshire tourism businesses to
UK Digital Experience Awards 2015 See our Website for more detailed information : www.d-x-a.co.uk, contact us on firstname.lastname@example.org or call 01223 911755. CATEGORIES MAKING A CHOICE WHAT
"CULTURAL TOURISM AND BUSINESS OPPORTUNITIES FOR MUSEUMS AND HERITAGE SITES" Presentation of Paper to Conference of School of Business, University of Victoria, "Quality Management in Urban Tourism: Balancing
EVENTS CAN WIN FOR BRITAIN A Manifesto for Meetings and Events in Britain WINNING FOR BRITAIN The meetings and events industry contributes to exports, inward investment, infrastructure development, cultural
10 ways Professional Service companies can increase their profits through marketing A Xander Marketing Guide T: 03302232770 E: email@example.com W: www.xandermarketing.com Introduction Traditionally
All You Need to Know about KiwiSchools Table of Contents Welcome Your Investment with us Typical Website Timeframe The KiwiSchools Process - Building the perfect website for your school... Step 1: Discovering
Em@il Marketing integration and automation tactics that lift conversions and boost ROI. How to successfully incorporate social, video, remarketing and marketing automation into your Email Marketing strategy.
The Sales Lead System Contents Intro... 3 Network Marketing Ad Basics... 3 Blogging... 4 Article Marketing... 4 Video Marketing... 5 E-mail Marketing... 6 Pay Per Click... 7 Banner Ads... 8 Social Marketing...
A Trip to Cambridge By Iina Lahti A beautiful sunny day in July; I m walking on a street in the middle of a city, being surrounded by stunning old buildings. Colleges and churches seem to be in every corner,
IFF SOCIAL MEDIA GUIDE 2014 INTERNATIONAL Table of content Social Media in short:...2 Basic Social Media Guidelines...2 Social Media Use Policy in short...3 The Golden Rules of Social Marketing (Marketo)...4
School of Management Prize Fellowship in Human Resource Management University of Bath Prize Fellowships are an exceptional opportunity for outstanding post-doctoral researchers to develop their academic
Trending with NextGen travelers Understanding the NextGen consumer-traveler Why NextGen is important Amadeus research study: the NextGen traveler Understanding trendsetters and future heavy consumers of
DIRECT & INDIRECT SALES CHANNELS Knowing where your potential customers search for information and being visible in those places/channels is key to driving sales. 2 main channels: 1. Direct - both online
Phillip Island Visitor Profile and Satisfaction Report: Summary and Discussion of Results Introduction The Phillip Island Visitor Profile and Satisfaction (VPS) project was completed as part of the Destination
TEXT100 DIGITAL INDEX: TRAVEL & TOURISM STUDY CONTENTS INTRODUCTION About the Study Pg 3 INSIGHTS: TRAVEL & TOURISM TOP 10 OBSERVATIONS Sections: General Travel Patterns Points of Influence for Vacation
Web Copywriting and Web News Get seen first with matm Web Copywriting and Web News from matm If you want to attract more online customers and clients and become more successful, it is essential that the
Introduction At Your Service: Your Roadmap to Support from SAS Kathy Council, Vice President, SAS Publications Division I ve had the good fortune to do a fair bit of travel; from small seaside resort towns,
Nga Haerenga, The New Zealand Cycle Trail Product Directory Prospectus 2012/2013 Photo: Hawke s Bay Trails PROMOTING NEW ZEALAND S PREMIUM CYCLE TOURISM EXPERIENCES TO THE WORLD Photo: Hawke s Bay Trails
Monitoring the Visitor Experience in New Zealand Summary Prepared for Tourism Industry Association New Zealand (TIA) The New Zealand Tourism Research Institute Auckland University of Technology www.nztri.org
Coventry Development Plan 2016 Appendix 89 Glossary of Key Terms Area Action Plan A Development Plan Document which focuses upon a specific location or an area subject to significant change. Affordable
Website Design Worksheet Form COMPANY INFORMATION Company: Date: Contact Name: e-mail: Address: City: St: Zip: Work Phone: Fax: Cell Phone: Category: Small Business Large Business Public Interest Non-Profit
Agile&wired Web Development & Online Marketing Experts Intelligent Inspired Integrated Digital Development and Digital Marketing TRANSFORM your advertising and boost your business If you re in business,
DEVELOPING A SOCIAL MEDIA STRATEGY Creating a social media strategy for your business 2 April 2012 Version 1.0 Contents Contents 2 Introduction 3 Skill Level 3 Video Tutorials 3 Getting Started with Social
Destination Visitor Survey Strategic Regional Research New South Wales Consumer perceptions of the Snowy Mountains as a holiday destination Introduction The Snowy Mountains region is an area of outstanding
Helping me to live my life Dedicated care and support for people living with dementia I ve always loved being outdoors, so I was worried when I moved from my own home that I would miss my garden and not
UNESCO World Heritage Sustainable Tourism Online Toolkit Guide 6 Managing the development of tourism infrastructure Welcome to the UNESCO World Heritage Sustainable Tourism Toolkit Sustainable planning
Internet Basics for Business Agenda Destination NSW overview The impact of technology and digital marketing on travel Initial assessment of my website Seven tips for your website Search Engines Converting
School of Management Prize Fellowship in Operations Management University of Bath Prize Fellowships are an exceptional opportunity for outstanding post-doctoral researchers to develop their academic career
Architects Registration Board Communications Strategy Introduction Effective communication is key to the work of the Architects Registration Board (ARB), enabling the organisation to build and maintain
12. GLOSSARY Useful tips and definitions for the RMP and associated activity. Adwords ATDW Refer to PPC Australian Tourism Data Warehouse The Australian Tourism Data Warehouse (ATDW) is the national platform
mediapack how... Are you looking to promote your venue, event, product or service to a large and targeted local audience? Then look no further! Whether it s online advertising, content, offers & competitions
Communications strategy refresh January 2012 1 c:\documents and settings\mhln.snh\objcache\objects\a654473.doc Contents 1. Introduction p 3 a. SNH: corporate aims and objectives b. SNH and communications
Catalog of Services March 21, 2007 CONSULTATION Initial 2-part consultation $110* If you re new to the realm of marketing online, we can give you the latest information on the potentials of bringing your
AIA Michigan s Social Media Marketing Course Welcome to the AIA Michigan s Social Media Marketing Course You are now officially on your way to getting a strong foundation of how you can market your business