Destination Management Organizations USAID Brown Bag Lunch May 18, 2011
Global Sustainable Tourism Alliance (GSTA) <ul><li>5 Year LWA Cooperative Agreement </li></ul><ul><ul><li>Global mechanism...
Components of Bringing  Stakeholders Together Program Advisory Group Donor Coordination Regional Workshops International L...
Community Development NGOs Media Representatives Cultural Stewards Ministry of Tourism Ministry of Environment Ministry of...
Building partnerships & leveraging resources 1 – Donor Coordination Donors Program JICA <ul><li>National Ecotourism Strate...
Building local partnerships while understanding issues  Workshop Agendas <ul><li>Explanation of new program </li></ul><ul>...
Engaging international partners to support program objectives  International Partners <ul><li>Media Organizations </li></u...
WSR Objectives <ul><li>Develop a common vision about the issue </li></ul><ul><li>Analyze the current reality and decide wh...
Global Sustainable Tourism Alliance (GSTA) <ul><li>5 Year LWA Cooperative Agreement </li></ul><ul><ul><li>Global mechanism...
<ul><li>DMOs, an independent organization to: </li></ul><ul><ul><li>Create a space for dialogue among industry  </li></ul>...
<ul><li>To promote: </li></ul><ul><li>Meetings, Conventions & Incentives (MICE) -  to book conventions  </li></ul><ul><li>...
Destination Strategy
<ul><li>Non-profit </li></ul><ul><li>Board and published regulations </li></ul><ul><li>Membership organization of diverse ...
<ul><li>National  Tourism Authorities (NTAs) or Organisations (NTOs), responsible for management and marketing of tourism ...
Destination Management Challenges & Obstacles <ul><li>Government policy favours centralized management  </li></ul><ul><li>...
Bocas del Toro Using the Geotourism approach developed by: Case Study
<ul><li>Rapid tourism development with limited multi-stakeholder planning and dialogue </li></ul><ul><li>Negative environm...
Objectives for the Area <ul><li>Formalize a Sustainable Tourism Cluster with key public and private tourism stakeholders <...
Methodology Case Study
Mission To support sustainable tourism development, promote responsible travel & give incentives for travelers to understa...
Results <ul><li>Over 50 new members joining the BSTA within its first year of operations </li></ul><ul><li>Local committee...
 
Toolkit Series: Destination Management Organizations (DMOs)
TOOLKIT SERIES
Unit 1:  Ensuring a Sustainable Form of Development Unit 2:  Tourism Inventory, Vision and Goal Setting Unit 3:  Auditing ...
<ul><li>Defining Sustainable Tourism </li></ul><ul><li>Triple Bottom Line </li></ul><ul><li>Tools to Help Manage Destinati...
Unit 2:  Tourism Inventory, Vision and Goal Setting “ Get tourists to stay in the area another day”  –  Economic “ Organiz...
Unit 3:  Auditing the Visitor and Resident Experience  <ul><li>Design a Visitors Survey </li></ul><ul><ul><li>Number of vi...
Establishing a Destination Management System (DMS)
Unit 4:  Utilize Clusters to Gain a Competitive Edge
How to unite existing stakeholders into effective clusters How to implement sustainable business practices into organized ...
Unit 5:  Establishing a Destination Management    Organization (DMO) Using a Partnership Approach
Unit 6:  Developing Destination Marketing & Positioning   Strategies SWOT Analysis Branding Worksheet Marketing Effectiven...
Unit 7:  Building the Destination’s Online Presence Website Design Elements Search Engine Optimization Social Media Landsc...
Unit 8:  Developing a Visitor Information Program Belize Visitor Information Checklist Rwanda VC Information Kiosks
<ul><li>Illustrative Business Plan – Bocas del Toro, Panama </li></ul><ul><li>background information, description of the r...
Solimar International www.solimarinternational.com 202-518-6192 Questions? ? ? ?
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Destination Management Organization Overview and Toolkit Presentation to USAID

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A background on moving from competitive clusters to destination management organizations. An overview of the Destination Management Organization Toolkit developed by the Global Sustainable Tourism Alliance for the United States Agency for International Development.

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  • The UN World Tourism Organization (UNWTO) has defined sustainable tourism as an enterprise that achieves a balance between the environmental, economic, and socio-cultural aspects of tourism development so as to guarantee long-term benefits to recipient communities. According to UNWTO, it should: Make optimal use of environmental resources, maintaining essential ecosystems and helping conserve biodiversity. Respect socio-cultural authenticity, conserve built and living cultural heritage, and contribute to cross-cultural understanding and tolerance. Ensure long-term socio-economic benefits, fairly distributed to all community stakeholders, including stable employment and income-earning opportunities, social services, and poverty alleviation.
  • Create a tourism supply inventory checklist Create a vision for the destination to shape the purpose of development , how the destination wants to be perceived and what its intentions are for the future Steps to outline Goals to provide a defined objective for destinations to aim for and give focus on how to build the strategy in order to achieve the end result
  • DMOs can also provide other strategic services that raise the profile and competitiveness of the destination, such as: Tourism Master Planning Tourism Statistics and Monitoring Asset Advocacy Industry Support, Growth, and Training Resident Engagement
  • SWOT Analysis is a tactical tool for destination to think strategically about the realities and positioning of the destination as it relates to the tourism marketplace A Branding Worksheet is provided to help brainstorm unique aspects of the destination and begin formulating a brand identity A Marketing Objectives Worksheet is provided as a template for tracking the real cost of marketing activities and setting goals and objectives for each A Marketing Effectiveness Worksheet is provided to determine return on investment for each marketing initiative by linking costs to desired outcome
  • A Visitor Information Checklist is provides a series of questions to determine the feasibility of a Visitor Information Center (VIC) in a potential location Information Kiosks are a simple and effective way of giving visitors detailed information
  • Section I: the background information and the description of the role of a Destination Management Organization.   Section II: analyzes the local tourism industry and its environment.   Section III: details the Destination Management Organization overview, management structure, and legal issues for establishing the entity.   Section IV: details the business strategy and model for the Destination Management Organization, including the products and services offered as well as how the entity will generate revenue.   Section V: reveals a marketing strategy for the organization.   Section VI: provides more details on the organization’s operations while   Section VII: provides detailed financial projections.   Section VIII: provides a long-term action plan (five years) and general recommendations to guide the formation and daily operations of the organization.
  • Destination Management Organization Overview and Toolkit Presentation to USAID

    1. 1. Destination Management Organizations USAID Brown Bag Lunch May 18, 2011
    2. 2. Global Sustainable Tourism Alliance (GSTA) <ul><li>5 Year LWA Cooperative Agreement </li></ul><ul><ul><li>Global mechanism </li></ul></ul><ul><ul><li>Advance the state of the practice </li></ul></ul><ul><ul><li>Systems Approach </li></ul></ul><ul><ul><ul><li>SCALE – cross-sectoral approach including environment, governance, economics, and societal aspects </li></ul></ul></ul><ul><ul><ul><li>Value Chain Analysis </li></ul></ul></ul><ul><li>Awarded to AED – Managed by AED, Solimar, GW, TNC </li></ul><ul><li>Country Programs: Ecuador, Dominican Republic, Ethiopia, Montenegro, Uganda, Mali </li></ul>
    3. 3. Components of Bringing Stakeholders Together Program Advisory Group Donor Coordination Regional Workshops International Linkages Whole Systems in the Room 1 2 3 4 5
    4. 4. Community Development NGOs Media Representatives Cultural Stewards Ministry of Tourism Ministry of Environment Ministry of Tourism Ministry of Planning Tourism Leaders CSR Business Leaders Financing Institutions Environmental NGOs Universities Social Economic Governance Environment High Level Group of Representatives from each Sector 1 – Program Advisory Group
    5. 5. Building partnerships & leveraging resources 1 – Donor Coordination Donors Program JICA <ul><li>National Ecotourism Strategy & Pilot Projects </li></ul><ul><li>Community Based Tourism Development in Puerto Plata region </li></ul>EU <ul><li>Development of MSMEs </li></ul>World Bank <ul><li>Workforce Development Program </li></ul><ul><li>Infastructure support of Puerto Plata Region </li></ul>IADB <ul><li>Continued spport of CNC Program </li></ul><ul><li>MIF Project to support Puerto Plata </li></ul><ul><li>ICT Innovation Program to support MSMES </li></ul>GTZ <ul><li>Natural Resource Management Program in the Central Mountain areas </li></ul>AECI <ul><li>Proyecto Araucaria XXI Enriquillo - Sustainable Tourism activities </li></ul>Donors Program UNDP <ul><li>Red Dominicana de Turismo Rural (REDOTUR) </li></ul>UNF <ul><li>World Heritage Alliance </li></ul><ul><li>Sustainable Tourism Criteria Initiative </li></ul>OAS <ul><li>Small Tourism Enterprise Project (STEP) </li></ul>UNWTO <ul><li>Center for Excellence in Destinations (CED) </li></ul><ul><li>Sustainable Tourism for the Elimination of Poverty (STEP) </li></ul>IUCN <ul><li>Caribbean Regional Sustainable Development Program </li></ul>
    6. 6. Building local partnerships while understanding issues Workshop Agendas <ul><li>Explanation of new program </li></ul><ul><li>National Geographic Geotourism Presentation </li></ul><ul><li>Cultural and Natural Asset Mapping </li></ul><ul><li>Identification of Issues preventing sustainable development </li></ul><ul><li>Stakeholder Mapping </li></ul><ul><li>Explanation of Next Steps </li></ul>Your text 3 – Regional Workshops
    7. 7. Engaging international partners to support program objectives International Partners <ul><li>Media Organizations </li></ul><ul><li>International Tour Operators </li></ul><ul><li>Hotel Management Companies </li></ul><ul><li>Hotel & Resort Developers </li></ul><ul><li>World Economic Forum </li></ul><ul><li>Philanthropic Investors </li></ul><ul><li>Online Travel Agencies </li></ul><ul><li>Technology Partners </li></ul>Your text 4 – International Linkages
    8. 8. WSR Objectives <ul><li>Develop a common vision about the issue </li></ul><ul><li>Analyze the current reality and decide what needs to change </li></ul><ul><li>Generate ideas about how and what to change </li></ul><ul><li>Commit to short-term (3 months) and long-term (3 years) implementation plans towards the common vision </li></ul>Your text 5 – Whole System in the Room
    9. 9. Global Sustainable Tourism Alliance (GSTA) <ul><li>5 Year LWA Cooperative Agreement </li></ul><ul><ul><li>Global mechanism </li></ul></ul><ul><ul><li>Advance the state of the practice </li></ul></ul><ul><ul><li>Systems Approach </li></ul></ul><ul><ul><ul><li>SCALE – cross-sectoral approach including environment, governance, economics, and societal aspects </li></ul></ul></ul><ul><ul><ul><li>Value Chain Analysis </li></ul></ul></ul><ul><li>Awarded to AED – Managed by AED, Solimar, GW, TNC </li></ul><ul><li>Country Programs: Ecuador, Dominican Republic, Ethiopia, Montenegro, Uganda, Mali </li></ul>
    10. 10. <ul><li>DMOs, an independent organization to: </li></ul><ul><ul><li>Create a space for dialogue among industry </li></ul></ul><ul><ul><li>Destination strategy and planning </li></ul></ul><ul><ul><ul><li>Infrastructure </li></ul></ul></ul><ul><ul><ul><li>Conservation </li></ul></ul></ul><ul><ul><ul><li>Invest </li></ul></ul></ul><ul><ul><ul><li>Training </li></ul></ul></ul><ul><ul><li>Destination marketing and market research </li></ul></ul><ul><ul><li>Destination sales (conferences and events) </li></ul></ul><ul><ul><li>Provide cohesive communication to travelers </li></ul></ul><ul><ul><li>Gather statics / monitoring and evaluation </li></ul></ul>
    11. 11. <ul><li>To promote: </li></ul><ul><li>Meetings, Conventions & Incentives (MICE) - to book conventions </li></ul><ul><li>Travel Trade Sales -- to increase volume, visitor spending, length of stay </li></ul><ul><li>Marketing and Market Research </li></ul><ul><li>Communications – planners’ guide, visitor guide, service guides </li></ul><ul><li>Membership: Information dissemination, recruitment </li></ul><ul><li>Visitor Information Centers & Reservations Systems: </li></ul><ul><li>Direct client contact, Distribute information, Reservation systems </li></ul>DMOs: Traditional Functions
    12. 12. Destination Strategy
    13. 13. <ul><li>Non-profit </li></ul><ul><li>Board and published regulations </li></ul><ul><li>Membership organization of diverse stakeholders </li></ul><ul><li>Revenue from: </li></ul><ul><ul><li>membership, taxes, bookings </li></ul></ul><ul><li>Services mostly provided free </li></ul><ul><li>Who uses a destination management organization </li></ul><ul><ul><li>Visitors, businesses and meeting planners </li></ul></ul><ul><li>Why? </li></ul><ul><ul><li>Unbiased information about a destination </li></ul></ul><ul><ul><li>One-stop shop – saves time </li></ul></ul>Common Characteristics of the DMO
    14. 14. <ul><li>National Tourism Authorities (NTAs) or Organisations (NTOs), responsible for management and marketing of tourism at a national level. </li></ul><ul><li>Regional , provincial or state DMOs (RTOs), responsible for the management and/or marketing of tourism in a geographic region defined for that purpose, sometimes but not always an administrative or local government region such as a county, state or province. </li></ul><ul><li>Local DMOs, responsible for the management and/or marketing of tourism based on a smaller geographic area or city/town. </li></ul>Categories of DMOs
    15. 15. Destination Management Challenges & Obstacles <ul><li>Government policy favours centralized management </li></ul><ul><li>Businesses and individuals favour fragmentation </li></ul><ul><li>“ Complaining” versus “doing” </li></ul><ul><li>Lack of sustainable financial support </li></ul>
    16. 16. Bocas del Toro Using the Geotourism approach developed by: Case Study
    17. 17. <ul><li>Rapid tourism development with limited multi-stakeholder planning and dialogue </li></ul><ul><li>Negative environmental impacts caused by tourism </li></ul><ul><li>Tourism development changing the “character of place” – local cultures and traditions being lost </li></ul><ul><li>Lack of public private partnership for destination management and promotion </li></ul>A Familiar Situation
    18. 18. Objectives for the Area <ul><li>Formalize a Sustainable Tourism Cluster with key public and private tourism stakeholders </li></ul><ul><li>Develop and implement a business model for the tourism cluster </li></ul><ul><li>Develop and market demand driven tourism packages </li></ul><ul><li>Expand the service quality and product development of local suppliers </li></ul><ul><li>Improve the environmental performance of private businesses </li></ul>
    19. 19. Methodology Case Study
    20. 20. Mission To support sustainable tourism development, promote responsible travel & give incentives for travelers to understand & protect the local culture & environment they are visiting
    21. 21. Results <ul><li>Over 50 new members joining the BSTA within its first year of operations </li></ul><ul><li>Local committees established and working collectively to address issues facing the destination (a local waste management committee has already been formed); </li></ul><ul><li>Sustainable tourism packages and day tours developed that create direct linkages between various groups within the DMO; </li></ul><ul><li>A comprehensive marketing and branding strategy developed and implemented; </li></ul><ul><li>Ten hotels with improved environmental performance through the implementation of Rainforest Alliance’s best management practices </li></ul>
    22. 23. Toolkit Series: Destination Management Organizations (DMOs)
    23. 24. TOOLKIT SERIES
    24. 25. Unit 1: Ensuring a Sustainable Form of Development Unit 2: Tourism Inventory, Vision and Goal Setting Unit 3: Auditing the Visitor and Resident Experience Unit 4: Utilize Clusters to Gain a Competitive Edge Unit 5: Establishing a Destination Management Organization (DMO) Using a Partnership Approach Unit 6: Developing Destination Marketing & Positioning Strategies Unit 7: Building the Destination’s Online Presence Unit 8: Developing a Visitor Information Program Destination Management Organizations Toolkit
    25. 26. <ul><li>Defining Sustainable Tourism </li></ul><ul><li>Triple Bottom Line </li></ul><ul><li>Tools to Help Manage Destinations More Sustainably </li></ul>Unit 1: Ensuring a Sustainable Form of Development
    26. 27. Unit 2: Tourism Inventory, Vision and Goal Setting “ Get tourists to stay in the area another day” – Economic “ Organize more recreational offerings, concerts and plays monthly” - Social/Cultural “ Undertake long-term cleanup of entrances to town” - Environment <ul><li>Create a tourism supply inventory checklist </li></ul><ul><ul><li>Accommodations </li></ul></ul><ul><ul><li>Tour Operators </li></ul></ul><ul><ul><li>Natural and Historical/Cultural Attractions </li></ul></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>Dining </li></ul></ul>Create a vision for the destination Steps to outline Goals
    27. 28. Unit 3: Auditing the Visitor and Resident Experience <ul><li>Design a Visitors Survey </li></ul><ul><ul><li>Number of visits to the destination </li></ul></ul><ul><ul><li>Method of travel (solo, tour, family, etc.) </li></ul></ul><ul><ul><li>Primary reason for visit </li></ul></ul><ul><ul><li>How did you hear about the destination </li></ul></ul><ul><ul><li>Attractions you expect to visit </li></ul></ul><ul><ul><li>Activities you hope to experience </li></ul></ul><ul><ul><li>Products, Services and Hospitality ratings </li></ul></ul><ul><ul><li>Demographic information </li></ul></ul><ul><li>Design a Residents Survey </li></ul><ul><ul><li>Current attitudes towards tourism </li></ul></ul><ul><ul><li>Positive/Negative effects of tourism </li></ul></ul><ul><ul><li>Level of involvement with tourism </li></ul></ul><ul><ul><li>Employment due to tourism </li></ul></ul><ul><ul><li>Outlook on tourism for the local society </li></ul></ul>Visitor Experience Value Chain
    28. 29. Establishing a Destination Management System (DMS)
    29. 30. Unit 4: Utilize Clusters to Gain a Competitive Edge
    30. 31. How to unite existing stakeholders into effective clusters How to implement sustainable business practices into organized clusters <ul><li>“ Top 10” </li></ul><ul><li>Begin with an objective facilitator </li></ul><ul><li>Include all stakeholders </li></ul><ul><li>Identify a champion </li></ul><ul><li>Initiate cross-industry collaboration </li></ul><ul><li>Encourage members to contribute </li></ul><ul><li>Improve public awareness </li></ul><ul><li>Prioritize local capacity </li></ul><ul><li>Work with the public sector </li></ul><ul><li>Develop performance measures </li></ul><ul><li>Be patient and persistant </li></ul>
    31. 32. Unit 5: Establishing a Destination Management Organization (DMO) Using a Partnership Approach
    32. 33. Unit 6: Developing Destination Marketing & Positioning Strategies SWOT Analysis Branding Worksheet Marketing Effectiveness Worksheet Marketing Objectives Worksheet
    33. 34. Unit 7: Building the Destination’s Online Presence Website Design Elements Search Engine Optimization Social Media Landscape
    34. 35. Unit 8: Developing a Visitor Information Program Belize Visitor Information Checklist Rwanda VC Information Kiosks
    35. 36. <ul><li>Illustrative Business Plan – Bocas del Toro, Panama </li></ul><ul><li>background information, description of the role of a DMO </li></ul><ul><li>analyzes the local tourism industry and its environment </li></ul><ul><li>details the DMO overview, management structure, and legal issues   </li></ul><ul><li>business strategy and model   </li></ul><ul><li>marketing strategy  </li></ul><ul><li>details operations   </li></ul><ul><li>provides financial projections </li></ul><ul><li>long-term action plan (five years ) </li></ul><ul><li>Sample Scope of Work </li></ul>Additional Tools in the Toolkit
    36. 37. Solimar International www.solimarinternational.com 202-518-6192 Questions? ? ? ?
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