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To be the ultimate local tourism authority today, DMOs should become destination curators, providing highly accurate, current and customized information required for travelers to experience their markets - to increase visitor experience, expenditures and ultimately satisfaction. This session provides an in-depth look at some of the strategic thinking behind “gold standard” principles. Topics will include how destination audits and internet-based research can inform, destination intelligence, DMO effectiveness and ultimately accountability; as well as how website development, social media and email communications can raise the bar for destination stewardship to a new level of utility and effectiveness. No entity is better positioned than a DMO to provide visitors with everything they need to decide how to spend their time and money. Attendees will walk away with several ideas to upgrade their leisure travel programs in this thought-provoking, outside-the-box presentation.