This document discusses the future role of destination management organizations (DMOs) from the perspective of southern Norway. It suggests that DMOs will no longer be directly "in charge" of destination marketing and sales. Instead, their role will be to facilitate the tourism industry and ensure excellent customer experiences remain a priority. DMOs should provide knowledge and expertise to help the industry improve. To be effective, DMOs must adopt a flexible approach, think creatively, and listen to industry needs in order to develop new business models that support the evolving tourism landscape.

1. The future role of a DMO
- from a regional perceptive in Southern Norway
Heidi Sørvig
Visit Sørlandet

5. How to turn
things?

6. Our EXISTING visitors are our best marketeers

7. Sørlandet! Kristiansand
Kristiansand Sørlandet!Kristiansand! Sørlandet!
Kristiansand!
Sørlandet!
Sørlandet!
Sørlandet!
We want to be number ONE on getting our
visitors to come back!
9 out of 10 will return
- and tell others

8. «Best in show»
= winners
«Biggest budget»
= winners

9. It costs up to five times as
much to get new
customers as it does to
retain existing customer
relationships (Framnes and Thjømøe, 2003”

10. Industry «born» initiative
short term
results
long term
strategic

11. Under(besøket(
OPPLEVELSER(
Før(besøket( GJESTEHÅNDTERING, E>er(besøket(
SYSTEM,
DRØMMER( MINNER(
GJENKJØP(
RETURN&
ANBEFALE(
Source: Anna Pollock
During'the'visit'
EXPERIENCES)
A"er%the%visit%
MEMORIES'
Before&the&visit&
DREAMS'
GUEST&MANAGEMENT&&
SYSTEM&
RECOMMENDATION+

12. Attitude, tools and methods
A satisfied customer is simply not
good enough.
You need a WOW customer!
Complaints?
Yeahh!!
Finally a chance to improve
Wanna be best in the industry?
Involve your customer in
your innovation process

13. the industry
KAM KAM
Digital specialist
KAM
CRM specialist
Food specialist
KPI specialist
«Usus Academy»
Service design
specialist
Culture specialist
Media specialist

14. Digital toolbox

15. Results?

16. Future role of DMO?
• No longer «in charge» of the destination marketing (or
sale)
• Customer experiences are key
• Facilitator to assist the industry to be the best
• Deliver on knowledge and expertise that the industry
needs

17. How to do it?
• Mangement is key - you can´t pretend to be social!
• Don´t be afraid to «move out» - think outside the box
• Flexible and change-oriented must be your new DNA
• Listen to the industry - what do they need you to do?
• New business model needed!

18. Thanks! www.usus.no