Destination management is a broad management process, based around ensuring tourism is beneficial for a particular destination. It is usually the responsibility of a destination management organisation, or DMO for short. Over the course of this article, you will find out more about what a destination management organisation actually is.

Quick menu:

What is Destination Management?

Destination management refers to a holistic approach, where many aspects of a destination are managed via a coordinated process. It can include managing marketing, local accommodation, tours, events, activities, attractions and transportation, and is often the responsibility of a dedicated destination management organisation.

The aim is to ensure tourism has a net positive effect on the destination, and this means maximising the benefits through optimisation of both supply and demand. A destination management organisation will typically be membership-based, with members including government figures, local businesses and others in the travel industry.

What is a Destination Marketing Organisation (DMO)?

A destination marketing organisation is similar to a destination management organisation and the two terms are sometimes used interchangeably. However, in the case of a destination marketing organisation, the focus is on promoting a destination, in order to make it more attractive to tourists, businesses and other potential travellers.

A DMO may use a wide range of marketing techniques, including display advertising, content marketing, social media promotion, offline advertising and experiential marketing. There are many different types of destination, so destination marketing efforts may consist of country marketing, city marketing, or marketing a specific geographical region.

How Can a Destination Marketing Organisation Add Value to Your Destination?

A destination marketing organisation, or DMO, can help to add value to your destination by coming up with a comprehensive promotional strategy. Individual stakeholders within the local tourism industry, such as hotels, travel companies and other businesses, can all then contribute to this strategy, in order to attract more travellers.

Some of the specific responsibilities may include identifying key demographics that are most likely to want to visit the destination, coming up with compelling branding of the destination, and creating or devising specific marketing techniques, aimed at the target audience(s). This can all serve to grow tourism and business investment.

4 Steps to Execute Destination Management

For a destination management organisation actually looking to execute a management plan, it is best to break the strategy down into four main steps, which can broadly be described as: place, people, product and process.

When thinking about place, it is important to clearly define the destination and understand why managing it holistically is beneficial. Meanwhile, in terms of people, you need to be clear on who is most likely to visit the destination and what their main motivations are. You should also know who your key destination management partners are.

The product refers to what your destination actually has to offer travellers and businesses looking to move into the area. A destination management organisation will typically consider aspects like the overall travel experience, as well as specifics like accommodation options, attractions and local facilities.

Finally, the process stage involves determining precisely what actions need to be taken, in order to achieve the best possible results. This will mean taking the right steps to ensure the travel experience matches customer expectations.

In the article “Destination Management: How Tourism Adds Value to Your Destination”, you will be able to find out more about the overriding concept of destination management, the key responsibilities of a destination management organisation (DMO), and the four steps organisations can follow to ensure tourism delivers real value to a destination.

Destination Marketing Strategies

Destination marketing forms a key part of wider DMO responsibilities, helping to make a destination stand out from alternatives and hold a unique appeal for potential travellers. However, marketing a destination is a complex process, which can involve a number of different strategies being used, often simultaneously.

In the article “Destination Marketing Strategies to Attract More Visitors”, you will find a breakdown of some of the most important and effective strategies a destination marking organisation can use to get results.

Tourism Management: All You Need to Know About Tourism

Tourism management encompasses almost all aspects of the tourism industry, as well as many of the activities associated with it. Tourism management includes management roles within the travel and hospitality industries, with examples including hotels, restaurants, transportation, travel agents and tour operators.

In the article “Tourism Management: All You Need to Know About Tourism”, you will be able to learn more about tourism management, the various tourism management jobs that exist and what these roles actually entail.

A destination management organisation is usually comprised of a group of travel industry stakeholders, who have a vested interest in optimising tourism within a particular destination. Its responsibilities may include defining the destination and its boundaries, promoting it to travellers and ensuring the destination offers unique value.

More Tips to Grow Your Business is a knowledge platform for the hospitality & travel industry. Professionals use our insights, strategies and actionable tips to get inspired, optimise revenue, innovate processes and improve customer experience. You can find all travel industry tips in the categories Marketing & Distribution, Staffing & Career and Technology & Software.

Submit an Article