Destination marketing organization

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A destination marketing organization or convention and visitor bureau promotes a town, city, region, or country in order to increase the number of visitors. It promotes the development and marketing of a destination, focusing on convention sales, tourism marketing, and services.

Such organizations promote economic development of a destination by increasing visits from tourists and business travelers, which generates overnight lodging for a destination, visits to restaurants, and shopping revenues. Convention and visitor bureaus are the most important tourism marketing organizations in their respective tourist destinations, as they are directly responsible for marketing the destination brand through travel and tourism "product awareness" to visitors. DMOs produce billions of dollars in direct and indirect revenue and taxes for their destinations' economies with their marketing and sales expertise.[1]

Destination marketing organizations are often called travel, convention, visitors, or tourism bureaux, welcome centers, information centers and more. Regardless of the name, these organizations offer many services to the traveling public.

Destination marketing[edit]

Destination Marketing is "a proactive, strategic, visitor-centered approach to the economic and cultural development of a location, which balances and integrates the interests of visitors, service providers, and the community."

This definition was proposed by business strategist and futurist Dr. Karl Albrecht, and endorsed by the Destination Marketing Association International, in the report of the 2008 DMAI Futures Study, conducted for DMAI by Karl Albrecht International.

The DMAI Futures Study recognizes five primary types of destinations, each with its unique marketing challenges:

1. Megacity: a city so large that it has become a unique destination unto itself; people who go there think of it as a primary destination, with the parent country as an associated option.

2. Large city: a city large enough to have become a "name" destination, and one of the primary choices when visiting a particular country.

3. Mid-sized city: a city of substantial size which is typically less well-known to foreign visitors; the DMO has to tell and sell its story and continually build a brand.

4. Regional/natural attraction: a geographic area or extended region that attracts visitors for reasons other than the typical urban experience.

5. Unique/boutique destination: typically small and localized destinations that capitalize on a specialized "best known for" appeal.

Australia[edit]

The Association of Australian Convention Bureaux (AACB) consists of 17 city and regional bureaux,[2] dedicated to marketing their specific region as business events destinations to intrastate, interstate, and international markets. The bureaux also promote Australia as a whole.

Barbados[edit]

The Barbados Tourism Authority (BTA)[3] is a not-for-profit agency of the Barbados government's Ministry of Tourism. The authority maintains 11 global offices focused on promotion and event marketing to tourists about Barbados. The offices are located in the nations of: Australia, Brazil, Canada, Germany, the United Kingdom, and the United States.

Germany[edit]

The German Convention Bureau (GCB) represents the interests of the German tourism industry. The GCB markets Germany as a destination for conventions, meetings, events and incentives, both on a national and international level and is the place to contact for anybody planning an event in Germany.

Korea[edit]

Korea Tourism Organization (KTO) is a statutory organization of the Republic of Korea (South Korea), under the Ministry of Culture and Tourism and is commissioned to promote tourism in South Korea.

Italy[edit]

The VR Convention Bureau (VR CB) is a non-profit organization that markets tourism in North East Italy, as a meetings and conventions destination.

Jordan[edit]

Jordan Tourism Board (JTB) is an independent public–private sector partnership committed to utilizing marketing strategies to brand, position and promote Jordan as the destination of choice in international markets. Launched in March 1998, JTB has consistently worked to heighten tourism in Jordan through an integrated program of international promotional activities including trade fairs, trade workshops, trade and consumer road shows, familiarization trips, press trips, brochure & multimedia production, and media relations. The organization's main office is located in Amman, Jordan and is supported by a number of satellite locations in the Middle East, the Americas, Europe, Australia, and Asia.

Prague[edit]

Prague Convention Bureau is the official convention bureau of Prague, the capital city of the Czech republic. It is a non-profit organization working alongside the Czech Tourist Authorities. It promotes Prague for organizing a conference, meeting, seminar, exhibition or incentive events.

United States[edit]

In the United States, convention and visitor bureaus (CVBs), financed through bed taxes or their members, perform destination marketing. Every U.S. state and almost every larger city and county has its own CVB.

Organization[edit]

Although many government and chamber of commerce bodies also market destinations to visitors and meeting planners, most U.S. convention and visitors bureaus (CVBs) are independent non-profit organizations.

Services[edit]

Typically, a convention and visitors bureau provides information about a destination's lodging, dining, attractions, events, museums, arts and culture, history and recreation. Some even provide bus services, insider tips, top ten attraction and activity lists, blogs, photos, forums, free things to do, season-specific activity suggestions and more. The organization works with tourists and meeting planners to provide valuable information on their local area. Their goal is to help make a visitor's trip or a conference attendees' meeting a much more enjoyable and rewarding experience. In many locations, they work closely with a convention center that will offer large spaces for larger meetings, trade shows, and conventions than can be accommodated in a single hotel. Usually, these organizations also have a local office where one can find maps, brochures, travel professionals, local insight, visitors guides, souvenirs and more.

Marketing initiatives[edit]

A convention and visitor bureau's marketing initiatives are typically achieved through the following: trade association marketplaces, web pages, advertising, distribution of promotional and collateral material, direct sales, hosting familiarization tours for journalists and travel industry personnel, and sponsoring other hospitality functions. The target decision maker of these marketing initiatives is not typically a resident in the community. Most often, if visitors are going to spend the night in a hotel, they reside at least 100 miles away. Thus, the marketing activity usually takes place or is directed outside the convention and visitors bureau's community. Convention and visitors bureaus in larger destinations often will market nationally and globally, while smaller cities may focus just on their state, region, or specific niche tourism markets.[4]

Puerto Rico[edit]

The Puerto Rico Convention Bureau (PRCB) is a non-profit organization established in 1962 to drive meetings, conventions, trade shows and incentive groups to Puerto Rico.

Scandinavia[edit]

TravelG8 and Travelgate.net, Destination Marketing anno 1994, promotes all major countries looking for Scandinavian travellers. Scandinavia & Nordic countries (Sweden, Norway, Denmark, Finland and Iceland) is the third largest market in Europe.

Thailand[edit]

Thailand Convention and Exhibition Bureau (acronym TCEB)is a public organization established in 2002 to be in charge of MICE events held in Thailand.

See also[edit]

Notes[edit]

  1. ^ "About the Industry". Destination Marketing Association International. 2009. Retrieved 2009-02-26. 
  2. ^ Association of Australian Convention Bureaux 2007, information taken on 4/8/2012 from <http://www.aacb.org.au/>
  3. ^ Offices of the Barbados Tourism Authority
  4. ^ "Information sources". Ohio's Lake Erie Shores & Islands. 2009. Retrieved 2009-02-26. 

References[edit]

  • R. C. Ford and W.C. Peeper, 2008. Managing Destination Marketing Organizations: The Tasks, Roles, and Responsibilities of the Convention and Visitors Bureau Executive, Orlando, FL, ForPer Publications.

External links[edit]