Here at DMAI, we have long realized destination marketing as a serious engine to drive job creation and economic growth through travel and tourism. The importance of destination promotion to the visitor economy is well documented, but destination promotion also acts as a catalyst of economic development in a broader sense. DMAI’s latest research takes a closer look, yielding a more complete picture of this critical function.
Through a combination of case studies, interviews, literature review, and statistical analysis, Oxford Economics finds that destination promotion fuels development across the entire economic spectrum. In addition to generating jobs and tax revenues by attracting visitors, the activities of destination marketing organizations (DMOs) drive broader economic growth by sustaining air service, creating familiarity, attracting decision makers, and improving the quality of life for residents.
The study continues to demonstrate that those markets which coordinate destination marketing and economic development are better positioned to compete for new investments and corporate relocations, as well as build a more talented workforce. Download the research and other materials to learn more about how our profession fuels growth across the entire economic spectrum, as well as the benefits of in-depth collaboration between DMOs and economic development agencies.
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Funded Through The Destination & Travel Foundation
The Destination Promotion: An Engine of Economic Development study was funded through a generous grant from the Destination & Travel Foundation. The Destination & Travel Foundation was established more than 20 years ago support such organizations by tackling the most pressing issues and challenges faced by the DMO community. To date, the Foundation has delivered impactful products, services and educational resources, including the Economic Impact Calculator, DMO Advocacy Toolkit, Marketing Activities Study, and the Visitor Information Centers Study. This year, the Foundation supported the groundbreaking DestinationNEXT initiative and its vision to provide practical, clear actions and strategies for DMOs in a rapidly changing future.