The Value of DMOs
Travel and tourism has played an increasingly important role in the economic growth of destinations across the globe. International tourist arrivals surpassed 1 billion for the first time in history in 2012, proving that the emotional connection between travel and quality of life remains a powerful motivation for traveling. Destinations are the heartbeat of travel and tourism, and DMOs are in the inspiration business.
Promoting travel and tourism is an effective means to support economic development, in part, because the industry cuts across and is linked to many other industries in the economy, generating additional demand in a wide range of services and professions. In light of this, substantial investments are made in destination marketing, over $4 billion annually worldwide.
While their approaches and structures vary, official destination marketing organizations (DMOs) promote the long-term development and marketing of a destination, focusing on convention sales, tourism marketing and service. DMO leaders are the masterminds behind campaigns marketing an “entire” destination to meeting professionals, business travelers, tour operators and individual visitors. DMOs represent the hotels, facilities, attractions, restaurants and other providers serving travelers.