I’ve spent the better part of 25 years in the world of hospitality and destination marketing — most of it in the global meetings and events community — and will offer four foundational thoughts as I kick-off this BLOG for anyone who is a destination marketer, relies on effective destination marketing to drive their business/create community legacies or depends on destination marketing to make informed travel-related decisions for tourism/meeting and event travel:
- Destination marketing is a crucial element to grow and sustain the inherent social and economic legacies generated by the global tourism and events industries.
- EVERYONE has an opinion on destination marketing.
- Much of today’s legacy destination and travel marketing practices are increasingly ineffective and a waste of money, depriving businesses and brands everywhere from realizing their full potential as tourism or event destinations.
- Destinations and tourism/travel brands that embrace the opportunities presented by today’s ubiquitous disruption are outperforming their competitors.
I will strive here to showcase the hackers, the disruptors and the innovators that have recognized that destination marketing today needs to be turned on its head to make a real difference and are boldly going where few dare. Recognition is not enough however. It needs to be accompanied with the courage to act. That’s where it gets difficult.