That’s Not Their Role

Over the holidays, I saw an op-ed piece that was meanderingly critical of the work of a region's Destination Marketing Organization. Not that awards prove efficacy, but the DMO in question was named Tourism Office of the Year a few years ago by the Southeast Tourism Society. So, I'm scratching my head at the author's motivation.

Regardless, there was a line in his screed that made me chuckle: "With so many inexperienced tourism marketing people serving on the (DMO) board, I hope they aren’t led into some unnecessary expenditures and marketing decisions that in the end won’t increase visitation to (the) County."

The last thing a DMO needs is a Board of "experienced tourism marketing people"...as they will consistently attempt to tinker with the work of the professionals who have been engaged to do the marketing. Inexperience in marketing is actually a good thing...because the best Boards aren't subject experts. They are influencers. They are liaisons with the community they serve. They are advocates and activists.

I know that for some, such a concept is counter-intuitive. But, trust me...after working with over 200 DMOs over the years, I know what works. And, so do my partners in the Board Leadership for Destinations Symposium. 

There's one slot left for this year's event, if you hurry.