It’s now or never for DMOs/DMCs: Stay RELEVANT and RESILIENT

Get to work

Destination Think’s Frank Cuypers recently delivered a keynote called “Adapt or die: It’s now or never”. Frank spoke about the crisis of relevance facing destination marketing organizations (DMOs/DMCs), something that has been compounded during the COVID-19 pandemic.

Ilha de Mozambique, like many other destinations, doesn’t have a funded DMO/DMC and so it falls on Ilha’s operators to collaborate to create and implement their own actions. So we need to look to industry experts like Frank to learn and get advice.

Frank calls on destination marketers to understand the responsibilities of leadership, create fluid strategic plans, and generate true value for their communities. 

Fight amnesia. Review what you’ve learned. 
Don’t just jump back into business as usual. 
It’s critical to fight the human desire to move on immediately.
Frank Cuypers at Destination Think

Frank sees a way forward for destinations struggling to stay relevant. As some destinations move into the restart phase of recovery, it’s critical to keep scenario planning updated. 

Action: Select the three most likely scenarios and create plans. Reconvene to update these plans on a weekly basis.

In the restart phase, there’s a risk of either overpromising and underperforming or getting lost in a sea of sameness, which occurs when everyone tries to be unique in the same way. As always, use good data to make informed decisions while staying true to who you are as a destination. Get clear about what’s most important. Symbolic actions can go a long way if they’re rooted in the essence of a place. 

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