Think Like A Visitor

Destination marketing organizations thrive on collaboration, vision, and trust. At the heart of all three lies one indispensable trait: transparency. While we often speak about clear communication with stakeholders, partners, and the public, transparency with a DMO’s own board of directors deserves equal—if not greater—attention. A well-informed board is not only an engaged partner but also a powerful advocate for the destination. Too often, DMO boards are treated like an occasional audience for good news, high-level updates, and polished wins. But true leadership involves opening the door to the full story—challenges, shortfalls, pivot points, and all. That kind of transparency builds more than awareness; it builds trust and ownership. The board isn’t just there to review budgets or approve marketing campaigns. These individuals are community representatives, connectors, and decision-makers. When they have a clear and accurate view of the DMO’s goals, performance, and evolving context...

Transparency is one of the most underrated tools in a destination marketing organization’s toolkit. We often talk about clarity in messaging for visitors, but that same clarity should begin at home—with our teams. In too many DMOs, staff are left out of strategic conversations, big-picture decisions, or even routine updates that affect their day-to-day work. The result? Confusion, frustration, and missed opportunities. When people don’t know   why  something is happening, they’re less likely to support   what   is happening. And in a field as collaborative and community-focused as destination marketing, alignment is everything. Transparency isn’t about oversharing or opening every meeting to every staff member. It’s about building a culture where people feel trusted, respected, and informed. When your team understands your strategic priorities, budget realities, community challenges, and visitor feedback, they’re better equipped to contribute in meaningful ways. They...

When a Destination Marketing Organization (DMO) prepares a Request for Proposal (RFP) for a research project, the instinct is often to jump straight into the details—scope of work, deliverables, deadlines, and budget. And while those are essential components, the most important element of any research RFP isn’t buried in the task list or timeline. It’s up front. It’s the “why.” Your research RFP must clearly articulate the purpose behind the project—why this research matters, what decisions it will inform, and how it connects to the broader goals of your destination marketing strategy. Without that context, vendors are left guessing at your motivations. And when vendors are guessing, you risk getting proposals that miss the mark—not because they aren’t competent, but because they’re solving the wrong problem. A well-written “purpose” section serves as the compass for the entire RFP. It allows potential partners to understand your intent, tailor their approach, and—importantly—offer str...

When budgets are tight, destination marketing organizations often face a tough question: How do we effectively tell our story without the luxury of a high-end website? While a professional, mobile-friendly website remains a valuable asset, it’s not the only way to reach potential visitors. In fact, there are alternative platforms and tools that can deliver impact without breaking the bank. Let’s explore how small-budget DMOs can think beyond the traditional website to build visibility, engagement, and visitor appeal. 1.   Leverage Social Media as Your Primary Platform Facebook, Instagram, and even TikTok are not just tools for posting photos—they can act as mini-websites. Use the “About” sections to share your basic visitor information: hours, directions, must-see spots, and local events. Feature consistent highlights and pinned posts that act as a content hub. You can even create Instagram Guides or Facebook Event Calendars to mimic the functionality of a more complex site. 2. ...

In a world where the fear of missing out (FOMO) has driven countless social media posts, last-minute getaways, and whirlwind travel plans, a quieter, more intentional movement is emerging — the Joy of Missing Out (JOMO). For Destination Marketing Organizations (DMOs), this shift represents a significant opportunity to redefine how they attract and engage travelers, moving beyond the pressure to see and do everything toward a more fulfilling, connection-rich experience. Embracing the JOMO Mindset Travelers seeking JOMO aren’t just avoiding crowds or long lines; they’re looking for something deeper — a chance to reconnect with themselves, immerse in nature, and experience local cultures without the distraction of constant notifications and digital noise. DMOs can tap into this trend by positioning their destinations as sanctuaries for slow travel, mindfulness, and personal renewal. Creating Quiet Moments To attract this audience, it’s essential to highlight experiences that emphasize sol...

Sustainability Starts Here: Equipping CVBs to Protect What Makes a Place Worth Visiting Convention & Visitors Bureaus do more than bring people to a place—they help define what that place is, and why it’s worth the journey. In a world where destinations can rise or fall on the quality of their visitor experience and the health of their environment, sustainability is no longer a side project. It's central to the mission. But sustainability can feel like a vague concept. For a CVB that’s busy chasing leads and booking rooms, what does it look like in real terms? The answer begins with giving them the right kind of information. 1.   Map the Impact, Not Just the Footfall Most CVBs know how many visitors came, where they came from, and how long they stayed. That’s baseline. What they often lack is insight into   how those visitors affected the destination. Data partners and local universities can help measure environmental pressure points—like trail overuse, downtown congestion...