Think Like A Visitor

“What’s the biggest obstacle in your way?” It’s a simple question. But when you ask it with real intention—in a quiet moment, behind a closed door—it becomes a powerful mirror. For destination marketing organizations, asking this question as a leadership practice can reveal more than data ever could. Most DMO leaders are busy. Your calendar is a game of Tetris: board meetings, budget presentations, media requests, community events. But busyness can sometimes hide the very obstacles that keep your organization from growing, evolving, or truly connecting with your destination’s soul. Start by asking yourself:   What’s the biggest obstacle in my way as a leader?   Is it lack of funding? Outdated perceptions of your destination? A disengaged board? An unclear vision? Maybe it's fear—of change, of failure, of disappointing the people who trust you. You don’t need to answer out loud, but you do need to answer honestly. Now take that same question to your team.   What’s the bigg...

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...