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Best practices and resources for managing tourism growth in your destination
Tourism around the world has been growing fast with total visitor spending now in excess of $7 trillion USD and 11% of global GDP. More than $1.3 trillion of this spending is from 1.2 billion international travelers. This growth is being driven by several long-term trends including rapidly expanding middle classes in developing countries, rebounding economies after the Great Financial Crisis and a shift from goods to services in consumer preferences – including those seeking travel experiences.
This growth is creating an increasing range of problems that Skift has coined “Overtourism”. These problems include crowding and congestion, impact on historic sites, increased waste and environmental degradation. In an increasing number of cities, regions and nations, local residents are expressing their frustration with these impacts and the tourism industry is...
Official Destination Websites and Visitor Guides reach and engage with a highly engaged audience. Research shows these readers and online users are among the most qualified audience in the travel industry. They have a high likelihood of traveling to the destination and use these resources to make booking decisions. This audience is one of the most valuable assets of a DMO and of tremendous appeal to industry partners. Creating opportunities to reach this highly qualified audience is a win-win opportunity: generating revenue and additional content for the DMO, offering a high-quality advertising opportunity for the industry and creating engaged leads and new visitors and guests.
Reoccurring and independent third-party research studies have highlighted the unrivalled quality of the audience offered by destination visitor guides,...
Destination Marketing Organizations (DMOs) date back to the 19th century with the establishment of the Detroit Convention and Businessmen’s League in 1896 – an organization that later evolved into the Detroit Metro CVB.
The United States has been the pioneer and innovator in destination marketing, including creative private – public funding models and partnerships. Early destination marketers were often larger than life personalities who used a savvy combination of evocative storytelling, boosterism and specific events to put their city, territory or state on the map.
8 Key Themes of Top Performing Videos from DMOs
In the first 2 blogs of this series, we highlighted 10 video examples from destinations as diverse as Florida and California in the United States, New Zealand, Australia, Iceland and Norway. Each illustrated different storytelling devices and elements of successful online video styles in travel. This blog summarizes 8 themes that emerged from the video analysis. Consider these features and characteristics in planning your own online video.
Top Performing Online DMO Videos, Videos #6-10
Working with the University of Waikato, Miles Partnership analyzed the online videos of over 150 DMOs from around the world. From this process, and excluding online videos that appeared to be just 15, 30 or 60-second advertisements, we identified, 10 top performing online videos from DMOs. In the first blog of this series, we provided additional detail on this analysis and identified the first 5 of the Top 10 Online Videos from DMOs. Here are the remaining 5 videos from the Top 10 Performing Online Videos we identified from this analysis with our commentary on their strengths and in some cases, weaknesses.