The Future of Visitor Guides: How COVID is Shaking Up the Printed Visitor Guide vs. eBook Debate and What It Means for Your DMO
Presented by Chris Adams, Head of Research & Insights, Miles Partnership; Erin Francis Cummings, President & CEO, Destination Analysts; Mina Robertson, Account Director, Miles Partnership; Ariane Hiltebrand, Director of Marketing Systems & Insights, Sonoma County Tourism; and Susan Richardson, Director of Content & Digital Marketing, Visit Austin
The COVID pandemic has created some unique challenges for printed visitor guides and short-term opportunities with ebooks. DMO budgets and co-op advertising revenue are both under real pressure. How are DMOs grappling with these challenges and what does the largest-ever DMO Visitor Guide study – commissioned by the DMA West Foundation – say about the role of the printed visitor guide both during the pandemic and its longer-term future? This session shared the latest insights and a lively debate on the future of the official visitor guide as well as best practices in managing your visitor guide strategy both during the crisis and in the recovery.
Related Resources
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Cooperative Marketing for Destinations White Paper
