Destination Marketing Organization

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Table of Contents

Introduction
Main Discussion
Conclusion

Introduction

Destination Marketing Organization (DMO) refers to a corporation or any other body tasked with increasing visitations to a country’s places of attractions or improving the public image of that country. DMOs are given the task of ensuring that every part of the country is promoted equally. In most cases, this generates conflict between states that feel their areas lacked proper representation. In a country like Australia, there have been numerous complaints from the Southern and Western part of the country claiming that the body tasked with promoting the country’s tourism puts too much emphasis on the icons of Sydney Opera House, the Gold Coast and Uluru. This has seen more tourists trooping to these areas at the expense of other areas in the country.

Main Discussion

Destination Marketing Organizations face numerous dilemmas in trying to market their country overseas while at the same time trying to maintain a fair representation of all states. Since not every area in a country has the same geographical features, some areas might be placed at an advantage owing to the natural features present in that area. This makes it easier for DMOs to market these areas as opposed to other areas that might lack natural tourist attractions. This puts DMOs in a dilemma since the areas lacking natural tourist attractions will naturally complain of unfair representation.

While trying to market their countries overseas, DMOs have to do with little cooperation from the industry members in different states. This poses a big challenge since it becomes hard to know the existing tourist destinations that might not be in the public domain in these areas. Unlike in the past where only the older generation was targeted as tourists, there has been a rise in the number of young people willing to take vacations in other countries. This has called for DMOs to target more young people in their campaigns. This might pose a big dilemma since it is not easy to reach young people in these campaigns.

Despite these challenges, DMOs can rise up and carry out a campaign that ensures that all areas receive full representation. In the case of some areas lacking natural tourist attractions, DMOs can alternatively promote the culture of the people living in those areas. One way that this can be achieved is by promoting the traditional music of the people living in the affected areas. The DMOs can also encourage the building of monuments that will serve as tourist attractions in these areas. On the issue of cooperation, it is important for DMOs to liaise with the central government to ensure that all states cooperate. This will ensure that all the players in the tourism industry come together to look for ways of creating tourist attractions for areas lacking natural ones. In trying to reach young people, DMOs can use social networks like Facebook and MySpace to carry out campaigns since these networks are popular among young people. DMOs can also encourage the provision of holiday visas for young people wishing to travel during the holidays.

Conclusion

DMOs face many challenges in trying to market their countries’ tourism abroad while at the same time ensuring that they are not accused of giving unfair representation to all the states and regions. DMOs should take advantage of the existing social networks to target more young people since they form the bulk of tourists visiting especially during the holidays. In most cases, these first time traveler’s form the bulk of repeat visitors. In their return visit, these tourists will want to visit a different place from their last visit. This ensures that every area gets a chance to receive a good share of tourists.

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Destination Marketing Organization

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