Destination marketing

Destination marketing

Destination Marketing is "a proactive, strategic, visitor-centered approach to the economic and cultural development of a location, which balances and integrates the interests of visitors, service providers, and the community."

This definition was proposed by business strategist and futurist Dr. Karl Albrecht, and endorsed by the Destination Marketing Association International, in the report of the 2008 DMAI Futures Study, conducted for DMAI by Karl Albrecht International.

A destination marketing organization, or "DMO," is a stand-alone business entity - governmental, corporate, or nonprofit - that is responsible for leading and coordinating all of the marketing efforts on behalf of a particular destination.

The DMAI Futures Study recognizes five primary types of destinations, each with its unique marketing challenges:

1. Megacity: a city so large that it has become a unique destination unto itself; people who go there think of it as a primary destination, with the parent country as an associated option.

2. Large city: a city large enough to have become a "name" destination, and one of the primary choices when visiting a particular country.

3. Mid-sized city: a city of substantial size which is typically less well-known to foreign visitors; the DMO has to tell and sell its story and continually build a brand.

4. Regional/natural attraction: a geographic area or extended region that attracts visitors for reasons other than the typical urban experience.

5. Unique/boutique destination: typically small and localized destinations that capitalize on a specialized "best known for" appeal.

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