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Years ago, upon my return from industry conventions, someone I used to live with would ask if I learned anything new at the conference. While I was a virtual sponge for the first few years, my answer, as years piled on, was “no, not really.”
She’d then snort, “well, I don’t know why you keep going, then.” I’d simply nod, knowing that, indeed, I did learn something. I was receiving reinforcement that my evolving philosophies on Destination Marketing were correct; that I was on the right track in encouraging our clients down a path upon which, today, I believe we are within sight of our appointed destination.
Since returning from a great week in St. Louis and Destinations International’s Annual Convention, I’ve spent a considerable amount of time pondering the philosophical evolution behind the art, science and critical importance of Destination Marketing and development. Indeed, it’s what I’ve been calling “Destination Leadership” for over 15 years.
I lost count of the number of our peers that nudged Terri or me during or after the more philosophical sessions at the Convention and intoned, “you’ve been saying that for years.” While true, the person that says something first isn’t nearly as important as the person that says it next. And next. And next. If you’re not familiar with this concept, click HERE.
And, that’s what’s happening, as the work of the Destinations International Foundation’s is reinforcing (full disclosure, I’ve just been elected to serve on the Foundation Board of Directors). The Lexicon of Travel has expanded our understanding of how critical the language we use in our interaction with the communities we serve is to our future ability to propel our destinations forward. The DestinationNEXT Future Study identified “Destination Stewardship,” “Community Alignment” and “Digital Conversations,” as our top three goals. It was just a decade ago that those pillars were identified as the far more traditional “Informing, Educating and Advising,” “Supporting Destination Development” and “Advocating a Total Vision Experience.”
What a short, strange trip it’s been.
Most importantly, our future is more about our neighbors than potential consumers. And, Foundation Director Jack Johnson’s latest exhortation that DMOs must be viewed as a Shared Community Value is bang on.
He’s been honing this concept for the better part of the year at conferences around the country and, in St. Louis, he nailed it. But, my favorite moment in the evolution of the concept came at an industry conference at which we were both speaking earlier this spring. As we talked with a couple DMO Directors, one expressed resigned frustration with the exhausting process of defending her budget year after year. It’s impossible to argue, she said, with City Council members that keep parroting that investing in Destination Marketing would result in the City cutting resident services in areas like public safety or education. “I get it,” she sighed. “We’re not as important as Education.”
To which Jack chuckled and said, “yes we are…and I’m going to get up on stage and prove it.”
And, he did: “In today’s globalized, networked world, every community must compete with every other community for their share of the world’s visibility, attention and respect. Every community must compete for their share of the world’s tourists, consumers and available talent. Every community must compete for their share of the world’s businesses, capital and investment. And, those communities who fail to compete will lose ground. They will be left behind.
“For a community to compete, people need to be made aware of it; they need to hear about it; be able to find it when searching. This is achieved through clearly developing, articulating and managing the community’s brand. Efforts must be made to promote, market, sell, and engage potential visitors.
“Addressing this need for destination promotion is for the benefit and well-being of every person in a community. It is a common good. It is an essential investment to develop opportunities and build quality of life to benefit all the residents of a community.”
We have reached a milestone, my friends. From this day forward, we are going to change the narrative because we now have the tools and stories to do it. Join us. Like the second hundred people in the “Shirtless Dancing Man” video, you’ll love it!
Til Next time,
Bill
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