In today’s news of “water is wet,” the topic of DMO/CVB relevancy is once again…a thing.
Not that we ever really strayed from this problem. Over the years, the destination marketing industry has been plagued with attacks ranging from budget to effectiveness to transparency to completely unqualified politicians. 2019 saw dozens of DMOs defunded or severely hobbled. The most infamous being Visit Florida. And, with all the lovely gifts 2020 has brought us, it’s no surprise the target is larger. Bowling Green and Madison are the latest to be hit. No one enjoys conflict, and we aren’t saying to start a fire. But there are some key indicators that you should pay attention to and make sure you are defending your place in the economy.
There could be a variety of other reasons your destination relevancy is threatened. Political pressures can come out of left field. It’s imperative to get a DMO eval in core areas – not to see what you are doing wrong; you’re doing great! Rather, to find the opportunities and strategy to make sure you are successful. Everything that has ever been a “best practice” is coming into question or completely irrelevant now and tomorrow.
You’ve worked too hard to get punished for external factors; your team has sacrificed for the good of the community. You must fight before the fight starts.