DMOs, or Destination Marketing Organizations, exist to promote the visitor attractions and lodging in a location. DMO’s can promote cities, counties, regions, states or even the entire country ( like BrandUSA ). DMO’s help to extend your marketing and sales efforts and are there to help your attraction succeed.
DMO’s are funded in two ways. Taxes collected from lodging properties are funneled directly to the DMO through law. During lean budget times, legislatures often try to take some of those funds for other projects. DMO’s often fight back by showing that each dollar invested into the area through tourism promotion brings 5-10 times more money back in visitor spending. DMO’s can also be membership based and collect their funds through membership dues.
All DMO’s also have additional marketing programs throughout the year that add to their revenue, while increasing visibility of their clients. Examples of that are advertising in print and digital publications, representation at trade shows, and inclusion at special events and sponsorships.
I worked at a regional DMO for five years and have seen how some attractions work to get every bit of leverage out of their parntership. I have also seen attractions complain that the organization did nothing for them. I will give you some tips to become the former, not the latter.
- Keep in contact with the DMO staff. Make sure all the staff are familiar with your attraction. Invite them over and host them for a tour and lunch. They are better able to sell your property when they have been there.
- Have money in your budget to take advantage of programming. Try to add a bit extra so you can take advantage of last-minute opportunities that pop up.
- Participate in FAM tours. FAM tours, or Familiarization tours, are often set up by DMO’s for travel writers and bloggers or tour operators. Sometimes the DMO will plan the FAM themself, and sometimes the region or the state will be the planner, and the DMO will have a set amount of time to promote the region. Try to say ‘Yes’ to every FAM. Not only will you get exposure for your product, but your DMO will see you as a strong partner.
- Realize you are part of the whole. Your attraction is just one of many. It’s your job to promote your attraction every single day, but your DMO has other attractions to promote as well.
- The DMO probably has a larger marketing budget than you do. They help extend your efforts so look at them as your ambassadors on a bigger playing field.
- Share information to help the DMO become more effective. When I worked at a DMO, I would often call attractions and lodging properties before I went to a group tour show. I would ask about trends- are you seeing more day tours, or overnight groups? Who are some of the operators you would like me to meet with? In return, I would send them leads and contact information upon my return.
In conclusion, I would suggest that you look for ways to work a bit more closely with your DMO. Give them a call and ask them how you can work together to make your attraction more successful.