Destination marketing organization
Encyclopedia
A destination marketing organization or convention and visitor bureau promotes a town, city, region, or country in order to increase the number of visitors. It promotes the development and marketing of a destination, focusing on convention sales, tourism
marketing, and services.
Such organizations promote economic development of a destination by increasing visits from tourists and business travelers, which generates overnight lodging for a destination, visits to restaurants, and shopping revenues. Convention and visitor bureaus are the most important tourism marketing organizations in their respective tourist destination
s, as they are directly responsible for marketing the destination brand through travel and tourism "product awareness" to visitors. DMOs produce billions of dollars in direct and indirect revenue and taxes for their destinations' economies with their marketing and sales expertise.
Destination marketing organizations are often called travel, convention, visitors, or tourism bureaux, welcome centers, information centers and more. Regardless of the name, these organizations offer many services to the traveling public.
as a whole.
. The GCB markets Germany as a destination for conventions, meetings, events and incentives, both on a national and international level and is the place to contact for anybody planning an event in Germany
.
(KTO) is a statutory organization of the Republic of Korea (South Korea
), under the Ministry of Culture and Tourism and is commissioned to promote tourism in South Korea
.
that markets tourism in North East Italy, as a meetings and conventions destination.
, convention and visitor bureaus (CVBs), financed through bed taxes or their members, perform destination marketing. Every U.S. state
and almost every larger city and county has its own CVB.
bodies also market destinations to visitors and meeting planners, most U.S. convention and visitors bureaus (CVBs) are independent non-profit organization
s.
initiatives are typically achieved through the following: trade association
marketplaces, web pages, advertising, distribution of promotional and collateral material, direct sales, hosting familiarization tours for journalist
s and travel industry personnel, and sponsoring other hospitality
functions. The target decision maker of these marketing initiatives is not typically a resident in the community. Most often, if visitors are going to spend the night in a hotel, they reside at least 100 miles away. Thus, the marketing activity usually takes place or is directed outside the convention and visitors bureau's community. Convention and visitors bureaus in larger destinations often will market nationally and globally, while smaller cities may focus just on their state or region.
that markets tourism in Puerto Rico
, as a meetings and conventions destination.
Tourism
Tourism is travel for recreational, leisure or business purposes. The World Tourism Organization defines tourists as people "traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes".Tourism has become a...
marketing, and services.
Such organizations promote economic development of a destination by increasing visits from tourists and business travelers, which generates overnight lodging for a destination, visits to restaurants, and shopping revenues. Convention and visitor bureaus are the most important tourism marketing organizations in their respective tourist destination
Tourist destination
A tourist destination is a city, town, or other area that is dependent to a significant extent on the revenues accruing from tourism. It may contain one or more tourist attractions and possibly some "tourist traps."...
s, as they are directly responsible for marketing the destination brand through travel and tourism "product awareness" to visitors. DMOs produce billions of dollars in direct and indirect revenue and taxes for their destinations' economies with their marketing and sales expertise.
Destination marketing organizations are often called travel, convention, visitors, or tourism bureaux, welcome centers, information centers and more. Regardless of the name, these organizations offer many services to the traveling public.
Australia
The Association of Australian Convention Bureaux (AACB) consists of 15 city and regional bureaux, dedicated to marketing their specific region as business events destinations to intrastate, interstate, and international markets. The bureaux also promote AustraliaAustralia
Australia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area...
as a whole.
Barbados
The Barbados Tourism Authority (BTA) is a not-for-profit agency of the Barbados government's Ministry of Tourism. The authority maintains 11 global offices focused on promotion and event marketing to tourists about Barbados. The offices are located in the nations of: Australia, Brazil, Canada, Germany, the United Kingdom, and the United States.Germany
The German Convention Bureau (GCB) represents the interests of the German tourism industryTourism in Germany
According to Travel and Tourism Competitiveness Reports, Germany is rated as one of the safest travel destinations worldwide. Germany is also the third most visited country in Europe, with a total of 369.6 million overnights during 2010...
. The GCB markets Germany as a destination for conventions, meetings, events and incentives, both on a national and international level and is the place to contact for anybody planning an event in Germany
Germany
Germany , officially the Federal Republic of Germany , is a federal parliamentary republic in Europe. The country consists of 16 states while the capital and largest city is Berlin. Germany covers an area of 357,021 km2 and has a largely temperate seasonal climate...
.
Korea
Korea Tourism OrganizationKorea Tourism Organization
The Korea Tourism Organization is a statutory organization of the Republic of Korea under the Ministry of Culture and Tourism and is commissioned to promote the country's tourism industry.-Overview:...
(KTO) is a statutory organization of the Republic of Korea (South Korea
South Korea
The Republic of Korea , , is a sovereign state in East Asia, located on the southern portion of the Korean Peninsula. It is neighbored by the People's Republic of China to the west, Japan to the east, North Korea to the north, and the East China Sea and Republic of China to the south...
), under the Ministry of Culture and Tourism and is commissioned to promote tourism in South Korea
Tourism in South Korea
Tourism in South Korea refers to the tourist industry in the Republic of Korea. In 2007, 6.4 million foreign tourists visited South Korea, making it the 36th most visited country in the world, and this number is expected to exceed 8.5 million in 2010. Most non-Korean tourists come from Japan,...
.
Italy
The VR Convention Bureau (VR CB) is a non-profit organizationNon-profit organization
Nonprofit organization is neither a legal nor technical definition but generally refers to an organization that uses surplus revenues to achieve its goals, rather than distributing them as profit or dividends...
that markets tourism in North East Italy, as a meetings and conventions destination.
United States
In the United StatesUnited States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
, convention and visitor bureaus (CVBs), financed through bed taxes or their members, perform destination marketing. Every U.S. state
U.S. state
A U.S. state is any one of the 50 federated states of the United States of America that share sovereignty with the federal government. Because of this shared sovereignty, an American is a citizen both of the federal entity and of his or her state of domicile. Four states use the official title of...
and almost every larger city and county has its own CVB.
Organization
Although many government and chamber of commerceChamber of commerce
A chamber of commerce is a form of business network, e.g., a local organization of businesses whose goal is to further the interests of businesses. Business owners in towns and cities form these local societies to advocate on behalf of the business community...
bodies also market destinations to visitors and meeting planners, most U.S. convention and visitors bureaus (CVBs) are independent non-profit organization
Non-profit organization
Nonprofit organization is neither a legal nor technical definition but generally refers to an organization that uses surplus revenues to achieve its goals, rather than distributing them as profit or dividends...
s.
Services
Typically, a convention and visitors bureau provides information about a destination's lodging, dining, attractions, events, museums, arts and culture, history and recreation. Some even provide bus services, insider tips, top ten attraction and activity lists, blogs, photos, forums, free things to do, season-specific activity suggestions and more. The organization works with tourists and meeting planners to provide valuable information on their local area. Their goal is to help make a visitor's trip or a conference attendees' meeting a much more enjoyable and rewarding experience. In many locations, they work closely with a convention center that will offer large spaces for larger meetings, trade shows, and conventions than can be accommodated in a single hotel. Usually, these organizations also have a local office where one can find maps, brochures, travel professionals, local insight, visitors guides, souvenirs and more.Marketing initiatives
A convention and visitor bureau's marketingMarketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
initiatives are typically achieved through the following: trade association
Industry trade group
A trade association, also known as an industry trade group, business association or sector association, is an organization founded and funded by businesses that operate in a specific industry...
marketplaces, web pages, advertising, distribution of promotional and collateral material, direct sales, hosting familiarization tours for journalist
Journalist
A journalist collects and distributes news and other information. A journalist's work is referred to as journalism.A reporter is a type of journalist who researchs, writes, and reports on information to be presented in mass media, including print media , electronic media , and digital media A...
s and travel industry personnel, and sponsoring other hospitality
Hospitality
Hospitality is the relationship between guest and host, or the act or practice of being hospitable. Specifically, this includes the reception and entertainment of guests, visitors, or strangers, resorts, membership clubs, conventions, attractions, special events, and other services for travelers...
functions. The target decision maker of these marketing initiatives is not typically a resident in the community. Most often, if visitors are going to spend the night in a hotel, they reside at least 100 miles away. Thus, the marketing activity usually takes place or is directed outside the convention and visitors bureau's community. Convention and visitors bureaus in larger destinations often will market nationally and globally, while smaller cities may focus just on their state or region.
Puerto Rico
The Puerto Rico Convention Bureau (PRCB) is a non-profit organizationNon-profit organization
Nonprofit organization is neither a legal nor technical definition but generally refers to an organization that uses surplus revenues to achieve its goals, rather than distributing them as profit or dividends...
that markets tourism in Puerto Rico
Tourism in Puerto Rico
Tourism has been a money revenue industry for Puerto Rico for a number of decades given it is host to diverse natural wonders, cultural and historical buildings, concerts and sporting events....
, as a meetings and conventions destination.