UK Overhauls Destination Marketing for New Era of Tourism
Photo Credit: Big Ben, London, United Kingdom Unsplash / Jamie Street
Skift Take
The UK is actively trying to reorganize and restructure its DMOs to operate under more sustainable models. The government’s development model pilot is hoping to show the way forward.
The UK's recent announcement that it was overhauling its destination marketing organizations, so-called DMOs, with a "radical restructuring" shows a new emphasis on sustainability and community engagement.
The revamp will include launching an accreditation program for those organizations that align with the government’s strategic focus on making the UK’s tourism industry more sustainable, accessible and competitive, according to Andrew Stokes, director of VisitEngland, which will develop and administer the $4.7 million (£4 million) program.
What's more, a fund is
