Stress Test for Destination Marketing Could Lead to Strategy Changes
Photo Credit: U.S. destinations are preparing for future tourism crises even as the recovery begins this summer. Pictured is Big Sur in California in August 2018. Flickr / Sergei Gussev
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A destination resilience assessment survey for U.S. tourism boards is launching this summer — just as visitors return and as tourism leaders continue to examine how they can build back stronger before the next crisis hits.
As backyard tourism takes hold around the U.S. this summer and it begins to gradually rebound, the evolving role of destination marketing organizations (DMOs) post-pandemic will continue to be put to the test.
At the heart of the “build back better” discussions among DMOs last year was the challenge of determining how destinations can restructure their business models to survive future crises. Where does a tourism board begin to determine its resilience as an organization and quickly identify gaps to strengthen its destination?
That’s the conundrum that strategic consulting firms Coraggio Group and Miles Partnership aim to resolve for DMOs with a new “Destination Resilience Assessment Tool."
Based on years of experience with tourism marketing offices and convention and visitor bureaus of various sizes, the tool is a 75-question destination survey covering six major segments: visitors, stakeholders, marketing and communications, leadership, team, and funding.
Each qu
