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Most Destination Marketing Organizations (DMOs) today rely to some degree – if not a great extent – on traditional survey research. Surveys enable DMOs to ask tailored questions to a targeted demographic, resulting in meaningful insights. Surveys are, and will continue to be, an important component of marketing and branding strategies.

Meanwhile, in today’s world, we find ourselves awash in data beyond just survey research. From a DMO’s perspective, it can feel overwhelming to make sense of what data to use, how to analyse it, and how to take action on it. But it is actually quite feasible for DMOs to leverage data in powerful ways by putting it alongside existing traditional survey research to gain deeper insights, helping their destination become more competitive.

The impact of overtourism is gaining media coverage. Along with reducing plastic wastage, creating a place brand strategy that balances the needs of tourists, citizens and businesses is increasingly crucial. Inga Hlin Palsdottir, Director of Visit Iceland at Promote Iceland outlined how your place brand can address this holy trinity and ensure your strategy is sustainable.

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