All residents should benefit from sharing their places with visitors. But do DMOs know how?
By Ben Lynam, Head of Communications, The Travel Foundation
The role of the DMO has changed considerably from its promotional agency days, and whilst not every DMO can be said to have truly embraced the change, most will agree (and a few will insist) their role is to manage the visitor economy to better serve their whole community, not just those in the tourism and hospitality industry. The problem is, there is little understanding about how to actually do this, and DMOs are left with their existing box of tools and the hopes that spreading tourism more widely, or attracting high-spend visitors, will suffice.
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