Human beings are fundamentally social creatures. While other species evolved to run fastest, or to have the deadliest attack, humans banked their survival strategy on collaboration. We are at our strongest when we work together.

This is no less true within place branding, destination marketing and economic development. As Royce Chwin, President & CEO of Tourism Vancouver, told us: “Purposeful collaboration creates a major strategic advantage versus a destination that competes within itself. Strategic and intentional collaboration creates the right points of alignment on core strategies and key messages that supports advocacy for important issues and may increase the likelihood for funding mechanisms to exist or remain that area a critical investment in the resilience needed for a long rebuild ahead.”

Good collaboration – whether with your private sector, your key stakeholders, or even other places – prevents duplication of work, allows you to be more purposeful with your resource allocation, and ensures you’re all telling the same brand story. “It’s all about leveraging creative ideas and resources to compete for people and attention for your community’s brand,” outlined Dave Herrell, President & CEO at Visit Quad Cities. “Removing the boundaries and parochial nature of DMO/EDO organisations to drive value for residents should be the true north.”

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