Is the USA ahead of the UK when it comes to integrating destination marketing and economic development, and securing funding? Politicians and the private sector can be more supportive of economic development over tourism with funding – integrating tourism and economic strategies more effectively can secure longer-term financial security. John Lambeth, CEO and Founder of Civitas, shared his insight into the challenges DMOs face to secure funding and how collaboration is the key to long-term success.

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CNP: What do you consider to be the biggest challenge facing place branding and marketing teams working for cities, states and places across the USA and Canada?

JL: DMOs are under immense political pressure due to funding. It’s advisable to start with the big picture, and narrow with funding as one of the pieces. Travel and tourism is a highly politicized environment. This environment can be easily disturbed whether it’s issues with funding, misappropriated dollars, or city budgets that are slated to decline; we’re watching the budgets steadily decrease. Additionally, there are philosophical components where an influencer can directly undermine DMOs, creating a universe where there is no public funding for the DMO. 

The solution to this challenge is envisioning a new paradigm. It’s creating something that is not susceptible to shifts when politics go another direction. The key is being organized enough to be able to fight for your destination when the time comes. 

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