leading a destination in the connected economy | david peacock | #somet15us new orleans, usa
TRANSCRIPT
The Tourism Incubator JourneyA Cautionary Tale
International Destination of ChoiceCanada’s ranking
Canada’s performance
Toronto, Ottawa, Niagara Fallspiscis magnus (big fish)
Other Regionspiscis parvus (small fish)
RTO4piscis contrarius
RTO4piscis contrarius incognito
Goal. Strategy. Measurement.
Month-‐over-‐Month Reservation Sales
UX fixes
Clever advertisingcampaign
Destination MarketingIndustrial Complex
Inc. to Incubator
Enabling Engagement15-‐1/2
Enabling Engagement15-‐2/2
Digital UX issues High ROIactivity
Hygiene First
LocalCitizens
Destinations not DMOs
DESTINATION
GovernmentLocal & Regional
DMO
BIA
Festivals
Accommodators
Attractions
Events
17-‐1/4
LocalCitizens
Destinations not DMOs
DESTINATION
GovernmentLocal & Regional
DMO
BIA
Festivals
Accommodators
Attractions
Events
17-‐2/4
LocalCitizens
Destinations not DMOs
DESTINATION
GovernmentLocal & Regional
DMO
BIA
Festivals
Accommodators
Attractions
Events
17-‐3/4
LocalCitizens
Destinations not DMOs
DESTINATION
GovernmentLocal & Regional
DMO
BIA
Festivals
Accommodators
Attractions
Events
17-‐4/4
RTO4 MAXIM
Successful destinations are the product of highly engaged communities taking an active role in shaping their collective tourism future. The best destinations have engagement across a broad spectrum of stakeholders: business, government, public, financial and a host of others not just tourism and marketing entities.
Destination visitors
Shared story
Future visitors
Marketing
Redefine Brand
Visitor Experience+
Shared Story=
Destination Brand21-‐1/2
Visitor Experience+
Shared Story=
Destination Brand21-‐2/2
Napier Simpson Sherry Doiron Zac Gribble
Karen Mitchell Emily Chandler Andrea Gardi
