Destination Marketing = Passion, Impact, Innovation

Destination marketing is defined as: a proactive, strategic, visitor-centered approach to the economic and cultural development of a location, which balances and integrates the interests of visitors, service providers, and the community" (Destination Marketing Association International).

Destination marketing is practised around the world at both national and local levels. Destination management organisations are responsible for a defined area and seek for opportunities to attract and influence visitors. Traditionally concerned with the overall promotion of appealing images to attract tourists, destination marketing is increasingly concerned in managing the balance between tourism and the environment. Destination marketing aims at creating positive images to promote tourist destinations for social and economic benefits. A destination can be a geographically defined area but it also varies in scope depending on the perceptions of tourists.

Tourism destination marketing involves many stakeholders and is a complex product offer. Complexity and interdependency among stakeholders have resulted in the creation of many local tourism marketing alliances. Why is destination marketing so complex? To name two examples: a destination is not a single product like an airline seat or a hotel bed. It is a combined product, made up of many individual products, such as bars, hotels, visitor attractions, restaurants, etc. It is difficult to present a brand image of the product that will incorporate all elements and appeal to all target markets. Furthermore, destinations offer different groups of products to various markets at different times, it is very difficult for destinations to identify their competitors and target group. This is a problem because identifying competitors and striving to beat them provides a strong focus for marketing activities in other sectors.

Below video shows you some interesting facts and figures on destination marketing.



Sources: Tourism Insights, Science Direct, Destination Marketing Association International