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Why Invest in Travel and Tourism

Why Invest in Travel and Tourism. Industry Update Research Findings Why Invest?. why we are here?. agenda for today. 1. Protect and advance the success of destination marketing worldwide. 2. Foundational Tenants.

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Why Invest in Travel and Tourism

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  1. Why Invest in Travel and Tourism

  2. Industry Update • Research Findings • Why Invest? why we are here? agenda for today 1

  3. Protect and advance the success of destination marketing worldwide 2

  4. Foundational Tenants Elevate the leadership role of DMAI, being responsive to member needs, as well as anticipating and exceeding them. Extend communication outreach to embrace, inform and benefit the industry at large Address the evolving role and demands of the DMO (destination marketing as well as destination management) throughout the association’s initiatives Expand and enhance education, research and resources scaled to DMO size and levels – from newly formed or smaller organizations to larger and more mature markets 3

  5. Within 16 Countries 600 DMOMember Organizations $2B+ Annual Budgets 5 Sources: DMO Marketing Activities Study, DMAI 2013 DMO Organizational & Financial Profile Study, DMAI

  6. $3M A multibillion dollar industry With a Positive Outlook Avg. local DMO budget Sources: DMO Marketing Activities Study, DMAI Survey of U.S. State Tourism Budgets, US Travel Budgets of National Tourism Organizations, UNWTO

  7. 39M room nights (booked) 1 in 5 Group hotel room nights in the U.S. influenced by DMOs Growth of 4.9% from last year 7 Source: 1.. 2013 DMAI DMO Group Sales Channel Impact Study, DMAI

  8. 79% receive hotel tax dollar investment Average Staff = 13 74% are independent, not-for profits DMOs at a glance 46% of DMOs are membership based; average of 100 members Market & Sell To Visitors Develop Destination Deliver Visitor Services Inform & Advise Visitors 38% 23% 22% 19% 18% • Of that 63% are 501(c)(6)s • 14.6% are government agencies • 4.6% are Chamber of Commerce • 4.0% are authorities 16% 9% Sources: 1. 2013 North American DMO Organizational & Financial Profile Study, DMAI

  9. 74% of affluent travelers inspired by video 83% of leisure travelers use the internet 52% of users were influenced by social media Leisure, business and affluent traveler s have been promoted to book travel as a result of online video1 The internet is used by over three quarters of leisure travelers to plan travel1 Over fifty percent of users have changed their original travel plans based on social media2 Digital & Mobile Marketing Toolkit 1. Traveler’s Road to Decision. Google, July 2012. 2. Social Media’s Influence on the Travel Industry. 25 July, 2012.

  10. Description What we learned • 2013 average DMO budget increased 3% breaking $3M • 1 in 7 destinations increase investment through TID / MDA / Voluntary marketing fee • 38% of DMO’s have partnership programs New Research Release 2013 DMO Organizational & Financial Profile Study 218 participating DMOs’ revenue and expenses, funding sources, visitor taxes break downs, allocations, financial policies, visitor center information and online marketing efforts Source: 2013 DMO Organizational & Financial Profile Study, DMAI

  11. Description What we learned • Collectively drove 39 million group room nights for future events, growing by 4.9% from last year • Over 280 U.S. destinations rely on DMO sales and marketing efforts to attract events to their respective communities. 2013 DMO Group Sales Channel Impact Study New Research Release Quantifies the impact of DMO group sales channel from 2009 to 2012 based on booked room nights for future events, occurred event room, and the number of events that occurred and were booked Sources: DMO Marketing Activities Study, DMAI 2013 DMO Organizational & Financial Profile Study, DMAI

  12. Description What we learned • Despite recessionary conditions, 1 in 3 DMOs opened a center in the last 5 years 2013 DMO Visitor Information Center Study New Research Release 284 participating U.S. and Canadian DMOs’ visitor information center activities, budgets, and strategies to guide future planning and spur performance measurement and benchmarking 500+ Visitor Information Centers in U.S. alone Source: 2013 Visitor Information Centers Study, DMAI

  13. Futures Study: Destination Next • To Include: • A comprehensive definition of the current state of affairs • A view of the future, identifying emerging social, economic and competitive trends and SWOT for the DMO model • Recommendations on how DMOs should respond • Toolkit to assist DMOs in their response Destination Next A Strategic Roadmap for the Next Generation Global Destination Marketing 13

  14. A Mature Industry with a Progressive Attitude 100 Years of accomplishments 14

  15. Technology, Operations & Finance Forum Upcoming Meetings CEO Forum Destinations Showcase Visitor Services Shirtsleeves Membership Shirtsleeves 07.21-23, 2014 Las Vegas, NV CMO Innovation Summit Destination & Travel Foundation Dinner 02.12, 2014 Washington, DC 09.29 - 10.01, 2013 Ft. Wayne, IN 10.20 - 10.23, 2013 Niagara Falls, NY 04.27 – 04.30, 2014 Hilton Head, SC 02.11, 2014 Washington, DC 10.08 - 10.11, 2013 Toronto, Canada Feb 2014 Annual Convention 100 Year Celebration

  16. don’t hesitate to contact us phone: 202.296.7888 address: 2025 M Street NW Washington, DC Thank you

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