Destinations and Information Technology:

New Challenges and Opportunities for DMOs

Power to the people!

Twelve years ago, when TEAM was in its early days, a major part of our work was advising DMOs about the use of information technology. The agenda then was about helping DMOs to develop and implement strategies for the use of IT across every aspect of their operations; and more specifically to understand how they should be using the internet, then in its early days, to market their destinations. The concept of e-marketing was little understood; it was peripheral to the overall marketing programme and often quite separate from it (hidden away in the IT department); budgets for e-marketing were minimal.

The agenda has moved on dramatically since then. Most DMOs have a plan, if not a strategy, for the use of IT; and e-marketing is increasingly centre-stage within the marketing programme, as the most cost-effective way to reach target markets. Many aspects of DMO operations have changed beyond recognition.

The costs of ICT have tumbled, whilst its reliability, functionality and interoperability have increased dramatically. The old focus on developing fully integrated systems for DMOs is gradually being replaced by a toolkit approach, where a variety of applications can be bought from different suppliers to work off the platform. Now DMOs can and should focus much more on opportunities to enhance their business processes to take advantage of new ICT opportunities, than on the technology itself.

As e-business became mainstream in DMO operations, the excitement started to diminish. Innovation and the opportunity to be at the leading edge were less evident. It was all starting to become rather routine. But suddenly, there are new drivers for change; the need and the opportunity for innovation and competitive advantage is here again.

What are these drivers? One is upon us already - the advent (big time) of social networking and user generated content (also known by the jargon term Web 2.0). This phenomenon represents a huge challenge for DMO marketing operations. A revolutionary new marketplace is emerging; for DMOs to remain relevant, a complete rethink of e-marketing strategy will be required.

A second key driver is the increasing availability of internet access to visitors travelling to and within the destination, particularly through the emerging generation of all-purpose 'smart phones' with satnav / GPS. This has major implications for future provision of visitor information and reservation services, which must adapt to remain relevant.

Each of these developments individually is fundamentally important for DMOs. As they interact with and stimulate each other, as surely they will over the next few years, the power of their impact will become all the greater.

TEAM remains the leading consultancy in this field and is very placed to advise DMOs on how to respond to these developments. Relevant recent work includes:

• Preparation of a 'Handbook on E-Marketing for Tourism Destinations' for the UNWTO and the European Travel Commission and the organisation of a follow-up seminar in Budapest
• Presentation (by various team members) on e-marketing topics at numerous conferences, workshops and seminars around the world
• Continuing operation of the European Travel Commission New Media Trend Watch - a web-based source of intelligence about the use of new media in all the major markets of the world
• Consultancy on many different aspects of e-business for DMOs, including overall strategy, website evaluation and enhancement, e-commerce solutions for DMOs, etc.

For further information on how TEAM may be able to help you, please e-mail or phone TEAM's MD, Roger Carter (RogerCarter@team-tourism.com or +44 7932 739 453).