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It’s now or never for DMOs/DMCs: stay RELEVANT stay Resilient

Lets get to work

Time for action, we are all in this race together

Destination Think’s Frank Cuypers recently delivered a keynote called “Adapt or die: it’s now or never.” Frank spoke about the crisis or relevance facing destination marketing organizations (DMOs/DMCs), something that has been compounded during the COVID-19 Pandemic

Ilha de Mozambique like many tourism destinations doesn’t have a funded DMO/DMC, so it falls on operators to collaborate to create and implement their own actions. It therefore makes sense to learn and get advice from industry experts like Frank

Frank calls on destination marketers to understand the responsibilities of leadership, create fluid strategic plans and generate true value for their community

Fight amnesia. Review what you’ve learned. Don’t make the mistake of jumping back into ‘business as usual’. It’s critical to fight the human desire to move on immediately. Frank Cuypers. Destination Think

Frank sees a way forward for destination marketers struggling to stay relevant. As some destinations move into the restart phase of recovery, it’s critical to keep scenario planning updated. 

Action: Select the three most likely scenarios and create plans. Reconvene to update these plans on a weekly basis.

In the restart phase, there’s a risk of either overpromising and underperforming or getting lost in a sea of sameness, which occurs when everyone tries to be unique in the same way. As always, use good data to make informed decisions while staying true to who you are as a destination. Get clear about what’s most important. Symbolic actions can go a long way if they’re rooted in the essence of a place.


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