Destination Leadership | the new book by Bill Geist

What is Destination Leadership?

Over the past five years, professionals and practioners in the Destination Marketing arena have discussed the evolution of the term "DMO." Once the umbrella term for Convention & Visitors Bureaus, Tourism Development Councils, State and Provincial Tourism Offices and Chambers of Commerce that were dedicated to attracting visitors to their communities, "DMO" stood for "Destination Marketing Organization."

Today, realizing that the stakes and opportunities are too high to merely focus on the marketing of a destination, many DMOs are suggesting that the "M" should really stand for "Management." For, if not the DMO, CVB, TDC or tourism-focused Chamber, who will represent and advocate for this industry that is so crucial to the economic health and quality of life to which we all aspire?

Destination Leadership is the art of increasing the awareness, appreciation and support of the tourism industry as a vibrant component of a region's economy. It's advocating for infrastructure enhancements that work for both visitors and residents. It's making the case that increased public and private sector investment into a community's DMO positions the destination to be able to more effectively contend in this highly competitive market.

Destination Leaders are those that see opportunities before a community and utilize their time, resources and influence to make a difference. In Destination Leadership for Boards, Bill Geist offers suggestions and recommendations on how those that agree to accept the challenge can leave a lasting mark on theor community.

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