Like so many others, destination marketing organizations are navigating uncharted waters during the COVID-19 crisis. How can a DMO do its job when its destination is unavailable to travelers? But the truth is that DMOs are more important than ever in 2020. They are serving as the glue that holds communities together, providing reliable information and virtual entertainment, sparking inspiration for future visitors and – most of all – supporting their local hospitality industry. DMOs are offering immediate assistance, but they’re also keeping an eye on what’s ahead.
“Our primary role as the city’s destination sales and marketing organization is to support our hospitality community during this challenging period and inspire future visitation,” said Brenda Bazan, president and CEO of Houston First Corporation. “Stepping up to assist our local businesses is the best way to make sure we can enjoy them once we’re on the other side of this crisis.”
Houston First wasted no time adjusting to the crisis. The DMO launched Missing HOU, a one-stop landing page resource dedicated to sharing information, opportunities and collaboration. The microsite features regularly updated information and thematic blog posts such as virtual tours and attractions; curbside F&B options; and ways to give back. This is a free resource, with no cost for businesses to participate.
Visit Baltimore went into “all-hands-on-deck” mode instantly, working strategically and with speed to keep its members and the local community informed through daily COVID-19 briefings and regular updates to a special coronavirus resource page on Baltimore.org.
“We’re committed to assisting our community and have been actively collecting data from our partners to understand the impact of this pandemic, support the right kinds of recovery programs and back future emergency legislation at the local, state and national level,” said Al Hutchinson, President & CEO at Visit Baltimore. “Beyond data analysis and helping our members connect with recovery resources, we’ve been supporting local businesses by promoting virtual attractions and takeout dining options on social media.”
With the island’s borders currently closed to non-residents, the Bermuda Tourism Authority (BTA) team refocused its attention to destination management and engagement to support local businesses providing services to the community. In an effort to support the vulnerable business community, the DMO compiled a portal for global consumers to purchase gift cards/certificates to support Bermudian businesses during this time.
Last week, Travel Wisconsin launched #HowWiHelp, a grassroots movement for residents to share the good-spirited things going on in Wisconsin to help out during the COVID-19 pandemic. Locals can join in the movement on social by sharing photos of the many ways people, businesses and communities are helping one another.
Frontline efforts such as these will help keep local hospitality industries afloat during the COVID-19 crisis. But DMOs are also required to look ahead, inspiring future travelers to ensure that their destinations come out on the other side strong.
Chile, for example, just introduced the “I Dream Of Chile” online campaign. A newly created video short encourages users to pause and reflect on a series of gorgeous Chilean landscapes, from Rapa Nui to wine country vineyards, while delivering the message that these iconic spots will still be available once travel restrictions are lifted. Chile’s DMO is also rolling out an array of aspirational / inspirational / educational content, including pieces that focus on films about the country, Chilean music and virtual tours.
Toronto is taking a similar tack to promote future travel to the city. Its website has pivoted to an “At Home With Toronto” campaign, showcasing the best of the city’s culture, food and attractions. Content includes “15 Filmed-In-Toronto Movies And Shows You Should Binge Now,” links to live concert streams from local musicians, family-focused virtual experiences and more. Online tools can provide inspiration as well.
Visit Albuquerque’s 360-degree map, accessible via the DMO’s website, offers travelers an easy and interactive way to virtually plan a future visit to the city.
Visit South Walton has launched Virtual Beach Vibes, a digital program that will showcase a live concert series from local musicians, art lessons and gallery tours from local artists, and more. In addition to the arts the series features cooking demos hosted by local chefs that will focus on bringing the area’s Coastal flavors home while utilizing items you may have in your pantry, as well as yoga classes, bike tours of different communities, and more.
