What is the purpose of a destination marketing organization?

A destination marketing organization (DMO) or convention and visitors bureau (CVB) is an organization that promotes a town, city, region, or country in order to increase the number of visitors. It promotes the development and marketing of a destination, focusing on convention sales, tourism marketing, and services.



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DESTINATION MARKETING ORGANIZATION (DMO) The DMO can provide assistance in scouting, negotiating, and supplier vetting. Some DMOs market only to leisure travelers, while others market solely to meeting planners. Both CVBs and DMOs provide their services for free to the meeting planner.

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Their primary long-term objective is to attract visitors to relative destinations and develop local economies as a result of increased tourism.

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Broadly speaking, “destination marketing organization” characterizes any entity that specializes in destination marketing. For example, in small cities where a considerable CVB is not present, a chamber of commerce could quality as a DMO.

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What Are the Responsibilities of a Destination Management Organization?
  • Educating travelers about the destination's attractions and offerings.
  • Marketing through targeted campaigns.
  • Working with other organizations on issues related to sustainability to achieve common goals.
  • Addressing resident concerns related to tourism.


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Components of a Destination Management plan
  • Define the destination. Defining the destination is important when multiple stakeholders with various perspectives are involved. ...
  • Define the vision. ...
  • Data, research and analysis. ...
  • Strategic fit. ...
  • Brand positioning. ...
  • Target markets. ...
  • Experience and product development (Attractions) ...
  • Access.


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Destination marketing is a type of marketing which advertises a particular country, town or region so that people are inspired to visit the area. The purpose of destination marketing is to encourage audiences to travel to a particular location after they're exposed to related advertisements.

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The Destination Management Organizations (DMOs) lead and coordinate the management activities in many tourism destinations and play the role of strategic leaders in their development. They are responsible for coordinating and integrating the elements of the destination mix.

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Most DMO's are not-for-profit organizations that work independently under the auspices of a board of directors. Their primary funding source usually comes from a 3% hotel/motel tax that a hotel guest pays on lodging in the community/ies the DMO represents.

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The DMF is a coordinated approach to manage the elements that make up a destination – its attractions, values, the people, infrastructure, access and how the place is marketed.

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To effectively execute destination management, destinations can follow these four steps:
  1. Strategy Development. Define the destination's vision, goals, and target markets. ...
  2. Collaboration and Engagement. ...
  3. Marketing and Promotion. ...
  4. Performance Measurement and Adaptation.


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While the overall objective for a DMO is to bring programs to the destination, the primary goal of a DMC is to manage a seamless program from start to finish.

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So, what is a DMO? DMO stands for destination management organization, though these are often referred to as destination marketing organizations.

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State and National Destination Marketing Organizations
  • Alaska Travel Industry Association/State of Alaska.
  • Arizona Office of Tourism.
  • Bermuda Tourism Authority.
  • Colorado Tourism Office.
  • Delaware Office of Tourism.
  • Discover Puerto Rico.
  • Georgia State Parks & Historic Sites.
  • Hawaii Visitors & Convention Bureau.


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While a DMO tries to stimulate greater demand for the local area, the marketing and expertise of DMCs bring local businesses in direct contact with tourists that are looking to spend money.

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Destination Management Organizations (DMOs) are the backbone of tourism destinations. They exist to promote destinations, attract visitors, and develop a regional economy. DMOs are responsible for everything from attracting major sporting events to promoting local festivals.

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