Key travel and tourism trends that will shape the future of Destination Marketing & Management Organizations and a new approach to benchmarking and monitoring the experiential quality of a city or destination.

1. R E S O N A N C E C O . C O M @ C R FA I R
RESONANCE
THE SECOND M IN DMMO
The Future of Destination
Marketing & Management

2. R E S O N A N C E C O . C O M @ C R FA I R
ABOUT US
Resonance Consultancy is a global
advisor on real estate, tourism and
economic development for countries,
cities and communities around the
world.
@ C R FA I R

3. R E S O N A N C E C O . C O M @ C R FA I R
PLACESARE OUR PASSION
R E S O N A N C E C O . C O M @ C R FA I R

4. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R
PLACES CREATE INSPIRATION

5. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R
PLACES CREATE ENERGY

6. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R
PLACES CREATE CONNECTIONS

7. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R
PLACES CREATE PROSPERITY

8. R E S O N A N C E C O . C O M @ C R FA I R
RECENT PROJECTS
• Vancouver Tourism Master Plan
• Cincinnati Destination Development Strategy
• Aruba Tourism Authority Strategic Business Plan
• Ireland South & East Brand Strategy
• Tulsa Destination Development Strategy
• Portland Tourism Master Plan
• Bermuda Destination Assessment
• Calgary Urban Revitalization
• U.S. Virgin Islands Brand Strategy
@ C R FA I R

9. R E S O N A N C E C O . C O M @ C R FA I R
AGENDA
• Key Trends
• Key Threats
• The Meaning of Life (For a DMO)
• The Path to Becoming a DMMO
@ C R FA I R

10. R E S O N A N C E C O . C O M @ C R FA I R
TOURISM IS ONE OF
THEWORLD’S FASTEST
GROWING INDUSTRIES
R E S O N A N C E C O . C O M @ C R FA I R

11. R E S O N A N C E C O . C O M @ C R FA I R
TOURISM FORECAST
Source: UNWTO Tourism Forecast

12. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
BUTTHE FUTURE LOOKS QUITE
DIFFERENTTHANTHE PAST
@ C R FA I R

13. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R
WHY?
R E S O N A N C E C O . C O M @ C R FA I R

14. R E S O N A N C E C O . C O M @ C R FA I R
CONSPICUOUS
LEISURE
R E S O N A N C E C O . C O M @ C R FA I R

15. R E S O N A N C E C O . C O M @ C R FA I R
DESIRABLE LUXURIES
Smartphone
Freedom to work from home
Vacation home in the mountains/beach
Extended time off work
Taking exotic vacations
Tablet/E-Reader
Gourmet kitchen at home
Owning your own business
Wife/husband that is able to stay at home with kids
Apartment in major metropolitan city
Home Theater
Luxury Swimming Pool
Sending your children to private schools
Home in private/gated community
Owning an expensive car
Fine jewelry and/or expensive watch 20%
20%
20%
22%
22%
22%
23%
24%
25%
33%
38%
38%
39%
40%
42%
50%
10%
11%
12%
14%
14%
13%
15%
17%
16%
21%
25%
22%
26%
26%
30%
34%
10 - Extremely desirable 9
Source: Resonance 2016 Portrait of the U.S. Luxury Traveler

16. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R
ASIA
R E S O N A N C E C O . C O M @ C R FA I R

17. R E S O N A N C E C O . C O M @ C R FA I R
CHINESE OUTBOUNDTRAVEL
0
50
100
150
200
2009 2010 2011 2012 2013 2014 2015 2020 P
Chinese Outbound Travelers (millions) Chinese Outbound Travelers (growth)
8.0%
12.2%
19.5%
7.7%
18.4%
22.4%
20.4%
4.0%4.0%
20.4%
22.4%
18.4%
7.7%
19.5%
12.2%
8.0%
Source: CNTA

18. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R
CHANGING
DEMOGRAPHICS
R E S O N A N C E C O . C O M @ C R FA I R

19. R E S O N A N C E C O . C O M @ C R FA I R
POPULATIONAGED 65+
% of population aged 65+
10%
15%
20%
25%
Canada Germany Poland Spain United Kingdom United States
2005 2010 2015
Source: UN Data

20. R E S O N A N C E C O . C O M @ C R FA I R
DEFINITION OF RETIREMENT IN U.S.
A time to trave and explore new places
A time to slow down and enjoy life
More time to spend with family and friends
A time to explore different interests
A time to volunteer for causes I care about
A time to live dreams
A time to make do with what I have
A time to continue working/living as always
A time to start a new business 2%
12%
24%
28%
35%
53%
55%
64%
66%
Source: Resonance 2015 Portrait of the U.S. Retiree Traveler

21. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R
LOCALISM
R E S O N A N C E C O . C O M @ C R FA I R

22. R E S O N A N C E C O . C O M @ C R FA I R
MacroMarketShare
70%
75%
80%
85%
90%
95%
100%
CraftandImportsMarketShare
0%
5%
10%
15%
20%
1985 1990 1995 2000 2005 2010 2015
U.S.BEER MARKET SHARE
Craft
Imports
Macro
Source: U.S. Brewers Association

23. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R
SHARING ECONOMY
R E S O N A N C E C O . C O M @ C R FA I R

24. R E S O N A N C E C O . C O M @ C R FA I R
TOTALAIRBNB LISTINGS
2009 2010 2011 2012 2013 2014 2015 2016
3,000
50,000
120,000
300,000
550,000
1,000,000
2,300,000
Source: Airbnb

25. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R
AIR ROUTE DEVELOPMENT
R E S O N A N C E C O . C O M @ C R FA I R

26. R E S O N A N C E C O . C O M @ C R FA I R
4.0 B
4.5 B
5.0 B
5.5 B
6.0 B
6.5 B
7.0 B
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
AIRTRAVEL PASSENGER-KM
Source: ICAO

27. R E S O N A N C E C O . C O M @ C R FA I R
THESETRENDSARE DRIVING
A DISPROPORTIONATE NUMBER
OFTRAVELLERSTO CITIES
R E S O N A N C E C O . C O M @ C R FA I R

28. R E S O N A N C E C O . C O M @ C R FA I R
CITYTRIPS SOARED 82%
BETWEEN 2007AND 2014TO
REACH 22% OFALL HOLIDAYS
R E S O N A N C E C O . C O M
Source: World Travel Monitor
@ C R FA I R

29. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
WHY CITIES?
@ C R FA I R

30. R E S O N A N C E C O . C O M @ C R FA I R
TIMES SQUARE
1983
R E S O N A N C E C O . C O M @ C R FA I R

31. R E S O N A N C E C O . C O M @ C R FA I R
TIMES SQUARE
2013
R E S O N A N C E C O . C O M @ C R FA I R

32. R E S O N A N C E C O . C O M @ C R FA I R
NEWYORK CITYTOURISM GROWTH
CrimeRate
0
2,500
5,000
7,500
10,000
Visitorsinmillions
0
15
30
45
60
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
TOTAL VISITORS TOTAL CRIME RATE
Source: NYC & Company / U.S. Census Bureau

33. R E S O N A N C E C O . C O M @ C R FA I R
TYPES OF FUTUREVACATIONS FOR U.S.RETIREES
Visit to a major metropolitan city
Vacation with friends
Cruise
Visit to a beach resort
Multi-generational vacation
Quiet countryside holiday
Visit to a mountain resort
Family vacations with kids
Combining business trip with leisure vacation
Other 23%
4%
10%
11%
14%
21%
28%
29%
30%
33%
Source: Resonance 2015 Portrait of the U.S. Retiree Traveler

34. R E S O N A N C E C O . C O M @ C R FA I R
TYPES OF FUTUREVACATIONS FOR U.S.MILLENNIALS
Visit to a beach resort
Visit to a major metropolitan city
Family vacation with kids
Vacation with friends
Multi-generational vacation
Cruise
Visit to a mountain resort
Quiet countryside holiday
Combining business trip with leisure vacation
Other 6%
19%
19%
23%
26%
27%
40%
41%
42%
47%
Source: Resonance 2015 Portrait of the U.S. Millennial Traveler

35. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
POTENTIALTHREATS
TOTOURISM GROWTH
@ C R FA I R

36. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
POLLUTION
@ C R FA I R

37. R E S O N A N C E C O . C O M @ C R FA I R
AnnualAveragePM2.5levels(µg/m3)
0
35
70
105
140
AnnualInboundVisitors(millions)
0
2
3
5
6
2008
2009
2010
2011
2012
2013
2014
BEIJING ANNUAL INBOUND VISITORS BEIJING ANNUAL AVERAGE PM 2.5 CHINA PM 2.5 STANDARD U.S. PM 2.5 STANDARD
BEIJINGANNUALVISITORS
Source: U.S. Department of State Data

38. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
TERRORISM
@ C R FA I R

39. R E S O N A N C E C O . C O M @ C R FA I R
10,000,000
17,000,000
24,000,000
31,000,000
38,000,000
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Foreign Arrivals Foreign Arrivals Change
-6.2%
17.8%
12.8%
2.8%
5.7%
9.9%
1.0%
9.8%
5.5%
-1.6%
-30.1%
ISTANBUL FOREIGNARRIVALS
1st Terrorist Attack
Source: Kultur

40. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
PEAK GLOBALIZATION
@ C R FA I R

41. R E S O N A N C E C O . C O M @ C R FA I R
TOO MANYTOURISTS
R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R

42. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R
“WHATWEARE SEEING NOW ISTHAT
MANY DESTINATIONSARE LITERALLY
BURSTINGATTHE SEAMS.”
- Paul Ouimet, Destination Next

43. R E S O N A N C E C O . C O M @ C R FA I R
VENICE
BARCELONA
AMSTERDAM
R E S O N A N C E C O . C O M @ C R FA I R
ASHEVILLE
SAVANNAH
SONOMA

44. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
“THE FUTURE IS
ALREADY HERE –
IT’S JUST NOTVERY
EVENLY DISTRIBUTED.”
- William Gibson
@ C R FA I R

45. R E S O N A N C E C O . C O M @ C R FA I R
THE GOALSTHAT DMO’S
HAVE HISTORICALLY
PURSUED NOWTHREATEN
THEIR FUTURE RELEVANCE
AND EVEN EXISTENCE.
R E S O N A N C E C O . C O M @ C R FA I R

46. R E S O N A N C E C O . C O M @ C R FA I R
1.THE MEANING OF LIFE (FORA DMO)
As tourism continues to grow DMOs
must shift resources from marketing to
management to balance the interests
and benefits of tourism with those of
the local communities they serve.
@ C R FA I R

47. R E S O N A N C E C O . C O M @ C R FA I R
2.THE MEANING OF LIFE (FORA DMO)
As locals, visitors and digital channels
become the primary means of place-
based communication, DMOs must
shift from traditional marketing to
management to promote their
destination.
@ C R FA I R

48. R E S O N A N C E C O . C O M @ C R FA I R
3.THE MEANING OF LIFE (FORA DMO)
DMOs are the only organization within
a city structure that has the
capabilities, capacities and funding to
focus on developing and managing the
experiential quality of a city.
@ C R FA I R

49. R E S O N A N C E C O . C O M @ C R FA I R
“DESTINATION MANAGEMENT ORGANIZATIONS
CO-ORDINATETHE MANAGEMENT OFALLTHE
ELEMENTSTHAT MAKE UPA DESTINATION
(ATTRACTIONS,ACCESS,MARKETING,HUMAN
RESOURCES,IMAGEAND PRICING).ITTAKES
A STRATEGICAPPROACHTO LINK-UPVERY
SEPARATE ENTITIES FORTHE BETTER
MANAGEMENT OFTHE DESTINATION.“
R E S O N A N C E C O . C O M
Source: UNWTO
@ C R FA I R

50. R E S O N A N C E C O . C O M @ C R FA I R
THE PATHTO BECOMINGA DMMO
@ C R FA I R
1. Assess
2. Plan
3. Partner
4. Organize
5. Develop
6. Manage
7. Monitor

51. R E S O N A N C E C O . C O M @ C R FA I R
1.ASSESS
@ C R FA I R
Benchmark and assess the experiential
quality of your destination.

52. R E S O N A N C E C O . C O M @ C R FA I R
HOW DOYOU MEASURE &
MONITORTHE EXPERIENTIAL
QUALITY OFA DESTINATION?
R E S O N A N C E C O . C O M @ C R FA I R

53. R E S O N A N C E C O . C O M @ C R FA I R
SOCIAL MEDIA
PROVIDESA NEW
SOURCE OF
DESTINATION INSIGHTS
& INTELLIGENCE
R E S O N A N C E C O . C O M @ C R FA I R

54. R E S O N A N C E C O . C O M @ C R FA I R
DESTINATION BENCHMARKING
Resonance Consultancy has collected
and analyzed experiential data for more
than 400 cities around the world.
@ C R FA I R

55. R E S O N A N C E C O . C O M @ C R FA I R
TOP 20 CITIES FOR EXPERIENCES
1.NEWYORK
2.LOSANGELES
3.CHICAGO
4.ORANGE COUNTY
5.SAN FRANCISCO
6.LASVEGAS
7.HOUSTON
8.SAN DIEGO
9.OAHU
10.SEATTLE
11.PORTLAND,OR
12.MIAMI
13.ORLANDO
14.AUSTIN
15.SANANTONIO
16.PHILADELPHIA
17.WASHINGTON
18.TAMPA/ST.PETERSBURG
19.ATLANTA
20.BOSTON

56. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
CULTURE
@ C R FA I R

57. R E S O N A N C E C O . C O M @ C R FA I R
TOP 20 CITIES FOR CULTURE
1.NEWYORK
2.CHICAGO
3.LASVEGAS
4.LOSANGELES
5.BRANSON
6.SAN FRANCISCO
7.PHILADELPHIA
8.NEW ORLEANS
9.WASHINGTON DC
10.SAN DIEGO
11.SEATTLE
12.HOUSTON
13.ORANGE COUNTY
14.OAHU ISLAND
15.BOSTON
16.ATLANTA
17.BALTIMORE
18.PORTLAND,OR
19.ST.LOUIS
20.CHARLESTON

58. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
ENTERTAINMENT
@ C R FA I R

59. R E S O N A N C E C O . C O M @ C R FA I R
TOP 20 CITIES FOR ENTERTAINMENT
1.NEWYORK
2.LASVEGAS
3.CHICAGO
4.SAN FRANCISCO
5.NEW ORLEANS
6.LOSANGELES
7.SEATTLE
8.SAN DIEGO
9.ORANGE COUNTY
10.OAHU ISLAND
11.AUSTIN
12.PORTLAND,OR
13.HOUSTON
14.TAMPA/ST.PETERSBURG
15.PHILADELPHIA
16.ORLANDO
17.NASHVILLE
18.HAWAII ISLAND
19.BOSTON
20.SANANTONIO

60. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
SIGHTSEEING
@ C R FA I R

61. R E S O N A N C E C O . C O M @ C R FA I R
TOP 20 CITIES FOR SIGHTSEEING
1.NEWYORK
2.OAHU ISLAND
3.HAWAII ISLAND
4.MAUI ISLAND
5.SAN FRANCISCO
6.SAN DIEGO
7.CHICAGO
8.LOSANGELES
9.ORANGE COUNTY
10.NEW ORLEANS
11.LASVEGAS
12.WASHINGTON
13.CHARLESTON,SC
14.BOSTON
15.SEATTLE
16.PORTLAND,OR
17.MIAMI
18.TAMPA/ST.PETERSBURG
19.SAVANNAH
20.PHILADELPHIA

62. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
SPORTS &
ADVENTURE
@ C R FA I R

63. R E S O N A N C E C O . C O M @ C R FA I R
TOP 20 CITIES FOR SPORTS &ADVENTURE
1.OAHU ISLAND
2.MAUI ISLAND
3.HAWAII ISLAND
4.SAN DIEGO
5.DESTIN
6.MIAMI
7.ORANGE COUNTY
8.TAMPA/ST.PETERSBURG
9.NAPLES
10.CHARLESTON,SC
11.FORT LAUDERDALE
12.LASVEGAS
13.NEWYORK
14.SAN FRANCISCO
15.SARASOTA
16.FORT MYERS
17.VIRGINIA BEACH
18.SEATTLE
19.CHICAGO
20.MONTEREY

64. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
CULINARY
@ C R FA I R

65. R E S O N A N C E C O . C O M @ C R FA I R
TOP 20 CITIES FOR CULINARY
1.NEWYORK
2.LOSANGELES
3.ORANGE COUNTY
4.CHICAGO
5.HOUSTON
6.SAN FRANCISCO
7.SAN DIEGO
8.LASVEGAS
9.SEATTLE
10.PORTLAND,OR
11.SANANTONIO
12.OAHU ISLAND
13.ORLANDO
14.PHILADELPHIA
15.AUSTIN
16.MIAMI
17.ATLANTA
18.WASHINGTON DC
19.DALLAS
20.TAMPA/ST.PETERSBURG

66. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
LODGING
@ C R FA I R

67. R E S O N A N C E C O . C O M @ C R FA I R
TOP 20 CITIES FOR LODGING
1.NEWYORK
2.HOUSTON
3.ORLANDO
4.ORANGE COUNTY
5.SANANTONIO
6.SAN DIEGO
7.CHICAGO
8.LASVEGAS
9.LOSANGELES
10.WASHINGTON DC
11.NEW ORLEANS
12.SAN FRANCISCO
13.AUSTIN
14.TAMPA/ST.PETERSBURG
15.ATLANTA
16.MYRTLE BEACH
17.BRANSON
18.DALLAS
19.CHARLOTTE
20.PHOENIX

68. R E S O N A N C E C O . C O M @ C R FA I R
TOURISM QUALITY PERFORMANCE
@ C R FA I R
Number of very good or excellent
experiences per 100,000 visitors.

69. R E S O N A N C E C O . C O M @ C R FA I R
NEWYORK CITY
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS AND
ADVENTURE
CULINARY
LODGING

70. R E S O N A N C E C O . C O M @ C R FA I R
PORTLAND,OR
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS AND
ADVENTURE
CULINARY
LODGING

71. R E S O N A N C E C O . C O M @ C R FA I R
NEW ORLEANS
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS AND
ADVENTURE
CULINARY
LODGING

72. R E S O N A N C E C O . C O M @ C R FA I R
TULSA
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS AND
ADVENTURE
CULINARY
LODGING

73. R E S O N A N C E C O . C O M @ C R FA I R
PITTSBURGH
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS AND
ADVENTURE
CULINARY
LODGING

74. R E S O N A N C E C O . C O M @ C R FA I R
DENVER
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS AND
ADVENTURE
CULINARY
LODGING

75. R E S O N A N C E C O . C O M @ C R FA I R
AUSTIN
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS AND
ADVENTURE
CULINARY
LODGING

76. R E S O N A N C E C O . C O M @ C R FA I R
RALEIGH
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS AND
ADVENTURE
CULINARY
LODGING

77. R E S O N A N C E C O . C O M @ C R FA I R
SALT LAKE CITY
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS AND
ADVENTURE
CULINARY
LODGING

78. R E S O N A N C E C O . C O M @ C R FA I R
PHILADELPHIA
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS AND
ADVENTURE
CULINARY
LODGING

79. R E S O N A N C E C O . C O M @ C R FA I R
HOUSTON
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS AND
ADVENTURE
CULINARY
LODGING

80. R E S O N A N C E C O . C O M @ C R FA I R
WASHINGTON DC
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS AND
ADVENTURE
CULINARY
LODGING

81. R E S O N A N C E C O . C O M @ C R FA I R
MEMPHIS
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS AND
ADVENTURE
CULINARY
LODGING

82. R E S O N A N C E C O . C O M @ C R FA I R
SAN DIEGO
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS AND
ADVENTURE
CULINARY
LODGING

83. R E S O N A N C E C O . C O M @ C R FA I R
SEATTLE
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS AND
ADVENTURE
CULINARY
LODGING

84. R E S O N A N C E C O . C O M @ C R FA I R
CHARLOTTE
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS AND
ADVENTURE
CULINARY
LODGING

85. R E S O N A N C E C O . C O M @ C R FA I R
CINCINNATI
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS AND
ADVENTURE
CULINARY
LODGING

86. R E S O N A N C E C O . C O M @ C R FA I R
OMAHA
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS AND
ADVENTURE
CULINARY
LODGING

87. R E S O N A N C E C O . C O M @ C R FA I R
ASHEVILLE
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS AND
ADVENTURE
CULINARY
LODGING

88. R E S O N A N C E C O . C O M @ C R FA I R
THE SHIFT FROM MARKETINGTO
MANAGEMENT BEGINSWITH
ASSESSINGTHE EXPERIENTIAL
QUALITY OFYOUR DESTINATION
R E S O N A N C E C O . C O M @ C R FA I R

89. R E S O N A N C E C O . C O M @ C R FA I R
2.PLAN
@ C R FA I R
Build a shared vision for the type of
destination you want to be and the
audiences you want to attract.

90. VANCOUVER

91. R E S O N A N C E C O . C O M @ C R FA I R
VANCOUVERTOURISM MASTER PLAN
@ C R FA I R
• 2,000+ locals participated in Vancouver Tourism
Master Plan process
• Identified same top 2 key issues as industry:
- Late night transportation
- Liquor laws and regulations

92. R E S O N A N C E C O . C O M @ C R FA I R
3.PARTNER
@ C R FA I R
Your success as a destination developer
and manager will be determined by the
strengths of the partnerships you build.

93. R E S O N A N C E C O . C O M @ C R FA I R
TULSA

94. R E S O N A N C E C O . C O M @ C R FA I R
4.ORGANIZETO SUPPORT & DEVELOP
@ C R FA I R
• Chief Experience Officer
• Vice-President Destination Development
• Vice-President Community Affairs
• Director Product Development
• Tourism Energy Specialist

95. PORTLAND

96. R E S O N A N C E C O . C O M @ C R FA I R
5.DEVELOP PRODUCT
@ C R FA I R
Key institutions, attractions and
infrastructure.

97. BILBAO

98. @ResonanceCo
Monthly overnight stays of foreign visitors in
the province of Biscay Jan 1980 to Dec 2010
100000
80000
60000
40000
20000
80
0
85 90 95 00 05

99. R E S O N A N C E C O . C O M @ C R FA I R
THE HIGH LINE
@ C R FA I R

100. R E S O N A N C E C O . C O M @ C R FA I R
5.DEVELOP PROGRAMMING
@ C R FA I R
If product is the hardware of a
destination, programming is the software
made up of events, festivals, experiences
and culture.

101. R E S O N A N C E C O . C O M @ C R FA I R
CLEVELAND

102. R E S O N A N C E C O . C O M @ C R FA I R
5.DEVELOP PLACE
@ C R FA I R
Placemaking seeks to build or improve public space,
spark public discourse, create beauty and delight,
engender civic pride, connect neighborhoods, support
community health and safety, grow social justice,
catalyze economic development, and nurture an
authentic “sense of place. - DUSP MIT

103. R E S O N A N C E C O . C O M @ C R FA I R
VANCOUVER
@ C R FA I R

106. R E S O N A N C E C O . C O M @ C R FA I R
6.MANAGE
@ C R FA I R
DMO’s must continually develop and
manage the guest experience throughout
the destination, not just within the
visitor center.

107. R E S O N A N C E C O . C O M @ C R FA I R@ C R FA I R

108. R E S O N A N C E C O . C O M @ C R FA I R

109. R E S O N A N C E C O . C O M @ C R FA I R
6.MONITOR
@ C R FA I R
A DMMO must continually monitor the
experiential quality of its destination to
identify areas of competitive advantage
and potential deficiencies.

110. R E S O N A N C E C O . C O M @ C R FA I R

111. R E S O N A N C E C O . C O M @ C R FA I R
THE PATHTO BECOMINGA DMMO
@ C R FA I R
1. Assess
2. Plan
3. Partner
4. Organize
5. Develop
6. Manage
7. Monitor

112. R E S O N A N C E C O . C O M @ C R FA I R
THE FUTURE OF DESTINATION
MARKETING IS…
DESTINATION MANAGEMENT
R E S O N A N C E C O . C O M @ C R FA I R

113. R E S O N A N C E C O . C O M @ C R FA I R
1.THE MEANING OF LIFE (FORA DMMO)
As tourism continues to grow DMOs
must shift resources from marketing to
management to balance the interests
and benefits of tourism with those of
the local communities they serve.
@ C R FA I R

114. R E S O N A N C E C O . C O M @ C R FA I R
2.THE MEANING OF LIFE (FORA DMMO)
As locals, visitors and digital channels
become the primary means of place-
based communication, DMOs must
shift from traditional marketing to
management to promote their
destination.
@ C R FA I R

115. R E S O N A N C E C O . C O M @ C R FA I R
3.THE MEANING OF LIFE (FORA DMMO)
DMOs are the only organization within
a city structure that has the
capabilities, capacities and funding to
focus on developing and managing the
experiential quality of a city.
@ C R FA I R

116. R E S O N A N C E C O . C O M @ C R FA I R
TO LEARN MORE…
Resonance Consultancy
Vancouver | New York | California
www.resonanceco.com
@resonanceco
Chris Fair, President
cfair@resonanceco.com
@crfair

117. R E S O N A N C E C O . C O M @ C R FA I R
THANKYOU
Resonance Consultancy
Vancouver | New York | California
www.resonanceco.com
@resonanceco
Chris Fair, President
cfair@resonanceco.com
@crfair
www.slideshare.net/chrisfair