Destination Marketing Organization (DMO)

Why do we need a community destination marketing organization?

By building on the strengths of existing organizations, current product and market demands, the Sunshine Coast is well positioned to develop tourism as an economic generator. Collectively the tourism potential of the "Sunshine Coast" region can be achieved and promoted through strategic alliances both locally and regionally. Many individual organizations are making advances in this area, but gaps remain. Presenting all the product in the region and developing new product, sensitive to market trends, will allow us to grow this opportunity in an effective way.

The lower Sunshine Coast is the only sub-region within both the Vancouver Coast and Mountains and Vancouver Island regions of Tourism BC that do NOT have a community driven destination marketing organization (DMO). The possibilities for partnerships and strategic alliances can only be exploited if we have the "point of contact" organization to create and manage these opportunities.

Why will this concept work, when previous attempts have failed?

In order for this to work, we must consider the big picture in tourism marketing. We are competing with other destinations, not ourselves. We need to have a loud voice and strong presence as a united front in order to make any significant impact in the marketplace. By promoting a destination we promote all products, and do not serve select operators. We are also accountable to the community as a region. Operators will have opportunities to participate in value added promotional strategies, however that is only one function of a DMO. The framework of the local and regional economic development partnerships coupled with the tourism partnership makes an unprecedented opportunity for communication, collective participation, leadership, efficiency and a strong united voice for the region. This tourism partnership brings diversified groups together to work as one entity while maintaining their independence.

For more information about the Sunshine Coast Tourism Partnership visit: www.sunshinecoastcanada.com