COVID-19: Tactics for Change for Destination Marketing Organisations
Three case studies showing how DMOs are changing their practices in light of COVID.
If something has become clear over the past year, it is that COVID-19 has left an unprecedented impact on all aspects of our lives.
The same can be said for DMOs (destination marketing organisations), and marketers have the unique challenge of promoting locations amidst lockdowns and quarantines. However, savvy leaders can make note of how other DMOs have successfully adapted in spite of COVID, utilising practices that show the greatest effectiveness.
Three examples of COVID adjustments made by DMOs were shown at ICEF Berlin this year. The case studies illustrate the kind of adjustments that can be applied across the US, and the world at large:
Costa del Sol Tourist Board
The tourist board for Spain’s Costa del Sol works tirelessly to encourage education-focused tourism in higher education circles, particularly for students wishing to study Spanish linguistically.
Of course, normally students would be encouraged to places such as Malaga to boost the region’s local language tourism. These techniques were centered on promoting the location itself—the physical space of learning.
However, in 2020 the board has instead focused on content creation for agencies. This new stream of content involves videos, blogs, images and higher use of social media. In the case study, Executive Consultant Matthias Werner, explains that the board is strategizing a three stage marketing plan. First, the board will focus on domestic travellers moving within Spain. Secondly, they will begin targeting Europe, then eventually the wider world.
Study Texas
Study Texas is a group of universities and colleges across the Texas state, intended to advertise Texas as the ideal destination for international students travelling to America. Of this year’s adjustments, Chair Jessica Guiver said “we have moved all of our marketing efforts online, because that’s where everyone else is right now”.
In a typical year, Texas would be ranked third in destinations for international students (approximately 82,000 in 2019), only falling behind California and New York.
Normally, Study Texas would prioritise in-person events, immigration advice and policies affecting foreign students. However, this year the group has instead opted for online spaces where Study Texas can easily track information and demographic insights. The DMO is also currently planning to host the Study Texas Virtual Fair 2020 on 14 November.
Buenos Aires
As a bustling college town, Buenos Aires has a massive student population. With its many top-class universities, as well as its bustling nightlife and culture, the International and Institutional Relations for Buenos Aires normally uses the region’s popularity to its advantage. But with COVID-19, the board has been forced to find other measures to maintain economic vitality.
According to Undersecretary Mr Resnicoff, the first challenge was to study market trends and quickly find new target markets. Following this, the team began to market Buenos Aires as a safe and secure location, even collaborating with nearby cities to create travel spaces for incoming students. This also extends to additional scholarship support for students looking at undergraduate and postgraduate degrees.
