Destination marketing organisations (DMOs) have long been structured and their
strategies influenced by traditional distribution processes and passive
customers. Now things have changed, with the customer taking over the process
and rendering the previously normal processes redundant. DMOs need to get away
from promoting the destination to a mass market and relying on an outdated
distribution system, and instead engage the customer to ensure they effectively
promote and provide the experience they are wanting. This will require a major
change in the role, the structure and the skills of destination marketing organisations.
