“By
2012, the Destination Management Organization will be the dominant,
most influential and most respected force behind the world’s largest
industry, or…not exist at all.”
Individual and group markets will come to expect a DMO to manage
itself via a Destination Enterprise/ Management System. Like a PMS
(hotel Property Management System) of the eighties, a DES is evolving
into a "total destination management" tool for the new
century.
Like a hotel manager, a DMO’s executive will possess daily reports
on the destination’s inventory status, customer profiles and
spending, financial analysis, new product demand, and have a 24-hour
communications network with his/her "departments" (the
destination's suppliers).
The
DMO will become the ultimate source of strategic intelligence and grow
as the communication centre for a destination. Collectively, networked
with peers who possess similar capabilities, the DMO community will be
sought after by institutions and large corporations for information
and leadership. There is truth in the axiom, "The world’s
largest revolves around the smallest destination."
Provided
and copyrighted by World Tourism Foundation