INDUSTRY BRIEF
organizations preserve and promote local culture by supporting cultural events, festivals and initiatives celebrating the area’s unique heritage. They integrate stories about diverse communities and business owners into their media efforts, fostering pride and community spirit. This commitment builds a unified narrative that resonates with residents and visitors alike, strengthening the community’s vitality. The fourth goal is to support public services . Revenues generated by visitors support essential government services. Taxes collected from visitor spending fund public infrastructure, education and health care, benefiting all residents. Research shows that many residents appreciate that the taxes visitors pay help to offset their own tax bill, fostering greater public support for destination promotion initiatives. Finally, the fifth overarching goal is to grow the overall economy . The economic benefits of destination promotion extend beyond the hospitality sector. Visitor spending generates significant benefits for industries outside the leisure and hospitality sector. On average, visitor spending generates additional business sales equal to nearly 60% of the direct spending. Destination organizations play a leading role in ensuring consistent messaging about the destination that is crucial to economic development. They help promote the area as a desirable place to live, work and invest. By identifying the purpose, mission and overarching goals, the definition of a destination organization begins to form. The next piece is critical to supporting the previous three.
The second goal is to help attract and retain talent . Destination organizations play a critical role in this process. High- quality life amenities, supported by tourism, attract talent. Initiatives led by destination organizations often develop and equip local businesses and entrepreneurs with foundational business skills and provide employee training. The “ Halo Effect ” study by Longwoods International shows that tourism advertising attracts visitors and enhances the destination’s image as a great place to live, work, and invest.
The third overarching goal is to foster culture and community . Destination
“
Research shows that many residents appreciate that the taxes visitors pay help to offset their own tax bill, fostering greater public support for destination promotion initiatives.
8 | Destinations International
Powered by FlippingBook