it's time - A Global Report on Destination Marketing and Communications - Report - Page 11
When asked if they were considering other marketing or support activities to specifically aid
their recovery within their destination, we found three significant areas of planned activity;
The fact that just over half of destination see an improved Ambassador programme as a
way to build business, is perhaps testament to those that have seen significant success in
programmes such as these prior to the pandemic. Ambassador programmes are generally
seen as vitally important in attracting association events, whilst being very cost effective to
Its not surprising to see 49% planning integrated campaigns, as these would be necessary
to kick start a wider plan of activity while building confidence in the destination. An increase
in subvention or other funding of bids reflects our own experience of destinations securing
additional support from non-traditional business events funding sources, such as enterprise
or investment partners.
All of this would demonstrate that a significant percentage of destinations are anticipating a
far higher degree of market competition as the sector begins its global recovery.