it's time - A Global Report on Destination Marketing and Communications - Report - Page 6
We began by asking to what extent destinations had remained actively engaged with their
buyer and stakeholder audiences during the survey period.
Not Actively Engaged
The lack of regular engagement from more than 10% of respondents is due to a number
of factors; from additional comments provided and other evidence received, it is apparent
that some destinations were forced to furlough staff at several levels due to the lack of
enquiries. This in turn would have course resulted in a reduction in outbound marketing
activity and engagement. In some cases, particularly where the organisation is more
directly managed by government, resources have been redeployed to support other areas
critical during the pandemic and sadly some have been made redundant.
Disappointingly, some respondents have stated that their lack of engagement has been due
to direct instructions from government, where there has effectively been a block on all
external marketing communications, especially during periods of lockdown. While this can
be understood in some circumstances, this is likely to have a negative effect on audience
engagement in the longer term and will not aid a speedy recovery as the share and level of
voice will ultimately be adversely impacted.
As we have found in research conducted after other crises, those destinations who
continue to actively engage with their target markets, and indeed choose to invest further,
have a far more rapid period of recovery and a more successful business model over the