In this episode, Liz Ward and Fabienne Wintle explore the evolving landscape of destination marketing and share strategies for DMOs to achieve financial independence and enhance visitor experiences. Drawing from their presentation at the Local Government New South Wales Visitor Economy Conference, they highlight the importance of leveraging digital assets and local expertise to transform the business models of DMOs and local government associations. Key Takeaways - Utilise Google Analytics 4 (GA4) to measure leads and bookings generated through your website and Visitor Information Centers (VICs). - Aim for financial independence by becoming the primary source of truth for planning and booking capabilities in your region. - Adopt a commercial approach, modernising booking systems and training staff to be sales-driven and commission-based. - Enhance customer interaction by adding pop-ups or lead magnets on your website, and providing sales training to VIC staff. - Ensure transparency and demonstrate value to local operators by opening up analytics and showcasing the leads and bookings generated. ➡️ All episodes https://www.tourismtribe.com/category/untangling-tourism-tech/ and listen to 'Untangling Tourism Tech' on your favourite podcasting app!
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