GA16 | Kuching | Destination Competitive Positioning

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Destination CompetitivePositioning

55th ICCA Congress



Welcome

• Nina WinstonExecutive Vice President, Membership & Partner [email protected]

• Paul OuimetManaging Director, DMAI [email protected]


About DMAI

Destination Marketing Association International (DMAI) is dedicated to improving the effectiveness of more than 4,100 professionals from

nearly 600 destinations in approximately 15 countries.

The Destination & Travel Foundation is a complementary organization to DMAI. The Foundation’s mission is to enhance the

destination marketing and travel professions through research, education and best practices.


About DestinationNEXT

• Sponsor:Destination Marketing Association International (DMAI), funded by a grant from the Destination & Travel Foundation

• Vision:Provide DMOs with a powerful new assessment tool and practical actions and strategies for sustainable success in a dramatically changing world

• Two Phases:1. Futures Study on Key Trends in

Industry2. Scenario Model & NEXTPractices


Different Realities for CVBs

Strong Community Engagement

Weak Community Engagement

Established Destination

Developing Destination

VOYAGERS TRAILBLAZERS

EXPLORERS MOUNTAINEERS


Purpose of Diagnostic ToolScenario model intended to be strategic diagnostic tool,

not a benchmarking index to rank DMOs, CVBs or destinations Objective self-assessment to help identify

priorities and strategies for the future

Metropolis


Destination Strength Variables

Destination Strength


Community Support Variables

Community Support & Engagement


By the Numbers

300destinations from 18

countries


By the Numbers

300destinations

from 18 countries

65detailed

assessments completed in 10 countries

USA, Canada, Mexico,

Switzerland, Colombia, Korea

Guatemala, Taiwan,

Denmark, Australia


Projects Completed – U.S.


Cali, Colombia

Projects Completed – International

Cabo San Lucas


By the Numbers

300destinations from 18

countries

65detailed

assessments completed in 10 countries

45underway or

planned, including 3

other countries

50in

discussions, including 10 other countries

USA, Canada, Mexico,

Switzerland, Colombia, Korea

Guatemala, Taiwan, Denmark

Australia

Dominican Republic, El

Salvador, Brazil

Peru, Argentina, Dubai, Germany, Honduras, Chile,

New Zealand, United Kingdom, Thailand, Russia


How satisfied were you with the DestinationNEXT setup process?

How satisfied were you with the DestinationNEXT Workshop?

How satisfied were you with your DestinationNEXT process and methodology?

How likely is that you would recommend DestinationNEXT assessment to a friend or a colleague?

Net Promoter Score: 73

4.64

4.83

4.60

Very positive scores received to date on satisfaction surveys (first 35 clients)

Satisfaction Survey


Approach


Stakeholder Engagement


Stakeholder Alignment


Variable

Industry Average

Destination Average

Standard Deviation

Industry Average

Destination Average

Standard Deviation

Attractions & Entertainment 12% 10.5% 1% 3.68 3.02 0.63Sports & Recreation Facilities 9% 10.3% 1% 3.32 3.74 0.74Events 9% 10.2% 2% 3.73 3.79 0.54Accommodation 12% 10.0% 1% 3.42 2.99 0.62Brand 13% 10.0% 1% 3.21 3.48 0.68Convention & Meeting Facilities 10% 10.0% 1% 3.12 3.14 0.67Mobility & Access 7% 10.0% 1% 3.04 2.81 0.73Destination Performance 12% 9.9% 1% 3.83 4.16 0.55Communication & Internet Infrastructure 7% 9.9% 2% 3.32 3.54 0.67Air Access 9% 9.2% 2% 2.90 2.66 0.83

Perceived Performance(1-5 scale)

Relative Importance(0-100%)




Problem AreasBrand

• Iconic attractions & events• International readiness

Convention & Meeting Facilities• Necessary conference, meeting, and trade show facilities for the

next 25 years• Conference center branding

Mobility & Access• Road capacity• Public transportation • Walkability & recreation trails

Air Access• Air service



Variable

Industry Average

Destination Average

Standard Deviation

Industry Average

Destination Average

Standard Deviation

Hospitality Culture 10% 10.3% 1% 3.55 3.12 0.86Funding Support & Certainty 13% 10.1% 1% 3.06 2.71 0.81Effective Advocacy Program 9% 10.1% 1% 3.39 3.75 0.74Workforce 9% 10.1% 1% 3.16 3.24 0.88Industry Support 12% 10.1% 1% 3.70 4.20 0.68Economic Development 9% 10.0% 1% 3.91 3.31 0.55Local Community Support 11% 10.0% 1% 3.60 3.94 0.68Membership Strength & Support 7% 9.9% 1% 3.42 3.12 0.57Regional Cooperation 9% 9.9% 1% 3.58 4.03 0.68Effective DMO Governance Model 11% 9.4% 1% 3.74 3.34 0.64

Relative Importance(0-100%)

Perceived Performance(1-5 scale)



Problem Areas

Funding Support & Certainty• Stable and sufficient revenue source

Workforce• Attract & retain a high-quality workforce• Cost increases

Local Community Support• Understanding & perception of residents, businesses, and

media• Lack of tourism destination plan


Our Panelists

Jonas WilstrupConvention DirectorWonderful Copenhagen

Anja LoetscherDirectorGeneva Convention Bureau

Ana Maria Gallego MartinezGeneral ManagerMedellin CVB

Kristian NichollsGeneral Manager BiddingBusiness Events Sydney


MEDELLIN:Embracing ourselves and saying HOLA! to the world.

55th ICCA Congress



Let´s start with a question:

What does THIS…

MOST VIOLENT CITY IN THE WORLD (1980´s)


…has to do with THIS?


MEDELLIN:

we may have a scar on the face, but our smile is even bigger!

The past & present of one city


Know WHO you are and WHERE you stand.

According to the UNWTO Tourism Highlights 2016 report, world growth of international tourist arrivals in 2015 was 4,6%.

South America grew around a 6% and Colombia had a 16% increase.

Medellín growth in 2015*:

34%almost 8 times world average.

Source: The touristic statistic system of Medellin, SITUR, and data recorded by migration authorities of Jose Maria Cordova International Airport,


Destination? NEXT

3 all-day workshops: government, CVB team, members, board of directors

90 on line surveys

3 extra sessions with relevant stakeholders

Follow up sessions with the board.


It´s us looking at us.


And here we are:

Medellín


From CVB to DMO

Nearly 92% of the stakeholders are determined in supporting the CVB/DMO

To strenghten the destination: comunications infrastructure, air connectivity, atractions & entertainment, city brand

To enhance community engagement: Hospitality culture, measure economic impact of the industry, financial support and governance of the CVB.

CO-CREATION with the industry community: to build a common vision and a realistic strategy.

Main conclussions:


If you want to go fast, go alone.

If you want to go far, go together.

(PROVERB)

55th ICCA Congress



THANK YOU!

55th ICCA Congress



Our Panelists






DestinationNEXT Sydney results

55th ICCA Congress



Sydney results


151 participants

Partners, Gov-ernment and

Industry Stakeholders

45%

Asian Incentive Clients

26%

Association Clients

29%


Global comparison


Overall assessment – stakeholder


Destination strengths

3 41 2 5


Community engagement strengths

3 4 1 2 5


Areas to focus on

• Sydney International Airport• High-tech, innovative city• Public Wi-Fi access• Shopping opportunities in the wider

Sydney area

Destination Areas

• Stable Revenue source for Business Events Sydney

• Local community understanding of tourism

Community Support & Engagement Areas


Other benchmarks



Our Panelists






Thank you!

• Paul OuimetManaging Director, DMAI [email protected]

• Nina WinstonExecutive Vice President, Membership & Partner [email protected]

Education

GA16 | Kuching | Destination Competitive Positioning