Destination Management

Đà Nẵng, Huế and Quảng Nam

Danang Mary McKeon/ 18 June 2014

Technical Working Meeting

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What is DESTINATION MANAGEMENT

The co-ordinated management of

all the elements that make

up the destination

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What are DMOs DMO’s is a recent concept in developing tourism destination coordination mechanisms aimed at environmental, social and financial sustainability as well as global competitiveness of the destination.

Protecting the natural, cultural and social assets to better provide economic welfare for the local population through tourism development and stakeholder participation.

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The role of the DMO

Leadership – strategic direction and high

level expertisePlanning DMO

• Organising managing/coordinating delivery of plans

• Arranging appropriate organisation structures and processes

• Facilitating partnerships• Securing finances• Creating opportunities for

entrepreneurs

• Creating Policies and strategies for competitive advantage

• Developing and marketing plans, business plans

• Overseeing Performance management

• Measuring and rewarding performance

• Monitoring governance• Identifying gaps and

respond

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Benefits to Destination • Creates vision and guidelines for destination sustainable tourism

development• Creates framework for benchmarking, communications & good

practices learning exchangeGeneral

• Resource and financial savings (e.g. energy, waste, water, etc.)• Protects destination as a tourist attraction• Develops opportunities for funding • Enhances branding, marketing and communications

Economic

• Improves quality life for locals; Improves relations between residents and tourists

• Supports well-being of residents by informing policy / management decisions (E.g. resource reallocation for bringing tourists from resort to rural areas)

Social

• Preserves ecological integrity of destinations;• Emphasises value and conservation of natural and cultural

resourcesEnvironmental

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Illustrates a number of unusual characteristics compared with other industries

Tourism is a complex industry to plan and manage

Tourism Value Chain

INDIRECT

DIRECT

Travel Organisationand booking

Transportation AccommodationFood &

BeverageHandicrafts

Tourism Assets in Destinations

Leisure, Excursions and Tours

Support Services

Source UNWTO

Destination Coordination

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Stakeholders

Tourism destinations are made up of different

groups, and stakeholders. The major components are:

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Host communityLocal people where tourism development takes place

Aims to achieve a good return on its investments

An important management role

Looking for a pleasant holiday and good level or services as the destination

Tourism industry

Public sector

Tourists

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Airport and port authorities

Local tourism authorities and development authorities

Protected areas management and buildings owners

Learning institutionsLanguage schools

Conservation societies/natural resource managers/natural environment authorities/heritage authoritiesPrivate operators –

accommodation, tour operators, restaurateurs, etc. Tourism associations

Community leaders

Tourism-related shop owners

Handicraft producers

Activity providers (e.g. surfing, hiking)

NGO’s active in tourism

Festivals organizers

Museums and other visitor attractions

Big businesses/ private sector related but not in tourism

Transport providers

Police

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GOOD PRACTICES IN DESTINATION MANAGEMENT

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Indonesia Government Donors

Swiss aid, Ausaid & UNWTO

15 DMOs

3 DMOs take shape

Indonesia plans 15 Destination Management Organizations

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• 15 clusters of attractions managed through 15 DMOs in 2014

• To- date three 15 DMOs are taking shape with support from International Donors –Swiss aid, Ausaid & UNWTO.

• Government contribution of US $110,000 each destination

• Empowerment of the local population to organise themselves and take ownership once outside assistance is ceased.

• Creation of tourism awareness among the local population difficult, effort alone has taken at least two years.

Development progress and challenges

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Visit England Develops Policy to encourage development of DMOs

• Withdrawal of funding for local authority run TICs in 2011

• DMOs are generally sub national structures & partnerships

• The development of DMO requires substantial team effort, leadership, and flexibility. Success is dependent upon all stakeholders cooperating

• Collective involvement of all stakeholders is critical factor

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Key lessons Visit England DMO process

Recruit the right/most appropriate chair

All board members must have a role and be aware of it

Involve all stakeholders early in the process

Do not allow the partnership to be driven by one party

Building the bridges between public and private

LeadershipGive it time

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Key

conclusions• Destination management is

complex• Many stakeholders, both public

and private sector• The DMO has a crucial leadership

role, if not a major delivery role.• Destination management and

marketing requires a holistic approach, implemented through partnerships

• The public and private sectors each have significant strengths and significant weaknesses

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Conclusions

• A destination will succeed only when it harnesses the talents of both sectors and many Government agencies

• Governance options are many and varied • Different circumstances will require different solutions• Developing a clear strategy will provide a framework for planning and help

the three Provinces to compete effectively

The ‘Environmentally and Socially Responsible Tourism Capacity Development Programme’ (2011 - 2015) is a European Union funded sector programme within the main activities in 1) Policy support and institutional strengthening, 2) Product competitiveness and public-private dialogue and 3) Vocational

education and training.

www.esrt.vn

Progress Update

03/06/2014 18

Memorandum of Understanding

signed

• 1ST Technical Meeting July 31st 2013

• Baseline survey to assess Destination Management needs of 3 Provinces

• 2nd Technical Meeting 16th November 2013

• MOU signed by three Provinces 27th February, 2014.

ESRT Team strengthened with International and

local expertise

• ESRT has brought in regional coordinator and TL to work on the specific project activities as they relate to the destination (Dr. Hai & Ms.Tho)

• ESRT has brought in International Destination Managing Expert to work on developing a roadmap for cooperation on prioritised joint actions(Mr. Robert Travers)

Technical Work Shop

• This WS today is now addressing findings from the mission of Destination Expert under following headings:

• Destination management & funding

• Product Development & marketing

• HRD & Training

Next Steps

Feedback from Group discussion today developed into roadmap and action plan based on agreed destination priorities

Draft roadmap & action plans to be presented, discussed & endorsed by 3 Provinces

PPP Tourism Action Council to be established in 3 provinces based on strengthening existing coordinating modelsAction plan roll out

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