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(ii)
Developing Strategic Leadership of DMOs
(iii) Developing Effective Execution
(iv) Developing Efficient Governance
6.5.
Develop and Implement Framework for Destination Management Organization
6.5.1. DMO to be the leading organizational entity
Destination Management Organization (DMO), will be the lead organizational entity
for promotion and development of tourism at the destination. The DMO will bring
together all relevant stakeholders in the destination, as well as local communities,
and develop a coherent tourism strategy in pursuit of a common goal: ultimately, the
sustainability and competitiveness of the destination.
6.5.2. Role of DMO
The Destination Management Organization’s (DMO)
role would be to lead and
coordinate activities under a coherent strategy in pursuit
of the common goal of
sustainability and competitiveness of the destination. Some of the key functions of
the DMOs will be:
(i)
Strategic planning,
(ii)
Market intelligence,
(iii) Tourism product and business development,
(iv)
Digitalization and innovation,
(v)
Monitoring,
(vi)
Crisis management,
(vii)
Promotion, Marketing and Branding
The Policy recognizes that “one-fits-for-all” model
cannot be applied and each
destination needs to adapt the nature and functions
of its DMO based on the
characteristics, priorities and level of development of the destination to ensure a
seamless management of the destination.
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