The virtual eTourism Summit 2020 is a wrap. What a month! 21 days, 27 sessions, 86 speakers and over 600 attendees. Huge shout to everybody who helped to turn lemons into lemonade, especially these amazing sponsors.  

Next stop: Orlando for the in-person 21st Annual eTourism Summit and eTSY Awards plus Connect THRIVE Summit on Nov. 9-10, 2020 at Loews Royal Pacific Resort at Universal Orlando*.

*P.S. They call it “Pacific,” but we travel industry pros know our geography!

Redefining DMOs for the Foreseeable Future

21 Predictions for 2021 from the 21st eTourism Summit

1. In 2021, DMOs must “Steward the Gap” at every twist and turn 
2. Nimble, fast, cool are the way forward
3. Sustainability is even more critical as “marketing” to encompass “management” goes full steam ahead
4. DMOs will move beyond being “in the good news business”
5. DMOs will embrace a symbiotic relationship as residents join the destination effort 
6. DMOs must build trust or disappear
7. DMOs will focus on being better at “listening tours” with traditional stakeholders, newly recognized voices and residents
8. Small businesses will play a more important role in the fabric of destination marketing
9. DMOs will grow into a role as a feedback loop for the entire community
10. Consolidation conversations will occur within communities, especially smaller ones
11. Diversity throughout the organization will be taken far more seriously by DMOs 
12. Destinations will look beyond the model of heads-in-beds, sports, conventions, conferences, meetings, film commission  
13. Destination will loop-in locals to “show the tapestry” beyond dining/shopping, fun for the whole family
14. Speed to market will become critical in picking up hyper-competitive share 
15. Newly defined KPIs will mean DMOs measure what matters most
16. Digital visits will become a new indicator
17. Covid kickstarts biometrics applied to travel: “Your face will become you”
18. Touchless technology will allow Covid-free environments for travelers
19. DMOs will challenge their agencies on content and storytelling that accurately fits  objectives in the new normal
20. DMOs will navigate a massive education gap, addressing new roles and skill sets
21. The smartest DMOs will look more closely at lessons from 2020 — it’s like a time when the tide goes out and we can see the reality of what’s really under the waves

ICYMI: Week Four — eTourism Summit Takeaways Oct. 26 – 28, 2020

Day 18: Tools for Measuring Campaign Success

• Enormous opportunities existing within the tourism vendor community
• Consider geo-locational, transactional, demographical, behavioral, etc.  
• Explore data sets that meet your needs
• Match your needs to the vendor(s) and build a cocktail by mixing measurements

Day 19: Locals: Exploring A New Strategy

• Attractions marketing to locals will be a primary target, not an after-thought
• “The power of locals is here to stay”
• Residents are front and center now; there’s no recovery without them
• Local partnerships and giving back to the community is in the DMO’s core DNA

Day 19: Rethinking Strategy During Covid

• The most damaging phrase is “We’ve always done it this way” 
• Use data to pivot strategies and tactics
• Be agile and rethink value for the community
• Use resources: Simpleview has an Insights Hub and a comp set dashboard

Day 20: Hot Takes – Burning Questions, Comedic Debate

• Dinosaurs Matter vs. Dinosaurs Are Fake News
• Sonoma Wine is Actually French vs. Georgia Wine is Best 
• Road Trips Are Good News vs. But Millennials Can’t Drive
• Reclining seats and smelly feet: Airplane etiquette beyond the face mask
• Speaking of dinos, is this a good tagline?: “Visit WY: It Could Be the End Soon” 

Day 20: Demystifying Machine Learning with CRANT

• Machine learning is approachable, even if its name isn’t
• A small company can deal with big data
• Start with public data; implementation can be quick
• The cost of entry is very manageable compared to five years ago
• Watch for a DMO volunteer case study at #eTS20 in-person (11/9 – 11/10) 

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And because we can all use a moment of peaceful harmony, we’re embracing the Covid Haiku, a literary diversion introduced at #eTS20 by Justin Bresler of Visit Denver.

Refresher: A haiku 現代俳句 is a traditional Japanese form of short, unrhymed poetry consisting of 17 syllables arranged in three lines of five, seven, and five syllables respectively. Send your contributions for publication to The Travel Vertical in the comments below. Let’s collect a bunch (invite your children to try it, too.)

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Unprecedented Nimble pivot challenging We are here for you — Justin Bresler, Visit Denver

Wear a fricking mask Except when you are drinking Stay six feet away — Will Seccombe, Connect Travel

social distancing missing faces and handshakes ready for travel — Becca Smith, Connect Travel

Fourteen-day lockdown Breathing, speaking moistly, masked Buy toilet paper  — Laurie Jo Miller Farr, The Travel Vertical

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