At IMEX ‘23, Destinations International convened to share a fresh, global, perspective on the changing role of the DMO beyond the consumption economy to community alignment. Chief Executive, Don Welsh introduces the European Director of Engagement, Jane Cunningham, and Chief Advocacy Officer, Jack Johnson, who combine to dive below the rising waterline of business events as the social license and storytelling of events emerge as increasing policy and political priorities.
Johnson: At the core of government are people who got elected based on values, concepts, and emotional appeal.
No stranger to the concept of community alignment and the societal goals which can be advanced through business events, Cunningham explains the vital role that the organisation’s Pathfinders Group has played in harmonising a consistent global narrative beyond the visitor economy. Cunningham is calling for a value creation-related Community Impact Calculator which can accompany the organisation’s value consumption tool.
But while acknowledging the increasingly sustainable offer from ‘Intellectual Capitals’, whereby destinations are offering access to their expertise in key markets and clusters of science and medicine (for example), Johnson suggests that it’s the softer storytelling of the outcomes and impacts from events which politicians need to hear. Johnson suggests they are elected on values and promises made, and if case studies of business event outcomes and legacies are aligned to those values and promises then he hints that the DMO community will be in a much better space than as a one-trick-tourism pony.
To illustrate the importance of Shared Community Value, The Iceberg would urge all DMOs to view the 2019 keynote speech (below) by Jack Johnson at the DI Annual Convention. Introducing the DI Foundation’s Workbook Project, the organisation is providing the collective resources required for pivoting from a mission to feed the supply chain to one which ensures the focus is upon the real customers, the residents of the destination, whose interests are the government priority. This will ensure DMO funding support and help to position the destination as an attractive place for investors and talent.
Johnson: Ask who you are helping and apply a ‘Community Resident Focus’
