This event is open to ECM members only: former ECM Masterclasses participants / CEOs / Chief Research Officers.
With the exception of online footfall and social media engagement, DMO’s have been using more or less the same metrics since they came into existence. Lately, there’s been a lot of talk and writing about the need for DMO’s to transform from destination promotion agencies towards more integrated place management organisations. This requires a much broader scope than tourism normally entails. However, even when we limit ourselves to the tourism-related challenges it is clear that changing objectives require different KPI’s. This is easier said than done, as many of these metrics do not (yet) exist. However, agreeing on which kind of metrics we would need is the first step required to eventually develop them. This is the primary aim of this masterclass: to agree on a ‘wish list’ of futureproof KPI’s that reflect the changing role, responsibility and function of the traditional DMO.
In this masterclass we will built upon the common understanding that was established in the highly appreciated Masterclass A-level.
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