As travelers seek more personalized and authentic experiences, the collaboration between DMOs and local businesses has become a powerful tool to elevate a destination’s appeal.
By doing so, you can create a more cohesive and authentic experience that not only attracts more visitors but also fosters community growth. In this article, we will explore how DMOs can do this successfully.
In a recent webinar with Katie Mitura, CMO of Visit Jacksonville, she shares why partnerships with local businesses can help energize and strengthen your destination marketing efforts.
The Importance of Local Collaboration
Why Collaborate?
Collaborating with local businesses is more than just a marketing tactic. It’s a powerful way to enrich the visitor experience and strengthen the community. This collaboration allows visitors to experience the destination through the eyes of those who know it best: the locals.
Local businesses add a personal touch to the experience. They offer products, services, and experiences that are rooted in the local culture, providing an experience that cannot be replicated elsewhere.
The benefits of a collaboration extend to both DMOs and local businesses. For local businesses, being part of a larger marketing effort can lead to increased visibility and foot traffic. This visibility can lead to higher sales, stronger brand recognition, and long-term growth.
On the other hand, DMOs benefit from the rich and diverse experiences that local businesses bring. By showcasing a variety of businesses, from restaurants to artisan shops, DMOs can create a more vibrant and appealing destination. This can attract more visitors and encourage them to explore different parts of the destination, leading to longer stays and more spending within the community.
A great illustration of a successful collaboration is seen in Visit Jacksonville’s partnership with local coffee shops and breweries. By creating themed trails, they offered their visitors unique and engaging experiences that highlighted the city’s thriving culinary scene.
Identifying the Right Partners
Strategic Alignment
One of the keys to a successful collaboration is choosing the right partners. Not every local business will be a good fit for your brand or goals. It’s important to select businesses that align with the destination’s identity and can contribute to the overall experience.
When selecting partners, DMOs should consider the business’s reputation, customer base, and overall fit with the destination’s image. A strategic alignment ensures that the collaboration feels natural and enhances the destination’s brand rather than diluting it.
Diversity of Experiences
To appeal to a broad audience, DMOs should collaborate with a variety of businesses that offer different types of experiences. This might include a mix of restaurants, retail shops, cultural attractions, and outdoor activities. By offering a diverse range of experiences, DMOs can cater to different visitor interests and demographics, making the destination more attractive to a wider audience.
Creating Themed Experiences
Themed Trails and Passports
One of the most effective ways to collaborate with local businesses is by creating themed experiences that encourage visitors to explore multiple businesses. Themed trails, such as food or cultural trails, are a popular option. These trails can guide visitors through a curated selection of businesses, offering a cohesive and immersive experience.
Another strategy is to create a passport program where visitors can collect stamps or rewards by visiting participating businesses. This not only makes the experience more interactive but also encourages visitors to explore more of the destination.
A great example of this is the Lake Tahoe South Shore Passport with Threshold 360. This interactive map allows you to virtually explore attractions, restaurants, and cultural sites.
Marketing Collaborative Campaigns
Joint Marketing Efforts
For a collaboration to be truly successful, it needs to be supported by strong marketing efforts. DMOs and local businesses should work together on joint marketing campaigns that leverage each partner’s strengths. This might include shared social media posts, co-branded content, and joint events. By pooling resources, both the DMO and the local businesses can reach a larger audience than they would individually.
By partnering with local businesses, DMOs can offer visitors a richer, more authentic experience, while also supporting the community. Take the first step today and explore how Threshold 360 can help you showcase your destination through immersive virtual tours.