What is the purpose of a destination marketing organization (DMO)?

The purpose of a destination marketing organization (DMO) is primarily to promote a specific destination in order to attract visitors. DMOs engage in various marketing activities, such as advertising campaigns, creating promotional materials, hosting travel writers or influencers, and participating in travel fairs to showcase the unique attributes and offerings of a location. This includes highlighting local attractions, cultural experiences, events, and accommodations to entice potential tourists.

In contrast, managing local travel agencies and tour operators is usually not a core function of DMOs; instead, these enterprises operate independently. DMOs also do not handle the oversight of transportation services, which typically fall under government or transport authority responsibilities. Additionally, regulating hotel standards is usually managed by local or national regulatory bodies rather than by DMOs, which focus more on marketing and promotion than on regulation.