The Role of the DMO - A Lesson From VisitScotland.com

There has been a lot of discussion about the role of DMOs and how DMOs should be implementing technologies for the benefit of stakeholders. In the struggle to maintain viability and revenues, some DMOs have turned to a sales model. How does this model affect the DMO’s primary mandate to market the destination? We need look no further than VisitScotland.com to see an example of a DMO whose priority has shifted from marketing the destination to generating revenues from commissions. There are many, especially stakeholders, who are not happy with the direction that VisitScotland.com has... Read more »