Building Budgets – Getting Destinations Resourced

After spending the last 10 years embedded in the middle tier government system, it taught me some valuable lessons on how to build the case for tourism within a regional system. Here are some tips:
Trust – There is trust on two levels. The first is trust within the senior management and the elected council. Trust sounds like a dangerous word; it is if you don’t have it. Trust in government is earned by performance and public relations. Since there is a ton of PR value in good performance the more successful results you have on smaller projects the more accolades your leaders will receive from their constituents. This immediately trickles down to you as you tackle bigger initiatives. The second level of trust is with the business community whom who serve directly. Your job is to make them money and if they see direct value in what you do, you will have earned their trust. The business community speaks directly to the politicians….you see how this is working.
ROI – Measurement in the tourism destination management business is often tricky. Web visits, brochures handed out, event attendees are soft measurement tools that are important but don’t create a splash. What builds trust is when the business community is making money and they are communicating that to you and the elected officials. Establish good trusting relationships with your operators and they will tell you pretty quick if they are seeing return and will lobby on your behalf to make sure programs are resourced properly.
Community Benefits – Governments love to spend money on projects that increase the quality of life for their ratepayers. Positioning tourism projects that not only stimulate economic development but are also a legacy for residents. Trails are a big part of this approach. Destination trails attract visitors but for the remainder of the 8 months, they are real community assets that improve health, enhance alternative transportation needs, and make people want to live there. Be sure in all tourism projects to make this connection, it is one of the real benefits of a tourism-based economy.
All levels of government play substantial roles in the delivery of tourism experiences. They are often the land manager, infrastructure/service provider, transportation corridor manager, and so on. In order to be competitive and deliver experiences that exceed expectations they need to be well resourced. The tourism economy after all can be very lucrative for tax revenues. It is your job to build the case, earn the trust and deliver successful projects that create better destinations.


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Filed under Best Practices, Tourism Development, Tourism Management, Tourism Marketing

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