Duhok polytechnic university

Amedi technical institute

Department of tourism

Subject : international tourism

Date : 3/4/2023

Report on :

destination management organization (DMO)

Prepared by : lecturer :
Bafren Nasradin Dawd Mr.Bewar

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Introduction :

DMO stands for destination management organization, though these are often referred to as
destination marketing organizations. Ever wondered what a DMO is and what do they do? It is
important to know about destination management first. The tourism industry is a trillion-dollar
global business. Over 1.2 billion people travel abroad every year to experience the world’s
diverse cultures and physical environments. Serious logistics are in play with this.

According to the UNWTO, destination management is the coordinated and thoughtful

planning of all elements that make up a tourism destination. This can involve anything from
attracting visitors to providing amenities for them to enjoy during their stay in town – whether
it’s free Wi-Fi or a stocked convenience store.

What a destination management organization (DMO) does is represent the voice of its
destination to potential visitors. It works with travel trade partners to provide travelers with
information about the destination before they decide where to go on vacation.

DMOs also bring together organizations that serve all aspects of the visitor experience – from
lodging providers, attractions operators, restaurants, and retailers – so that they can share
insights into what makes their community stand out as a tourist destination. Destinations with
a strong DMO will be more competitive, have increased visibility, and have better economic
performance than those without one. This careful planning ensures strategic, long term
success of a tourism destination. This in-depth coordination moves beyond marketing, and is
the reason why the M in DMO has been more recently referred to as management instead of
marketing.

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When establishing a Destination Management Organization (DMO) in Kurdistan, it
is important to involve various stakeholders to ensure the success of the
organization. Here are some potential partners that should be included in the
process:

 Local Government: The local government is an important partner as it has

regulatory and administrative control over the destination. The DMO should
work closely with the government to ensure that the tourism industry is
developed sustainably and in accordance with local regulations.
 Tourism Industry: The tourism industry plays a vital role in the success of the
DMO. The DMO should work closely with local businesses, tour operators,
and travel agents to promote the destination and enhance the quality of
tourism products and services.
 Local Communities: The local communities are an essential partner in
promoting the destination's culture and heritage. The DMO should work with
the communities to promote their unique customs, traditions, and
attractions, and ensure that they benefit from tourism activities.
 Non-governmental Organizations (NGOs): NGOs are an essential partner in
promoting sustainable tourism practices that benefit the destination's
environment, society, and economy. The DMO should work with NGOs to
identify sustainable tourism practices and incorporate them into their plans.
 Academic Institutions: Academic institutions can provide valuable research
and expertise to inform the DMO's strategic planning and decision-making.
The DMO can partner with academic institutions to conduct research on the
destination's tourism industry and identify opportunities for growth and
development.
 Infrastructure Providers: Infrastructure providers such as transportation and
accommodation providers are essential partners in the tourism industry. The
DMO should work with these providers to ensure that they meet the needs
of visitors and contribute to the sustainable development of the destination.

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The reason why the various partners should work together in establishing a
Destination Management Organization (DMO) in Kurdistan is It is important for
partners to work together in the development of tourism sector because tourism
is a complex and multifaceted industry that requires a collaborative approach to
succeed. By working together, partners can leverage their respective strengths and
resources to create a more comprehensive and sustainable tourism product

Here are some specific reasons why collaboration is essential:

Comprehensive Planning: Each partner brings unique knowledge, resources, and

expertise to the table. By working together, they can develop a comprehensive
plan that takes into account the needs of all stakeholders, identifies opportunities
for growth and development, and addresses any challenges that may arise.

Stakeholder Engagement: The involvement of a diverse group of stakeholders

ensures that the interests and concerns of each group are represented in the
decision-making process. This helps to build support for the DMO's initiatives and
enhances their chances of success.

Resource Sharing: The tourism industry requires the collaboration of various

stakeholders, including government, private sector, and local communities, to
provide a range of services to visitors. By working together, they can share
resources, such as knowledge, expertise, funding, and infrastructure, to create a
more robust and sustainable tourism industry.

Sustainability: Sustainable tourism practices are essential to ensure that the

destination's environment, society, and economy are preserved for future
generations. By collaborating, stakeholders can develop and implement
sustainable tourism practices that benefit all parties involved.

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Destination Competitiveness: The success of the DMO depends on the
competitiveness of the destination. By working together, stakeholders can
enhance the destination's competitiveness by identifying unique selling points,
improving infrastructure, promoting the destination effectively, and enhancing the
quality of tourism products and services.

Conclusion:
establishing a destination management organization requires the involvement of
a range of stakeholders and partners from the public and private sectors. These
partners can collaborate to develop a comprehensive and sustainable tourism plan
for the destination, create effective marketing and promotion strategies, develop
new tourism products and services, improve the infrastructure that supports
tourism, and build the capacity of tourism businesses and local communities. By
working together, these partners can create a more competitive and sustainable
tourism product that benefits the destination and its stakeholders

resource :
UNWTO. (2021). Destination Management Organizations. Retrieved from
https://www.unwto.org/destination-management-organizations

Hall, C. M., & Page, S. J. (2019). The Routledge Handbook of Tourism Destination
Marketing. Routledge.

Buhalis, D., & Costa, C. (Eds.). (2021). Tourism Business Frontiers: Consumers,
Products and Industry. Springer.

Getz, D. (2013). Event Tourism: Concepts, International Case Studies, and

Research. Cognizant Communication Corporation.

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