From Volume to Values: Re-Framing Success And Reflecting Nuance
There has been plenty of discussion in the DMO world about the paradigm shift from volume to value. While the intention is a good one, the formula lacks nuance unless we are able to understand and measure value in a more holistic manner to ensure the impacts of different market-segments, including high spenders, are fully understood -- and to ensure the benefits are being realized in an equitable and inclusive manner. This session will look instead at the key elements of a values-based mandate: a shared public-private vision, effective resident engagement and new measures of success that align with the evolving values of both visitors and local communities. It will also look at the key ingredients of effective governance: the data, skillsets, funding sources, collaborative structures and policy levers - drawing from a wide range of international examples.