For the travel industry, one key to recovery from the Covid-19 pandemic shutdown will lie in smart, sensitive and well-timed marketing campaigns, according to marketing experts.
But those efforts are also likely to be very lean, as one of the industry’s most relied-upon promotional partners, the destination marketing sector, is struggling to stay afloat.
With the bulk of convention and visitors bureaus funded by local hotel and tourism taxes, destination marketing organizations (DMOs) have seen funding virtually dry up, forcing deep budget cuts and layoffs.
Exacerbating the problem: Most DMOs operate as nonprofits, under a classification excluded from the Cares Act.