The biggest difference between overseas DMOs and their Japanese counterparts is that they secure diverse and stable financial sources on their own. They are run as private organizations or corporations, actively utilize data, and have CEOs and in-house staff.
The following seven points are characteristics of management in overseas DMOs.
・Securing independent financial resources
・Strategic marketing based on current situation analysis research
・Setting KPIs and visualizing the local tourism economy
・Strengthening functions as a platform for regional DMOs
・Collaboration between DMOs
・Diverse stakeholders
・Reliable evaluation indicators
The existence of diverse financial resources and clear evaluation criteria uganda consumer email list such as personnel evaluation are features that set it apart from the Japanese version.
1.2 What is the Japanese version of DMO?
Japan is facing the issue of population decline due to a declining birthrate and aging population. Local governments are taking measures to promote population inflow and prevent outflow, with regional revitalization as the keyword. Traditionally, regional revitalization and local revitalization activities have been carried out individually by each local government and each industry.
Following on from other countries, DMOs were established in Japan as well, to coordinate tourism promotion that contributes to regional revitalization. The Japanese version of DMOs is characterized by bottom-up decision-making. They take the lead while involving local stakeholders, and use marketing and other data to develop tourist regions.
Now that you understand the origins of tourism associations and the spread of the Japanese version of DMOs, in the next chapter we will explain the differences between the two and their respective characteristics.
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