Visit Austurland has been developing its story through co-creation and a strong community-based approach.
This has naturally evolved into its Destination Management Plan, a programme of support and a common vision for the destination.
This has naturally evolved into its Destination Management Plan, a programme of support and a common vision for the destination.
Destination design starts with telling a good story and since 2014, Visit Austurland has been developing its story through co-creation and a strong community-based approach. This has naturally evolved into its Destination Management Plan, a programme of support and a common vision for the destination.
The key to Visit Austurland's strategy and Destination Management Plan is always telling stories and connecting the community. This DMO believes that the destination cannot be truly sustainable if not interacting with all parties.
1. The co-creation process is a continuous process which requires a real culture change in order to be successful. It started with workshops and meetings in 2014 and still continues today.
2. Think outside the circle to be more creative and innovative, and work with what your destination has. It's good to look to the industry for best practices and inspiration but it is important to make sure your strategy works for your destination.
3. It's important to develop key tools such as photography and communication guidelines. Some companies may not have the skills or knowledge so it's the role of the DMO to help them by providing a toolbox available for all stakeholders to use.
4. It’s important for everyone to believe in sustainable development in order for the destination to succeed collectively.
5. For Visit Austurland, they believe the DMO cannot only market, but it’s also important to work with a long-term vision and ensure all stakeholders know the benefit.
6. Locals and community involvement is extremely important - collaborating with a more hands-on approach is more effective than workshops.
7. DMO? DMMO? DXO? - Marketing is such an important part of management and for Visit Austurland, Destination Management includes Destination Development and Destination Marketing.
Maria Hjálmarsdóttir has been working on destination development for the past 5 years in the eastern part of Iceland together with Daniel Byström. Her focus has been on a community-driven destination design with a focus on sustainability.
Daniel has been working in destination development for the past 15 years. Daniel’s emphasize is on sustainable development to engage and involve stakeholders in the process.
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