City Tourism Organisations

Primary Strategic Focus of Cities

The evolving role of the visitor economy in cities

In contrast to NTOs, City Tourism Organisations work at the mid to lower end of the funnel, both driving awareness but also focusing on both sales and the experience.

Primary Strategic Focus of Cities

The evolving role of the visitor economy in cities

In contrast to NTOs, City Tourism Organisations work at the mid to lower end of the funnel, both driving awareness but also focusing on both sales and the experience. Whilst it is also in the remit of many NTOs, most major cities also incorporate a ‘Convention Bureau’ and focus a lot on sales activities to develop the sector, secure international events and strengthen the business image in key markets too.

Tourism Management

Tourism Marketing has been the traditional bread and butter of City Tourism Organisations, however this has shifted dramatically in the last few years as ‘Marketing’ and ‘Management’ become equal priorities. Looking at the flow of visitors, the value of tourism and even now the impact on locals.

Events & Festivals

Many Cities, but not all, have a major focus on attracting and supporting large-scale events & festivals, considered key to both the attractiveness of the city, the appeal to visitors and locals and is part of reinforcing the international appeal by establishing international awareness around key events.

Meetings & Incentives

The ‘Meetings, Incentives, Conferences and Events’ (MICE) sector is key for many destinations, often handled by an in-house MICE team or Convention Bureau. This ‘business travel’ oriented team works in parallel to the leisure and tourism activities to attract companies, conferences and business travellers.

Trade & Industry Development

City Tourism Organisations invest in ongoing programmes of skills development supporting efforts to help the sector with digitalisation. In parallel to this, there are also ongoing programmes to assist and incentivise new product development, especially to meet ambitious targets around sustainability.

Strategy & Considerations

Cities are exploring how to redefine their role beyond being purely promotional agencies, but also find relevance in shaping the experience for the difference communities who form part of the city too.

Featured Cases

Have a look at these distinctively different approaches from a selection of City Tourism Organisations featured in this session.




The evolving role of the visitor economy in cities

In contrast to NTOs, City Tourism Organisations work at the mid to lower end of the funnel, both driving awareness but also focusing on both sales and the experience.

Primary Strategic Focus of Cities

The evolving role of the visitor economy in cities

In contrast to NTOs, City Tourism Organisations work at the mid to lower end of the funnel, both driving awareness but also focusing on both sales and the experience. Whilst it is also in the remit of many NTOs, most major cities also incorporate a ‘Convention Bureau’ and focus a lot on sales activities to develop the sector, secure international events and strengthen the business image in key markets too.

Tourism Management

Tourism Marketing has been the traditional bread and butter of City Tourism Organisations, however this has shifted dramatically in the last few years as ‘Marketing’ and ‘Management’ become equal priorities. Looking at the flow of visitors, the value of tourism and even now the impact on locals.

Events & Festivals

Many Cities, but not all, have a major focus on attracting and supporting large-scale events & festivals, considered key to both the attractiveness of the city, the appeal to visitors and locals and is part of reinforcing the international appeal by establishing international awareness around key events.

Meetings & Incentives

The ‘Meetings, Incentives, Conferences and Events’ (MICE) sector is key for many destinations, often handled by an in-house MICE team or Convention Bureau. This ‘business travel’ oriented team works in parallel to the leisure and tourism activities to attract companies, conferences and business travellers.

Trade & Industry Development

City Tourism Organisations invest in ongoing programmes of skills development supporting efforts to help the sector with digitalisation. In parallel to this, there are also ongoing programmes to assist and incentivise new product development, especially to meet ambitious targets around sustainability.

Strategy & Considerations

Cities are exploring how to redefine their role beyond being purely promotional agencies, but also find relevance in shaping the experience for the difference communities who form part of the city too.

Featured Cases

Have a look at these distinctively different approaches from a selection of City Tourism Organisations featured in this session.