5. Facilitating storytelling through influencers
The conversation is happening in the midst of the experience. Traditionally, visitors would rely only on the advice and information of the DMO to create their itinerary – and some still do – but increasingly DMO’s are part of a conversation being created by online influencers. From witty housewives to full time professional bloggers, the landscape has gone from being one defined by the authority of few to a kaleidoscope of opinions, snapshots and observations; a world in which ‘likes’ keep the ‘love’ flowing. Facilitating and strengthening the conversation has become pivotal to the role of the DMO – as a connector between the destination and its fans (and detractors) they cannot afford to take their eye off the feed.