Bill Geist's Zeitgeist

DEI is also Visual

As we noted yesterday, addressing Diversity, Equity and Inclusion is so much bigger than ethnicity and gender. It also can extend to how Destination Leaders address ensuring that visitors with sight challenges are able to enjoy the experiences we offer. 

Travel Yukon has partnered with EnChroma to deploy special glasses designed to help the color-blind among us to see the Northern Lights in all their radiant glory. As the news release from EnChroma notes: "Ten tourism operators in Yukon, and the Yukon Visitors Information Centre, will loan EnChroma glasses to color blind visitors. This partnership will enhance accessibility and inclusion, help attract more tourists and make the visits of those who are color blind more colorful and memorable."

Wanna experience what one man saw? Click Here.

And, for the millions around the globe with colorblindness, this is so very cool.

DEI is also Lingual

As Visit Baltimore's Al Hutchinson said on stage at this year's Annual Convention of Destinations International in Toronto, Diversity, Equity and Inclusion "is never about pushing anyone from the table...but bringing more people to the table and expanding opportunities for all.”

While the majority of DEI work has been focused on race and gender...one cannot forget the inclusion of language as a means to accessibility. Visit Sacramento has just launched a Spanish-language section, saying they "understand and acknowledge the many contributions of Latinos in Sacramento and beyond, who trace their cultural heritage to Mexico, Central and South America and have shaped the “Farm to Fork” capital with rich culture and tradition.” 

As over a quarter of Californians speak Spanish in their homes, this kind of outreach positions Sacramento as a welcoming destination to a significant portion of its target market.

Well played...

And, to hear more about Visit Sacramento's DEI initiatives, check out the DMOU Podcast with VP of EDI Sonya Bradley.

It's the Scenery

I'm hazy as to the chronology...but it wasn't all that long ago that Destination Marketing pundits told us we needed to lead with the faces of visitors enjoying our communities. "Let the consumer place themselves in that picture, imagining the experience they'd be having," they'd say. But, what if those faces didn't look like the person viewing the image, I often mused?

Then, at least 5 years ago (and I'm guessing more), I remember a post in a DMO-centric group from one of the marketers at West Virginia Tourism saying that they were getting far better engagement on Social Media with pictures of their magnificent scenery...pictures that had no faces whatsoever.

Fast forward to last week when our friends at Destination Analysts shared this sensational infographic of the answer to the question: Which of these images would you generally find more appealing in a travel advertisement?

Uh-huh...it's Beautiful Scenery / Landscapes for the win.

Tourism Diversity Matters Today

Earlier this month, we were honored to speak with Tourism Diversity Matters CEO Greg DeShields on the DMOU podcast...and that episode dropped earlier this week. Greg shares the organization's genesis story, the past year's successes (including his stellar work with the Greater Lansing MI CVB and Julie Pingston, a past DMOU guest) and where TDM is headed this year.

Check it out...and then, if it's right for your destination, give 'em a call.

Underwear Inclusivity

The 45-year evolution of Victoria's Secret has been fascinating, if not inexorably slow. 

Starting out as an ultra-sexy competitor to FBS, in an otherwise world of sensationally boring bras (outside the then over the top Frederick's of Hollywood), Vicki's was the bomb. Over time, as they courted the teen market, the brand became muddled. Is it Pink...or is it the nationally televised Angels runway events? And, let's think about that for a moment. A network event that showcased stunning models in underwear on a runway?

Victoria's Secret became a "whatever" brand and opened the door for countless online plays to recapture Vicki's initial persona of sexy.

This week, we welcome the new Victoria's Secret. Terri received a mailer last week that was sensationally diverse. Not in the style of the product...but in the bodies it covered. Big. Skinny. Black. White. Brown. Young. Old. And, on crutches.

And with Down Syndrome.

If this isn't just a fleeting moment of consciousness, Victoria's Secret has reclaimed relevance in a simply sensational fashion.

Welcome back.

Getting Past Ego of Place

For Destination Marketing Organizations, the heritage side of our product line is often a challenge. Museums and heritage sites are decreasingly valued by the consumers we court...and yet, we know that the compelling stories these assets tell differentiate us from other communities and celebrate our history and diversity. Adding on to this conundrum are often site managers that press DMOs to do more to promote these assets, as their livelihood depends on visitation. 

In our recent work with a destination, we interviewed a museum director (among scores of stakeholders) to determine his view on the efficacy of his DMO. Initially, he shrugged off the question, saying that destination marketing wasn't going to be the key to his future success. This museum, he said, isn't enough of a magnet to draw visitors to town.

And then, he nailed what he really needed. "I need people in this community to have enough pride of place that they invite their friends and relatives for a visit," he said. "Because if their friends and relatives come for a visit, their host will bring them to the museum."

Breathtakingly brilliant.

And, another reason why a DMO's work often starts at home...and not 50 miles away.

 

Preparing the Next Generation of Hospitality Professionals

In our work with Destination Marketing Organizations across the nation since that first glimmer of comeback hope over a year ago, there has been one word on virtually everybody's lips: Workforce.

Or, more accurately, the severe, debilitating lack of it. And, a hundred different ways we've pondered how to emerge on the other side full-staffed. But, the problem is so monumental and pervasive...where to start?

Alabama announced a bold plan last week at their annual Conference on Tourism: $1 million to prepare the next generation of hospitality professionals. The program will allow students to train online through the State's 24-campus two-year college system, making the program accessible to virtually all citizens 16 and older, according to State Tourism Director Lee Sentell.

Bravo 'Bama. Looking forward to your lead!

 

New Year's Resolutions

Day 4...how you doin'?

Recent research commissioned by West Virginia Tourism indicates that roughly half of New Year's Resolutions fail. But, there is much more behind that figure than meets the idea.

We had the chance to talk with West Virginia's Chelsea Ruby just before the holidays and she shared some amazing insights on the latest DMOU podcast. Join us.

20 Voices

Just back from Destinations International's live, in person Annual Convention in Baltimore. Over 800 gathered last week in the Charm City...and suffice to say, it was good to be back. And, Al Hutchinson and his team at Visit Baltimore were the consummate hosts.

We'll do a recap of our take-aways in the Z-News later this week. In the meantime, we roamed the halls and meeting rooms asking DMO pros what they did differently during COVID that they will keep post-pandemic. And, you can hear those conversations in the latest episode of the DMOU Podcast.

Enjoy.

Serendipitous Crossings on the Way to Baltimore

Last week, the DMOproz sphere and the Simpleview universe criss-crossed as Searchwide Global's Mike Gamble and I were guests on Simpleview's The Future of Tourism podcast, hosted by the inimitable David Peacock. At the same time, we dropped our conversation with Shimo on the DMOU podcast, discussing Simpleview's sensational upgrades to the MINT+ database of meetings, conventions and events.

And then, there was this: Simpleview's State of SEO Report, chock full of fascinating morsels like 45% of all DMOs are using "Visit" in their URLs ("Experience" is the next most common...under 5%). Or, that the top spot in search doesn't necessarily translate into the most click-throughs. Or that more DMO searches occur through Safari than any other browser (really). It's like an MBA on SEO.

Good stuff all. And, all free for the inquisitive.