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Benchmarking Destinations Case Studies

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Tirol, Austria

In Tirol, Austria, the official marketing and advertising entity responsible for promoting tourism is called Tirol Werbung. As a state-owned company under Lebensraum Tirol Holding GmbH, its primary objective is to position Tirol as a desirable destination for global travelers. Tirol Werbung works closely with local businesses, tourism partners, and regional authorities to develop and implement marketing plans aimed at attracting tourists.

The main focus of Tirol Werbung is to showcase the diverse range of attractions and activities available in the region. This includes highlighting the stunning alpine landscapes, outdoor sports and activities, cultural heritage, gastronomic specialties, wellness facilities, and events in Tirol.

To effectively reach its target audience, Tirol Werbung employs various marketing strategies, including public relations, advertising, digital marketing, and participation in international travel trade shows. The organization aims to raise awareness and generate interest in the region's natural beauty and cultural experiences, ultimately inspiring travelers to visit Tirol.

In addition to its marketing functions, Tirol Werbung provides support and resources to local tourism-related businesses. This includes market data and insights, networking opportunities, marketing tools, and promotional assistance for their products and services.

It's important to note that while Tirol Werbung focuses primarily on marketing, sales, communications, and branding, the management of specific destinations within the Tirol region is handled by smaller municipal destination management organizations (DMOs), including the capital city of Innsbruck. These municipal DMOs are connected through the Union of Tourism Associations, or the DMOs of Tyrol (Verein der Tiroler Tourismusverbände). Facilitating the collaboration between Tirol Werbung and the destination DMOs is the Tyrol Tourism Board (TTB), consisting of representatives from the Tyrol Region, the Chamber of Commerce of Tyrol, the Union of DMOs (VTT), and the head of Tirol Werbung as a co-opted member.


Trentino, Italy

Trentino Marketing is the primary tourism marketing organization dedicated to promoting the vibrant tourism industry in the Trentino region. Established on June 30, 2015, it operates under the ownership of Trentino Sviluppo SpA, a fully public company owned by the autonomous province of Trento. Headquartered in Trento, Trentino Marketing collaborates closely with regional offices located across the four areas of the Trentino region.

Similar to Tirol, Trentino Marketing follows a governance and destination management model. However, due to the province's smaller size, there is no separate union of area Destination Marketing Organizations (DMOs). Instead, direct communication is maintained between the regional offices and the headquarters in Trento, ensuring efficient coordination and streamlined operations. There are a total of 11 destinations represented by the local tourism offices across the four areas.

Trentino Marketing fosters effective collaboration with local tourism offices and other stakeholders in the tourism sector, enabling the development and implementation of innovative marketing campaigns, events, and initiatives. This cohesive strategy integrates regional tourism initiatives and enhances the overall visitor experience.

The organization remains dedicated to showcasing the region's natural beauty, cultural treasures, and unique offerings to both domestic and international audiences. Through its strategic vision and collaboration with regional offices, Trentino Marketing continues to strengthen Trentino's position as a leading tourist destination, captivating the hearts and imaginations of travelers from around the world.


Grand Massif, France

The Grand Massif is a collection of renowned French mountain resorts known for their breathtaking landscapes and extensive skiing opportunities. The management of the Grand Massif falls under the responsibility of Compagnie Des Alpes (CDA), an intriguing public-private partnership model company. CDA, overseeing resort operations and development, has a notable ownership structure with the French government holding a significant 35% stake through Caisse des Dépôts et Consignations (CDC), an institution engaged in similar model-based activities across various sectors.

The Grand Massif exemplifies the French model of resort management, where major corporations, partly owned by the state, are primarily involved in resort-related services. While these corporations play a crucial role, local communities have limited means to monitor resort management performance. Regulatory frameworks and rules governing the Grand Massif are established by the national government, with centralized institutions issuing detailed directives. This centralized approach ensures consistency and adherence to national standards across the resorts within the Grand Massif.

In contrast to regions like northern Italy, Switzerland, or Austria, where tourism offices and destination marketing organizations (DMOs) have more influential roles, the tourism offices in the Grand Massif have limited authority. While these offices bring together all stakeholders in the tourism industry, significant influence in shaping resort direction and policies lies with larger corporations and the national government.

In summary, the French model of resort management, as exemplified by the Grand Massif, emphasizes collaboration among major corporations, the state, local communities, and centralized institutions. This approach has solidified the Grand Massif's reputation as a world-class destination while ensuring effective governance and the preservation of its natural resources.

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