The Power of Advocacy: Why Destination Marketing Organizations Need an Advocate Workforce

Having an advocate workforce is crucial for destination marketing organizations (DMOs) due to several reasons:

1. Amplifying positive word-of-mouth: DMOs aim to promote their destinations and attract visitors. An advocate workforce comprises passionate individuals who genuinely love and appreciate the destination. When these advocates share their positive experiences and recommendations with their networks, they promote authentic word-of-mouth. Such personal endorsements carry significant weight and can influence others' travel decisions.

2. Building trust and credibility: Advocates are seen as trustworthy sources of information. When DMOs have an advocate workforce, it helps build credibility for the destination. Potential visitors are likelier to trust recommendations from real people who have experienced the location firsthand. This trust is invaluable in an era where consumers heavily rely on online reviews and social media influencers.

3. Engaging with different audiences: An advocate workforce can represent diverse demographics and target markets. Having advocates from different backgrounds, age groups, and interests enables DMOs to reach a broader range of potential visitors. These advocates can effectively communicate the destination's appeal and offerings to their communities, attracting a diverse audience and driving visitor growth.

4. Authentic storytelling: Advocates bring authenticity to the destination's marketing efforts. They have personal stories, anecdotes, and unique perspectives that can captivate and engage audiences. Instead of relying solely on traditional marketing materials, DMOs can leverage the genuine experiences of advocates to create compelling narratives that resonate with potential visitors.

5. Cost-effective marketing: Leveraging an advocate workforce can be a cost-effective marketing strategy. While traditional advertising and promotional campaigns require substantial financial resources, advocates promote the destination voluntarily or with minimal incentives. By nurturing and supporting these advocates, DMOs can generate significant marketing impact without requiring extensive financial investments.

6. Social media amplification: In today's digital age, social media plays a significant role in destination marketing. Advocates can become powerful social media influencers, sharing captivating content, photos, and videos that showcase the destination's attractions. Their posts can reach a broad audience, generate user-generated content, and create a buzz around the destination, contributing to increased visibility and visitor interest.

An advocate workforce for DMOs brings passionate individuals who can amplify positive word-of-mouth, build trust and credibility, engage with diverse audiences, share authentic stories, provide cost-effective marketing, and leverage social media to promote the destination.