DMAI Launches Database for Benchmarking DMO Performance
Destination Marketing Association International, along with three industry partners, is developing a comprehensive database of core destination marketing organization performance metrics. The platform, called Destination Arena, will be based on DMAI's DMO Performance Reporting Handbook, originally published in 2003 and updated in 2011. The other organizations partnering with DMAI in Destination Arena are InterVISTAS Consulting, GainingEdge and Simpleview. "We know performance reporting is critical as DMOs continue to educate, advocate and highlight their value and contributions to their communities," said Michael Gehrisch, president and CEO of DMAI. "Destination Arena will bring to life metrics that matter across individual organizations and the industry, and will enable DMO professionals to make actionable and intelligent decisions to measure and improve performance." Real-time dashboards will provide instant, credible and confidential ways for member organizations to compare and analyze their data with other participating DMOs. Metrics will include data related to meeting sales and booking pace; leisure marketing, including digital and social; membership engagement, and more.