by Lisa A. Grimaldi | July 21, 2015
At Destination Marketing Association International's 2015 annual convention, held July 14-17 in Austin, Texas, the organization unveiled the second phase of the DestinationNext initiative: the launch of an online self-assessment tool to help DMOs critically assess their destinations and determine priorities and strategies for future actions. The new tool includes a handbook of DMO best practices from around the world.

The assessment is based on 20 variables related to destination strength, community support and engagement. DMAI tested and refined the online diagnostic tool during 10 regional workshops involving 205 DMOs from 17 countries. Phase one of the DesinationNext study was released last year; that research compiled the myriad factors that would affect DMOs and travel over the next 20 years.

"I think the most important thing about phase two of DestinationNext is really focusing the discussion on the destination vs. the DMO, because it's that product that ultimately the bureau is engaged to promote," said Scott Beck, president and CEO of Visit Salt Lake and chair of the DMAI board of directors. The phase-two tools and resources can be accessed by clicking here.