“WHEN YOU STOP LEARNING YOU START DYING”
At the European Cities Marketing (ECM) Meeting in Graz, March 11-14, 2020, attendees will take a deep dive into transformational leadership as well as up- and re-skilling with industry frontrunners, lead destinations and ECM knowledge partners. Participants will review the future-readiness of their own skills and those of their team and find inspiration to the journey to become a real D.L.O. (Destination Learning Organisation)!
Europe’s city tourism is in a rapid transformation process from “volume” to “value”, from “marketing for more” to “matter and meaning for quality of life in the city”. Many destinations don’t ask anymore what city can do for more tourism, but what tourism can do for the city.
Yesterday, it was ok to target tourists but nowadays it’s more than that. We need to stop watching the fishes and start to look after the coral reef.
In this new paradigm, the modern DMO can play a paramount role as (co-) innovator and facilitator of cross sector partnerships in the multidimensional cityscape of art and culture, education, science and research, creative industries, hospitality and local communities. However, as the world of urban tourism is changing, DMOs need to re-purpose, re-skill and adapt to the new reality that are stakeholder’s management, digital competencies, sustainability, community building and innovation facilitation.
Albert Einstein once said “When you stop learning you start dying”. Brain is like a muscle – the more it is used, the stronger it gets. People better use it to learn new skills to adapt themselves to what’s coming their way!