Most tourism programs, especially those supported with public funds, concentrate the majority of their planning and funding on marketing. They invest countless hours and dollars in determining, designing, and distributing the best promotional strategies.

These tourism organizations generally say they don’t do product development – they market. That’s fine, and it’s not fair to expect them to oversee product development, since that is not their mission nor are most personnel trained to do so. But if these agencies (those in charge of managing tourism for their region or state) don’t provide direction or funding for product development, who does?

Because our approach to product is not as focused as our marketing strategy, product development tends to be sporadic, scattered, and isolated – rather than a connected, community-wide plan.

 

•Request a half- or full-day workshop about "Invest in the Product."