ITA’s Mission:To advocate the value of tourism in Indiana’s economy and support the best practices of its destination marketing organizations.

Indiana Tourism Association:•Began in 1980•Led by volunteers•Hired an ED three years ago•Name change and diversification in 2014•Caters to DMOs

What is tourism?

What is tourism?

What is tourism?

• Being 50 miles away from home• Connecting with family/friends• Experiencing new things• Visiting tried/true• Happens everywhere• Affects everyone

DMOs Roles and Responsibilities:

Old thinking:• Silo• It’s “MY MONEY.”• Our project is best.• Advertising is the most

important role.• Tourism is “fluffy” stuff, not

real economics.

New thinking:• Entire farm• It’s “OUR MONEY.” • Let’s measure what’s best.• Product development & robust

advertising – both.• Let’s explore what makes up

tourism here.• Tourism is economic

development.

DMO Strategies for the Future

• Will be more involved in broader economic-development projects and initiatives• Will connect visitor experience with the quality of life of residents

in their community• Will take on a great role as cultural champion of their destination• Will form more strategic alliances outside the DMO industry• Will have a greater role in policy and product development• Will engage more closely with nontraditional stakeholders in their

destination

Life is not a solo act.It is a huge collaboration.-- Tim Gunn