Destination Development and
Institutionalization Strategies
In the OIC Member Countries
128
Great Lakes Bay promotes local tourismbusinesses in its marketingmaterial, as long as they are members of
oneof the local chambersof commerce, as away of supportingbusiness associations in the area that otherwise
receive limited funding. 383
4. DMO Key Performance Indicators
For Go Great Lakes Bay its main KPIs include total roomnights as well as RoomTax and Assessment Revenue,
which is generated from a 5% hotel tax that is charged on all lodging stays and is funneled to the DMMO.
Travel Oregon’s KPIs include statewide economic impact, which includes a goal of 1.75% increase in year-
over-year lodging demand, supporting and empoweringOregon’s tourism industry, the public’s perceptionof
Oregon’s tourismindustry, and internal business processes that include ratings of fiscal processes from third-
party evaluators, employee engagement, and use of industry database by staff.384
Accountability
TheOregonTourismCommission is requiredby lawto submit an annual report on the funds it receivedduring
the previous fiscal year. 385
Go Great Lakes Bay conducts regular audits on its performance. It also maintains electronic records of all
important Board and Committee documents, including financial information.
5. Funding Sources for DMOs
Travel Oregon’s source of funding is a 1% statewide lodging tax that was levied in 2003. Before that, Oregon’s
tourism budget was ranked among the lowest in the nation and was Oregon was losing its tourism market
share. The DMOs budget for 2017-2017 is $75.7 million. It plans to spend 41% of the budget on global
marketing, 36% on global strategic partnerships and partnership grants, 10% on administration and
operations, 8% on global sales, and 5% on destination development.
Go Great Lakes Bay is funded through a 5% tax on overnight hotel stays.
6. Lessons Learned
 Identify source of funding, such as new tourism tax, government grant, or local business support in
the form of joint projects or membership dues
 Involve stakeholders in projects, get their feedback as well as assign them responsibilities
 Approach local business leaders to partially fund product development as a way to rejuvenate local
business
 Lobby politicians for their support. Having a strong relationship with government officials is
instrumental in influencing regulation affecting the industry. Government officials can be invited to
join the Board of Directors of DMOs.
 DMOs are responsible to improve the quality of life for locals so they benefit from tourism. It is
important that locals support tourismas they are part of the product – the friendliness of locals is one
of the destinations’ selling points. DMOs should improve public spaces for both tourists and local
enjoyment
383 Interview with CEO, Go Great Lakes
384 Oregon Tourism Commission (2017). Travel Oregon Strategic Plan – Activating Explorers 2017-2019. p. 16.
385 Oregon Tourism Commission (2017). Engaging Explorers - Annual Report FY 2016-2017.