Interview with Statia Elliot on Destination Marketing, Place Brands and DMOs

In this interview with Statia Elliot, Director of the School of Hospitality, Food & Tourism Management at the University of Guelph in Canada, we discuss the evolution of destination marketing, DMOs and their convergence with the field of place branding.

Learn about:

  • Current trends in destination marketing;
  • Challenges in the development and management of destination brands;
  • Place branding research priorities, from a tourism perspective;
  • The role of place branding for DMOs, as part of their adaptation to new realities;
  • The five most important ingredients for successful destination brands.

Statia, how did you first become involved in the management and marketing of tourist destinations?

I was hired by the tourism department of the province of Manitoba as an analyst to research and provide market knowledge to support their marketing efforts. After a few years of developing an understanding of what made the destination brand work, I moved up to the position of Marketing Director, just in time for the Winnipeg Pan Am Games – in 1999!

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The Editorial Team

Hi there, we hope you've found this article useful. Want to stay up to date on latest place branding insights, stories and examples? Sign up for our free email newsletter! You might also be interested in our services. Have a question or suggestion? Get in touch!