Don’t Underestimate the Power of Travel & Tourism
It’s no secret that travel and tourism is critical to the economic growth of a city, a region, a state or even a nation. Yet it’s often an industry that is taken for granted—in the belief that, even if left unattended or under-funded, it will continue to produce economic impact as if on autopilot.
Like any other industry, travel & tourism is dynamic and fraught with complex challenges that have no easy solutions. Its success depends on well-vetted strategies, innovative branding and programming, and careful stakeholder alignment. The world’s visitor economy is growing by leaps and bounds and destination marketing plays a central and indispensable role. We work with travel & tourism organizations primarily in the western United States to help them develop and implement short- and long-term strategies that drive visitor demand for their destinations and maximize economic impact.
“Coraggio has been a valuable partner to Visit California. Their real-world understanding of Destination Marketing, combined with their ability to quickly understand and address nuanced industry dynamics, has added clarity and momentum to one of our most important strategic initiatives in recent years. It’s been a pleasure working with them.”
— Caroline Beteta, CEO
“I have engaged Coraggio on many occasions for strategic planning, Board retreat facilitations and stakeholder engagement processes. We’ve developed a great relationship and enjoy working with them. They know the DMO space well and have done a great job for us.”
— Jeff Miller, CEO
“We were fortunate to hire Coraggio. Our key stakeholders were positively engaged and challenged to rethink and re-envision the organization’s strategic direction. Coraggio helped us to develop a compelling Strategic Plan and easy-to-visualize road map. Their experience, insights and tools helped us to move through the process in record time.”
— Joe Terzi, President & CEO
San Diego Tourism Authority
“Coraggio made a significant impact on our business. Their assessment work revealed needed insight in order for us to make critical decisions on how to best organize our operation, serve our mission and meet our many stakeholders’ expectations. They helped prepare us for a successful launch of our TMD, which involved many stakeholders with a variety of needs and expectations. We would definitely recommend them and hope to hire them again.”
— Mark Liberman, Former CEO
LA Tourism & Convention Board
A New Day for Los Angeles Tourism
Tourism is vital to the Los Angeles economy. In 2011, LA County welcomed over 40 million visitors who spent more than $15 billion. Recently the Los Angeles Tourism & Convention Board secured a new funding source through the formation of the Tourism Marketing District. This new funding increased LA Tourism’s annual marketing budget by nearly 50%.
Preparing for 40 Years of Tourism Marketing
San Diego’s pioneering tourism marketing district (TMD) program had been so successful over its five-year life that the renewal effort called for a 40-year program. As SDTA anticipated the passage of the new TMD (and the accompanying reliable revenue stream), its leadership knew that a well-conceived strategic plan would equip the organization to better utilize the marketing dollars and strengthen its programs aimed at positioning the city as a global travel destination.
San Francisco Travel Leads the Way
Tourism is San Francisco’s largest industry, generating more than $8 billion in annual direct spending, which directly benefits San Francisco residents and businesses. In late 2009, San Francisco’s hotel owners and operators approved a new funding mechanism called a Tourism Improvement District.
Travel Oregon Leaps from Great to Greater
Travel Oregon is a semi-independent agency created by the Oregon Legislature in 2003 to enhance Oregonians’ quality of life by strengthening the economic impact of the state’s $8.7 billion tourism industry. Travel Oregon is an organization deeply committed to a spirit of continuous improvement —the idea that going from great to greater is not only possible, it’s not negotiable.