A key group of stakeholders to be engaged are the destination partners, all those associated businesses and organizations with whom the destination will establish a long-term business deal including also a co-marketing agreement. These should encompass all the needed business partners along with other value driven institutions which may contribute as brand ambassadors or in other roles (channel partners, NGOs, suppliers, educational institutions, cultural institutions, etc.). To search and engage the most appropriate partners, consider the following tips:

  • Assess their technical capabilities, but also their scope of influence within their community to evaluate their potential audience for delivering contents.
  • Assess their reputation and their current practices and values to prevent them from spoiling the destination’s brand integrity.
  • Sense their concern for the issues that the mission intends to address, to evaluate their potential engagement. You may do this when calling participants for the mission definition.
  • Elaborate a shortlist of reputable partners to be engaged first in order to use their name when trying to engage other partners.
  • Invite potential partners to a business oriented presentation of the new marketing model to let them know and assess the partnership potential of business development.
  • Design at least two partnership formulas, like “Premium partner” and “Official partner” offering co-branding agreements in exchange for delivering content, where the Premium partner has an exclusivity deal within their sector but have to comply with more obligations than the Official ones.

Would you consider other tips to engage partners?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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