Technology Shaping the Convention Center Industry

 

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What Makes an Iconic City

 

JLL's Hotels & Hospitality Group  pic
JLL’s Hotels & Hospitality Group
Image: jll.com

Daniel “Dan” Fenton serves as the vice president of JLL’s Hotels & Hospitality Group in San Jose, California, assisting hotels, destinations, and public assembly venues with operations and marketing to increase branding and tourism. A hospitality professional with a background in tourism development, Dan Fenton recognizes the importance of tourism to a city’s success and how cities become iconic enough to draw regular tourism.

A city’s success is directly influenced by its ability to draw residents and tourists alike. A functioning community cannot exist without people who call the place home and populate its schools and local businesses. Likewise, tourism brings additional revenue to a city, boosting its economy and increasing its publicity through visitors who share their experiences with friends and family. Iconic cities draw in enormous tourism, due in part to just those aspects which make the city iconic. This quality may result from its history and culture, to its architecture and landmarks; many iconic cities feature a landmark with cultural or historical significance, for example, such as Big Ben in London or the Eiffel Tower in Pairs.

In order to become iconic, a destination must possess a sense of self and have a clear idea of its desired identity in the future. Its citizens must feel pride in living there and be able to embrace local displays or attractions that embody the things their home represents. Indeed, the more local public support for a proposed landmark, monument, or artistic installation, the better chance it has to become an iconic feature of that place.

Strategies of Successful Destination Marketing Professionals

 

Destination Marketing pic
Destination Marketing
Image: us.jll.com

A leader in the destination marketing industry, Daniel (Dan) Fenton is a former CEO of Team San Jose, where he led the San Jose Convention and Visitors Bureau. He has since taken on the role of executive vice president of the Jones Lang LaSalle (JLL) Hotel and Hospitality Group. Dan Fenton recently shared his thoughts about how the tourism and hospitality industry is evolving and what those who are successful have done to stand out.

One of the factors that has led to the success in the hospitality and tourism industry is ongoing destination master planning. This entails engaging in continual advocacy and searching for ways to improve the experience of visitors. The same must occur for the delegate experience for event and convention professionals.

Successful destination marketing professionals never stop searching for the next opportunity to capitalize on within a given destination. They consider how each opportunity will enhance the visitor’s experience and then plan how to advocate for it and how to fund it. This is critical because destination marketers are competing for discretionary dollars with the entertainment industry.

Another major factor is relevant marketing tailored to the target audience. With technology having evolved exponentially over the last few years, destination marketing planners have more tools at their disposal than ever before. Successful marketing campaigns determine how to reach the target audience with a truly compelling message that brings individuals from that audience to the destination.

Five Tips for Enhancing the Guest Experience