5 Essential Questions Every DMO Leader Should Be Asking Their Staff

Managing a Destination Marketing Organization (DMO) is a multifaceted job, especially when it comes to nurturing a supportive and productive work environment. While DMO leaders can’t be expected to read minds, asking the right questions at the right time can open doors to more engaged teams and improved work dynamics. Here are five key questions every DMO leader should regularly ask their staff. These questions will help foster a culture of trust, address challenges, and ensure everyone has the tools they need to contribute effectively.

1. What are you excited about?

Every employee brings unique strengths, ideas, and passions to the team. This question allows DMO leaders to tap into what motivates their team members. It’s not just about understanding daily tasks; it’s about uncovering what excites your staff and how they envision their role impacting the organization's larger mission. By identifying these areas of enthusiasm, you can align their goals with the broader mission, enhancing job satisfaction and team morale.

2. What are your pinch points?

Challenges and roadblocks are part of every job, but knowing what those “pinch points” are can make a significant difference. This question encourages staff to be honest about the hurdles they face without fear of criticism. Identifying these obstacles can help DMO leaders develop proactive solutions, perhaps even using tools or training available through your tourism courses or tourism ambassador certificate programs, to ease staff burdens and streamline workflows.

3. What tools or training do you need to do your job effectively?

A supportive workplace equips employees with the tools they need to succeed. This question uncovers whether staff feel they have access to the right resources, be it technology, training, or mentorship opportunities. In a DMO environment, it’s essential to remain adaptive and ensure that staff are empowered with ongoing online tourism training or tourism product training to stay updated on best practices and industry changes.

4. Are there any questions I haven’t asked but should have?

Sometimes the most valuable feedback comes from questions you didn’t think to ask. Giving staff the opportunity to share their thoughts freely not only demonstrates respect but can reveal unaddressed areas of concern or ideas that could benefit the entire organization. This open-ended approach fosters transparency and trust, helping DMO leaders create a more inclusive and collaborative workplace.

5. Do you have the access to me that you need?

Availability is key to strong leadership. By asking if staff have the access they need to discuss their concerns or ideas, leaders demonstrate a willingness to listen and address any potential gaps in communication. This question builds an environment where staff feel comfortable reaching out, knowing that leadership values their input and contributions.

Timing is Everything

Timing is critical when asking these questions. For instance, discussing “pinch points” might be most effective during one-on-one meetings, while asking what excites team members could be shared openly in a group setting. Beth at Visit Loudoun, for example, holds one-on-one meetings every six months with each team member, which provides a structured and private setting for these in-depth discussions. Using a tool can help automate weekly surveys or check-ins, keeping the lines of communication open consistently.

About Learn Tourism the nonprofit academy...
Learn Tourism is a 501c3 nonprofit organization dedicated to advancing the tourism industry through innovative educational practices and professional development initiatives. Our mission is to harness the power of science, business psychology, and adult education to build sustainable economies and enrich the tourism landscape.