Destination Marketing Organizations (DMOs) play a crucial role in promoting tourism and ensuring the success of destinations. One effective strategy to enhance destination outcomes, including attracting new visitors, extending stays, increasing onsite spending, and elevating overall satisfaction, is to provide targeted training to travel agents and tour operators. In this article, we'll explore the reasons, methods, platforms, and timing for DMOs to offer training through the Learn Tourism at learntourism.org.
Why Provide Training:
1. Attract New Visitors:
- Reason: Educated travel agents can effectively communicate the unique offerings of a destination, attracting new visitors seeking specific experiences.
- How: Training programs should focus on destination highlights, unique selling points, and emerging trends.
2. Extend Stays:
- Reason: Well-informed agents can suggest itineraries that encourage longer stays, exploring various facets of the destination.
- How: Training modules can include insights into hidden gems, local events, and activities that captivate visitors for an extended period.
3. Increase Onsite Spend:
- Reason: Agents equipped with knowledge about local businesses and attractions can guide visitors to spend more on-site.
- How: Include sessions on local businesses, shopping districts, and exclusive experiences in training programs.
4. Enhance Visitor Satisfaction:
- Reason: Informed agents lead to satisfied visitors as they can match expectations with the actual experiences.
- How: Training should cover customer service, cultural sensitivity, and effective problem-solving.
How to Provide Training:
1. Tailored Curriculum:
- Develop a curriculum that aligns with the unique features and offerings of the destination.
2. Interactive Learning:
- Implement interactive elements such as virtual tours, quizzes, and case studies to make the training engaging.
3. Collaboration with Industry Experts:
- Bring in experts from various sectors to share insights and best practices.
Where to Offer Training:
1. Learn Tourism (learntourism.org):
- Leverage the resources provided by the Learn Tourism, a nonprofit organization dedicated to advancing the tourism industry through science, business psychology, and adult education.
2. Online Platforms:
- Utilize online platforms for easy accessibility, allowing travel agents and tour operators to learn at their own pace.
When to Offer Training:
1. Pre-Season Preparation:
- Provide training sessions before peak seasons to prepare agents for increased demand.
2. Continuous Learning:
- Offer ongoing training to keep agents updated on new attractions, services, and customer preferences.
Conclusion: By investing in the education of travel agents and tour operators through targeted training programs, DMOs can significantly contribute to the success and sustainability of destinations. The Learn Tourism serves as an invaluable resource, providing a platform for continuous learning and skill development in the ever-evolving tourism industry.
