A tourism bureau or board is an organisation that takes responsibility for and represents the tourism industry for a specific area. It can be national (South Africa), regional (the Eastern Cape) or local (Port Elizabeth). These are very important organisations and they fulfil (or aim to fulfil) the following important tasks:
- Increase the number of national and international visitors to the destination. This is achieved in a number of different ways, and the specific methodology depends on attractions, resources, etc… It also depends on the target market (e.g. corporate travellers versus honeymooning couples).
- Increase the export earnings by improving the region’s image and raising awareness of the destination on an international level.
- Help each destination to market and promote themselves as accurately, broadly and beneficially as possible. This requires a clear understanding of the area as well as of the needs of potential tourists.
- Increase the dispersal of tourists, trying to get them to explore larger areas than just one or two main attractions. This means that a wider area can benefit from the tourism industry. For example, a tourism bureau would focus on the towns and villages surrounding the Kruger National Park to assist them to get tourists of the park to branch out, visit them and explore the surrounding sights and activities.
- Encourage the development of the infrastructure of the secondary attractions so that these are eventually viable destinations in their own rights. This takes time and, often, some convincing.
- Work closely with stakeholders in the immediate and the broader industries associated with tourism and events to use the resources in the most productive way and to promote tourism. If resources are handled responsibly, they can actually fulfil a hugely important role in the establishment of a destination. Of course, the opposite is also true. A destination in which resources are wasted will soon be an undesirable destination for corporate or leisure tourism.
- Be a representative body that is professional, responsible and trusted by its members.
- Organise the gleaning of information and examine it to ascertain trends, successes, areas for improvement, and so on.
- Demonstrate to regions how internal cooperation and support can benefit all those involved by providing the best example of such.
- Identify what makes the destination unique and desirable and then promote that. This has to be done with a sincere attitude of pride and appreciation for the destination for it to be believable to potential tourists.
- Commit to offering a quality experience for international visitors and a valuable, worthwhile trip to travellers from local areas.
If a tourism bureau is successful, the local residents and industries as well as the visitors all benefit.
Image Courtesy of Smashing Guide
