Coventry’s destination management organisation (DMO) has launched a new model which aims to bring marketing growth to the city, ensure its sustainable future and support regional tourism goals.
Destination Coventry, a collaboration between Coventry and Warwickshire Chamber of Commerce and Coventry City Council, was launched three years ago and recently appointed Paul McMahon as managing director to set a new strategic direction.
The new strategy is a partnership marketing model, which is being positioned as a growth accelerator for business, offering support ranging from digital marketing, advertising and branding, to sponsorship, corporate growth support and BID writing.
The organisation represents the city’s tourism, leisure and hospitality sector which has seen year-on-year growth for the last three years, with the visitor economy valued at £855m and attracting 11.3m visitors in 2023.
It is forecasted that Destination Coventry’s marketing reach will total more than three and a half million across its print media and digital channels in 2025.
Destination Coventry is one of three partner organisations in the Coventry and Warwickshire Local Visitor Economy Partnership (LVEP), which sits under the West Midlands Destination Development Partnership.
The DMO will be launching a new tradeshow strategy next year as part of the new overall business plan.
McMahon, said: “After close consultation with our partners, we have made the decision to enhance our traditional destination activity and to ensure Destination Coventry are the experts in digital visibility locally, domestically in the UK and internationally for our city, and ensure our partners are positioned directly in the flow of both the business and leisure visitor economy.”
