Marketing the Destination not its sectors
26 June 2015
Tourism, or the ‘visitor economy’ as it’s better known these days has, over the last few decades, been seen by some as the poor relation to its Finance Industry counterpart. Bringing in 1.2% in terms of Gross National Income in comparison to 34% Finance, (the largest income generator to Isle of Man Government) it’s no wonder the Visitor Economy has lacked the profile of newer industries such as e-Business and ICT.
The problem with just judging the Visitor Economy on its economic value to the central government revenue is that it misses the bigger picture - it actually underpins all other sectors on the Island. Without a healthy tourism sector, no-one would visit the Island, and if they didn't want to visit then why would anyone want to live and work here?
Destination Management Expert, Maura Gast, summarises it perfectly when she says:
Build a place people want to visit, and you’ll build a place where people want to live.
Build a place where people want to live, and you’ll build a place where people want to work.
Build a place where people want to work, and you’ll build a place where business has to be.
Build a place where business has to be, and you’ll build a place where people have to visit.
It summarises the concept of Destination Management perfectly - regardless of which industry sector my team and I help to promote, we’re selling one thing - the Isle of Man. And unless we help to develop a healthy Tourism industry which includes fantastic restaurants, a huge range of things to see and do and excellent access from the UK and Ireland then the business sector will struggle to attract the best and brightest talent from home and further afield.
NB: Figures quoted from Isle of Man National Income Accounts 2012-13.