Exploring the Disparities in City Promotion and Tourism Strategy Insights

In the ever-evolving landscape of tourism, local municipalities and Destination Marketing Organizations (DMOs) are striving to enhance their strategies for promoting tourism and driving visitor numbers. A recent survey conducted by the General Incorporated Association for Promoting Digital Transformation (GDX) uncovered significant differences in how municipalities and DMOs perceive and tackle challenges in tourism promotion.

The online survey, which included responses from 194 municipalities and 79 DMOs across Japan, revealed contrasting views on key issues, emphasizing the need for tailored approaches in addressing tourism strategies.

Understanding the Survey Findings

The survey, conducted between May and June 2025, aimed to assess the current operational status, new initiatives, and challenges related to city promotion and tourism initiatives across various municipalities. This approach was intended to facilitate better management and development of tourism strategies nationwide. The findings were startling: 52.1% of municipalities identified a stagnation or decline in tourist numbers as their primary challenge. In contrast, a significant 57.0% of DMOs cited delays in inbound tourism responses, while 55.7% pointed to insufficient data collection and utilization as pressing issues.

A Deeper Dive into Different Perspectives

The disparities in challenge recognition between municipalities and DMOs stem from their differing operational focuses. Municipalities are often preoccupied with immediate concerns, primarily quantified outcomes such as tourist numbers, which can be easily measured. Conversely, DMOs, as specialized organizations, are tasked with more strategic objectives, focusing on expanding inbound tourism and leveraging data for effective marketing.

These distinct priorities highlight an underlying challenge within the operational structures of these entities. Approximately 49.0% of municipalities have personnel who handle city promotion alongside other duties, leading to a focus more on immediate problem-solving rather than on developing comprehensive strategic frameworks. At the same time, DMOs, equipped with specialized knowledge and resources, view their role as critical in driving commerce through data-driven market expansion initiatives.

Furthermore, both municipalities and DMOs acknowledge the importance of digital solutions and social media use in their promotional activities. However, a lack of adequate funding and skilled personnel restricts their ability to effectively execute their ideal strategies, which may contribute to the shrinking visibility of their initiatives.

Announcement of the Online Seminar

The GDX will be hosting an online seminar titled "City Promotion and Tourism DX Frontline" on August 6, 2025, where the comprehensive survey results will be disclosed, along with detailed analysis. This seminar will serve as a critical platform to discuss the identified challenges and gaps in city promotion and tourism strategies, equipping stakeholders with effective solutions deserving of consideration.

Seminar Details

- Date: August 6, 2025
- Time: 10:00 AM - 11:30 AM (Doors open at 09:50 AM)
- Format: Online Zoom meeting
- Participation Fee: Free
- Capacity: 100 participants (registration will close upon reaching capacity)
- Target Audience: Local government officials, DMOs, tourism associations, and GDX members

For those interested in joining the seminar, registration can be completed via an online Google Form. Should there be difficulties accessing the link, interested participants may also contact GDX directly via email at [email protected] or by phone at 03-6683-0106.

Conclusion: Bridging the Gap

The GDX is committed to driving digital transformation in local governments and fostering sustainable community development. By collaborating with municipalities and leveraging digital technologies, the organization aims to solve regional challenges and create a partnership avenue that accelerates local growth. This evolving partnership is essential for bridging the gap between municipalities and DMOs, revolutionizing the tourism sector and maximizing its potential for economic growth.

For inquiries, please contact:
General Incorporated Association for Promoting Digital Transformation (GDX)
1-3-1 Kitasaiwa, Minato, Tokyo 107-0061
Phone: 03-6683-0106
Email: [email protected]
Visit us online