This document discusses the importance of alliances and partnerships for Convention and Visitors Bureaus (CVBs). It notes that forming alliances is a basic part of a CVB's operations and that these partnerships are cooperative efforts between organizations with common goals that have synergistic effects. The document outlines the benefits of alliances, such as helping CVBs communicate the value of tourism to communities and make the case for continued public funding. It also provides examples of potential alliance partners for CVBs, including government entities, educational institutions, businesses, industry associations, and citizens.

1. © 2005, Educational Institute
Chapter 12
Alliances
Fundamentals of Destination Management and Marketing
(323TXT)

2. © 2005, Educational Institute
CVBs and Alliances
• CVBs are networking organizations and
models for public-private partnerships.
• Forming alliances is a basic part of a
bureau’s daily activities.
• Alliances and partnerships are cooperative
efforts by organizations with common goals
that have a synergistic effect.

3. © 2005, Educational Institute
Alliances and CVB Funding
• Alliances can be beneficial for CVBs that must
make the case for continued public funding.
• Knowledgeable alliance partners can help CVBs
communicate the benefits of tourism development
to a community.

4. © 2005, Educational Institute
Expanding Public Awareness
• The tourism industry is one of the world’s
largest employers.
• CVBs are small and are not big employers in
local markets.
• Strong public, private, and third-sector
partnerships and alliances can help articulate the
importance of the CVB to the local economy.

5. © 2005, Educational Institute
The Importance of Stakeholders
• Stakeholders are the individuals, organizations, and
communities that benefit from the CVB and
tourism.
• Identifying stakeholders is the first step in
identifying potential alliance partners.

6. © 2005, Educational Institute
Potential Alliance Partners
• Government stakeholders
• Park districts
• School districts
• Colleges and universities
• Business alliances and service
organizations
• Chambers of commerce
• The community and local citizens
• Hospitality industry associations
• CVB associations
• IACVB
• Local corporate community

7. © 2005, Educational Institute
Government Partnerships
• Keep lines of communication open by putting local
government officials on the bureau’s board of
directors.
• Send out newsletters highlighting current economic
impact data.
• Work together to market municipally-owned
facilities.

8. © 2005, Educational Institute
Educational Community Partnerships
• Help school districts plan, market, and implement
events.
• Use school facilities as venues.
• Promote a community’s cultural assets to attract
students to a local university.
• Create an internship program to work with local
college students.

9. © 2005, Educational Institute
Business Alliances, Service Organizations,
and Citizens
• Partner with chambers of commerce to extend
marketing dollars.
• Foster goodwill in the community through
partnerships with local service organizations.
• Create special mailings and promotions to appeal
to local residents and expand their awareness of
what the bureau does.
• Create ambassadors for the destination.

10. © 2005, Educational Institute
Corporate Partnerships
• Financial institutions can partner on event
sponsorship or advertising cooperatives.
• Create packages to make travel more convenient.
• Develop affinity programs with corporate partners.
• List business partners in marketing materials.

11. © 2005, Educational Institute
Industry Associations
• Members advance a cause through education,
professional development, or industry awareness.
• Associations lobby government officials on
issues that affect the industry.