More destinations are arriving at the point where they have to think about changing the way they communicate their message.



The entscheidende point is where the user is just one click away from drawing his attention to competitors, other leisure products or back to a search engine.



So Destination Management Organisations (DMO’s) tend to replace existing slogans such as boring marketing-text or press release-friendly phrases – usually describing tourist offers in catalogues, brochures or press conferences – because they cannot be used in the internet as users simply ignore them.