‘Experience the destination in times of crisis’: lessons from the approach of DMOs to destination marketing from concept to practice

The COVID-19 pandemic disrupted the established practices of DMOs. However, it also prompted a shift towards utilising the untapped potential and resources of regions, which could present unique opportunities for future destination marketing. The main goal was to explore the approach of DMOs to destination marketing and to the recovery of domestic tourism amid the COVID-19 pandemic in the context of experience marketing. This includes the initial reactions of the DMOs, their short-term plans, future plans, and long-term perspectives. The paper used desk research and conducted in-depth semi-structured interviews with key informants from regional Polish DMOs, specifically, the chief marketing officers and the presidents of the DMOs. The results confirm the use of an experience-based approach in destination marketing to achieve domestic tourism recovery. The destinations have offered various forms of involvement during tourist experiences, including: active or passive participation, absorption, and immersion. Additionally, DMOs can strategize for more sustainable, eco-friendly, and small-scale tourism through experience marketing.