Destination marketing organisations (DMOs) continue to face intense rivalry from each other. This rivalry is not attributed to only international competition for tourists but also competition for domestic tourists, in the form of provincial DMOs.

What is it that is making competition so intense amongst DMOs? One factor is a phenomenon called Web 2.0, which is characterised as ‘user generated content’. Web 2.0 refers to how the Internet has gradually pushed bargaining power from the corporations to the hands of consumers. The Internet has changed the playing fields for both customers and organisations. Web 2.0 refers to the second generation of the Internet, where people have more freedom to say, ask, comment or even dictate how corporations conduct themselves. Central to this phenomenon is how consumers can generate content, sometimes to the benefit of businesses but sometimes to its detriment.

This phenomenon is not new, but many DMOs have been slow to adopt and apply it to their strategic plans.

Web 2.0 is a phenomenon that DMOs should take seriously while implementing their core mandates. The ability of online users to compare prices, compare destinations, share information has posed a greater challenge to DMOs.

In order to remain competitive, DMO’s should formally adopt Web 2.0 and make it central to their online marketing strategies. Web 2.0 applications should be split into to two parts: inward focussed and outward focussed. Inward focussed applications refer to user feedback, blogs, mappings support, open discussions, podcasts and other applications that organisations have some control of. Outward focused refers to platforms where DMOs should have a presence, such as social networking platforms and multimedia sharing sites like Facebook, Linkedin, Youtube, My Space and others. DMOs also need to appreciate travel blogs and review sites such as Tripadvisor and mapping Sites such as Google Earth.

DMOs should not shy away from acquiring the latest web technologies and applications as these assists employees to be more efficient and effective in carrying out Web 2.0 duties and responsibilities. Some authors also indicate that younger employees are more savvy at using these technologies.

Web 2.0 is having a tremendous impact on organisations globally. While it may present threats to organisations, Web 2.0 presents equal and even more opportunities for DMOs. So much leverage can be attained in user feedback and community networks of communities, while insight into target segments, new travel markets and behaviour can also be gleaned.