The Changing Role of Regional Australian Destination Management Organisations in Response to the COVID-19 Pandemic

This study explores the changing role of Destination Management Organisations (DMOs) in response to COVID-19 Pandemic within regional context Tropical North Queensland. A case a Regional Tourism Organisation (RTO) is utilised gain insights into external and internal stakeholder perspectives on DMOs COVID-19. research adopts qualitative approach investigate specific phenomenon Pandemic. The was conducted two stages: semi-structured interviews thematic analysis transcripts. project (including methodologies engaged) approved by James Cook University’s Human Research Ethics Committee, reference number H8559, September 29 2021. provided suggest that changes made RTO were mostly temporary there desire from stakeholders for return marketing function post acute phase Findings indicate DMO can shift destination management times crisis then revert one adapted functions recovery period. Recommendations organisations are presented include flexibility management, requirement strong leadership need ongoing consultation with industry about desired DMOs.