Tomorrow Today is the business strategy of European Cities Marketing (ECM) in an era when complex and long termed strategies are almost becoming obsolete as the future can no longer be determined by linear thinking or prudent planning.
Still, we proudly present the strategy as our sense of purpose and direction in a fast-changing visitor economy – and as a manifesto of our beliefs and values as a community of passionate professionals.
With Tomorrow Today, we tackle a radical new paradigm in destination management and city marketing where global connectivity, rapid leaps in technologies, powerful global transaction platforms and political disruption have become permanent driving forces in urban travel, experiencing, conferences and events.
Tomorrow Today is our pledge to all our member cities that ECM is a vigilant and forward-looking community determined to help prepare today what we believe to be critical for success in the market arena of tomorrow. It is imperative for ECM to enable members to align their own strategic agenda with whatever demands, challenges and opportunities the future will bring.
Tomorrow Today also leaves behind some fundamental assumptions and functions associated with yesterday’s Destination Management Organisation (DMO). In today’s context, the DMO’s role as the city’s principal marketer is seriously contested along with the end-goal of ever-growing visitor numbers for profit and jobs only.