Many destinations have recognized it is not enough to focus solely on marketing related initiatives. For a destination to be effective, it must take proactive steps to ensure its product offerings are fresh, differentiated and compelling. Increasing competition around the country has made it perfectly clear that those destinations hoping individual businesses find the destination’s “best opportunity” are destined for failure. Proactive destinations, and their development allies, first determine where their greatest opportunities are, and then take innovative and creative steps to ensure the opportunities are acted on. NTG helps its clients through this process, by evaluating its current state of product evolution, to identifying the best opportunity and the right entities to bring the concept to actual development.

Product Opportunity Knowledge

NTG has developed one of the most extensive tourism product inventories in the nation. It not only knows what product development efforts varying destinations around the country have pursued, but also how powerful these products have been in truly driving visitation. Through its Tourism Product Matrix System (TPMS), NTG knows which products are truly acting as “Destination Drivers” and which are only serving as “Dependent Amenities.” By integrating this system with an analysis of an individual destination’s current product inventory, NTG can rapidly direct what type and orientation of new products can best enhance the destination. Through these efforts, rather than responding to whatever concept happens to be suggested to a destination, proactive efforts can be undertaken to direct critical recourses to the concepts that hold the greatest potential to truly drive incremental visitation.

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Market and Feasibility Capabilities

All too often, a new product concept captures the attention of a destination and significant resources are expended to see its development. Upon opening, the product far under performs expectations and the destination falls farther behind their competitors. The market and financial feasibility elements of these components are often done in a vacuum without the benefit of experience with destinations around the country. NTG has conducted hundreds of market and financial feasibility studies and when teamed with its strategic planning and tourism research capabilities, the firm often reframes the question from “is it feasible” to “how can we make it feasible.”

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