How councils can align four DMO budgets without merging organisations
When neighbouring LGAs fund separate destination marketing, duplication is common. Structural mergers are not the only fix.
Regional tourism alliances often form because state funding rewards collaboration — but council politics keep budgets separate. In a recent Illawarra engagement, four LGAs each funded their own DMO with overlapping digital campaigns targeting the same Sydney drive market.
The duplication we found
- Three separate Instagram accounts posting similar beach imagery within the same week
- Competing event listings for the same public holiday weekend
- Inconsistent visitor centre opening hours listed on different council websites
- Four separate subscriptions to the same industry research report
Total identifiable waste: modest in dollar terms, significant in visitor confusion.
What councils did instead of merging
Shared content calendar. One DMO coordinates a fortnightly planning call. Each council still funds its own posts, but themes rotate: week one highlights hinterland, week two coastal dining, week three family activities. No organisation gave up its brand.
Single source of truth for visitor information. A jointly funded microsite with council-branded landing pages but one events database. Councils link from their own sites; visitors find one timetable.
Pooled research budget. Instead of four subscriptions, one licence shared with quarterly briefings to all economic development officers.
Rotating campaign lead. Each quarter, a different DMO leads a coordinated campaign with pooled ad spend. Leadership rotates so no council feels permanently subordinate.
What did not work immediately
A proposed shared shuttle service failed budget votes in two councils. The priority matrix from our review let the alliance park that idea without acrimony and focus on the quick wins above.
Lesson for alliance chairs
Alignment does not require organisational merger. It requires shared evidence, rotating leadership, and a willingness to let one council’s brand lead a campaign while others benefit.
Considering a multi-council destination review? Read about our flagship advisory.