Better Together: Tips for Building Strong Partner Relationships

As destination organizations, it’s easy to get comfortable operating in our own lanes. We execute campaigns, promote our assets, and rely on what has worked in the past. After all, if it isn’t broken, why fix it?

But the role of DMOs has evolved over the years. Today, we are not only marketers. We are community builders, destination managers, and connectors. That shift makes strong partner relationships more important than they have ever been.

At the core of effective communications is a simple idea: our work is only as strong as the partnerships behind it.

So how do we move beyond transactional relationships and build connections that feel meaningful and that last?

Here are a few destination/organization-adaptable approaches that will evolve your B2B communications from one-way streets to true partnerships.

Create space for connection

After completing our 10-year destination master plan in 2024, we discovered a perception challenge that had created a years-long logjam in our brand messaging. Though Haywood County, NC, is made up of five distinct mountain towns, our research found that visitors do not perceive municipal boundaries as locals do—they stay in one town, dine in another, and explore all over the county. This meant that, for both local businesses and Visit Haywood itself, operating siloed marketing channels for each town was dampening our potential reach.

To try and help bridge that gap, we launched Mountain Mornings, a quarterly networking event that brings tourism partners together to create a space for cross-county connection.

Each gathering starts with casual networking over coffee, followed by a round of introductions where partners share updates or upcoming events and specials. We also incorporate a fun icebreaker to keep the atmosphere light and engaging. From there, our team shares ways partners can get involved in Visit Haywood’s current programs, along with a quick take-home marketing tip to bolster their strategy.

What began as a simple meet-up has led to stronger cross-county relationships, new collaborations, and a more connected tourism community. When partners feel comfortable and engaged, real relationships begin to form.

Make it easy to engage

One of the most common questions partners ask is, “What’s in it for me?” As the DMO, it is our responsibility to make apparent the value of working with us. 

At Visit Haywood, we recently created a partner resource guide that outlines how businesses and organizations can connect with––and benefit from––the work that we’re doing. It includes everything from website listings to campaign participation and public relations opportunities, along with direct staff contacts for each program.

This has become an effective tool for both new and existing partners. It removes any confusion on who we are and what we do and helps them quickly understand how to get involved.

We’re also expanding this effort by introducing an annual partner participation guide that outlines opportunities available throughout the year in one reference document. Rather than having to keep up with staggered, individual requests, partners can now view the full scope all at once and plan accordingly. This added transparency helps reduce partner fatigue while fostering stronger, more strategic partnerships.

We will continue to share updates through our partner email newsletters and Facebook page, but this guide supplements those channels as a more proactive way to bring partners further into the fold.

Show up in your community

Strong partnerships are built through presence.

Our team regularly attends community meetings across the county, including downtown associations, merchant groups, and chamber events. We rotate attendance so we can stay connected across our five communities. 

These interactions help us stay informed, identify new opportunities, and better understand the needs of our partners. Just as importantly, they show that we are listening and that we care about the communities we serve.

When partners see you showing up, they are more likely to engage with you in return.

Share the wins

Partners need to see the impact of your work to fully understand its value.

We make it a priority to share positive outcomes, whether that is media coverage, campaign results, or examples of partner successes. When a partner is featured in an article, we make sure they know it. We also highlight strong participation and creative activation in our newsletters and partner social channels.

A good example of this was our Open Haywood campaign, which focused on driving visitation to our destination following Hurricane Helene. The campaign encouraged midweek stays and included a local “Elk Bucks” e-gift card incentive which supported local businesses across the whole county.

Some partners fully embraced the campaign by using the social media toolkit we provided and aligning their messaging with ours. Their success became a powerful example for other partners. By sharing those stories, we encouraged others to participate and helped demonstrate the value of engaging with us. 

Relationships are the foundation

It’s no surprise that tourism is built on relationships, and that is exactly what makes this work so meaningful.

When we invest in our partners, communicate clearly, and create opportunities for connection, we build something stronger than individual campaigns. We build a sense of shared purpose.

When partners feel informed, valued, and included, they become advocates and ambassadors for your destination. They support the work, contribute ideas, and help carry your brand message forward.

The most successful destinations are not built alone. They are built together.