National Tourism Organization (NTO) is
the body charged with the responsibility of formulating and executing national
tourism policies (Wang & Hsu, 2010). It is
also the appropriate instrument for the implementation of the nationwide
government’s functions, including controlling, directing, as well as promoting
tourism activities. All the nations that are involved in tourism have a NTO,
which performs an important role in realizing the government’s tourism
initiatives. Therefore, the NTOs should play functions that ensure the highest
possible value from international tourism to the country for its economic,
cultural, social, and political benefit.  


The Functions NTOs Should

       The National Tourism Organization forms an essential part of a
country’s tourism market. They were originally founded by governments to
address the needs of tourists. However, prior to the rise of mass travel, these
organizations had scarce financial and human resources (Wang
& Hsu, 2010). They initially acted as the source of information,
including offering brochures to international customers, and had minimal
contact with media in promoting tourism. Today, with huge movements of
individuals, tourism has gained value for most nations. Hence, NTOs are most likely
to perform the following broad roles.

Inbound Tourism Promotion Plans

       As their nation’s national tourism offices, the NTOs must assume a
major function in coordinating international PR as well as advertising
campaigns (Wang & Hsu, 2010). In particular,
they need to disseminate information on the many tourist and cultural
attractions that their countries offer. Besides, NTOs also seek to increase
inbound visitors through supporting different travel companies, especially in
developing, creating, and marketing national-bound tour products.

       Using overseas networks, NTOs should directly
approach international mass media platforms to ensure appropriate and reliable
topics on their countries’ tourism. In efforts to improve the appeal of nations
and the interest of possible visitors, there is need for NTOs to contact
airline in-flight publications and magazines with branding proposals. NTOs should
also advance to invite international journalists into their countries and
support them in information gathering. Periodically, they should also invite
foreign tour operators to their countries to design high-quality national-bound
tour products (Wang & Hsu, 2010). Furthermore,
NTOs must strive to offer opportunities not only to familiarize these operators
with prospective tourist avenues, but also organize meetings to collaborate with
local suppliers, who include tourism related associations and firms.

Improving Tourist Reception

       NTOs should consider enhancing and increasing
elements of domestic tourist reception infrastructure to increase foreign travelers.

In partnership with local public and private sectors, NTOs has to broaden its support
to foreign visitors in many ways such as improvement of the reception environment
and provision of tourist information centers (Wang &
Hsu, 2010). These organizations also should work closely with local
transport companies to offer guest reception training courses for those working
with local accommodation facilities. Other duties include offering guests with
free interpretation and guidance services (Wang &
Hsu, 2010), and increasing the availability of foreign languages on street
traffic signs.



Manage and Market Tourism Destinations

promoting a tourism destination, the market is vital because marketers need to
understand the desires of the customers. Variations in customers’ behaviors can
be caused by personal differences in social, economic, and psychological
issues. Excellent travel conditions often contribute to a high number of
customers and completely support the demand of visitors. National tourism
organizations are known as destination management entities (Wang & Hsu, 2010). They are defined by World
Tourism Organization as agencies responsible for the management and promotion
of destinations. Thus, destination management entities occur in different forms,
including regional management organizations, and local management authorities.

       Regional management organizations should
be responsible for the promotion of tourism activities within a geographical
region in coordination with local, state, or county governments. The local
management authorities, based in smaller ecological areas such as in towns and
cities, should ensure high security and transportation facilities to attract
visitors (Wang & Hsu, 2010). Both, the regional
and local, authorities should undertake two fundamental responsibilities.

First, they should act as economic drivers, thereby, creating new incomes, job
opportunities, and taxes to the economy. Another function is coordinating the
industry, where they should provide clear focus and support less market
segmentation to share in the gains of tourism.

Tourist Statistics Creation and Reporting

       NTOs must also endeavor to develop
diverse visitor statistics. They especially need to compile tourism information
and evaluate characteristics emphasizing on social-economic as well as
resilient capacity. They ought to explain the information regarding
accommodation, travel, safety and security, as well as leisure sectors to
determine a bearing on domestic tourism. Moreover, they too need to provide
guidelines for sustainable growth of domestic tourism and encourage best
practices in terms of strategies, product design, and policies (Mshenga et al., 2010). In addition, NTOs have to increase
stakeholders’ awareness of the home market, which would bring about important
socio-economic development.

Monitor Visitors’ Satisfaction and Forecast Demands

       Every NTO should promote its country as a
destination for international guests and increase the number of tourists
visiting their nation annually. According to Lee, Cho, and Hwang (2014), recent
advancements have seen increased levels of competition in the travel industry.

Just like in any sector, market wars among companies uplift performance
standards, and set firms into motion to display their uniqueness and enrich
their customer experiences. In this case, NTOs should attempt to ensure that
their presence is firmly established.

       Guests’ perception towards the authenticity
of a region’s attraction and heritage is one of the primary aspects, which
determines their decisions to visit a destination. Thus, their satisfaction is
central in strengthening the performance of the tourism route. Because customer
satisfaction is one of the critical issues in any given industry, NTOs should make
sure that tourists’ needs are accurately addressed.


National tourism organizations have been founded on a view of
promoting as well as creating the identity of countries. NTOs also strive to
improve the reputation of travel industry at the national level. However, their
roles should exceed promoting reputation and national image of their countries
to include inbound tourism plans, development of marketing intelligence, monitoring
customer satisfaction, managing tourism destinations, and improving customer


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