1.Cape Breton Island - your heart will never leave.

Located on Canada's east coast, Cape Breton Island has long been lauded as one of the most beautiful islands in the world, attracting visitors interested in outdoor adventure, recreation, touring, fresh seafood, heritage, music, culture and most recently, some of the highest quality golf in the world.Cape Breton is part of Mi'kma'ki, the ancestral and unceded territory of the Mi'kmaq people. Home to five First Nation Communities, the Mi'kmaq people represent important aspects of the Island's tourism and cultural experience. Cape Breton Island is served by a well-established Destination Marketing Organization, supported, in part, by an accommodation tax, or levy, and four levels of government involvement - Federal, Provincial, Municipal and Indigenous.

Cape Breton Island Room Nights is 17.5% of the Provincial total, and the estimated Cape Breton Tourism Revenues are approximately $448,000,000. In 2016, the Tourism sector in Cape Breton with 5,675 employees represented 10.56% of the total employment on the Island

Cape Breton Island has long been lauded as one of the most beautiful Island's in the world. Its dramatic natural landscape, rich cultural traditions and quaint seaside villages are joined by highly sought after tourism experiences including two acclaimed World Top 100 stunning golf courses, the largest historical reconstruction in North America, Fortress Louisbourg, the first single malt whiskey distillery in North America, the only Gaelic College in North America and authentic Mi'kmaq cultural experiences to be discovered and enjoyed by visitors from far and wide.

While heavily dependant on seasonal employment, collectively the tourism and hospitality sector are comprised of small and medium sized enterprises predominantly located in rural areas.

The DMO for Cape Breton Island is Destination Cape Breton Association (DCBA).

Find the DMO website and answer the following questions:

1.In your opinion, explain whether or not the DMO for Cape Breton Island is a marketing organization or destination management organization.

2.Review the DMO's website for Cape Breton Island and tell what other roles or responsibilities they deliver in addition to marketing or promoting the destination?

3.Can you describe the DMO's response to the impacts of Covid-19?

4.Do you think the DMO for Cape Breton Island does a good job branding the destination? If so, why? If not, why not?

5.Name a few of the stakeholders that DCBA serves.

6.What initiatives could DCBA use to stimulate stakeholders to promote the destination image in their own marketing and communications?