Glossary
ATB | Area tourist board |
BHAG | Big hairy audacious goal |
CAM | Commercial accommodation monitor |
CVB | Convention and visitors bureau |
DMO | Destination marketing organisation |
EAV | Equivalent advertising value |
IMC | Integrated marketing communication |
LTA | Local tourism administration or Local tourism association |
Marcom | Marketing communication |
NTA | National tourism administration |
NTO | National tourism office |
PPP | Public-private partnership |
ROI | Return on investment |
RTB | Regional tourist board |
RTO | Regional tourism organisation |
ToMA | Top of mind awareness |
TTRA | Travel and Tourism Research Association |
VIC | Visitor information centre |
VFR | Visiting friends and/or relatives |
VMP | Visiting media programme |
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