Measurable Demand for DMOs Through Consultative Partnerships
6-market programmes · +10M impressions · 1.5× VTR · 3× engagement · +18% YoY to target cities
Proven Impact for Destination Marketing
When DMOs partner with me, they gain more than just another marketing consultant, they secure a results-driven ally with a track record of delivering measurable success. My consultative approach focuses on transparent metrics that matter to your stakeholders.
10M+
Impressions
Targeted audience reach across multi-market campaigns, delivering quality engagements with genuine travel intent.
+1.5×
View-Through Rate
Significantly exceeding industry benchmarks through precision targeting and creative optimisation.
+3×
Engagement
Triple the standard engagement metrics through resonant creative and strategic audience development.
+18%
YoY Visitation
Measurable increases in visitor numbers to targeted destinations, verified through rigorous attribution modelling.
Specialist Services for Destination Marketers
DMO Partnerships
Strategic collaborations that elevate your destination's profile through cohesive multi-channel approaches.
- End-to-end campaign development tailored to your region's unique appeal
- Cross-market coordination with travel industry partners
- Budget optimisation strategies that maximise impact per pound spent
Travel Advertising & Media Planning
Data-informed media strategies that connect with high-intent travellers at critical decision points.
- Precision audience development based on real travel behaviour
- Channel-specific optimisation for maximum engagement
- Creative execution that resonates with your target demographics
Analytics & ROI Storytelling
Transform complex data into compelling narratives that demonstrate clear return on investment.
- Custom reporting frameworks aligned with your stakeholder requirements
- Attribution modelling that connects marketing activities to visitor metrics
- Executive-ready presentations that showcase meaningful outcomes
Featured Case Study: NBTC "Music Route" Campaign
01
Challenge
The Netherlands Board of Tourism & Conventions needed to diversify their visitor profile beyond Amsterdam and attract culturally-engaged travellers to lesser-known music destinations throughout the country.
02
Solution
Developed an integrated Music Route campaign connecting iconic Dutch music venues, festivals, and historical sites with targeted digital promotion across six key European and North American markets (UK, US, Scandinavia, France, Italy and Spain)
03
Results
- +70% increase in searches for featured destinations
- 2.1× industry benchmark for video completion rate
- 3,000+ route map downloads with 62% visiting multiple locations
What Peers Say
My collaborative approach has earned the trust of DMO leaders. Here's what they have to say about our partnerships.
Sandra Ishmael
Director UK, Netherlands Board of Tourism and Conventions
“Humberto always puts 110% into everything he does. He sets realistic targets and works tirelessly to achieve them. With a strong marketing background and deep knowledge of the UK’s Meetings & Conventions sector, he is creative, innovative, and consistently reliable.”
Eric Bakermans
Director Marketing Meetings & Conventions, NBTC
“Humberto is a real team player, always willing to assist others without losing focus on his own responsibilities. Persistent in finding solutions, he has proven to be knowledgeable, reliable, and resourceful — an excellent asset to any organization.”
Charel van Dam
Marketing Director, NBTC
“Humberto was instrumental in establishing The Netherlands as a highly desired corporate travel destination in the UK market. His strategic mindset, marketing knowledge, and curiosity for learning secured strong and long-lasting partnerships between Dutch and UK organizations.”
View full testimonials and references
Professional Experience That Delivers Results
1
Marketing & Business Development Consultant
HB Destination Marketing | 2024-Present
- Designed acquisition strategies and set up CRM & automation (HubSpot/Make); improved operating cadence and reporting.
- Built SEO-optimized WordPress sites and content plans; turned insights into upsell opportunities and higher-quality leads.
2
Senior Account Executive
Hopscotch Tourism Spain | 2023-2024
- Managed a €900K multi-client portfolio in tourism; grew partnerships with DMOs and tourism boards; coordinated integrated media plans across Spain/EU.
- Led consultative proposals (audience strategy, formats, measurement) and created up-sell/cross-sell opportunities with partners and vendors.
- Established reporting cadence (Excel) to evidence ROI and inform renewals and next-season packages.
3
Project Manager, Marketing & Business Development
Netherlands Board of Tourism & Conventions – London, UK | 2017-2022
- Led a 6-market program with a multinational team (5). Delivered +10M impressions (display +video), VTR 1.5x and engagement 3x; +18% YoY bookings to target cities via music-affinity targeting and co-created "Music Route" product with lastminute.com, decentralizing and de-seasonalizing demand.
- Developed partner strategies and co-marketing agreements; influenced agencies/partners and internal stakeholders to align on KPIs and budgets.
- Built dashboards (GA4/Looker) and governance (weekly business reviews, RACI) improving forecast visibility and campaign outcomes.
4
Marketing Project Manager
Netherlands Board of Tourism & Conventions – Madrid, Spain | 2015-2016
- Delivered integrated campaigns and partnerships contributing to +45% travellers and −20% CPL via funnel optimization and tighter media mix.
- Drove consultative proposals for destination campaigns (audience strategy, formats, measurement), aligning DMOs, agencies and vendors.
- Orchestrated cross-media plans (paid social, display, video, email, own channels) and optimized to ROI (VTR/CTR/CPA).
Latest Insights for Destination Marketers
Case Study Archive
Browse successful campaigns across different objectives, regions, and marketing channels. Each case study includes detailed strategic approaches, execution specifics, and verified performance metrics.
Visitor Diversification
+32% YoY to secondary destinations
Creating sustainable tourism distribution across less-visited regions through targeted promotion and infrastructure coordination.
Featured clients: Netherlands Board of Tourism and Conventions, and Visit Valencia.
Seasonal Extension
+18% growth in shoulder season visits
Strategies to extend peak season boundaries and develop year-round visitor economies through thematic campaigns and strategic partnerships.
Featured clients: Netherlands Board of Tourism and Conventions, Discover Philadelphia, and Explore Louisiana.
Visitor Quality Improvement
+26% increase in per-visitor spend
Targeting high-value travellers through premium positioning and exclusive experiences to maximise economic impact while managing visitor numbers.
Featured clients: Netherlands Board of Tourism and Conventions, Visit Valencia, Discover Philadelphia, and Explore Louisiana
View all case studies
Services and Engagement Models
Flexible Partnership Options
My engagement models are designed to meet DMOs at their point of need, whether you're looking for comprehensive campaign development or targeted expertise in specific areas.
Typical engagements begin with a focused 4-6 week pilot with clearly defined KPIs, allowing us to demonstrate value before expanding into broader partnerships.
Ready to Build Measurable Demand for Your Destination?
Let's discuss how we can create a tailored approach that addresses your specific challenges and objectives. I specialise in developing focused pilot programmes with clear KPIs that demonstrate value quickly and build the foundation for long-term partnerships.
The Process:
- Schedule a 15-minute discovery call to discuss your current challenges
- Receive a tailored proposal based on your specific objectives
- Begin with a 4-6 week pilot programme with defined success metrics
- Scale successful approaches into comprehensive strategies
All consultations include a complimentary assessment of your current marketing approach and identification of quick-win opportunities.
