For a DMO, there are typically a large number of local residents or ex-pats as part of your fanpage. That’s understandable. People are passionate about where they live and the strongest communities form around a shared passion. Everybody else is likely passionate about your destination for one reason or another as well. Some are probably your best and most loyal customers.
The key to Facebook success is to turn this passion into action. Passionate people want to engage and want to display their passion to their network of friends. Instead of just marketing to your fans, let them do the marketing for you. By giving them a reason and the tools to do so.