Tourism Marketing Strategies To Sell Your Destination With Maximum Impact
Does your destination have all the makings of a soul-stirring experience, but your tourism marketing strategies remain a faint murmur?
A customer’s journey to any destination or tourism spot starts long before they’ve booked their ticket, table or room. Today’s tourists meticulously plan their next epic experience or dream itinerary, from social media to influencers and blogs to brochures. To create maximum impact, your marketing needs to meet them every step of the way!
The initial travel bug might start with that pinch-me, is-this-even-real pure escapism discovered in the middle of a busy work day. Or, the blog that paints a picture of family fun so vivid, that people can practically hear their children's laughter already. Customer intrigue may begin with one piece of content, but the sales will roll in because of multiple tourism marketing strategies.
This multi-pronged approach means your destination pops up repeatedly, with your soon-to-be-customer discovering your marketing several times, across several touchpoints and channels, before saying, “This is the place for me! I need to go here!”
What Are The 4 A's Of Tourism Marketing?
To attract potential customers to your destination and create an effective tourism marketing plan, understanding the 4 A's is an essential first step. These are the key pillars of travel and tourism to be covered in your marketing strategy. Marketing is about answering customer questions so they have confidence and clarity in how a product or service benefits them. Remember, it isn't about the features when it comes to these 4 pillars:
Accommodation. What can your customer expect from your accommodation options? Do you have eco-friendly lodges nestled in the rainforest canopy? Charming bed and breakfasts in the historic town centre? Family-friendly resorts with water slides and kids clubs? Whether it's azure blue ocean views, proximity to top attractions or divine sunsets, showcase what makes your accommodation options special. Focus on comfort and convenience!
Attractions. Your destination's X-factor. It's the Mona Lisa's smile, the Grand Canyon's 'oh crap, that's high' moment, the reason your trip won't be a total Instagram flop. What makes your destination unique and compels people to visit? These could be your natural wonders, cultural treasures, historical sites or adrenaline-pumping activities.
Amenities. This refers to the "extra cherries on top". Think tour operators offering unique experiences, babysitting services for parents seeking a worry-free getaway, or luggage storage facilities for those with extended travel plans. By showcasing these add-ons, you demonstrate a well-rounded destination catering to diverse needs.
Access. Getting there shouldn't be a journey to the centre of the Earth. Showcase well-connected transportation options, be it international airports, scenic train routes, or well-maintained roads. Don't forget to emphasise ease of getting around within your destination! Think efficient public transport, bike rentals or walkable areas, including accessibility for disabled people, who have a huge spending power currently estimated to be worth £274 billion to UK businesses (The Purple Pound).
Beyond The Sights: What Modern Tourists Want
When it comes to effective tourism marketing strategies, there's no golden, generic strategy because your destination or business is unique, BUT understanding your audience is pretty close to solid gold. Before you get all fancy with the nitty-gritty of who your ideal tourist is, it's worth looking at what consumers within the tourism industry want.
Forget the landmark-hopping vacations of yesteryear. Tourists are seeking adventures as diverse as a rainforest canopy and as sustainable as a locally sourced smoothie. They're hungry for unique emotional experiences that allow them to:
Be part of the local culture
Tourists today want to immerse themselves in the heart and soul of a destination. This means participating in traditional practices, learning local crafts and savouring authentic cuisine. Imagine taking a cooking class from a generations-old family, learning to weave baskets with indigenous artisans, or joining a vibrant cultural festival that explodes with music, dance and a celebration of local heritage.
Become storytellers, not spectators
Modern tourism is about collecting experiences that become stories to tell. Think volunteering at a wildlife sanctuary, learning to surf epic waves on a pristine coastline or attending a storytelling night hosted by local elders who share their history and traditions. These experiences create a deeper connection to the destination and leave a lasting impression.
Make an impact through sustainable consciousness
Eco-conscious travellers seek destinations that prioritise protecting the environment and supporting local communities. This translates to:
Choosing Eco-Friendly Options. Tourists are drawn to accommodations or tourist spots that minimise their environmental impact. Eco-lodges, guesthouses built with sustainable materials, and companies with strong recycling and conservation practices are all big draws.
Giving Back While They Explore. Travel with a purpose! Modern tourists are interested in tours and activities that contribute positively to local communities. Imagine supporting a women's handicraft cooperative by purchasing their beautiful creations, or participating in a beach clean-up initiative that leaves a positive mark on the destination.
In essence, today's tourists are adventurous storytellers with a conscience. They want their travel experiences to be enriching, transformative and kind to the planet. Therefore, travel and tourism marketing strategies need to align with these desires. How will you highlight unique cultural experiences and sustainable practices so your destination captures the hearts and wanderlust of modern travellers?
5 Best Tourism And Destination Marketing Strategies to Boost Those Bookings
Now that we've explored the desires of modern tourists and the foundational 4 A's of tourism marketing, let's get down to brass tacks! Here are 5 cutting-edge strategies to consider adding to your tourism marketing mix, guaranteed to turn those website lookers into loyal destination bookers:
Live video marketing to capture the imagination
Static photos and brochures still have their place, but in the age of social media platforms like TikTok and Instagram, transporting potential visitors straight into the heart of the action is a powerful content marketing strategy.
According to the Live Streaming Global Market Report 2024, the global live-streaming market reached $1.49 billion in 2023. And it's only on the rise, expected to see exponential growth over the next few years, projected to hit $3.95 billion in 2028.
Imagine a live stream of a golden sunrise over a mountain peak or a behind-the-scenes look at a vibrant local festival. This immediacy grabs attention, builds a sense of connection and allows viewers to ask questions, getting a feel for the destination's personality. Think of it as a try-before-you-buy preview, whetting their appetites for the real deal.
Influencer marketing to partner with the storytellers
Today's tourists are more likely to trust their peers over a company, and influencers offer huge value. And don't underestimate the power of the nano influencer either (someone with up to 5000 followers)! With the highest engagement out of all the influencer groups, followers trust the products or services they recommend the most, and they are more cost effective. According to The State Of Influencer Marketing 2024: Benchmark Report, "There is a strong preference for working with small (nano - 44% and micro - 26%) influencers ahead of expensive macro-influencers (17%) and celebrities (13%)."
Partnering with travel influencers who resonate with your target audience allows you to tap into an established community of trusted wanderlusters. These influencers can create stunning content that spreads the word about your destination's awesomeness to their dedicated followers.
In need of some travel influencer inspiration? Check out Stephanie Chan who shares her lifestyle in London and captures the magic of beautiful destinations around the UK and abroad!
A stellar social media strategy for keeping the spark alive
Social media is the ultimate travel mood board. A study by Expedia Group and Luth Research, called Path to Purchase found, "Travellers spent over 5 hours consuming online travel content to seek inspiration and plan their trip in the 45 days before finally booking their journey." Don’t underestimate the power of consistent, high-quality content; it takes hours of nurturing to pique curiosity and build trust before converting browsers into happy customers.
Craft a dynamic social media strategy that captures the essence of your destination, keeping it top-of-mind for potential visitors. Use captivating visuals, share engaging stories and run interactive contests to spark conversation and excitement. Sharing testimonials for social proof is also essential as one of the first things people look for when making buying decisions.
Email marketing for an authentic, long-lasting connection
There are multiple reasons email is one of the most effective marketing strategies out there. Email marketing allows you to build a more intimate relationship with your audience, nurture leads and keep your destination on their radar long after their initial visit to your website.
Unlike social media platforms that can change their rules or shut down at any time, email gives you complete control over your communication with your audience. You own your subscriber list and data, unlike social media where algorithms decide what people see.
Personalised email marketing campaigns can highlight special offers, upcoming events and new attractions. Offer valuable content like downloadable travel guides or insider tips to establish yourself as a trusted travel resource. Remember email marketing is about building relationships, not just blasting out promotions.
User-generated content (UGC) to make your visitors the stars of the show
There's no better endorsement than genuine excitement from real people. Don't forget the power of user-generated content (UGC)! Encourage visitors to share their experiences using a designated hashtag!
Showcase the best UGC on your website and social media channels. UGC adds authenticity and a sense of community, allowing potential visitors to see your destination through the eyes of fellow travellers, who are, after all, the most credible source of information.
Social media is a two-way street, so respond to comments and messages promptly to build a community around your destination. It's all about telling the story of your destination in a way that inspires them to book their next unforgettable adventure with you. So get creative, have fun and watch those bookings soar!
The winning formula of tourism marketing strategies? Totally unique to your business; the magic lies in making them your own! Experimentation and tweaking your tactics over time based on what is or isn’t resonating with your target audience, is what marketing is all about!
Grab a giant cup of tea or coffee (optional but highly recommended!) and set a timer. Review the strategies above and pick the ones that spark the most excitement. These are your high-potential contenders!
Not sure where to start to craft strong marketing messages, tap into the desires of your target audience or nail your irresistible unique selling point? Feeling overwhelmed can stall your marketing progress. If you’re ready to make more sales, our self-paced course, 6 Steps to Marketing Clarity, equips you with the essential foundations to implement the most effective tourism marketing strategies. Take action today.