A destination marketing strategy is a plan that is developed to promote an entire region or destination. As a tour and activity provider, you should partner with our travel professionals in your area in order to create a strategy that attracts a wide variety of travelers to your destination. For instance, you could work with the visitor information centre, a few local hotels and several other tour and activity providers who offer complementary services to yours. Here are the things your destination marketing strategy needs to address and accomplish:
- It needs to define the identity of the region and promote what makes the destination unique. There’s probably a general atmosphere or vibe that people will experience when they travel to your part of the world. You need to create an identity for your destination based on the local culture, and then showcase to potential travelers the unique opportunities available where you are located. For instance, if you are a beach town with an artistic flair, promote the art galleries, the local restaurants and the water activities that can be enjoyed while traveling to your city.
- It should showcase how the destination will meet the travelers’ needs. Travelers have a certain expectation of their trips, and they want to choose destinations that will allow them to enjoy a new experience. A solid destination marketing strategy will utilize integrated product development and promotions that encourage people to explore the region. As a tour operator, you could partner with a local hotel in order to create a package deal that will entice travelers to book during a certain time of the year. By combining products and allowing agents to resell your packages, you are showcasing the beauty and potential of the entire destination.
- It can be designed to include special interest groups, if there’s a demand in your region.Photographers, religious organizations, fitness clubs and a variety of other special interest groups love to travel together. If your destination offers unique experiences for a specific type of special interest group, be sure to include that in your destination marketing strategy. Work with other travel providers in your area in order to create special tours, activities and events for these types of travelers. For example, you could create a scenic tour for photographers, and offer camera rental equipment to your travelers. You could partner with a local restaurant in order to include lunch in the middle of the tour as a way to help promote the entire destination.
Creating an effective destination marketing strategy requires you to be able to network within the industry and allow agents to resell your products.