By Blake Ng — 27 Feb 2020
The phrases place marketing and destination marketing sound as if they could be synonyms, but they are two distinct marketing concepts. It’s important for tour and activity operators to know the difference between place marketing and destination marketing. By developing a better understanding of these marketing techniques, tour operators can create more effective promotional campaigns that will drive tourists not only to their region but also to their own doorstep.
Place marketing is a marketing strategy that attempts to brand an entire place as a desirable location to live, work and play. For example, a particular city or a region may create a place marketing campaign that highlights the benefits of living in the community, the attractions that are located there and the industries that are thriving. The goal of a place marketing campaign is to promote all positive aspects of the community or region in order to attract new residents, visitors and business investors. In general, a place marketing campaign is going to emphasize what makes that region unique and appealing to all types of people.
Destination marketing is a component of the larger place marketing campaign, and it focuses on the tourism sector of the local economy. A destination marketing campaign aims to increase awareness about the tourism industry in a given region and drive more travelers to that location. Destination marketing campaigns are typically developed and implemented by destination marketing organizations, or DMOs. DMOs consist of representatives from the local tourism industry, such as hoteliers, tour and activity operators and local business owners. These individuals work together as a team to promote the opportunities that are available to tourists in that particular region.
These are some destination marketing strategies that tour and activity operators may consider implementing:
Tour and activity operators often work with DMOs to help create and enact a destination marketing strategy for their region. The key to creating a successful partnership with a DMO is having the right technology in place. Rezdy can help you form effective partnerships with all types of distribution agents, including DMOs.
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Read our blog on ‘5 ways to attract tourists to your tour or experience business’ here.