{"id":12823,"date":"2023-10-25T13:10:31","date_gmt":"2023-10-25T20:10:31","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=12823"},"modified":"2024-05-22T10:22:27","modified_gmt":"2024-05-22T17:22:27","slug":"your-guide-to-destination-marketing","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/destination-marketing-guide\/","title":{"rendered":"Your Guide to Destination Marketing"},"content":{"rendered":"

With rest, relaxation, and family and friend reunions at the core behind the expected boom in travel and tourism, attracting visitors to a destination is top of mind for most marketing pros in the space.<\/span><\/p>\n

What\u2019s the best way to attract tourists, visitors, and businesses to your destination? And how do you keep them coming back year after year?<\/span><\/p>\n

We\u2019ve pulled all the insights you\u2019ll need from our latest e-book, \u201c<\/span>Understanding Today\u2019s Leisure Traveler<\/span><\/a><\/em>,\u201d to create a destination marketing campaign that creates awareness and interest by showcasing everything unique about your destination.<\/span><\/p>\n

Let\u2019s hit the road.<\/span><\/p>\n

What is Destination Marketing?<\/b><\/h2>\n

Commonly used by states, cities, and smaller regions, destination marketing is an essential component of the tourism and hospitality industry that focuses on attracting tourists, visitors, and businesses to a specific location.<\/span><\/p>\n

A common goal of destination marketing is to generate awareness and interest in a specific location by showcasing a place’s unique attributes and experiences, encouraging people to visit and create unforgettable memories. The practice can also lead to increased tourism, economic growth, job creation, and additional investments in that destination, which can benefit the community and its residents long-term.<\/span><\/p>\n

How & Why Does Destination Marketing Add Value?<\/b><\/h2>\n

Destination marketing adds value by boosting your destination’s visibility to a broad audience but also helps boost economic growth, create jobs, enhance infrastructure, preserve culture, improve residents’ quality of life, and foster cultural exchange and understanding. On top of that, destination marketing can:<\/span><\/p>\n

Allow for Collaborations & Partnerships<\/b><\/h3>\n

Destination marketing opens doors for collaborations and partnerships with other businesses and organizations. Local businesses, hotels, restaurants, and attractions can all benefit from working with a partner, like your <\/span>local broadcast TV station<\/span><\/a>, to enhance the visitor experience.<\/span><\/p>\n

Brings About Market Research<\/b><\/h3>\n

In marketing your destination, you gain valuable insights into your target audience, which is critical to creating an effective campaign. Understanding your audience\u2019s preferences, behaviors, and expectations can help you tailor your offerings and marketing strategies to their needs, wants, and expectations.<\/span><\/p>\n

Economic Growth<\/b><\/h3>\n

Destination marketing helps economic growth as tourists spend money on accommodations, food, activities, and souvenirs, stimulating the local economy and creating jobs in hospitality, transportation, and entertainment, as well as suppliers, construction workers, and those supporting infrastructure development. A well-marketed destination can also attract business investment. Companies may choose to open new locations or expand existing ones in a destination gaining popularity. This can also help build a sense of community and improve infrastructure, amenities, and property values for residents.<\/span><\/p>\n

3 Best Practices for Destination Marketing Campaigns<\/b><\/h2>\n

Successful destination marketing campaigns rely on various best practices to attract and engage visitors. Here are some key strategies to consider:<\/span><\/p>\n

1. Leverage Video Advertising<\/b><\/h3>\n

In the captivating realm of travel and tourism, where the allure of places near and far call out, the power of video advertising holds a remarkable sway. Visual content, such as videos and images, can captivate potential visitors and preview what they can expect. Therefore, a<\/span> cross-platform strategy<\/span><\/a>, including television, streaming, and digital video advertising, can reach a broad audience and effectively showcase your destination’s beauty and attractions.<\/span><\/p>\n

2. Take Advantage of Influencer Marketing<\/b><\/h3>\n

Partnering with influencers who align with your destination’s values and aesthetics can help reach a broader audience and build credibility. Our study found that destinations can benefit from the influence and the<\/span> halo effect<\/span><\/a> provided by their local and regional news stations. Trust extends to brands that advertise with trustworthy content, and local news viewers are more likely to take notice of those brands. People who consume travel content also believe their local news informs travel and trust local recommendations over national news. Viewers rely on local news stations to educate them about nearby tourist activities (59%) and the latest travel trends (44%).<\/span><\/p>\n

3. Include Realism<\/b><\/h3>\n

Understanding Today\u2019s Leisure Traveler finds that honesty is key in destination marketing, and you\u2019ll want to portray your destination accurately to meet and exceed visitors’ expectations. Our study finds that while everyone dreams of an all-inclusive getaway at a luxury resort, it\u2019s not a realistic possibility for all. With the<\/span> rise in staycations<\/span><\/a> in mind, some consumers want to see more affordable destinations located closer to home and less crowded than big, main event attractions.<\/span><\/p>\n

\"Leisure<\/a><\/p>\n

Advantages of Destination Marketing<\/b><\/h2>\n

Destination marketing plays a pivotal role in shaping the success and image of a location. It has the power to:<\/span><\/p>\n