Questions to Ask About Destination Tourism
Research before action! Having your informational ducks in a row will streamline your destination tourism marketing strategy process. Answering these questions is critical before you spend your time or budget making marketing decisions.
Who Do You Want to Reach?
What types of people are the perfect fit for your destination? These are the people you should be reaching out to. This can be based on their group type (families, couples, companies, etc.), budget (affordable trips vs. ultimate luxury), interests (adventure vs. relaxation) and so much more.
Luxury resort cities are prominent honeymoon destinations. Cities with unique nightlife may see a lot of bachelorette groups. Affordable nature areas with diverse activities could be magnets for families or friend getaways. Understanding the most common demographics of your visitors will impact your messaging, budget allocation, and marketing efforts.
For example, Scottsdale is a top bachelorette party destination, with thousands of bachelorette groups traveling to the small western town each year. As each bachelorette party group spends, on average, more than $10,800 per trip, that would be a substantial demographic to pay attention to as you plan your destination marketing strategy. Additionally, the Ocoee River in Southeast Tennessee, a popular whitewater rafting destination, is incredibly popular for families and friend groups looking for a fin trip not too far from Atlanta.
What Do You Offer That No One Else Does?
Paris has the Eiffel Tower. Yosemite has Half Dome. McCarthy Alaska has Wrangell-St. Elias National Park. What does your destination have?
Promoting your unique value as a destination will perk ears and catch eyes. Every destination has something that sets the area apart from others – so what is yours?
You can find your unique value in history, attractions, affordability, nature, or local culture. No matter where your value lies, leaning into the distinct nature of your destination will have people saying, “I NEED to go there and experience that.”
How Far Do They Need to Travel, and How Do They Reach Your Destination?
Your visitors are coming from somewhere – is it a short drive? A plane ride? Do they need a passport and a Visa? Understanding the effort your potential guests need to put into visiting your destination will impact your marketing plan timelines and marketing funnel. If your guests only have to put in an average of a few hours into trip planning, the decision-making process will be much shorter than destinations that require months of planning.
Where Will You Find Your Audience?
You know the age-old marketing tip – show up where your audience is!
Younger travelers are on TikTok, family-oriented travelers often research itineraries on Pinterest, and older travelers or larger groups definitely often work with travel agents. Understanding where your audience is researching a trip will help you prioritize your marketing efforts and optimize your budget spending.