Destination Marketing
A recent survey of 244 senior executives of destination marketing organizations (DMOs) revealed that 40% of these organizations were actively developing new products, with another 10% assuming a “major” role, including helping finance and overseeing the development of significant visit experience products. Such high levels of engagement were uncommon only a decade ago, but are indicative of the growing recognition of travel and tourism as important economic development and an essential part of local economies.
In addition to increasing sales, destination marketing organizations have many benefits. For example, they develop a strategy based on stereotypes and the type of holiday experiences tourists typically have in a destination. These stereotypes are generally based on reality, but are unlikely to have any impact on potential customers. A good destination marketing organization will be a partner that is both effective in both short-term and long-term solutions for local tourism.
A destination marketing campaign should emphasize the unique qualities of a destination. For example, a Caribbean island destination is up against the Great Barrier Reef, which is a popular diving destination for Australians. Using destination marketing, however, makes a destination stand out from its competition. It also boosts local tourism, since visitors can enjoy its attractions while at home. The best way to leverage destination marketing strategies is to create a plan and implement it quickly.
The Benefits of Destination Marketing
A good destination marketing plan should not compete with a competitor’s products or services. Rather, they should complement one another. For example, a child-friendly resort may target mothers between 35 and 45 years old, while a retirement resort might target grandparents between 55-64. As long as the destinations are complementary, the marketing campaign will be successful. Moreover, many DMOs work with local businesses to build strong partnerships. In addition to the benefits of destination-based marketing, effective DMOs should invest in the right technology.
Social media platforms are an ideal medium for destination marketing. Videos can be shared across social media platforms, and they can showcase local attractions and businesses. In addition to traditional print and online publications, video can also be used to enhance the overall experience of a destination. Virtual reality videos can also help promote a destination by allowing its target audience to virtually experience it in their own homes. By creating immersive virtual reality tours, the benefits of destination marketing can be seen in 360 degrees.
In addition to creating a strong visual identity, destination marketing should highlight the unique selling points of a destination. The key to success in destination marketing is to differentiate a destination from other destinations. As a result, your promotional material should show these unique selling points. It is important to set yourself apart from the competition. This means you should make use of VR 360 tours and other multimedia tools to enhance the experience of your customers.