rova tourism marketing

About Rova Marketing

Rova Marketing is a young media company specialized in online communication. With a unique vision and working method, we deliver various digital promotional products from graphic design to digital marketing. We work all over the world with online specialists and graphic designers. That is why Rova Marketing has no fixed office and we are actually in the digital age. Founder Bobby Beugeling has developed the vision of the company during his world trip. With his knowledge of digital media, he went looking for a suitable solution to assist companies worldwide with their online communication. From this came the concept of Rova Marketing. The name 'Rova' derives from its first travel destination Rovaniemi, Finland. Rova Marketing offers customers a suitable solution for online communication and can do this without unnecessary overhead costs. We stand for direct and simple online and digital products, with a personal approach. Scroll quickly to see what Rova Marketing can do for you.

Online Marketing

Online marketing is THE way to market your service and/or product in the current digital era. By using the information that a target group releases to the internet, an advertisement can be accurately directed towards your potential customers through different platforms. This way of marketing is not only efficient for reaching customers, but also for your wallet! Rova Marketing is your expert in online marketing for Facebook, Instagram, and LinkedIn.

Motion Graphic Design

Motion graphics are, as the translation implies, moving graphic designs. Think of logo animations and revelations, infographics, clarifying animations in videos or just a complete animation video. The possibilities are endless! Motion graphics makes your video even clearer and more beautiful! This service can be provided in both 2D and 3D. With a wide range of animation programs that Rova Marketing has in house, everything can be made and combined.

• Graphic Design

A new logo, banners, flyers, menu cards, a completely new house style, and so on. Graphic design occurs in all shapes and sizes. Our graphics specialists are always ready for all static 2D and 3D designs. Rova Marketing likes to keep the customer informed of the process and thus has several contact moments. This way we know for sure that the end result will be nothing less than perfect. As an extra service, we can also deliver all printed matter to any address throughout the world.

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​Co-op Profile: Rove Marketing: Drive Economic Growth Through Visitor Satisfaction!

Dec 6, 2019

Harness the value of visitor experience data to drive sustainable revenues.

IIn a mid-2019 dialog with NYSTIA staff, Rove Marketing learned that member feedback identified consumer data insight as a key member interest heading into 2020. It's with this feedback in mind that Rove Marketing has launched a new Co-op program to bring members affordable access to visitor experience data.

Visitor experience data is currently being used in 7 of the top 10 global destinations. France, the leading DMO in the world, uses this data across all levels of tourism, from the national level for influencing policy decision to the regional and attraction levels for improving the visitor experience across the country. Data shows that a positive visitor experience leads to increased expenditures, destination referrals, and repeat visits. We believe it's important to start collecting visitor experience data to better inform destination development decisions at all levels of the state and continue efforts to make New York State the premier global destination.

In collaboration with the NYSTIA team, Rove Marketing has designed a platform, specifically tailored for the State of New York , to collect, analyze and benchmark visitor experience data across each region and their competitors. If you haven't already received a call from us, we encourage you to reach out and schedule a meeting to learn how your region/county/organization can tap into this valuable data resource.

We are excited to be answering the call for more data and look forward to reporting on the full development and use of the platform in 2020. For more information about the program please feel free to reach out to James at Rove Marketing or click the LINK below.

James Sauter Partner, Co-founder Rove Marketing James.sauter@rovemarketing.ca

Click Here To Review The 2020 Rove Marketing Brand Experience Data Co-Op

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Tourism Marketing: A Guide to Effectively Market Your Tours and Experiences

Discover how to strategically promote your tours with our comprehensive guide on tourism marketing and elevate your brand visibility today

by Janelle Visser | 2 February 2024

If you build it, they will come, as the adage goes. But in today’s digital age, where anyone can build anything and put it online in moments, the question becomes: how will they find — and choose — you? 

In the dynamic world of tourism experiences, the key to attracting travelers lies in successfully marketing your tours, activities and attractions. And it’s not just about attracting tourists, it’s about creating unforgettable connections that turn one-time visitors into loyal advocates for your brand. 

Marketing is consistently ranked by Arival event attendees as one of the most important topics they are looking for insights on. As traveler preferences and booking habits change, so do the most effective ways to market to them. 

In this comprehensive guide, we will delve into the evolution and strategies of marketing for travel and tourism in today’s digital era, providing actionable insights for tour operators and attractions, and answering key questions that every tour operator grapples with. From crafting a marketing strategy to understanding the components of a successful tourism marketing campaign, we’ll explore how to navigate the competitive and ever-evolving landscape of tour, activity and attraction marketing, and create lasting connections with your guests.

Here’s what we’ll cover:

What is Tourism Marketing?

The evolution of tourism marketing, how to create a tour marketing strategy.

• Conduct Thorough Market Research
• Identify Your Target Audience
• Understand Your Customer Needs and Expectations
• Create Unique Selling Propositions (USPs)
• Build a Strong Brand
• Consider Offline Marketing for Tours
• Embrace Digital Marketing Strategies
• Leverage Modern AI Technology
• Take Advantage of the Current Trends
• Monitor and Evaluate Your Strategy
• Navigating the Future of Tourism Marketing with Arival

At its core, tourism marketing is a strategic approach to promoting destinations, tourism products and services to tourists. For operators, this primarily means promoting your tour, activity or attraction offerings. The aim is to understand and meet the needs and wants of travelers, creating memorable experiences that encourage reviews, repeat visits and referrals. 

In the context of the global tourism economy, where according to Arival’s latest data the in-destination experiences industry is expected to be worth $270 billion in 2024. Tourism marketing plays a pivotal role in the success of travel businesses, helping them to stand out above their competitors and serving as the bridge that connects them with their target audiences of travelers.

As travel marketing company Blend ’s Managing Director put it recently in an interview with Arival, “The simplest way to define [marketing] is what comes to mind when someone thinks about your brand or experience. And what you do through your marketing channels is help shape that perception.”

The landscape of marketing in tourism has undergone a profound transformation since the early 1900s when the Michelin Guide first encouraged motorists to explore the world beyond their own towns. Progressing from traditional tourism promotion methods like brochures and word-of-mouth recommendations to the digital age of Google searches and social media influencers, technology has played a pivotal role in shaping how destinations and experiences are promoted. 

Fast forward to today, where the advent of short-form video marketing and generative AI has added new dimensions, allowing every tour, activity or attraction operator to engage travelers in innovative ways. These tools provide opportunities for engagement, personalization, and storytelling that were once unimaginable, and have become integral to captivating the modern traveler.

Successful marketing for tourism starts with a well-defined marketing strategy, which will help ensure the effort and resources you put into marketing are effective. The following steps will help guide you through the creation of a marketing strategy for your tour, activity or attraction company.

1. Tour Marketing Strategy

Understanding the market is the foundation of any effective strategy. Thorough research into customer demographics, travel patterns, and consumer behaviors will provide invaluable insights as you create your marketing strategy. 

Arival conducts regular tourism market research to assist tour, activity and attraction businesses with this process. For example, Arival’s latest consumer research on the 2024 U.S. Experiences Traveler found that day tours are on the rise among U.S. travelers , and that younger millennial and Gen Z travelers in particular are moving away from traditional sightseeing tours and looking for more experiential tours , such as culinary tours and immersive experiences. See Arival’s latest research here . 

2. Identify Your Target Audience

Targeting your tourism marketing plan to a specific audience is crucial, as this will enable you to enhance the relevance of your offerings, improve engagement, and maximize the effectiveness of your marketing efforts.

Identifying your target audience involves a strategic process that combines market research as described above, data analysis, competitive analysis and customer profiling. Google and social media platforms, for example, offer analytics tools that provide insights into the age, interests, geographic location and income bracket of your followers, that can help you to develop detailed buyer personas that represent your ideal customers, and create a plan to reach and engage these audiences. 

In addition, analyzing the target audience of your competitors will help you build on this and identify gaps or underserved segments in the market that your tourism marketing plan can effectively target.

3. Understand Your Customer Needs and Expectations

Conducting tourism market research and identifying your target audience will help you with this step. Once you have an idea of who your target customers are, you can discover what their needs and expectations are, and how to develop a marketing strategy to reach them effectively. 

For example, if you offer sightseeing tours and you have identified younger Millennial and Gen Z travelers from the U.S. as a demographic you want to market your tours to, you will need to go beyond sightseeing to attract this demographic, according to the latest Arival research . 

How can you make your tours more immersive and experiential, and reflect this in your marketing to engage this demographic? Anticipating and meeting your customers’ needs and expectations can lead to higher customer satisfaction, fostering reviews and repeat business. Personalization is key.

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4. Create Unique Selling Propositions (USPs)

One of the challenges a tourism marketing strategy needs to solve is how to make you stand out above your competitors. Why do tourists choose some travel experiences over others? One way to differentiate your offerings is by identifying and highlighting unique selling points (USPs) that resonate with your target audience.

Let’s say you have identified younger Millennial and Gen Z travelers as a group you’d like to target with your marketing efforts. In your city there are multiple competitors offering similar tour products to yours, however you’ve realized that this target audience has an affinity for food tours. You find a way to work elements of culinary tourism into your sightseeing tour offering and your marketing to set yourself above your competitors and offer something unique in your region.

5. Build a Strong Brand

A consistent, strong brand fosters trust and ensures your tour company is memorable in the minds of potential guests. You’ll be hard-pressed to find someone who doesn’t recognize the logo of an apple with a bite taken out of it, or doesn’t know where the phrase “just do it” comes from. 

Brands are about more than creative logos and catchy slogans, however. Building a robust brand for your experience business involves defining a clear identity with a focused mission and incorporating those USPs described in the previous step. Then, reaching out to your target audience through engaging storytelling and content, bolstered by a strong online presence, will enable your customers to build an emotional connection with your brand. Ensuring you’re delivering high-quality customer experiences to your target audience is crucial to building trust in your brand, and encouraging positive reviews is essential to building your brand’s reputation and ensuring ongoing brand success. 

Arival Insider Pro Access members can learn more about the importance of building your brand here. 

6. Consider Offline Marketing for Tours

Before we go too deep into digital marketing in tourism, it’s important to recognize that traditional methods like print advertising, brochures, and partnerships with local businesses still have relevance and can complement digital marketing strategies.

Many travelers are still waiting to book their things to do until they are in-destination, which means there is an opportunity to meet these travelers where they are. For example, working with destination marketing organizations (DMOs) and other regional tourist organizations that operate tourist information centers can enable you as a tour or experience operator to get printed promotional material about your experiences physically in the hands of tourists looking in person for things to do. Reach out to destination marketers in your region to take advantage of this offline marketing opportunity. 

7. Embrace Digital Marketing Strategies

As travelers increasingly use digital channels to discover, plan and book their travel, operators can and should leverage a range of digital marketing strategies to effectively promote their tours and engage with potential customers. 

From Google Things to do to search engine optimization (SEO), from social media strategy to working with influencers, from effective email marketing to impactful content marketing, a strong tourism marketing plan will incorporate a variety of digital marketing elements to bring a wider audience to the top of the funnel, and engage with them throughout the funnel at various stages of their discovery, planning and booking journey.

Arival has developed a number of guides and articles to help experience operators navigate the world of digital marketing for travel and tourism. Here are a few resources:

• An Essential Guide to SEO for Tours & Activities
• Content Marketing
• Your Guide to Influencer Marketing in Travel and Tourism

8. Leverage Modern AI Technology

The popularity of AI in 2024 cannot be understated, however many companies in the travel industry have been using AI in various forms long before the release of ChatGPT in late 2022 brought Generative AI, or Gen AI to the forefront. Gen AI, though, has made it a lot more accessible for travel businesses and tourism marketers without a lot of technical expertise to integrate AI to personalize customer experiences, generate targeted content, and enhance decision-making in marketing strategies for tourism. 

Many companies in the marketing for tourism space have developed tools and resources for tour, activity and attraction businesses, some of which are listed on Arival’s list of AI Resources for Experience Operators . Find out more about what’s the latest with AI in travel and how tour and attraction businesses are using it at the next Arival event. 

9. Take Advantage of the Current Trends

Staying up-to-date with the latest digital trends in marketing for travel and tourism is essential to stay relevant and get ahead of your competitors. 

For example, over the last couple of years, short-form videos on platforms like TikTok have risen dramatically as a channel for travelers — younger Millennial and Gen Z travelers in particular — to find inspiration for travel experiences. Incorporating vertical and short-form video in your tourism marketing will help you engage this audience, enabling you to meet travelers where they are online and present the experience offerings of your tour, activity or attraction company in a format your audience is familiar with.

@j_buzzi I don’t think I’ll ever get over how amazing bioluminescence is! 🤯🌌 #bioluminescence #getupandgokayaking ♬ Another Rain (From “Halo 3: ODST”) – DS Music

Justin Buzzi , founder of Get Up and Go Kayaking , jumped on the vertical video trend and attracted millions of views and over one million likes on TikTok with this short bioluminescence video.

10. Monitor and Evaluate Your Strategy

A strategy without evaluation is like a ship without a compass. Regularly assess the effectiveness of your marketing strategy using key performance indicators (KPIs). KPIs to monitor the effectiveness of your marketing strategy could include website traffic, conversion rates, social media engagement, booking levels, and customer reviews and ratings. Consistent monitoring and evaluation ensure that you not only navigate the course but also make agile adjustments, keeping your strategy aligned with the ever-shifting tides of the tourism market.

1. What are the key components of a successful tour marketing campaign?

Success lies in a well-researched strategy with clear targeting built on tourism market research, compelling USPs that speak to the needs and expectations of your target audience, and a strong brand built on a balanced mix of offline and digital marketing, as well as a compelling tourism experience product itself. All of these components work together to make for a successful marketing strategy. 

2. How often should I reevaluate and update my tourism marketing strategy?

In the world of tourism marketing, trends and traveler preferences change rapidly. Check in regularly with travel trends (and let Arival research guide you). While you might evaluate the effectiveness of your overall strategies quarterly to stay responsive to market changes and ensure your strategy remains effective, more frequent monitoring of individual social media channels, website KPIs and SEO will help you be that much more effective.

3. How can I optimize my website for tour marketing purposes?

Your website is your digital storefront. Prioritize content marketing , then optimize for search engines ( learn more about SEO here ), ensure seamless user-friendly navigation and online booking system capabilities for both computer and mobile booking , incorporate visually captivating elements like photos and videos, keep your pricing and product listings up to date, and update your content regularly. 

4. Are there any specific strategies to attract international tourists?

To attract international tourists, consider ways to tailor your marketing messages for the specific regional audiences you’re interested in reaching. Look at tourism market research and trends for the different regions you intend to target — what works in the U.S. might not work in Asia and vice versa. Your local and regional destination marketing organizations (DMOs) may be able to help with this, as destination marketers often conduct research on the international travelers coming to your destination. Consider utilizing multilingual content to reach a broader range of potential travelers, and explore partnerships with international travel agencies. Check out Arival’s list of OTAs organized by geographic region to help you identify potential distribution partners in other languages and regions.

5. How important are customer reviews and testimonials in tour marketing?

Customer reviews and testimonials play a crucial role in tour marketing, acting as powerful social proof that influences potential customers. Positive reviews build credibility and trust, addressing concerns and reservations prospective customers may have. Encourage your satisfied customers to share their experiences on platforms like TripAdvisor or Google, or wherever they booked, and don’t forget to respond to these reviews, whether positive or negative.

6. What are some unique challenges in tourism marketing compared to other industries?

Tourism marketing faces unique challenges such as seasonality, unpredictable external factors (e.g., natural disasters ), and the need for real-time adaptability to changing travel trends. High competition demands innovative strategies to stand out, and the reliance on positive word-of-mouth makes ensuring customer satisfaction even in the face of unpredictable challenges critical. 

7. How can I use tourism marketing to cope with seasonal fluctuations in the industry?

To cope with seasonal fluctuations, craft seasonal promotions, diversify offerings to match changing preferences, and use marketing to highlight the unique experiences available during different seasons. Some strategies include implementing targeted off-season promotions, creating incentives for bookings during slower periods, and developing themed tours or events that align with seasonal interests and capitalize on festivals or holidays. Implementing dynamic pricing strategies , where prices vary based on demand, can also help maximize revenue during peak seasons and encourage more visitation during slower periods.

Navigating the Future of Tourism Marketing With Arival

Success in tourism marketing lies in learning about your audience, developing practical strategies to reach them, constant adaptation to keep up with changing market conditions and traveler trends, and utilizing tools and research like what Arival provides to stay ahead in a competitive landscape. 

Keep in mind that you don’t have to do this alone. There are multiple marketing agencies out there that specialize in marketing for travel and tourism companies, with some even focusing specifically on tours, activities and attractions. Check out our curated list of the tourism marketing agencies for tours and attractions here. 

Even better, join us at the next Arival event where we’ll dive into the latest tourism market research insights and trends in travel experiences, and share practical tourism marketing strategies and other actionable takeaways to help you reach your target markets, increase your bookings and grow your business.  

Become an Insider Pro Access member today and get access to the full library of Arival research, plus many other benefits such as free consulting sessions, special discounts and 20% off in-person events, starting from $179 per year.

Sign up to receive insights tailored for the in-destination industry as well as updates on Arival.

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• Master tourism marketing: strategies for a thriving business

In an age where the tourism industry is constantly evolving, staying ahead of the competition and effectively marketing your tourism business has never been more crucial. Whether you’re a seasoned professional or just starting out in the field, this comprehensive guide is your passport to success. We’ll look at innovative marketing strategies tailored specifically for the tourism and hospitality industry , equipping you with the knowledge and tools to thrive in this dynamic and competitive field.

Introduction to tourism marketing strategies

Tourism marketing is aimed at potential customers from all over the world. To stand out in a crowded market, innovative strategies are crucial. Here’s what comprises effective tourism marketing:

• Understanding your audience : Tailor your approach to a range of demographics, connecting with them personally based on their preferences and interests.
• Developing a unique brand identity: Create a distinctive visual and narrative identity that encapsulates your organization’s values and essence.
• Creating engaging content: Go beyond static images, embracing blog posts, real-time social media updates, and vlogs to captivate prospects and entice them to visit.

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Study with professionals at the top of their game who can share their expertise and provide the ideal start for a career that makes an impact in tourism.

Understanding your target audience

Effective tourism marketing begins with a deep understanding of your target audience. To attract and engage potential visitors, it’s vital to recognize their preferences and interests. Some are attracted to cultural heritage, while others seek vibrant nightlife or culinary experiences.

To understand a range of demographics, conduct thorough consumer research to identify patterns among prospective travelers, using data from customer surveys, travel agents, and online feedback. Build detailed personas to profile typical tourists who visit or may use your travel business. These personas become the foundation for shaping campaigns.

Key considerations:

• Focus on what tourists find attractive, not what you think they find attractive
• Rely on market research and verifiable data sources for insights
• Knowing customers’ wants and needs is vital for effectively tailored campaigns
• Stay adaptable to evolving visitor behavior and trends for sustainable growth

Understanding your audience and staying attuned to changing preferences are central to destination marketing, ensuring your efforts generate maximum impact.

Developing a unique brand identity

Oscar Wong/Moment Getty Images

Developing a distinctive brand identity is vital. As you deepen your understanding of what marketing is in tourism, you will realize how important it is for your destination or attraction to have its own niche.

Uniqueness: make your destination stand out

Think about the irresistible attractions your destination offers. Perhaps it’s culturally rich heritage steeped in history or maybe it’s rainforest and its wildlife. When you’re embarking on promoting travel to your location, make sure these distinguishing features are highlighted by using them as hooks in your tourism marketing strategies. The idea is to conjure up an image so potent that travelers instantly recognize it.

Relevance: aligning factors that attract tourists

One area where many falter is not aligning their offerings with market demands. Even if you can offer Northern Lights viewing spots in Norway, this won’t resonate with tourists if it doesn’t address their specific needs and interests. This is where consumer research in tourism comes in handy.

Consistency: keeping the promise

Once you’ve developed your unique brand identity and aligned it with what attracts tourists, make sure all marketing touchpoints — digital or offline — feature consistent messaging. Of course, varying content types necessitate a tweak in style, but the core substance should remain stable across all platforms.

Leveraging local listings

Local listings, like Google My Business and Tripadvisor, are vital for tourism marketing. They provide essential information and reviews to travelers. To maximize their potential:

• Claim your business listing on popular platforms
• Ensure consistent data across all platforms
• Encourage customer reviews and respond promptly
• Continuously analyze visitor feedback for optimization

Utilizing these platforms builds legitimacy and trust, as online reviews can play a significant role in travelers’ decision-making.

Creating compelling content

Engaging content is a powerful strategy in tourism marketing. It resonates with emotions, tells captivating stories, and showcases your destination creatively. Here are three ways engaging content can enhance your strategies:

• Storytelling: Share local legends and anecdotes to add depth to your destination’s persona, appealing to tourists’ emotions and curiosity.
• Visual content: Use high-quality images and enticing descriptions to showcase your destination’s attractions, and stimulate the interest of potential tourists.
• Interactive content: Offer virtual tours or quizzes to engage audiences at an experiential level, increasing their curiosity and perception of your destination.

Authenticity is essential in content creation, as it builds credibility in tourism marketing.

Engaging with social media platforms

In today’s digital world, social media is essential in tourism marketing. Different platforms cater to various demographics and interests, so you need to carefully tailor your social media posts to your target markets on each channel. Here are some key points to consider:

• Tailored content: Create content suitable for each platform, such as stunning images on Instagram and engaging travel stories on X (Twitter).
• Two-way interaction: Respond promptly to reviews and comments on social media, building loyalty among customers. You can also encourage user-generated content about your business, nearby tourist attractions, or about the customer service they experienced.
• Influencer collaboration: Partner with social media influencers to promote your destination to their followers.
• Hashtag movements and contests : Participate in trending hashtag movements and initiate contests or games related to destinations to boost visibility and generate positive publicity.

By understanding the unique features and demographics of each social media platform, you can meet travelers where they spend time and enhance your tourism marketing strategies.

Paid social media advertising

Paid social media advertisements are also important for any modern tourism company. They can be targeted to deliver messages to specific demographics. To make the most of social media advertising, here are a few key considerations:

• Identify your key demographics – know who you want to reach.
• Set clear objectives – understand what return on investment looks like.
• Develop engaging ad creatives – images or videos that represent what is being marketed.
• Monitor results frequently – adjust where necessary.

Sending email newsletters

Among the various tourism marketing strategies, email has emerged as an enduring tactic. Don’t underestimate the efficacy of a well-crafted email newsletter, as it stands at the intersection of providing information and subtle promotion.

Here’s a peek into how you can engage prospective travelers through strategic email newsletters.

• Schedule regularly : Choose a frequency – weekly, bi-weekly, or monthly – that aligns with your offerings and can be consistent. This gives subscribers something to look forward to while keeping your brand on their minds.
• Personalize communications : To make each subscriber feel acknowledged, use advanced CRM tools for personalization and tailored offerings based on previous interactions or noted preferences.
• Showcase compelling stories : Emotionally charged narratives about real guest experiences can stir interest and spark the imagination.
• Promote upcoming attractions : Give dormant clients reasons to reactivate by featuring must-see events or unbeatable seasonal deals.
• Incorporate reviews and testimonials : Customer reviews paint a convincing picture of what awaits future tourists. Their first-hand accounts — featuring praise or constructive feedback — can often build trust more effectively than promotional text.

Displaying online banners

An effective strategy in mastering tourism marketing involves harnessing the power of online banners. Banner advertising, a form of digital outreach, helps create awareness about your destination and may catch a potential tourist’s eye.

Here’s how best to take advantage of this potent bit of marketing strategy in tourism:

• Design with purpose : Creating compelling banner designs requires an understanding of what attracts tourists. Your banners must effectively communicate the unique appeal of the location you’re promoting. Does it offer historical and cultural significance? Is its natural scenery superb, or does it provide high-end luxury experiences?
• Location, location, location : Destination tourism is all about presenting prospective visitors with an irresistible locale they’d love to explore. Online banners should be strategically displayed on websites that your target audience visits, such as travel blogs or holiday booking sites.
• Clear call-to-action (CTA) : The most successful online banners have a clear CTA that prompts visitors to learn more or make bookings. This simple yet assertive instruction can enhance user engagement and increase bookings substantially.
• Mobile-friendly designs : Given our world has become increasingly mobile-centric, ensuring your online banners are optimized for mobile viewing is non-negotiable. This will also help make sure your mobile websites or advertisements are seen in search engines.

Offline promotional activities

Online marketing is powerful, but don’t overlook offline strategies. Traditional tourism marketing methods remain effective for personal connections with your audience.

Explore event sponsorships and collaborations at local events to showcase your brand. Print materials like brochures and flyers provide valuable tourism information and visibility in target areas. Roadshows educate potential customers in various locations, stirring interest. Utilize television and radio ads for wide-reaching awareness.

Tailor these techniques to your unique business needs while maintaining consistency across online and offline platforms.

Contextual advertising and SEO

Contextual advertising leverages relevance to attract tourists effectively. By placing your ads within content that aligns with travelers’ interests, you capture their attention when their tourism curiosity is at its peak. This targeted approach can lead you to your ideal customer base.

Search engine optimization (SEO) helps people find you in a sea of competitors when they go searching for what you offer online. Honing your site’s SEO capabilities can increase the likelihood of appearing in search results, so potential tourists can move toward becoming actual visitors.

Using promotional videos

In the quest to implement effective tourism marketing strategies, don’t overlook promotional videos. This type of content can effectively portray what attracts tourists to a particular location, destination, or service.

The power of promoting travel through video

Visual storytelling is compelling and engaging by nature. It can transport viewers directly into your destination’s most appealing spots. When considering marketing attractions or marketing a destination, creating videos that convey what is unique about your tourist spot can significantly boost your campaign.

How videos enhance tourism marketing strategies

• Showcase scenic views: Highlight the incredible views from the highest peak or show underwater adventures featuring vibrant marine life. Let viewers feel as if they’re already on an extraordinary journey.
• Provide local insight: Film a local tour guide telling stories about a historic castle or local attraction that you won’t find easily in travel pamphlets.
• Highlight experiences: Use this chance to display exhilarating possibilities like zip lining over lush forests, relaxing at a secluded beach, or sampling delicacies at markets

Try and ensure the video depictions will match expectations when tourists arrive.

Make your mark in luxury marketing for tourism

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Key considerations

Successful application of promotional videos as part of tourism marketing strategies hinges on factors such as:

• Solid marketing plans
• Quality production
• Meaningful narratives that highlight customer experience
• Resonating with your ideal customers
• Optimization for viewing on different devices
• Keeping up to date with tourism marketing trends

Mastering tourism marketing strategies is instrumental in developing a tourism marketing plan. They are also instrumental for sustaining the growth of a destination tourism business and ensuring success in a tourism or hospitality career .

Social media platforms offer many opportunities for promoting travel adventures and facets of the tourism business, from sharing compelling imagery to sharing delightful experiences, or even connecting personally with potential patrons. Get started on the journey to becoming a tourism marketing professional with a hospitality degree from Glion. Or read more about the tourism and hospitality industry in the new normal .

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Tourism Marketing Is Evolving Quickly With These New Priorities

Lebawit Lily Girma , Skift

November 3rd, 2021 at 12:15 PM EDT

Developing more innovative and stable sources of funding remains critical for this important, expanded destination management role to succeed. Some DMOs are on it, but many more continue to rely primarily on hotel bed taxes. Is the rapid return of travel dampening the sense of urgency?

Lebawit Lily Girma

During the spring of 2020, destination marketing organizations (DMO) saw their primary and often sole source of revenue vanish along with travelers, all while their roles ballooned from becoming a primary safety information hub to advocating for funding, embracing destination stewardship and forging new relationships with residents, government and businesses. 

Close to two years later, new data further cements what destination leaders have been sharing with Skift over the past year — that the transformed and expanded tourism board model is here to stay. Over 76 percent of U.S. tourism boards rank destination management among their top five key responsibilities, according to a newly released 2021 Funding Futures survey and report by strategic marketing firm Miles Partnership, in collaboration with Civitas, Tourism Economics, and Destination Analysts.   The report will release in full later today, but results were announced in a webinar on Tuesday.

The survey is an update of an earlier 2020 report and analyzes responses from 80 U.S. DMOs, 21 U.S. state tourism offices and four Canadian tourism boards, with updated data and recommendations for DMOs in a post-pandemic world in which tourism is back yet changed.

U.S. tourism marketing offices also confirmed the three key areas where their roles have increased as compared to 2020: 1) engaging and aligning with key partners in private and public sectors, such as governments and economic development entities, 2) improving tourism by focusing on sustainability and resident engagement, and 3) making a greater commitment to DEI. 

And yet efforts to develop new sources of stable funding appear to lag — just 34 percent of tourism boards indicated they were working on this or have done so, against 25 percent of their Canadian counterparts. 

“It’s encouraging to see in the Future Funding report that more and more destination organizations are developing new funding sources, but there is more work to be done,” said Don Welsh, CEO of Destinations International , a DMO member organization. “We believe destination organizations should not be fully dependent on just one funding source, but instead diversify funding with a mix of public and private investments.”  

U.S. destinations have been recouping on their hotel bed taxes since vaccinations reopened the door for wider travel, but their Canadian counterparts continue to rely primarily on government support.

Understandably, on the U.S. side there’s optimism about 2022 budgets, with 61.8 percent of tourism boards saying their budget for next year will increase. Over half also indicated that they are working on building up a reserve fund with up to six months of operating budget, while a quarter are working on a full year’s reserve and about 10 percent are building up reserves worth two years of operating budget.

A Record Number of Tourism Improvement Districts in 2022

The top five funding sources at this time for U.S. tourism boards show the hotel bed tax in first place as a primary source, followed by Covid recovery funds, sponsorships, membership fees and advertising revenue, according to the 2021 Funding Futures survey. Government recovery funds dominated for Canada’s tourism boards.

In the U.S., a significant portion of destinations – up to 40 percent – indicated pursuing the tourism improvement district (TID) as a new sustainable source of funding, one which was recommended in the first Funding Futures report.

Looking at a sample size of 100 cities, 29 with TID mechanisms and consulting data on hotel performance by city, Tourism Economics said it showed that the cities with this funding tourism improvement district allocation outperformed their peers. 

“Once this increase in funding takes place, a change of performance also takes place in that city relative to its competitive set,” said Adam Sacks, CEO of Tourism Economics, at the launch of the Funding Futures report.  On average, TIDs produce a 4.5 percent lift in hotel room revenue, Saks added.

Looking at the U.S., tourism boards in at least a dozen states are currently pushing for TID legislation by 2022, including New York, Utah, Arizona and Illinois, among others. Three destinations — Virginia, Louisiana and Massachusetts — received TID legislation approval in 2021.

“The year of 2022 in my estimation may be the year of TIDs in the Midwest” said John Lambeth, CEO of Civitas, at the launch. “This is adding a new, very stable dedicated source of funding as another tool in our toolkit as something else that’s available to DMOs to provide increased supplemental funding.”

“Destination organizations that engage meaningfully with their communities are in the best position to find funding from traditional and nontraditional stakeholders,” said Destinations International’s Welsh. “We call this the Community Benefit Funding Model .”

Top Three Investment Priorities: Industry Partnerships, Community and Destination Planning

As tourism returned, doubts lingered as to whether tourism boards would keep prioritizing their residents and continue to market to them. At Skift Global Forum, leaders of California and Florida tourism indicated that the shift was here to stay, and that they would continue to market to their insiders as local marketing campaigns had been well received with pent up desire from locals to explore their backyard and support their homegrown businesses. 

Indeed, in ranking their investment priorities for the next two years, a whopping 67.4 percent of U.S. tourism boards said they plan to engage more closely with residents and community groups — second on the list after engaging more closely with businesses and industry partners. Up to 40.4 percent also said they would invest in conducting or updating resident sentiment research as a fourth priority, after developing or updating its destination master plan. DEI programs ranked fifth, with 37.1 percent planning to invest in those over the next two years, against 38 percent  state tourism offices. 

Just 12 percent of U.S. DMOs said they would invest in supporting sustainability initiatives in their destination.

Leading on Sustainable Tourism

Four ways in which the Futures Funding report recommends DMOs can take leadership in the sustainable tourism and regenerative tourism areas include: sustainable travel messaging, levying higher hotel or other taxes on the kind of tourism that has more impact such as daytripping, destination management and regenerative projects.

In 2020, tourism boards focused on proving their value as a key player supporting the visitor economy and communicating tourism’s contribution to the destination’s quality of life.

That push and the pandemic has helped cement tourism boards’ status as a central “all about the destination” place to consult and plan how to explore responsibly and safely.

“Starting in the Spring of this year, website activity on DMO sites was higher than 2019 in every single month and every single week,” said Saks. “So clearly travelers are going to DMOs as a means of planning and booking their trips.”

DMOs’ reponses in the Funding Futures survey also show a commitment to continuing to build relationships with their host communities for a more resilient industry on the other side of Covid. Over 80 percent of U.S. tourism boards surveyed agree that their organization “will  have a central role in improving tourism more on sustainability, resident and local business engagement,” with a 100 percent response rate from Canada’s four responding tourism boards.

The commitment to DEI is also greater, with 76 percent of DMOs in the U.S. and 75 percent of those surveyed in Canada stating “we are investing in a greater commitment to Diversity, Equity and Inclusion (e.g., training, staffing, working with partners and community groups).”

“But where help may still be needed is in moving forward the development of new and more sustainable sources of funding,” said Erin-Francis Cummings, CEO of Destination Analysts. 

Key DMO Recommendations

The 2021 Funding Futures report makes four recommendations for DMOs: to track funding available to tourism from various government mechanisms including through the Economic Development Administration, to manage future risks in funding, to stay tuned to resident industry and political sentiment, and to create or update the destination’s master or sustainable tourism plan.

The recommendations align quite a bit with the findings of a recent report out of the UK examining the new role and performance of the country’s tourism boards.

It’s clear from the data that the expanded role of tourism boards are here to stay — an average of 11 responsibilities for Canadian marketing offices and eight for those in the U.S. The question remains whether a larger number will also prioritize diversifying funding or whether they will fall into the lure of the returning deep pocketed international visitor in 2022. 

UPDATED: This story has been updated with comments from Destinations International.

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Florida News | COVID pandemic slashed return on Florida…

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Subscriber only, florida news | covid pandemic slashed return on florida tourism marketing efforts, report says.

TALLAHASSEE — Visit Florida saw its return on investment fall to 58 cents for every $1 spent on marketing as COVID-19 slammed the doors on the state’s tourism industry, according to a new analysis by state economists.

But with tourists back at beaches, theme parks and other attractions, the analysis projects that Visit Florida’s economic return will rebound to pre-pandemic levels.

The analysis, released Tuesday by the Legislature’s Office of Economic & Demographic Research, looked at the 2019-2020, 2020-2021 and 2021-2022 fiscal years. The pandemic hit in early 2020, largely shutting down the tourism industry and having longer-lasting ramifications for issues such as international travel.

Visit Florida, a public-private agency, receives state money to lead tourism-marketing efforts. The report seeks to measure the economic benefit, or return on investment, for money that went to Visit Florida.

The analysis found that the return on investment during the three fiscal years fell dramatically from the prior three years, when it was $3.27 for every $1 spent.

Economists pinned the blame on the pandemic, as employment in the leisure and hospitality industry dropped and tourism numbers plummeted. As an example, visitor counts fell from a then-record 131.069 million in 2019 to 79.397 million in 2020.

“The overall decline in ROI (return on investment) is exacerbated by the precipitous drop in FY 2021-22 to an ROI of 0.11,” the analysis said. “While the overall tourism count had rebounded to near pre-COVID levels by then … the composition was significantly different and still reeled from the effects of the pandemic shock.”

To revive the industry after initial shutdowns, Visit Florida first focused on getting Floridians to visit other parts of the state and luring Americans who would drive from other parts of the country. The agency subsequently tried to bring back international travelers.

Overall tourist counts grew to 121.838 million in 2021, 137.4 million in 2022 and 135.02 million last year. In 2023, numbers of overseas and Canadian travelers remained just below 2019 totals.

Tuesday’s analysis attributed the rebound to the state’s beaches and an increase in advertising by such things as theme parks.

“Based on its share of total tourism advertising spend, Visit Florida is responsible for approximately 3.45 (million), 4.66 (million), and 4.30 million visitors during the 2019-20, 2020-21, and 2021-22 fiscal years, respectively,” the analysis said. “The remaining marketing-influenced visitors are attributable to the efforts of the four other major marketing contributors (local public, local private, Visit Florida private, and theme parks).”

A spokeswoman for Visit Florida said Tuesday the agency was reviewing the report.

During the three-year period analyzed, Visit Florida received $50 million a year from the Legislature and additional matching money from private partners. In the 2021-2022 fiscal year, the agency received an additional $30 million in federal pandemic-related money.

The analysis estimated Disney, Universal Studios, and SeaWorld were responsible for $787.9 million in marketing during the review period, which “accounted for 33.5 percent of all major tourism marketing efforts in the state.”

In a measure of the impact of COVID-19, Disney saw its attendance go from 58.58 million at the Magic Kingdom, EPCOT, Animal Kingdom and Hollywood Studios in 2019 to 18.67 million in 2020, according to state figures. SeaWorld Orlando and Busch Gardens Tampa Bay, which are owned by the same parent company, went from 8.82 million to 2.88 million. Universal properties in Florida went from 21.29 million to 8.1 million in the same time.

By 2022, Disney’s attendance was up to 47.06 million, SeaWorld Orlando and Busch Gardens Tampa Bay hit 8.5 million, and Universal properties were at 21.7 million.

The estimated spending by the theme parks didn’t include dollars they provide to Visit Florida, local governments and direct-marketing organizations.

Lawmakers included $80 million for Visit Florida in the proposed budget for the 2024-2025 fiscal year, which will start July 1. The budget has not been sent to Gov. Ron DeSantis for approval.

In the aftermath of the pandemic, economists looked at a 10-year period and said “the current working ROI of 3.3 percent is more reflective of the Visit Florida program over a longer period of time and should be used for all forward-looking analyses.”

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Report: Pandemic slashed Visit Florida's tourism marketing return; rebound to past levels is predicted

TALLAHASSEE --- Visit Florida saw its return on investment fall to 58 cents for every $1 spent on marketing as COVID-19 slammed the doors on the state’s tourism industry, according to a new analysis by state economists.

But with tourists back at beaches, theme parks and other attractions, the analysis projects that Visit Florida’s economic return will rebound to pre-pandemic levels.

The analysis, released Tuesday by the Legislature’s Office of Economic & Demographic Research, looked at the 2019-2020, 2020-2021 and 2021-2022 fiscal years. The pandemic hit in early 2020, largely shutting down the tourism industry and having longer-lasting ramifications for issues such as international travel.

Visit Florida, a public-private agency, receives state money to lead tourism-marketing efforts. The report seeks to measure the economic benefit, or return on investment, for money that went to Visit Florida.

The analysis found that the return on investment during the three fiscal years fell dramatically from the prior three years, when it was $3.27 for every $1 spent.

Economists pinned the blame on the pandemic, as employment in the leisure and hospitality industry dropped and tourism numbers plummeted. As an example, visitor counts fell from a then-record 131.069 million in 2019 to 79.397 million in 2020.

“The overall decline in ROI (return on investment) is exacerbated by the precipitous drop in FY 2021-22 to an ROI of 0.11,” the analysis said. “While the overall tourism count had rebounded to near pre-COVID levels by then … the composition was significantly different and still reeled from the effects of the pandemic shock.”

To revive the industry after initial shutdowns, Visit Florida first focused on getting Floridians to visit other parts of the state and luring Americans who would drive from other parts of the country. The agency subsequently tried to bring back international travelers.

Overall tourist counts grew to 121.838 million in 2021, 137.4 million in 2022 and 135.02 million last year. In 2023, numbers of overseas and Canadian travelers remained just below 2019 totals.

Tuesday’s analysis attributed the rebound to the state’s beaches and an increase in advertising by such things as theme parks.

“Based on its share of total tourism advertising spend, Visit Florida is responsible for approximately 3.45 (million), 4.66 (million), and 4.30 million visitors during the 2019-20, 2020-21, and 2021-22 fiscal years, respectively,” the analysis said. “The remaining marketing-influenced visitors are attributable to the efforts of the four other major marketing contributors (local public, local private, Visit Florida private, and theme parks).”

A spokeswoman for Visit Florida said Tuesday the agency was reviewing the report.

During the three-year period analyzed, Visit Florida received $50 million a year from the Legislature and additional matching money from private partners. In the 2021-2022 fiscal year, the agency received an additional $30 million in federal pandemic-related money.

The analysis estimated Disney, Universal Studios, and SeaWorld were responsible for $787.9 million in marketing during the review period, which “accounted for 33.5 percent of all major tourism marketing efforts in the state.”

In a measure of the impact of COVID-19, Disney saw its attendance go from 58.58 million at the Magic Kingdom, EPCOT, Animal Kingdom and Hollywood Studios in 2019 to 18.67 million in 2020, according to state figures. SeaWorld Orlando and Busch Gardens Tampa Bay, which are owned by the same parent company, went from 8.82 million to 2.88 million. Universal properties in Florida went from 21.29 million to 8.1 million in the same time.

By 2022, Disney’s attendance was up to 47.06 million, SeaWorld Orlando and Busch Gardens Tampa Bay hit 8.5 million, and Universal properties were at 21.7 million.

The estimated spending by the theme parks didn’t include dollars they provide to Visit Florida, local governments and direct-marketing organizations.

Lawmakers included $80 million for Visit Florida in the proposed budget for the 2024-2025 fiscal year, which will start July 1. The budget has not been sent to Gov. Ron DeSantis for approval.

In the aftermath of the pandemic, economists looked at a 10-year period and said “the current working ROI of 3.3 percent is more reflective of the Visit Florida program over a longer period of time and should be used for all forward-looking analyses.”