Destination Marketing is a form of marketing in which a given destination is promoted to potential visitors in order to increase the number of people travelling to that destination. It also means engaging with key players in order to drive awareness of a given destination. This is done to drive interest so that more people can visit the said destination. In other words, it is a promotional approach focusing on the promotion of a destination say a city, town, region, or county for the purpose of increasing the number of individuals visiting that destination. The primary reason why companies engage in destination marketing is to stay competitive. Read more
When doing a destination marketing, there are several factors that need to be considered.
- Focus on what makes the destination attractive and unique
This means that you should point out the unique attributes of the destination you are promoting and indicate how it stands out from the hundreds of other destinations in the country or region. In this factor, you need to ask questions like, why should travelers opt to come to your destination? What features make your destination the most appealing? Therefore, during the destination marketing process, you should capture the unique attributes and features for your audience.
- Heighten the travel experience
Describing the unique features of a certain destination to the audience is one thing, what will keep them thrilled at their stay in the destination is another thing altogether. In other words, after introducing the destination to potential visitors, you then need to show them what they can enjoy while in the destination. This may include parks, beaches, the foods, and drinks you offer at the destination etc.
- Utilize digital channels effectively to engage your audience
The modern traveler’s experience today begins long before the actual visit to a destination. This means that visitors have full knowledge of their destination long before they do the actual visit. Destination marketing, therefore, should integrate the use of social media platforms to optimize the advertising opportunities.
Role of destination marketing in hospitality industry
It helps to position particular destinations as an attractive brand
It also ensures that a destination remains sustainable over a period of time
Helps maintains the level of popularity of a hospitality destination