TOURISM MARKETING IN A DISRUPTED REALITY
We wake up every day with the opportunity to take our tourism to the next level. And yet every day we delay.
We get busy.
We wait for a good moment or more motivation.
We allow ourselves to become uncomfortable with change.
We argue that where we are is good enough.
In effect, we allowed the walls of our comfort zone to keep us in the same position.
Photo Credit: John Severson 1964 The most iconic surfing pic ever. Greg Noll, Waimea Bay.
Are you available to make this your best year ever? Will you do your bit to making local tourism a hero? Ease slightly out of your comfort zone and enjoy the tummy butterflies again?
Have you taken the time to look at how your inbound operators profile your destination, your products and activities?
Tens of millions of rand was spent on Indaba stands this year.
But for all of that investment, few had embraced the tactic of storytelling to stand out from the endless crowd of stands in the 2 exhibition centres.
Imagine this valuable scene with me for a moment.
A prospective tourism customer has just spent 10 minutes on your website and is excited about the wonderful experiences that you have described and the beautiful photos that you have posted. 10 years ago, they would have been hooked and booking their trip to you without much more consideration.
One of the vital rules for the successful marketing of your tourism business or destination is that you do not promote your product as all things to all people. The result of this is invariably being nothing to everybody.
The owner of the Guest House was at his wit’s end to discover why his occupancies remained at below 20%. He had selected a prime location in the middle of the town’s prime tourism district. The sign at the front of his establishment, and his website, proudly promoted the aspects that he believed visitors were looking for, being low prices, great customer service and the best position and views.
I want you to imagine that you are an airline pilot. I want you to put yourself in the shoes of an actual pilot on this day. The pilot has the responsibility, but more importantly, the wonderful opportunity of being an influencer in the lives of his or her passengers.
It goes back to our early days when we gathered in groups to protect ourselves from wild animals. We trusted others in the group to keep watch while we slept.
As money becomes tighter, many families are taking shorter holidays and that results in a very compressed season. Whereas many destinations used to experience the biggest inflows on the 16th, the major inflows can now really be felt from around 20 December.