Do you remember Billy Joel’s hit song Just the Way you Are? And do you remember the Kodak Moment?
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.
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?
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.