Last week I spent some time waiting in a Chamber of Commerce visitor information center before a meeting. Glancing through many of the tourism brochures for nearby destinations, I was surprised to see how many did not immediately convey a reason to visit their community. They simply launched straight into pages of local businesses and service listings, many of which were of little or no relevance to visitors.
These destination marketers provided no compelling reason to visit their city. They provided nothing to differentiate one place from another, and they failed to engage the reader with experiential opportunities.
Cities need to bring their communities to life whenever prospective visitors read, see, or hear their communications whether in person, online or in print. They should present themselves as a series of compelling experiences that won’t be encountered at any other nearby location. Visitor communications should make these prospects feel as though they are already in the location sensing and feeling it.
All tourism marketing communications should be led by core benefits and experiences related to the place. They shouldn’t be littered with irrelevant facts, member lists and information included only to please members and internal stakeholders. In tourism, as in all businesses, the most important person is the customer. Obviously, the Chamber of Commerce’s members are very important, but the goal of the Chamber in regard to tourism should be to bake an increasingly larger pie by attracting more people to the place so that members can prosper from a larger share.
Simply leading tourism marketing efforts with lists of member services rather than what makes the place different and a “must visit” location is a sure-fire way for stagnation and price-cutting. This is tourism marketing pitfall #2.
Sponsored by: Visitor Readiness Reports