Tourism Marketing Tips for 2021

The tourism industry was directly affected by the coronavirus pandemic. Hundreds of billions in lost tourism revenue have been attributed to the global disaster, with more economic losses projected as the world struggles to achieve consistent recovery. Tourism-focused organizations face a crossroads in 2021 as they look for strategies to safely welcome tourists back to their community. Navigating the pandemic recovery phase as a tourist destination can be challenging. Success will require organizational leadership to implement innovative communications and marketing strategies that align with the current needs of modern tourism - a sector that’s been radically changed in light of the pandemic’s continued effects. 

Here are three tips for tourism marketing in 2021:

Reevaluate Target Markets

Tourism organizations that once drew patrons from national or international markets may have observed a sharp change in their current patronage. Due to pandemic-related concerns and economic effects, many tourists focus on local and regional tourism. Tourism organizations may find it beneficial to invest in new market research that reevaluates past target markets for viability in the pandemic recovery and works to identify potential target markets that the organization may have previously not pursued. As local and regional tourism becomes reenergized, tourist-driven entities may need to align their featured offerings with the needs of new target markets. This change in tourist interest could include day trips or shorter stays, road trip itineraries, intergenerational vacations, etc. While market research can be a sizable investment, wasting money marketing to non-viable markets is a costly expense that many tourism organizations cannot afford in light of COVID-19-related revenue losses. 

Communicate Safety Measures

The priorities of tourists in 2021 may differ sharply from those observed from tourists in pre-pandemic years. Today’s tourist is concerned with the safety of the travel experience and is conducting extensive pre-trip research to ensure all patronized entities are taking steps to keep the public safe. Tourism organizations should develop marketing content that addresses this consumer concern by clearly communicating all the ways the organization is working to keep patrons safe in light of the pandemic. Thanks to the internet and social media, organizations can successfully do this in a variety of ways, including behind-the-scenes videos, live Q&As, and images displaying staff wearing masks, social distancing, etc. Additionally, tourist organizations should provide potential patrons with written pandemic guidelines on their website and pinned to the top of social media channels. This type of reality-based marketing will help squeal travel-related hesitances of potential patrons and builds consumer confidence in the organization as a whole. 

Incorporate Influencer Marketing

When conducting travel-related research during the pandemic, potential tourists are prioritizing peer-endorsed travel options. Thanks to influencer marketing, tourist-driven organizations can leverage this digital word-of-mouth marketing strategy to reach a wider audience. Millennials and Gen Zers are especially receptive to influencer marketing campaigns that succeed in connecting them with quality brands and organizations. Influencer marketing is a unique marketing strategy that integrates concepts of celebrity endorsement, social media, and network marketing in an increasingly affordable way and, when implemented successfully, exceptionally effective. 

As with most novel marketing tactics, influencer marketing can be challenging and best implemented by a marketing agency specializing in influencer marketing. Becker Digital’s in-house influencer network, Operation Influence, provides our team with a variety of resources and established connections within this always-evolving space.  Also, check out Becker Digital’s webinar, Influencer Marketing in the Digital Age, for more information on this exciting outreach strategy. 

Learn more about how your organization can achieve tourism marketing success:

If your organization is looking for a creative partner to provide effective tourism marketing services, Becker Digital is always ready to help. Our team of experienced professionals is available for projects large and small. We work to customize our services to the client’s needs. Contact us to schedule a complimentary call and learn more about how digital strategy can enhance your organization’s mission.