With the tourism industry booming, competition amongst destinations is fierce. Hundreds of variables and thousands of runners in this race means that by 2025, anything could happen. But the good news is that with the right preparation today, any underdog has a shot at being the winning destination. Here are some tips to help you out.
1. Conserve Your Resources
We all know that climate change has the potential to drastically change the tourism game. Without intervention, many of our sunny beaches will be eroded and our crisp mountain air replaced by pollution. Temperature-wise, nobody really wants to be the “hottest destination”. This is why sustainable tourism development is so important.
Every location, including yours, has something intrinsically unique to offer the world. But the challenge is, can you conserve it? Whether your destination is home to a rare breed of lion, the best coffee beans in the world or an unparalleled kayaking experience, you’ll want to be able to flaunt it like a peacock forever (or flaunt your actual peacocks). Strategies like the ones we implement to conserve these resources will make you stand a head above the rest.
Solimar proudly works with Namibia, the first African country to incorporate conservation into its constitution. Today, 42% of the country’s land is preserved by communal conservancies- and Namibia has simultaneously earned its place as a must-see destination.
2. Tourism Services Training
When your visitors are greeted by the smiling faces of your well-trained staff, they will not only love your destination, they will brag about you to all their friends. Too many local tourism services in the past have left visitors feeling either disappointed, lost in translation or downright scammed. By 2025, travelers will be more globally aware and will be tired of subpar services, making this component of your travel marketing wildly attractive.
We at Solimar International have identified that guide services, as well as food, lodging, transportation and craft services are key areas to work on. Investing in your workforce’s development creates a positive cycle that will last to 2030 and beyond. Visitors to your destination will be happier with your product, leading to satisfied feedback and widespread positive reviews producing economic benefits for you and your employees, simultaneously enriching the work experience and the tourism product for visitors. But in order to be ahead in the future, sustainable tourism development and training needs to start today.
3. Create Tourism Partnerships
The new generation is searching for authentic experiences and real connections. The quickest way to flush authenticity down the drain is to stamp all over local culture, make them feel marginalized or to drown out the traditions with external influence.
Public-private partnership (PPP) between stakeholders such as tourist operators, local governments, farmers and communities is integral to creating an incredibly appealing destination, particularly for destination marketing purposes.
PPP encourages action and communication among all stakeholders in a project, so that no voice is left unheard and unrepresented in the finished tourism product. It creates positive economic outcomes and conserves authenticity, and also ensures that there is stability in the social environment in addition to inter-cultural understanding and tolerance.
4. Create a Tourism Marketing Strategy
Unfortunately, without solid destination marketing, your nation’s “best kept secret” will stay exactly that: a secret. Marketing means more than just sticking up a billboard on the highway, especially in this constantly evolving world of technology and social media. It will mean creating relevant and creative strategies intended for targeted audiences, which tackle everything from strategic planning and branding to website development, as well as travel trade marketing, social media marketing, and integrated marketing programs. These strategies can have people everywhere scrambling to put your irresistible destination on their bucket list.
After years of experience in travel marketing, we have seen the powerful effect of good marketing proven over and over again with our various projects in over 40 countries. Even more exciting is the pride of marketing a destination which has flourished by following these tips, conserving resources, training tourism services and creating harmonious partnerships.
A lot can happen over the next ten years. But just like in any other race, being prepared with the right resources and strategies can mean all the difference between winning and losing. So play your cards right and start equipping your running belt with these strategies today. Who knows, your destination could win the race and be the hottest destination of not only 2025, but of the entire century.
To see how your destination or tourism business is doing- check out Solimar’s Self-Assessment!
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