Destinations Embrace Multilingual, Multicultural Marketing to Attract New Travelers for Post-Covid Reality

Back in April, in the thick of the pandemic, embattled destination marketing organizations were focused on hitting the right note. Since then, destinations have faced a multitude of challenges in a rapidly changing society, from a pandemic that has kept their primary source markets shut down to a renewed call for a more racially diverse travel industry. Over six months in, DMOs have resorted to casting a wider net to capture new markets near and far and to stay relevant in travelers’ minds. What we're seeing as a result are campaigns with a personalized multilingual and multicultural approach that resonate with a more global and ethnically diverse audience. It all points to a growing post-Covid destination marketing reality: standing out in a sea of countries anxious to restart tourism will require going beyond messages on safety protocols. Pure Grenada “Locally, it did cause a little bit of a sensation,” Clarice Modeste-Curwen, Grenada’s minister of tourism and civil avia