Destinations Put Aside Old Rivalries With New Combined Marketing
Photo Credit: Bermuda and Fort Lauderdale's first joint tourism marketing campaign augurs more collaborations ahead from DMOs with shared niche tourism offerings. Bermuda Tourism Authority / Courtesy of Bermuda Tourism Authority
Skift Take
This new "friends not rivals" approach to marketing destinations might just get more traction from today's changed traveler.
Before the pandemic hit, destinations were vying separately for the same traveler — marketing budgets were ample as bed taxes were rolling in, and competing fiercely was par for the course.
But the pandemic’s harsh blow on destination marketing organizations across the board, from cities to islands, has caused them to shift their mindset from unabashed rivalry to collaboration in attracting a greater share of travelers' budgets for the benefit of all, whereas in the past they might have competed for it.
The single-destination tourism marketing campaign will remain, but the multi-destination campaign approach — whether one region’s DMOs coming together or two international destinations offering the same niche experience — is on the rise.
Will this novel strategy manage to draw more consumers amid shifting border restrictions and a complex travel ecosystem? And is this shift in tourism marketing here to stay?
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