100 Years of Advancing Destinations

Destination marketing, by design or default

Thursday, May 22, 2014

The job of destination marketers has become dizzyingly complex. Traditionally, their job has been to take what is given to them and weave an appealing story that reflects the destination and resonates with travelers. But their role as storytellers has been usurped in large measure by the broad community of travelers themselves, whose messaging about their experiences reaches potential visitors at an amplified volume and more quickly via social media. And that messaging can be at odds with a promotional campaign.