A few weeks ago, we left behind FITUR 2024, the major international Tourism sector meeting, and we are already beginning to learn about the forecasts for Easter, the next highlighted holiday period in our country, which confirms the optimism hinted at during the fair.
These news are positive and suggest that another record year awaits us, but they also remind us that the competition among destinations, brands, services, and spaces is greater than ever. If something has changed in recent years, it is that our potential tourist is an over-informed and over-stimulated target whom we must enamor in the short window of time that lasts their decision-making process.
Therefore, it is time to question and review our current marketing and communication strategies, to learn to build in a way that generates authentic, long-lasting attraction that ultimately leads to recommendation. If we look at it this way, we will likely start focusing on reviewing all the elements that make up our value proposition and enhance the levers that will yield results, not only in the short term but also in the medium and long term.
If I had to make a single recommendation, it would be to turn our communication into a platform of and for stories, starting with a reflection on the storytelling and branding of our offer. What is it that we have most authentic and capable of arousing emotions and inspiring the desire to travel? A powerful narrative also serves us to bring together all those allies that, along with us, make up the value proposition: professionals, administrations, suppliers, the local community… This approach allows us to develop our own space but oriented towards sharing and building together, something very similar to this sector.
From here, the key is to ensure that the experience enjoyed by travelers is consistent and aligned with the expectations we have generated. Depending on the offer, we can enhance it with tools such as experiential marketing or through enriched and exclusive content. All with a primary goal in mind: to encourage recommendation and content creation by visitors. Again, it is stories that will guide our roadmap.
Word of mouth, whether in person or virtual, remains at the forefront in terms of reasons for choosing one destination over another. It is the stories and the images they translate into that remain in our minds and become searches. That is why social networks like TikTok are becoming the platforms where the younger generations identify their next experiences.
And, of course, in this process, we must have a great listening capacity. How else can we collect experiences to help build our narrative? How to learn from opinions to enhance the positives and correct the negatives? How to work to capitalize on our strengths in a context of oversaturated news? Learning from our own customers is the best way to connect with them and identify the most efficient ways to express our values and commitments.
Let’s take advantage of a year that promises to be exceptional to build a value that will not disappear when the last tourist returns home but will continue to resonate in their hearts… and in their conversations.
