Whenever our team at PETERMAYER sits down to draw a new plan for a destination, we ask ourselves the most important question an agency could – What makes a place worth traveling to?
For some of us, it’s nostalgia. Others say it’s for special occasions, like a concert or an event. Many agree it’s popularity, for example, we all think we must visit New York or Hawaii one day. While many cities are already well-known from their long history and cultural significance, we couldn’t help but wonder, what about other beautiful places we have never heard of? Where are the underrated cities?
The conclusion we came up with was there’s no easy fix for this issue. A destination is never universally good or bad but rather relies on the travelers’ experience. So how are we supposed to determine this factor if they never arrived or thought about the places?
We all have different expectations of what a vacation looks like. Based in New Orleans, a renowned spot among tourists, PETERMAYER witnessed the clientel who would choose this city. We see the similar pattern in tourists who appreciate culture, history and the mystic elements. Similarly in destinations with beaches or national parks, each of them possesses a unique feat that helps them attract their respective clients.
When an underrated city looks for potential travelers, the process proves to be trickier than directing a commercial or drafting a press release. These clients hide themselves among the general public and what travel agencies perceive to be their audience. Locating clients who enjoy the wilderness and the tranquility of a small town in the nooks and crannies of the world is a possible approach, but could be extremely time-consuming.
To our disadvantage, nature has its way with patterns, too. To the untrained eyes (and hearts), all mountain sites, all small towns, all beaches, all museums are the same. They fear there might only be a certain number of activities these categories offer, which hinders tourists’ interest. If a certain client destination seems to have negative associations as a tourist travel destination or a clear lack of interest from the public, likely, the location itself isn’t bad, but rather the specific attractions and experiences it offers tourists aren’t marketed enough either at all or to its target audience. This lack of spreading awareness is truly detrimental to the profit this destination can make and the potential joys travelers can take away.
Instead of showing how long and impressive the hiking track is, why don’t we look at the native species along the way hikers can spot and photograph? Instead of detailing the luxurious facilities, why don’t we tell the wholesome stories of families building their bonds? Destinations can choose to market themselves as a perfect place for a wedding, retirement, or family fun, but it’s quintessential to the hearts of tourists that we show them what we can offer for their enjoyment.
As old cliches go, ignorance is bliss. But in this case, it proves to be the opposite. Knowledge and experience bring joy to the world, and they spread and multiply. In the tourism industry, word-of-mouth could be the most important tool a business can leverage. When PETERMAYER works to help bring awareness to a client destination, not only do we want to bring out the beauty of the attractions but also to the memories that can be created with their family or loved ones. Sparking the small joys in travellers’ hearts goes a long way in keeping them coming back, recommending to others, and keeping the place in their fondest memories.
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