What new content formats should tourism marketers experiment with?

DMOs should experiment with virtual guides, restaurant roundups, curated road-trip routes and other localized formats that inform and inspire near-term travel plans.

How can influencers help DMOs during reopening?

Partnering with the right influencers, especially local creators, can help communicate practical information (like reopening plans) and build trust via familiar voices and authentic local context.

Why is content syndication important for DMOs?

Syndication across owned channels and trusted third-party publishers increases the content’s reach and lifespan, helping DMOs find new audiences and maximize the return on content investment.

Boost Content Visibility: Tips for Tourism Marketers

Q: Who should DMOs target first as travel reopens?

DMOs should start by targeting local and drive-market travelers — people comfortable traveling to destinations near their homes — because they are most likely to travel early in the recovery period.

PhocusWire | June 1, 2020 - In her recent article for PhocusWire, Nativo Travel Lead Rachel-Jean Firchau outlines four tips for DMOs to create successful, holistic content strategies in our next normal.

Start with the right audience in mind

Relationships with travel are changing as we enter our next normal. As safer-at-home restrictions begin lifting, DMOs should focus on local and drive-market travelers that are comfortable traveling to destinations near their homes.

Go beyond the usual content suspects

Now isn’t the time to continue with business as usual. DMOs should experiment with new content formats, including virtual guides, restaurant roundups, road trip routes and more to engage and inspire consumers as they begin thinking about localized travel.

Find the right influencers

Right now readers are consuming more content than ever, referencing their favorite blogs and relevant publications for information. DMOs should consider partnering with the right influencers, especially those who are local, to help communicate pertinent information on reopening plans, etc.

Syndicate content to find new audiences

It’s important to remember that the strength and number of content distribution channels is almost as important as the content itself. DMOs should extend the lifecycle of their content by distributing it across both owned and operated channels and trusted third party providers.

Read all of Rachel’s travel marketing recommendations on PhocusWire.