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September 1, 2022
Well-known destinations attract massive numbers of visitors every year, but rich travel experiences can be found in regions all across the country. Successful regional tourism campaigns boost a destination’s visibility by encouraging collaboration between multiple organizations or businesses. They also inspire prominent events and experiences and drive more business to every small company and attraction in a specific area.
Tourism regions deliver marketing programs that bolster economic development and encourage visitors to a particular area of a country. For example, in Canada, regional tourism associations exist in every province and territory to draw visitors to our mountains, lakes, cities, ski hills, coastal towns, and wine-producing regions, just to name a few. With almost 100 billion dollars spent on travel in Canada each year, these tourism marketers are looking for ways to help their regions stand out.
In this blog post on tourism region marketing, we’ll explore:
The difference between regional tourism marketing and destination marketing
Challenges in tourism association marketing
How the right marketing tech can drive your tourism region marketing
How an interactive webcam system boosts regional tourism
Regional tourism marketing vs destination marketing
Regional tourism areas are typically defined by a specific geographical location (for example, a mountain or lake region), and the related marketing efforts focused on the distinct appeal or character of the area rather than on one particular destination venue.
Tourism associations have a distinct mandate that separates them from other travel marketing organizations. There are similarities, of course, but a few differences in how they balance the needs of stakeholders and area businesses.
When we think of travel marketing, we often think of destination marketing campaigns we’ve seen that showcase a particular location or venue. These campaigns drive awareness and attract visitors in competition with other venues.
Regional tourism marketing takes a slightly different approach in that it builds awareness of an entire region. Regional tourism marketers must have insight into a wide range of nearby attractions, amenities, and experiences to market an area effectively.
One of the most significant benefits of tourism region marketing is the ability to offer visitors in-depth information about the whole area they are considering. Each venue or attraction alone may not be compelling enough to act as a primary destination, but promoted together can create an appealing experience well worth the trip.
Challenges in tourism association marketing
Instead of showcasing one property or venue above others, regional tourism marketing builds brand awareness, increases visitor numbers, and drives business to an entire area. It’s not always easy, however. These associations must balance competing interests, budgetary and funding challenges, and industry-wide changes like digitization.
Some of the challenges facing regional tourism boards include:
Increased digitization
More sophisticated audiences demand better online experiences, while changes to advertising legislation shift the digital landscape for online marketers. As a result, travel associations and other marketers will need “a more sophisticated approach to marketing focused on content and brand purpose,” according to Destination Canada’s recent report titled Tourism’s Big Shift.
Meeting a need for strong visual marketing
Tourism marketing requires strong visuals that create memorable digital campaigns for area visitors. However, one region can feature a wide range of views and attractions. Therefore, marketers need unique ways to showcase the diverse appeal of their regions.
Engaging with valuable content that doesn’t overwhelm
Too much written information can be hard to absorb at a glance. However, in regional tourism, there is a need to offer detailed information on various businesses and attractions in the area. Tourism associations must find engaging ways to provide visitors with relevant information.
Balancing competition between area businesses
Challenges also exist when tourism associations work to balance the needs of diverse businesses in any region. Tourism marketing for regional associations must offer impactful, cohesive messaging that doesn’t feature one vendor over another.
Marketing tech adds a fresh take on tourism region marketing
Digital marketing is critical to driving business in almost any sector, but it’s necessary for the tourism industry. A robust digital presence and interactive online experience can be a game-changer for regional tourism associations.
Regional tourism marketing pros must find ways to tell a compelling story about an entire region comprised of multiple businesses and venues. The right tools and technology can give you an advantage over other regions competing for the same visitors.
For example, the ability to offer stunning visuals and an interactive experience to website visitors can help you build brand awareness and attract more guests to your region. Experiences that keep visitors on your site longer can increase engagement and conversation rates, building your business over time.
How an interactive webcam system can boost regional tourism
The trick is for regional marketers to explore interactive online marketing tools that allow them to offer rich and relevant information to interested customers.
An interactive webcam system with robust regional travel information can:
Showcase your region’s unique natural beauty with high-resolution imagery.
Offer an interactive webcam experience, so a first glance becomes an enjoyable, engaged visit from a potential guest.
Highlight amenities and streetscapes with multiple webcams all linked together to encourage website visitors to increase the duration of their website visits.
Show off multiple views of your region—for example, a mountain and valley view or a beach view, combined with nearby restaurants and shopping.
Attract funding from different levels of government supporting tourism in the area.
Encourage website visitors to explore regional features most attractive to them, from hiking trails and ski runs to spas and restaurants.
Populate “hotspots” or pins on the webcam view to offer relevant travel information and promotions to website visitors based on their interests and website clicks.
Allow visitors to share images and information with friends and family to help build brand awareness with larger audiences.
Extend webcam view sharing to multiple sources, allowing them to custom brand what a website visitor sees and upload their own promotions.
If you use technology to upgrade the experience of every website visitor, support potential guests in their trip planning, and help them make the most of their visits to your area, you’ll elevate your region’s reputation for a quality experience.
With Panomax Canada’s interactive webcam software, your tourism region marketing can make a meaningful impact on visitors and drive more business to the entire area. And with stunning visuals pulling it all together, your webcam won’t just be a website page travellers visit, but one they bookmark to return to again and again.
Download our free six-step gap analysis guide for tourism marketers to learn more about how innovative marketing tech can offer your tourism region a competitive edge.
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