As more tourism destinations sustain high visitor volumes, some are using innovative strategies to manage visitation. Banff National Park (BNP) is one such place. It is Canada’s oldest and most visited national park, offering scenic outdoor adventures in the Canadian Rockies. The park anticipated record visitation for summer 2017. More visitors would bring in more […]
Case study: How Campbell River rebranded itself from the inside out
Successful destination branding stems from the identity of the people who make a place what it is. Over time, people and communities change, places and travel habits change, and destinations need to ensure that brand strategy evolves along with them. Campbell River is a coastal city of some 35,000 people nestled within the stunning landscapes […]
How Visit Flanders affects lives through social media, inspiring people to visit Flanders Fields
Your destination’s most passionate advocates care deeply about the place where they visit or live. Often, this passion goes beyond a destination’s bucket list experience; the destination’s very identity (as described by its Place DNA™) can become deeply meaningful. Flanders Fields is a place where family heritage and world history converge. The region of Flanders […]
Ottawa Tourism CEO: “We would become obsolete” without modern strategic planning
When Michael Crockatt joined Ottawa Tourism as President & CEO in 2016, the city was on the verge of a big moment. Ottawa was about to become the epicentre of Canada’s 150th anniversary celebrations in 2017. Tourism was expected to increase by 6.0% in overnight visits as a result. It was an ideal time for […]
Working in isolation is risky. Here’s why Tourism Calgary built strategy and brand with a team-wide, collaborative process.
Destination marketers who develop strategy and brand in isolation risk not reaching their full potential. Successful destination marketing requires alignment and support. When teams work independently in silos, resources are squandered, years of hard work sit in someone’s drawer collecting dust, and the risk of ideas falling flat at implementation is high. Community and industry […]
Help travellers choose your destination with eye-popping visual content
Step out of your destination marketing shoes and into those of a traveller. Have you ever paused to think about how difficult it is to choose where to visit next? With so many beautiful destination photos and videos filling our feeds everyday, narrowing down the list to one location can seem impossible. How will you […]
Calgary spurs visitor and influencer stories in national campaign by positioning the city as the Basecamp to Adventure
In Calgary, you can enjoy the world-famous Calgary Stampede, a vibrant music scene, and sled down the popular luge and bobsleigh tracks, part of the legacy of the 1988 Winter Olympic Games. Canada’s third-largest city has plenty to offer, but what truly sets it apart from other Canadian urban destinations? Proximity and ease of access […]
Copenhagen declares “The End of Tourism as We Know It” in 4-year destination strategy
Wonderful Copenhagen has just announced the destination strategy that will lead it through 2020 and beyond. Written in consultation with Destination Think!, the plan outlines seismic shifts in the DMO’s role, and begins by describing what Copenhagen will leave behind, with a wink and a smile: “Wonderful Copenhagen concludes the end of the era of tourism, as […]
Visitor empathy makes great experiences and good marketing: Strategic workshop with Limburg, The Netherlands
When you need information, go straight to the source. That’s why some of the most important research your destination can do happens outside the four walls of your office, among your visitors. Destinations need to start meaningful conversations with both visitors and community stakeholders as they conduct research to assist strategic planning. It’s all part […]
#RainyDayShakespeare: Stratford, Ontario expresses its Place DNA™ to enhance the visitor experience
Today’s tourism destinations are starting to understand the importance of defining their Place DNA™. What does this look like in practice? A small city in Southern Ontario has one answer: When it rains in Stratford, Shakespeare speaks. A creative project called #RainyDayShakespeare causes twenty unique Shakespeare quotes to appear on city sidewalks when it rains, […]
Small budget, huge impact: Content marketing success in Inuvik, Canada
Destinations work hard every day to build their communities on Facebook. But imagine the challenge when your destination faces some of the most detrimental factors in tourism: inaccessibility, lack of name recognition, high costs, low hotel inventory, sub-zero temperatures, and an entire month of 24-hour-a-day darkness. You read that correctly. There is, in fact, destination […]
Case Study: How Toerisme Gelderland shifted to consumer engagement by focusing on a niche experience
What if you could explore an entire province by bicycle – including a trail system the length of Chile – with the help of a passionate (and athletic) guide? Toerisme Gelderland’s “5000km Gelderse streken” campaign allowed community members to participate with Mirre, an intrepid destination ambassador for the Dutch province of Gelderland, in a 100-day […]
Case study: How Destination British Columbia encouraged visitors to share their #exploreBC experiences through one-to-one conversations
A journey of a thousand miles starts with a single step, particularly if it’s straight up a mountain. Few destination marketing organizations (DMOs) know this better than Destination British Columbia (DBC), and in particular, Leah Poulton, DBC’s Social Media Manager. Since 2011, Leah has been the driving force behind the growth, development, and strategy of […]
Case study: How Tourism and Events Queensland’s innovative online listening campaign added “Surprise & Delight” to visitor experiences via Twitter
Tourism and Events Queensland (TEQ) is a bold and ambitious global destination renowned for its remarkable campaigns. One such campaign, “24 Hours in Queensland,” brought international filmmakers to Queensland to experience the Australian state for only 24 hours before being flown back home. Another campaign, “Room 753,” invited busy travel influencers to rejuvenate for a […]