Understand the offer and context
Review experiences, connectivity, capacity, materials and available data against relevant visitor expectations.
Destination marketing strategy
Choose whom to attract and what to offer.
I help tourism boards, chambers of commerce and destination organisations organise their tourism promotion strategy. We connect the available offer with priority audiences and markets to define messages, channels, partnerships and actions.
Audiences, markets and tourism promotion
A tourism strategy starts with the experiences a destination can offer, the people they are relevant to and the conditions that make them accessible. We move from a list of attractions to clear promotional choices: what to highlight, where to focus and how to coordinate the visitor experience.
When this can help
- Promotional activities accumulate without clear audience or market priorities.
- The destination wants stronger positioning and better use of its resources.
- A fragmented offer needs a shared promotional direction.
How we work.
Prioritise opportunities
Choose audiences and markets based on fit, access, destination capacity and development objectives.
Organise promotion
Build a roadmap of messages, channels, partners, actions and monitoring criteria.
What the work can deliver.
- Strategic destination assessment
- An overview of the offer, capabilities, gaps and promotional opportunities.
- Audience and market priorities
- Explicit criteria to focus resources on segments that match the offer.
- Destination marketing plan
- Actions, channels, content and partnerships connected to agreed objectives.
- Implementation and measurement roadmap
- Priorities, responsibilities and indicators suited to the information available.
Deliverables, participation, format and timeline are agreed in the project proposal.
A clearly defined scope.
This service focuses on tourism. Investment attraction and business events are addressed through the investment and MICE service. Extensive demand studies, technical tourism-product development and media buying require specific scopes.
Relevant experience
Pereira and Risaralda, Colombia
I have worked on communication and content strategies for Pereira tu Destino, connecting tourism promotion with a broader place proposition.
More about my experience →Questions about this service.
Does this include campaign delivery?
The service defines strategy and may include implementation support. Production, advertising and campaign operations are specified separately.
How are markets selected?
We combine available data with the offer, connectivity, resources and destination capacity, using explicit selection criteria.
Let’s work together
What does your place need next?
Tell me about your organisation, the challenge and your timeframe. We can explore the most useful scope, format and next steps.