Marketing and promotion (Awareness)
A destination’s marketing and promotional activity is a core part of managing a destination effectively, targeting the right type of visitors, encouraging regional dispersal and addressing seasonality. For a region to create a viable, sustainable tourism sector, its needs to stand out in a highly competitive marketplace.
A region’s RTO or EDA leads and coordinates the area’s destination marketing activities, working in partnership with tourism operators, TNZ and the tourism distribution system e.g tourism travel trade.
RTOs/EDAs use a range of methods and communication channels to attract visitors (e.g. digital, print, social media, PR) and aim to influence visitor purchase decisions throughout the customer journey.
DOC and i-SITE visitor centres provide connections to local stories and experiences and can influence decision making, dispersal and responsible visitor behaviour.
- Are the marketing and promotional activities of the destination aligned with the aspirations of the tourism industry, stakeholders and community?
- How effective are the marketing strategies in creating the right visitor demand?
- Are there clear measures and tools for assessing visitor awareness, marketing effectiveness and return on investment?
- Do we understand the visitor journey and the information touchpoints that influence visitor decision making?
- Is there a coordinated, collaborative approach between the public and private sectors in the region?
- Is there collaboration with other regions, RTOs or EDAs?
- How effective are the internal/external communications, PR and reputation management?
- Are there opportunities for collective marketing?
- How do the marketing activities manage visitor behaviour and risks, as well as issues such as overcrowding at peak times?
- How do we use our communications to provide the local community with good information about the local tourism sector?