4: Destination marketing

Introduction

Marketing is one of the core functions of a destination manager. The section provides advice on adopting a strategic approach at the outset of any market planning, targeting markets, defining the product, identifying the right media and implementing campaigns.


4A: A Strategic Approach to Destination Marketing

This section introduces a strategic approach to destination marketing. It looks at the importance of destination managers being market focused: concen... more

4D: Routes to Market – Or How to Reach the Visitor

This section addresses how destination marketers can reach their potential visitors. It covers digital marketing, consumer marketing and trade marketi... more

4B: Who to Target

The most successful destinations are clear about who they are targeting, and so are able to be very targeted in their product development and their ma... more

4E: Marketing to Business Tourism

Much of the general material on destination marketing applies to both leisure and business tourism. But there are a few things to be aware of specific... more

4C: The Product or What to Take to Market

This section addresses what the "product" is that destination marketers should promote. It looks at: brands and the branding of placesdestinations an... more