What to do when your destination runs dry?

This Week’s Travel & Tourism Stories

1. BOO-king Trips: Tourists Scream for More Year-Round Frights

"Scream tourism" is a growing trend where thrill-seekers actively seek out frightening travel experiences. This phenomenon, once limited to the Halloween season, has now expanded into a year-round pursuit (don’t get me started on Summerween).

Destinations like haunted hotels, murder scenes, ghost tours, and similarly themed attractions are drawing increasing numbers of adult travelers looking for legitimately scary experiences.

Notable examples include Salem, Massachusetts, which saw 1.2 million visitors in the five weeks leading up to Halloween last year, and the Lizzie Borden House in Fall River, Massachusetts, which attracts true crime enthusiasts and ghost hunters.

2. Seattle's Plot Twist: Banned Books Become Tourist Page-Turners

Visit Seattle has launched a tourism campaign called #SeattleBookmarked, which celebrates banned books by local authors. The campaign features short films of notable Seattle residents reading excerpts from three locally written books that have faced bans elsewhere in the US.

This initiative coincides with Banned Books Week (Sept. 22 - 28, 2024) and responds to the American Library Association's report of record-breaking attempts to censor books, particularly those by or about LGBTQ+ individuals and people of color. Seattle is positioning itself as one of only three US cities offering full, nationwide access to banned books.

3. Paradise Parched: Greek Islands Juggle Tourists and Taps

Water scarcity is becoming a serious issue in popular tourist destinations, including Sicily, Barcelona, Mexico City, and on Greek islands like Sifnos. This summer, Sifnos faced severe water shortages due to a combination of drought, record-breaking heat, and an influx of tourists, shares the New York Times.

The island's water infrastructure, reliant on desalination units, struggled to meet demand, resulting in dry taps for both residents and visitors. This situation highlights the growing tension between tourism needs and local resources in water-stressed areas. This affects not just the residents’ everyday lives, but other industries, including agriculture, another huge driver of the economy in places like Sicily.

Oftentimes tourists are not even aware of the issue (though the one who is amazed that “a place surrounded by so much water doesn’t have enough” must be new to saltwater). While it is a problem tied to overtourism, it’s also tied to tourism in general (and there are others factors in play, too, but who am I to judge local water policies?), and how we market (or don’t market) destinations.

This Week’s Creative Campaign: Soul Spots

Seoul has launched a tourism initiative called 'Soul Spots,' showcasing 30 iconic locations featured in popular Korean dramas, films, and music videos. This campaign leverages the global popularity of K-dramas and K-pop to enhance tourism experiences.

Key features include AI-guided plaques with QR codes offering multilingual narrations about each site's significance in Korean media. The initiative also includes a virtual running event in partnership with tvN, allowing global participants to engage with these locations remotely, and an offline running event with the '7979 Seoul Running Crew'.

💡 This Week’s Travel Marketing Tips 💡

Here are three takeaways inspired by this week’s stories:

1. Transparency and Expectations - Openly communicate with visitors about resource constraints, local customs, or any other factors that might affect their experience. This transparency allows tourists to be prepared and even participate in conservation efforts.
   
   DIY: Inform guests about water-saving measures in place, or provide tips on how they can help conserve resources during their stay.
   

2. Nerd Out About Niche Experiences - Remember, not every attraction needs to appeal to everyone. By offering niche, immersive experiences - whether it's tours based on famous movies/TV shows, historical events, or local legends - you give people compelling reasons to travel further and engage more deeply with your destination.
   
   DIY: Develop a themed tour or experience based on a popular movie, book, or historical event connected to your destination.
   

3. Align with Bold Values - Don't be afraid to align your brand with specific values or causes, even if they're controversial. This could mean supporting local communities, championing environmental causes, or taking a stand on social issues. This authenticity can set you apart in a crowded market and create a more meaningful connection with your audience.
   
   DIY: Choose a cause that aligns with your brand values and create a campaign around it. For example, if you're passionate about environmental protection, implement and promote a "Zero Waste Tourism" initiative

Your Travel Marketing Toolkit

I’m committed to helping grow travel businesses and tourism destinations responsibly. When you're ready to take the next step, here are some resources I’ve made for you:

• 🌍️ Plan Fam Trips 🌍️ - Our exclusive fam trip platform links travel agents with hosts, fostering meaningful partnerships in the industry.

• ⚡️ Travel Marketing Plan ⚡️ - Develop actionable strategies that align with your values, attract the right kinds of tourists, and lead to responsible growth.

• 🗞️ Travel Marketing Sunday 🗞️ - Keep coming back for weekly insights that'll help you stay competitive while promoting responsible tourism.