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The Destination Promise
Each destination is a unique mixture of components. Creating a sense of place that sets your destination apart from everyone else, whether at national, regional or local level, is an important part of creating a successful destination. Have a look at the Sense of Place section and how it can help in both defining your unique offer and in marketing that offer to the visitor as a recognised quality mark.
What experience does your marketing promise the visitor?
Marketing activity accentuates the things that set a destination apart from its competitors, so those defining characteristics are important elements of the destination product. Understanding how a destination is being marketed is important, as the experience being “sold” is the one that visitors are expecting to receive.
Like a set of Russian Dolls, destinations and their marketing should work individually at micro (local) to macro (national) level, but fit together so the essential messages don’t contradict each other and confuse the visitor. If you go to the Who's Who section you will find more information about national marketing from Visit Wales, regional marketing from the Regional Tourism Partnerships and local marketing from your Local Authority.
Does your destination live up to those marketing promises?
If your marketing promise raises the expectation of the visitor but the experience they have when they arrive does not live up to the promise, they are likely to be disappointed and not only will you lose repeat visitors but potential new visitors they will tell about their poor experience. To make sure your destination lives up to its marketing promise why not undertake a destination audit.
Skills development is important in carrying out the destination promise. For more information, please visit the skills development section.