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Destination Marketing

Pearls of Wisdom

In 2008/09, a total of 957,000 visitors went to the region - 54% were domestic overnight visitors.

Destination marketing is the process of communicating with potential visitors to influence their destination preference, intention to travel and ultimately their final destination and product choices. Destination marketing is a major part of the ‘Implementation’ process; it is the articulation and communication of the values, vision and competitive attributes of the destination. The actions implemented in the destination marketing phase should be underpinned by the findings of the ‘Destination Planning’, process and the subsequent ‘Destination Development’ activities. Read more
Destination marketing is the process of communicating with potential visitors to influence their destination preference, intention to travel and ultimately their final destination and product choices. Destination marketing is a major part of the ‘Implementation’ process; it is the articulation and communication of the values, vision and competitive attributes of the destination. The actions implemented in the destination marketing phase should be underpinned by the findings of the ‘Destination Planning’, process and the subsequent ‘Destination Development’ activities.


Successful destination marketing involves:

  • Understanding the motivations and preferences of visitors in their decision-making and travel planning process and how these behaviours change over time;
  • Identifying appropriate visitor markets that ‘fit’ the destination attractions and experiences and align with community values;
  • Destination Management Tip

    State and National Tourism Organisations commonly provide a range of marketing resources and tools for destinations to leverage as part of their own marketing campaigns.

  • Developing a ‘Strategic Marketing Plan’ to provide direction for destination marketing activities;
  • Developing a stakeholder agreed, strong and recognised destination brand and image that is underpinned by the values and unique point of difference of the destination;
  • Facilitation of a process to engage stakeholders to implement key marketing activities including:
      • Relevant promotional and advertising actions to influence visitor perceptions, awareness and destination choice;
      • Effective sales and distribution channels to enable conversion of intention to visit into actual visitation;
      • Development of cooperative marketing programs with tourism organisations and businesses to provide resource synergies and increased visitation potential for a destination.
  • Gaining ‘cut-through’ of your message either through innovative marketing ideas, for example Tourism Queensland’s ‘Best Job in the World’ campaign or by allocating significant budget to marketing to gain a greater ‘share of voice’.
  • Effectively building a destination brand that is in harmony with the community’s aspirations.

Please use the links below to find out more about the individual stages of the destination marketing phase. More information regarding the development of a marketing plan for a destination as part of the planning phase can be found in the ‘Strategic Marketing Plan’ section.

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