Implementing an Event-Based Destination Marketing Strategy

The travel industry experienced a major bump after the COVID-19 restrictions were lifted, resulting in a competitive tourism landscape. Tourists now have multiple travel agencies from which to choose their travel plans. One powerful approach companies use to attract and retain visitors is incorporating an event-based destination marketing strategy. 

Events have many features that make them ideal for marketing: they create buzz, provide unique experiences, and enhance a destination’s brand. Travelers are all about such experiences, which is why, for example, Germany sees a bump in the incoming tourists during Oktoberfest. However, you must know how to effectively leverage events as part of your event-based destination marketing strategy for the maximum benefit. This blog will show you how to:

What Is Event-Based Marketing?

Destination marketing aims to increase tourist visits, extend stay durations, and boost local economies of a particular destination. You do this by marketing new or traditional events that provide unique experiences, like festivals, sports competitions, cultural celebrations, and conferences. Event-centered destination marketing increases your destination’s visibility, puts it on the map, and reinforces particular locations’ brands. 

Steps to Implementing an Event-Based Destination Marketing Strategy

When done right, event based marketing can bring many tourists to your location. Here’s how to do it:

Identifying Events

Not all events work for every place, so identifying which events best align with your destination’s brand is the first step. The best events showcase the local culture, traditions, and heritage and provide tourists with authentic and immersive experiences. Consider seasonality when holding your events; in the off-peak season, events can help balance tourist traffic and boost visitation during quieter periods. Consider what kind of audience you have and what events cater to their interests.

Planning and Coordination

Effective planning and coordination are critical to the success of any event. Collaborate with all stakeholders, including local businesses, government agencies, and community organizations, to organize a good event. This will help you gain broad support and gather resources for the event. 

Develop a comprehensive budget covering all event aspects, including marketing, logistics, security, and contingency plans. Pay heed to logistics, too, from selecting your venue to arranging accommodations for your guests to ensure everything goes smoothly and hassle-free. 

Promoting Your Event

Promoting your event is crucial to attracting attendees and generating buzz. Invest considerably in digital marketing and influencer partnerships, as they are the best means to attract foreign tourists and offer social proof. Create engaging videos, blog posts, and infographics, and highlight the event’s unique features that sell a potential client to your event. 

Leverage PR efforts to secure media coverage of your event in local, national, and international outlets via social media platforms and others. While your event marketing will primarily be geared to an international audience, don’t overlook local outreach. Without the participation of the local community, your event would fail to attract significant tourists, too. 

Successful Event Based Destination Marketing Case Studies

Let’s explore some case studies where event based destination marketing was a success. 

Pure Michigan

Economic hardship and negative media perceptions significantly impacted Michigan’s tourism industry in the 2000s. Two of Michigan’s reputed corporations, General Motors and Chrysler, went bankrupt. Michigan’s decreased auto sales, declining home values, and rising unemployment created an immensely negative image of the state.

The state launched the ‘Pure Michigan’ campaign in 2006 to help Michigan emerge from this turmoil. One key element of the Pure Michigan strategy was leveraging existing events and creating new ones. It would help showcase the state’s diverse attractions and attract visitors year-round. 

For example, the campaign heavily promoted the Detroit Auto Show, transforming it from a local industry event into an international tourist attraction. The state also created new events like the Michigan Wine and Beer Festival, capitalizing on the growing interest in craft beverages.

The campaign’s success was evident in its numbers. By 2010, visitor spending in Michigan increased from $15.1 billion to $17.2 billion. The event-focused approach helped create 10,000 additional tourism jobs. It increased state tourism tax revenue by $114 million, a 13% jump from the previous year.

The Greater Philadelphia Tourism Marketing Corporation (GPTMC)

In the mid-1990s, Philadelphia’s tourism industry faced significant challenges due to negative perceptions, particularly from one critical report by Partner International. The report described Philadelphia’s record of attracting tourists as “weak” and one where “there is considerable room for improvement.” In response, GPTMC was founded in 1996. They quickly recognized the power of events in changing the city’s image.

One of GPTMC’s most successful event-based strategies was the ‘Philly Overnight’ campaign launched in 2001. It centered around promoting hotel package deals tied to various city events, encouraging visitors to stay longer and experience more of what Philadelphia had to offer.

The campaign was a resounding success. Overnight leisure visitors to Greater Philadelphia grew from 8.11 million in 2000 to 9.35 million in 2002, an impressive 15% increase. This approach boosted immediate tourism and helped change long-term perceptions of Philadelphia as a destination.

Turkey’s Tourism Strategy

Turkey’s Tourism Strategy provides another excellent example of event-based destination marketing. This strategy was a success, as in 2018, Turkey welcomed 40 million tourists, a significant increase from previous years.

Turkey’s primary approach was to promote cultural events and festivals. For instance, they heavily promoted the Istanbul Film Festival and the Istanbul Biennial to attract visitors interested in arts and culture. These events encouraged year-round visits.

Turkey also focused on creating and promoting sports events. The Istanbul Marathon, for example, was marketed internationally, attracting runners from around the world. This marathon brought in participants, their families, and supporters, extending the event’s economic impact.

The strategy also emphasized the importance of MICE (Meetings, Incentives, Conferences, and Exhibitions) events. These events combine business with leisure activities, such as a company organizing a sales conference at a beach resort. Turkey invested in state-of-the-art convention centers and actively bid for international conferences and exhibitions. This approach helped attract business travelers and position Turkey as a business destination while complementing its leisure tourism offerings.

By learning from successful examples, destinations can leverage events to boost tourism, enhance their image, and drive economic growth. Remember, the key is to create memorable experiences. These experiences will attract visitors and turn them into enthusiastic ambassadors for your destination.

Endnote

Destination marketing is a rising trend in the tourism industry. Many locations have significant potential to attract tourists. Holding different events can boost this potential and attract people globally. This event based destination marketing is an effective technique, but you must be smart about it: choose events that suit your location’s brand and can only be held there. Similarly, you must plan it well: unsuccessful events would reduce your credibility with customers. A well-promoted event can boost your destination marketing campaign like nothing else.