Can a Tourism Campaign Be Too Successful? — Digital Marketing News This Week
Photo Credit: Western Norway is facing a dilemma: its tourism marketing has worked too well, creating problems with transportation and local infrastructure. Flickr / Sten Dueland
Skift Take
Norway is struggling with the challenge of too much tourism. It's not alone.
What should a destination do when its marketing efforts work too well?
While conventional wisdom would hold that more demand is always a good thing, Iceland has realized in recent years there is a downside to having lots of visitors show up in your country all at once. Not only does it put new strains on the local environment, it also impacts transportation systems, hotels and has a potentially negative impact on local residents.
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Iceland isn't the only destination facing this dilemma. As more destinations and tourism boards like Western Norway experience sudden surges in popularity thanks to movies, television, and social media, destination marketers will need to think more strategi
