Baltimore Tourism Rebrands to Show More of the City Beyond Violent Crime Stereotypes
Photo Credit: Baltimore has long been reviving its waterfront into a tourist attraction. Visit Baltimore
Skift Take
Baltimore has strong tourism offerings, but those unfamiliar with the city may have trouble looking past the headlines about violent crime. The tourism board is ready to take control of that narrative.
Visit Baltimore will unveil in April a new brand and national marketing campaign, in part designed to help potential visitors look beyond the city’s negative stereotypes. Baltimore’s tourism offerings frequently get overshadowed by national headlines about violent crime and scenes from the hit TV show The Wire.
“It’s not uncommon for us to get questions about public safety when talking to folks who have never visited Baltimore before or maybe haven’t visited in several years, but that’s not the only story to tell,” said Sarah Schaffer, chief marketing officer of Visit Baltimore.
“Having that singular discussion around Baltimore as a place that’s either safe or unsafe is unfair to the city and everyone here,” she said. “So we’re trying to expand the conversation.”
