Tourism Marketers Enter Wait-and-See Mode to Avoid Tone-Deaf Campaigns
Photo Credit: San Felipe del Morro, Old San Juan, Puerto Rico Discover Puerto Rico
Skift Take
Tourism marketers can't run their campaigns as usual right now. But that doesn't mean they can't do anything. The challenge lies in finding the right tone — and the right timing.
How do you encourage travelers to book a trip to a destination during a pandemic? First of all, you don't.
As travel restrictions from the virus have spread across the world, fewer and fewer tourism boards and destination marketers have been carrying out their promotional campaigns as usual. That's probably a good thing.
However, it doesn't mean that the destination marketing organizations are riding out the coronavirus crisis by doing nothing. The biggest challenge going forward is identifying precisely when it is time to inspire travelers to book trips again — and striking the right tone in the meantime.
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"For those of us in the world of destination marketing, we’ve spent our careers honing the craft of encouraging people to connect and engage through travel and right now [is] a sea change for us," Brad Dean, CEO of Discover Puerto Rico told Skift. "E
