Among the big travel marketing challenges every country faces is moving tourists beyond the gateway cities that they arrive in — to other parts of the country — and spread the economic benefit of tourism more equally instead of just the popular hubs. This is also the crux of the tension between national and state/regional tourism boards, as we wrote about here previously, citing the example of Tourism Australia and STOs in the country.
Another interesting and related new project comes from VisitBritain, on delivering more “regional spread” of tourists across the country beyond the gateway city of London. It recently commissioned research agency Olive Insight to conduct a study into why many visitors do not go beyond London, what the barriers are, and also what attracts those that do go beyond London to do so.
- Five Best Travel Ads: India, Peru, Peninsula Hotels, Hilton, Expedia – Skift (cmosintravel.com)