Med Pearls project issues guidelines on innovative practices for the promotion of tourist destinations

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With the goal of helping tourism agents in the promotion of “slow tourism destinations”, the Med Pearls project issues a new publication: ‘Guidelines on the Most Innovative Practices on Promotion & Commercialization of Tourist Destinations'. A research that aims to reach knowledge on the most current and innovative strategies to promote destinations, and that could latter be applied to slow tourism destinations. 

The changes of global trends in marketing strategies, and the development of digital technologies, are presenting a wide source of opportunities for the promotion and marketing of tourist destinations. Destination Management Organisations (DMOs) and Incoming Travel Agencies (DMCs) have now new ways to promote their products and destinations in a much more effective and less expensive way than traditional off-line campaigns. Furthermore, digital technologies are also providing new opportunities to understand the behaviours of the different users, and to create better strategies targeted to them.

To this end, this research presents a manual of recommendations based on a qualitative analysis of seven case studies of destinations and companies that present unique and creative uses of digital technologies to promote their resoucers. With this selection, the goal of the research is to show-case practices that can be replicated to other potential tourist destinations, and that consider as well the characteristics and needs of the Med Pearls project pilot areas. The manual is particulary focused on providing guidelines to small and emerging destinations to support them in their marketing decision-making process. Among the main strategies, the research presents: 

  • Social Media Marketing strategies.
  • Gamification strategies to engage users in marketing campaings.
  • The phenomenon of virtual and remote tourism applied to destination promotion marketing.
  • The involvement of digital nomads and influencers in digital actions.
  • Tips for improving Search Engine Marketing planning. 

Lastly, these guidelines have also taken into consideration the damaging effects of the COVID-19 pandemic to the tourism sector.  As it is known, the rules on social distancing, and the different travel bans and protocols have strongly distressed the travel industry. However, the research shows that the current crisis has also presented and accelerated the appereance of innovative online communication strategies. Offering new oportunities to create marketing campaings and engaging with travelers in a more efficient and affordable way. 

For further information, check the links to the different documents: