Differentiation will help with that.

Our brains are wired to repeat things we've seen be successful in the past.

As tourism bounces back, we'll see a lot of the same things happen which will ultimately get the same results.

That's why I look for ideas outside of tourism to explore what we can do to make tourism better.

Liquid Death is one of those examples.

How do you stand out in a safe, crowded, plastic-filled market?

Go the opposite.

Come up with a stupid name, for water in a can with skulls on the packaging that looks like an energy drink.

But they did $263m+ in sales in 2023...

How do you apply this in the tourism market?

Skulls on your tourism ad might not go down super well (or might it?).

The idea is to think to the extreme and work backwards to something that's feasible.

This could be applied to your brand (standing out on your website, social media, trade shows or brochures) or your experience (having something very different to your competition and pushing the limits of what you can offer).

Then use this differentiation to focus on your target market, ensuring there's a match for what you're offering and what they want to feel.

In Liquid Death's case it gives a market of people who want to feel healthy and look cool.

A beverage company that aims to "murder your thirst" while also bringing "death to plastics" by serving it in recyclable cans.

As we saw in the tourism explosion phase from 2010 - 2019 - lots of new tourism businesses started up.

As tourism reemerges globally - we can expect that to happen again.

This could mean greater competition for your business and to avoid the price competition you need to stand out.

Differentiation will help with that.