Your destination doesn’t have to have something for everyone

One of the biggest unlocks in destination management for me was understanding the value of being extremely unique.

Not trying to be everything to everyone ("we have something for everyone" is one of the worst taglines a destination or attraction can have).

To stand out globally requires being distinctive in the features that make a destination or place unique.

This is what leads visitors to book in advance and pay a premium to do so.

If you don't have something unique and you have lots of availability it doesn't encourage bookings - people will leave it til later.

Being unique is being brave.

Even to the extent of saying "if you're not interested in what we have to offer, don't come because you won't have a good time".

One of the best examples I've seen was a Snowbird Ski resort.

They posted their 1 star Tripadvisor reviews where guests commented about how hard their terrain was.

They used this as a marketing tool to say, if you like steep and challening terrain then you'll love it here.

But if you don't, then don't come.

This might mean a drop in demand in the short term.

But in the long term it will lead to markets that will authentically engage with your place and have a better time.

This means visitors that have better experiences and will most likely recommend you to their friends and visit again.

Creating greater demand and value in the future and a greater chance of engaging positively with your local community.