Your customers and their needs10. Understand your customers as intimately as possible.(Develop simple questions to quickly learn who they are & how to assist, e.g. first time v. repeat visitor – both have different needs.)11. Reduce, don’t add, to visitors’ information overload problems and search issues.12.i SymbolCreate accessible tourism information options that can meet visitor needs twenty-four (24) hours per day; and clearly identify your center from the roadway with the prominent use of the internationally recognized “i” for information symbol.Your business focus13. Sales:Place the focus on generating business sales and not just providing information – e.g. with staff/volunteer training in up-selling.14. Yield:Consider the merits (and appropriateness) of adopting a targeted marketing approach that strives to attract morehigh-spend visitors, in preference to higher volumes of low-yield visitors.15. Strategy:Ensure you have a merchandisingstrategy linked to your business goals.16. Booking Systems:If a 24 hour reservations bookingsystem does not already exist in a viable tourism destination, make it a priority to gain one that reliably meets customer needs. Become a 'one-stop shop' as far as possible.
Your customer communications1. Focus on the local insights & recommendations visitors are really seeking.2.Simplify and isolate the most appealing messages on your destination.3. Hierarchy:Create and apply an ‘information hierarchy’ for all information presented. (One that identifies and then featuresfirst, messages about those most motivating local experiences & attractions.)4.Trust:Understand the difference between disseminating information and providing uncompromised, trustworthy, relevant advice. (Free of conflicts of interest. Trust is today's major customer and marketing concern.)Your content focus5.Be Visual: Never underestimate the tourism power of a stunning visual image.6. Oversize: Never underestimate the visitor impact of an oversize, tourism map.7. ‘Tourism’ Map:Understand thedifference between a standard road map and a well designed, tourism map - featuring all key points of interest and driving times, etc.8. ‘Best Foot Forward’: Understand the most appealing experiences desired by visitors, and inform them of the most satisfying at your destination. (Including those representing the best personal ‘value’ to them.)9. Satisfy Special Needs: Be prepared for any needs & inquiries from special interest, niche or ‘minority’ markets. Including the rapidly expanding ‘travel with pets’ market.
Tourism Destination Marketing
16 Tips for Greater Visitor Center Impact By Bruce Dickson, Tourism Development Solutions (TDS)