How to Use Marketing to Grow City Tourism in Canada, using PEI as an Example
To Prince Edward Island, tourism is extremely important to its local economy and the lives of the families who live in the province. Unlike any other province in Canada, PEI relies on the income it receives from tourists to produce economic activity. This makes it an interesting case study regarding the importance of tourism marketing.
Every place can have tourism
The first thing to learn about tourism marketing is, no matter where you live in the world, there’s always something to sell about it. PEI, for example, has some amazing beaches, is right on the Atlantic Ocean, and has some very specific landscapes that are not found in very many other Canadian regions. Comparatively, Toronto is a hub of corporate and tech activity, Montreal is Canada’s most internationally influenced city, Calgary has a lot of its tourism wrapped up in its western Canadian history such as the Stampede, and other cities each come to the table with their own unique flavor. Like any small business or corporation will, find what is worth promoting about your destination.
Tourism marketing focuses on lifestyle
Examine almost any tourism advertisement and you will see people having a good time. In PEI, they have the luxury of promoting sunny beaches, family attractions, mature couples holding hands, and more. Then, once a guest arrives on the Island, they get the same experience promised to them in the marketing. If you’re going to focus on lifestyle and make promises regarding what to expect at a specific destination, you must deliver on that. If you’re a tourism brand relying on variables outside of your control to attract customers, such as the weather, be sure to have a back-up plan in place should these variables not work out in your favor.
Advertise tourism to your target audience
PEI, other provinces, and Canada on a federal level have tourism marketing campaigns which target audiences here at home as well as abroad. Destination Canada, for example, is a Crown corporation dedicated strictly to marketing Canada internationally as a tourist destination. Before the last decade, the majority of visitors to Canada came from the United States. Thanks to the efforts of tourism marketing, the majority of visitors to Canada now come from non-North American countries and revenues related to tourism are at an all-time high.
Marketing is a major source of tourism growth across the country, from PEI to BC. Destination marketing is utilizing digital channels more than ever, including social media, email, PPC campaigns, and SEO. If you have a tourism-related website or are building a brand based off tourism, you may want to partner with a digital marketing agency to achieve full potential. Needless to say, growing tourism is happening in Canada and it has to do not only with the attractive destinations found across the country but also in how they’ve been marketed.
Contact Unlimited Exposure for all of your tourism and destination marketing needs. As experts in this space, we can help present your brand in the best light and ensure it’s being seen by the target audience. Increase your digital marketing investment and watch as your city tourism numbers rise. Speak with a representative today.
