The structuring choice of positioning

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Positioning is the place we want to occupy in the traveler's mind .

Destination marketing generally falls within the " positioning triangle ," at the intersection of audience expectations, the destination's strengths, and the positioning of competing destinations. These three elements will help identify a differentiated positioning to fill a vacant market niche.

Furthermore, the positioning must be:

Simple to be easily northeast mobile number database by everyone, including teams.
Attractive to meet customer expectations.
Credible to be consistent with the actual offer.
Profitable from an economic point of view.
Sustainable to penetrate the minds of customers.
To help with its writing, the positioning can be simply transcribed in this fill-in-the-blank text: [ Our destination ] offers [ a category of products ] having [ such characteristics ] which allows [ the target ] to obtain [ such benefits ].


The precise choice of markets and customer targets
A market is a collection of audiences who share the same needs and seek to satisfy them with offers. It is the meeting of supply and demand . Generally, in tourism, markets are the source areas of customers, whether local, national, or international.

Finally, a target is a set of potential customers , which we seek to conquer and retain through marketing actions, after having carried out a segmentation based on different criteria (social, geographical, economic, behavioral, etc.). A target is generally translated into a "persona". Even if the exercise is not always obvious in tourism, each target must constitute:

Homogeneous groups : in each group, individuals must have identical needs and behaviors.
Exclusive segments : An individual must belong to a single segment. A segment must be able to be a target: measurable, achievable, and large enough to justify specific marketing actions.
The visionary choice of ambition
Ambition is a projection into the future , a goal to be achieved in 3 years, for example to be in the top 10 European tourist regions. It can apply to all areas: financial, commercial, human, ecological, intellectual, societal, ethical… The ambition(s) will outline the working axes of the action plan. Ambition is interesting in terms of communication because it is sufficiently evocative to speak to the greatest number of people, it generally wins over the media, the press who can take it up literally in their articles.

Here's a first look at the fundamentals of a tourism marketing strategy that's too often forgotten, neglected, or unloved by tourism management organizations, even though it's one of the pillars of a structure, both in its organization and its action plan. The good news is that it's never too late to fix it!