The rise in “Local” is making an impact. One of the three big trends shapingmarketing today – So Mo Lo ( Social, Mobile and Local), “local” tends to be an afterthought in conversations that focus on the rise of mobile and the impact of social networking and marketing. But “local” is a big deal to tourism marketing and is changing the way the industry does business.
The focus on local has a couple of great benefits for tourism:
- Local product and services build a “sense of place”.
- “Local” tends to highlight differentiated product and so creates competitive advantage.
- A good “local” story creates benefits for the whole tourism system. There’s a reason hoteliers are talking about “local” – exciting, interesting and attractive local destinations add a “brand halo” that supports hotel marketing objectives.
- “Local” is great for the economy. It reduces economic leakage and increases the value of tourism to the destination community.
- “Local” celebrates and spotlights local culture and heritage.
By the Way: Yes – supporting the growth in “local” is a sustainability strategy that improves the Triple Bottom Line.
This trend towards celebrating “local” – culture, arts, crafts, food, lifestyle – is being embraced in a creative ways by members of the tourism system. From boutique hotels, to farmers markets, to an increased interest in regional foods – its all about the what makes the destination unique and special.