Tourism Marketing for Cities
Many cities, particularly those with significant entertainment, cultural or historical value, seek to increase visits from tourists by marketing their area's main attractions. For example, Las Vegas increased its appeal to visitors through the successful "What Happens Here, Stays Here" campaign, while Philadelphia has played up its historic value as the home of Benjamin Franklin and the site of the signing of the Declaration of Independence.
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Features
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Cities with notable attractions, services or places of interest will attempt to shine a light on features most appealing to tourists. For example, San Francisco may call attention to Fisherman's Wharf, while Miami may use images of its beaches. However, cities with fewer tourist attractions can highlight more pragmatic advantages. In an attempt to attract convention business, a city may highlight its plentiful accommodations, low cost or relative safety.
Types
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There are many variations on the marketing of a city, although they tend to fall into several recognizable categories. Some cities choose to focus on their urban character. For example, Baltimore, New Orleans and New York have been known to tout both their cultural attractions and gritty "authentic" neighborhoods. Others, such as Charleston and Seattle, focus on their natural and architectural beauty, while still others, such as Miami, play up their entertainment and nightlife.
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Benefits
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Successful marketing will cause an uptick in tourists visiting a city, most of whom will spend money in the city's restaurants, hotels and entertainment facilities. This improves the city's economy and creates jobs. According to "The New York Times," casinos in Las Vegas brought in $5.55 billion in 2009. In addition, successful marketing can improve a city's reputation, drawing additional businesses and creating civic pride. Many cities consider marketing a sound economic investment. For example, according to the Las Vegas Convention and Visitors Authority, the city received almost 2 million more visitors in 2004 than in 2003, the first year of the "What Happens Here..." ad campaign.
Considerations
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The marketing of a city may take the form of traditional advertising, such as television, radio and print. Las Vegas, for example, frequently runs television ads in states other than Nevada. But many cities attempt to attract tourists by making their city the hosts of gatherings that draw large numbers of people, such as conventions, concerts or sporting events. For example, Beijing's successful attempt to host the Olympics helped draw tourists to the games but also provided plenty of ancillary promotion to the city, potentially drawing more tourists in the future.
Expert Insight
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Bonita M. Kolb, author of the book "Tourism Marketing for Cities and Towns," suggests that cities attempt to create a particular "brand" to define their city. Rather than offering an itemized list of attractions, Kolb suggests that a city promote a cohesive, easily defined image through marketing, such as on radio, television and online. For example, Las Vegas has branded itself as a city associated with hedonistic fun, while Austin, Texas, has branded itself as a low-key cultural mecca of music, film and art.
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References
- Photo Credit riga old city. city hall square at night 7107 image by jazzid from Fotolia.com
