In this edition of the DMO Download, take a look at why domestic tourism is struggling this summer, what the new movie ‘Oppenheimer’ leaves out of the story, how marketing impacts tourism, and more. Check it out.

This article discusses the current trend in the travel industry where Americans are increasingly opting for international destinations over domestic ones. The shift towards international travel has led to challenges for airlines, amusement parks, and hotels that primarily cater to the domestic market.

Overseas travel bookings have been on the rise, and this is seen as good news for companies with a global reach. However, airlines, amusement parks, and hotels that focus on the domestic market are facing difficulties due to this changing preference.

The average cost of international flights has increased significantly, with prices up 26% from 2019 and 10% from the previous year. On the other hand, domestic flight prices have decreased, making domestic travel more affordable. Similarly, room rates at European hotels have risen by nearly 14% compared to the previous year, while rates in the United States have only increased by 6% during the same period.

Amusement park operators are also experiencing shifts in attendance and revenue. While some parks have reported an increase in profit, others have noted challenges due to changing travel patterns.

For DMOs, this market shift creates a great opportunity to promote affordability and unique experiences. While many Americans are traveling overseas, the current economic climate means that many Americans are still looking for more affordable travel options. In addition, the increased interest in local-focused economic investment is a great selling point for those travelers who value unique experiences and rural communities.

The recent film “Oppenheimer,” directed by Christopher Nolan, which portrays the life of Robert Oppenheimer, the “father of the atomic bomb,” overlooks the significant impacts of the Manhattan Project and its nuclear bomb testing on downwind rural communities. The film’s buzz and positive reception have drawn attention away from the real-world consequences of the atomic bomb’s development and testing. The Manhattan Project, led by Oppenheimer, took place in Los Alamos, New Mexico, resulting in the creation and testing of the world’s first nuclear weapon in the Alamogordo Bombing Range.

Over a hundred nuclear tests were conducted between 1945 and 1962 in remote areas of New Mexico and Nevada. However, these areas were not as isolated as assumed, as they were home to a diverse range of plant and animal species adapted to the extreme desert conditions. Additionally, these areas were inhabited by human communities referred to as “Downwinders,” who were exposed to radioactive contamination from the nuclear fallout.

The health effects of such exposure have been severe, resulting in various types of cancers. The Radioactive Exposure Compensation Act was established to provide financial support to those exposed to nuclear fallout, yet the article points out that certain communities, like the New Mexicans near the Trinity Test site, have been excluded from compensation despite their proximity to the testing.

The Tularosa Basin Downwinders Consortium, a group of New Mexicans affected by nuclear fallout, claims to have suffered from illness and death due to the Trinity Test. This test, which is a central focus of the film “Oppenheimer,” led to lasting health consequences for those who lived in the vicinity. Recent research even suggests that the nuclear fallout may have reached far beyond New Mexico, affecting states across the United States, as well as Mexico and Canada.

In summary, the omission of these critical details from the film “Oppenheimer,” leaving out the suffering and health consequences faced by the downwind rural communities affected by nuclear bomb testing, are vital details that should not be forgotten.

This article explores the significant impact of marketing on the hospitality and tourism sectors. It emphasizes how marketing serves as a crucial link between businesses and travelers in the dynamic world of tourism and hospitality. The article delves into various ways marketing influences these industries.

At the core of the relationship between tourism and marketing lies the creation of awareness and connections. Marketing identifies the right audience, develops engaging content, and delivers it through effective channels. However, this is just the beginning of the story. One of the primary roles of marketing is to ignite the spark that inspires people to embark on a journey. This spark is kindled through compelling advertisements, intriguing blog posts, and captivating social media content. As travelers set out on their journeys, marketing continues to guide their choices, from selecting accommodations to choosing activities.

Marketing’s ability to showcase tourism destinations is another significant aspect. Visual content is created to highlight the unique attributes of each location, from its history and culture to its cuisine and natural beauty. Crafting a successful marketing strategy is fundamental in this realm. This strategy outlines objectives, target audiences, key messages, and promotional activities, setting the direction for the marketing campaign. Understanding the target audience is a crucial component of the strategy. Demographic and psychographic characteristics are identified, helping tailor marketing messages that resonate with potential tourists. Developing compelling messages that capture the essence of a destination’s unique offerings is essential. The effective delivery of these messages through various channels, including email marketing, social media, and content dissemination, is equally vital.

Within the hospitality sector, marketing plays a significant role in shaping the tourist experience. Hospitality businesses can gain a competitive edge by employing innovative and effective marketing strategies, focusing on promoting destinations, highlighting unique experiences, and creating a welcoming atmosphere. A strong online presence is indispensable in the digital age. A user-friendly website, active social media engagement, and effective Search Engine Optimization (SEO) strategies help hospitality businesses connect with potential guests. Leveraging user-generated content, such as photos and reviews, serves as social proof and provides authentic insights into guest experiences. This content can be harnessed to enhance engagement and credibility.

In conclusion, marketing is a powerful tool that brings destinations to life, guides travelers’ journeys, and establishes connections between hospitality businesses and potential tourists. Effective marketing strategies can transform a destination’s perception and elevate it from a mere location on a map to a sought-after tourism hotspot.

Visit Crawford, the destination marketing organization for Crawford County, Pennsylvania, was struggling to communicate their offerings to potential visitors. A disjointed marketing strategy and a lack of resources left the organization with ineffective ads, a limited digital presence and an unfamiliarity with its target audience and community brand. When new leadership took the helm, Visit Crawford realized that they needed to outsource their marketing efforts to achieve the results they needed.

Visit Crawford collaborated with Bull Moose Marketing to create a comprehensive marketing strategy that helped leverage the county’s heritage tourism offerings, cultural touchstones and rich history to help the region stand out. Beginning with a variety of workshops, the organization worked with us to identify the region’s unique value proposition, target audiences and other key points to help build a strategy that would put Crawford County on the map as an ideal tourism destination. This yielded a unified brand voice and strategy, increased engagement on social media, more stakeholder participation and more.

This shows how a comprehensive heritage tourism marketing strategy can make all the difference in a DMO’s marketing efforts. Learn more about how Visit Crawford and Bull Moose Marketing collaborated to overcome challenges and achieve goals here.