What’s really driving people to get out and travel these days? As seasoned tourism marketers, we’ve always known that relaxation and escape are classic vacation motivators. But in our post-pandemic world, something deeper is at play.
To uncover the evolving motivations shaping today’s travel landscape, we sent our Chief Strategy Officer, Ashlee Akers, to the Visit California Outlook Forum. With a projected tourism spending of $160 billion this year, the United States tourism industry is undeniably thriving. We know that staying ahead of the curve is essential to delivering exceptional experiences. Ashlee’s insights will shed light on the dynamic shifts reshaping our industry.
The Playful Traveler
Part of creating great marketing campaigns is understanding your audience’s motivations and mindset. It turns out, people are craving more than just a break. They’re yearning for experiences that spark joy and happiness and make them feel more connected to the world (Wunderman Thompson Intelligence). With mental health challenges on the rise, travel has become a vital outlet for many. With 87% of youths in the United States regularly experiencing mental health challenges (BCBS) and adults facing high rates of burnout, many feel depleted, detached and uneasy. This is where the tourism industry comes in.
According to the forum, a whopping 85% of global consumers believe play is essential to their well-being. And guess what? Vacation is their prime playtime! Tourism and play go hand in hand, with 43% of people indicating that they can truly let go only while on vacation, emphasizing the importance of travel.
Leveling Up Your Tourism Marketing
So, what does this mean for your tourism business? It’s time to embrace the power of play!
- Double Down on Joy: Create unforgettable experiences that make people smile. Think thrilling adventures, vibrant festivals or simply stunning natural beauty.
- Escape the Ordinary: Highlight unique destinations and activities that offer a world away from the daily grind. Promote unique accommodations, thrilling adventures or jaw-dropping views they have never seen before.
- Harness the Healing Power of Travel: Showcase how your offerings can boost mental health and well-being. Share statistics about how impactful travel can be in getting out of a funk and into a healthier, happier mindset.
Visit California’s new “Ultimate Playground” campaign perfectly encapsulates this evolution. By positioning California as a vast, exciting space for adventure and discovery, they’ve tapped into the core of what modern travelers seek. This isn’t just about relaxation; it’s about experiences that ignite the soul. We believe this approach holds immense potential for our clients. By understanding the nuances of these shifting desires, we can craft campaigns that not only attract but captivate audiences. Let’s harness the power of play to create unforgettable travel memories.