There are many factors to consider before rebooting your domestic and international marketing, but the good news is there is enough intelligence to guide you through the process. Overall, there seems to be a realistic understanding of what the world is dealing with during this pandemic. Travelers know that nonessential, long-haul travel is not currently advisable, but most seem optimistic that we will get through this and are eager to engage with inspirational content from destinations that want to “stay in touch”. This gives us great hope for tourism’s COVID-19 recovery in 2021.
The easy answer is to start small with your marketing efforts, and scale over time with messaging that is shown to resonate positively with your core audiences. Be honest. Let these travelers know that you miss them and are looking forward to welcoming them back to your communities when the time is right.
Herrmann Global Insights can help you determine the right time by watching global online sentiment about travel, particularly to your region and specific destination.