328: The Important Market Segment You're Probably Ignoring with Laura White
Destination Marketing Podcast
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Shift to Leisure Tourism Post-Pandemic
This chapter explores how a destination has transitioned from prioritizing business tourism to focusing on leisure travel in the wake of the COVID-19 pandemic. It highlights key statistics about visitor demographics, including the rise in travel to visit friends and relatives, and discusses the strategic marketing shifts necessary to support this change. Additionally, the chapter emphasizes the importance of local residents in driving tourism and introduces initiatives aimed at enhancing community engagement and hospitality.
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