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Destination Marketing Podcast
328: The Important Market Segment You're Probably Ignoring with Laura White
Jul 2, 2024
Laura White, Senior Director of Brand Marketing and Strategy at Visit Charlotte, shares her expertise on tapping into the overlooked Visiting Friends and Family market. She discusses how locals' perceptions shape the destination's image and the importance of community pride in tourism. The conversation shifts to innovative marketing strategies aimed at engaging residents and enhancing visitor experiences post-pandemic. Laura also highlights the impact of data-driven digital marketing and strategies to leverage the VFR segment for future success.
40:01
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Quick takeaways
- Emphasizing community pride is crucial, as residents' perceptions directly influence how potential visitors view the destination.
- Charlotte shifted its tourism strategy post-pandemic by focusing on leisure and the significant market segment of visiting friends and relatives.
Deep dives
Perception Shapes Destination Appeal
The podcast emphasizes the significance of how residents perceive their own destination, as this perception directly influences how visitors view the area. When locals take pride in their community, it often leads them to showcase the best attributes of their city to friends and relatives who visit. If residents harbor negative views about their home, that sentiment can adversely affect potential tourists' interest. Hence, fostering a positive community vibe is integral to improving the overall appeal of the destination.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode