There are 10,000 cities in the world and a $9.9 trillion tourism market.
So, who’s in charge of attracting all of those visitors (and dollars)?
Convention & Visitor Bureaus (CVBs) are the pulse of America’s local tourism industry. The CVB is the organization that pulls individuals and groups together to market their community as a whole.
Hotels, restaurants, local attractions and event promotion teams all work with their local CVB to attract visitors and locals alike to their businesses. Most CVBs get their marketing dollars from state agencies and local hotel taxes.
The job of the CVB? To make sure there are “heads in beds” at local hotels, motels and bed and breakfasts.
But what if your community doesn’t have a pro sports team, a vibrant food scene or some of the other attractions larger cities might offer?
Small markets have to unleash creativity when defining what an “attraction” is. And strategies often need an overhaul to spark the interest — or awareness — of potential visitors. (For example, growing numbers of travelers crave experiences that are “off-the-beaten-path,” or of historical significance. This is where a smaller community can shine!)
The Challenges Convention & Visitor Bureaus Face
Even after a town has identified what to say and how to say it, smaller CVBs still face key challenges.
Staffing
Most smaller communities have a similarly small CVB staff, with most headed by a single person responsible for marketing, organizing local events and overseeing social media for their region. That’s on top of the daily rigor of managing a budget, attending city functions and other administrative tasks.
No wonder self-promotion efforts get pushed to the back burner!
Budget
Basic math says that a smaller community without large-scale attractions will have less money for marketing. These communities need to work closer with local businesses so every dollar is stretched to receive the best ROI.
Attractions (or lack thereof)
One of the biggest questions smaller communities need to answer is: “What would you say… we do here?” And outsiders aren’t the only ones asking that question. If your city doesn’t have an attraction that thousands throng to every year, it’s easy for locals to think there’s nothing to do.
It all comes down to time, money and resources.
When your staff is pulled in many different directions, it’s important to bring in someone who can help take responsibilities off their plate.
Hiring an agency like Stealth Creative means, you have a whole team experienced in driving tourism, ready to assist with every aspect of your marketing plan. From marketing strategy and creative design to media placement, working with an agency increases your staff multifold. You’ve got graphic designers, digital and brand strategists, experts in all types of media placement and account executives to help keep everything on track.
No one can be an expert in everything. But you are an expert on your community. Let Stealth be the marketing experts for your community.
With more than 50 years of combined experience in CVB marketing and media placement, we know how to help you make the most of your marketing budget.
Photo Courtesy of the Joplin Convention & Visitors Bureau.
