Marketing a Destination: Storytelling That Moves People
Marketing a Destination: Storytelling That Moves People
When we think about destination marketing, it’s easy to picture glossy brochures, eye-catching billboards, or that one Reel that makes you want to book a flight now. But truly successful destination marketing - the kind that drives long-term tourism, community engagement, and brand loyalty - goes much deeper.
At Crowe PR, we’ve had the opportunity to partner with some of the most impactful hospitality and lifestyle brands, including Kimpton Hotels, The Unbound Collection by Hyatt, Liberty Station, Valor Hospitality, Bosa Development and Lopesan Costa Bávaro Resort in the Dominican Republic. Each one has reminded us that marketing a place isn't just about promoting a location; it's about capturing a feeling, a story, and a sense of community.
Here’s what we’ve learned it really takes to market a destination:
1. It Starts with Identity, Not Just Amenities
People don’t travel for hotel rooms; they travel for experiences. And destinations are no different. Whether it’s the cultural blend of Liberty Station, the coastal charm of a Kimpton property – take The Kimpton Shorebreak, for instance - or the oceanfront elegance of Lopesan Costa Bávaro, our job it to answer the question to answer a simple question: Who are you, and why should someone care?
Your destination isn’t just its location on a map; it’s the emotion it evokes, the community it represents, and the values it stands for.
2. Leverage Storytelling, Not Just Selling
Today’s travelers are savvier than ever. They want stories, not sales pitches.
When working with Valor Hospitality, we focused on highlighting the human connection and the way hospitality is about people first, in addition to polished properties. For Liberty Station, storytelling came full circle during its 100-year anniversary campaign, where we elevated voices from the property’s past and present - veterans who train on site while it was Southern California’s first Naval Training Center - who shaped the evolution of this San Diego icon.
And with Lopesan Costa Bávaro, we helped elevate the Dominican Republic as a world-class travel destination through global media outreach and influencer partnerships. Our always-on strategy coupled the rich culture, local connections and beauty of the island with the luxury of the resort to invite travelers to immerse themselves in something authentic and unforgettable.
Storytelling transforms a destination from a physical place into an emotional one. It’s how you connect with the heart before the itinerary is even built.
3. Elevate the Locals
No one tells the story of a destination better than the people who live it every day.
With Bosa Development, for example, we’ve captured the lifestyle and spirit of their residential communities by showcasing the entrepreneurs, artists and visionaries who bring vibrancy to urban spaces. With Liberty Station, we turned the spotlight on the creative voices and ideated locally-rooted campaigns that showcased its transformation into the Anchor of San Diego.
Whether it’s a beachfront village or a bustling neighborhood, elevating local voices builds credibility and drives destination affinity.
4. Create Content That Moves
In destination marketing, content isn’t just about what looks good. It’s about what moves people to act. That might be a compelling influencer campaign, a brand video that captures the destination’s essence or a social series that gives both locals and travelers a reason to explore.
From Kimpton’s warm, boutique energy to the immersive history of Liberty Station and the Caribbean magic of Punta Cana, our content strategy always circles back to emotion. What do we want people to feel? What story are we telling that’s worth remembering - and sharing?
The most impactful strategies begin by uncovering what patrons truly want. What do they value most in an experience? By tapping into those core insights, we can craft content that creates an emotional connection that turns viewers into repeat visitors .
5. Connect the Dots Between Brand and Place
Each destination has its own soul. Our job as marketers is to align that soul with the brand’s promise.
When done right, destination marketing becomes a virtuous cycle - where stories draw people in, and people create the next layer of stories. We love bringing destinations to life, brick by brick, beach by beach, story by story.
If you want to market a destination, don’t just think like a marketer - think like a storyteller. Because the places that capture our attention are the ones that first captured our imagination.
And those are the stories we love to tell.