Hello tourism fam! It’s Marica, dropping in over here with a new blog format at Von Mack.
You have to A/B test things, right? Hooray for trying a first person narrative right at the end of the year!
What better way to do it than with a big list of things? Ha!
Perhaps it’s perfect that New Year’s resolutions are my favorite kind of chaos — equal parts ambition and accountability. As I’ve reached middle age, I’ve grown through my skepticism to learn that resolutions can actually be effective. The trick is choosing the right focus.
For tourism marketing, this means nothing. There’s a LOT in the mix these days.
But there’s a “thing” out there for you. I promise.
So let’s talk about where to start.
Presenting my list of top tourism marketing resolutions for 2025….
1. Make Yourself Friendly for AI to Find You
Think of AI as the bossy librarian of the internet, telling customers where to find you.
Or not.
When it comes to Chat GPT and all the AI things, a top tip to getting found in a query is that specificity is key. If your brand is vague, confusing, or hiding behind clever-but-unclear messaging, it’ll be hard for prompts of any sort to find you as an answer to someone’s call for output.
Get specific.
Run paddleboard tours at sunrise? Say it! Everywhere. Your website, socials, listings — all of it should hammer that message home. No flowery metaphors. Just facts.
What to skip:
- Keyword stuffing — no one searches “best paddleboard sunrise tours near me” five times in a row.
- Auto-generated blogs that make humans and robots cringe.
2. Assess Your Brand Promise
A brand promise isn’t static. It’s a premise. Part of a visual. An inferred benefit that lives within a very specific “vibe.” It can be tough to nail, but getting it right is one million percent necessary because it’s a direct driver for sales.
Unfortunately, as your business grows, you’ll need to do some checks and balances on the brand front too. Messaging that once fit perfectly can start to feel like a busted can of biscuits. It might still work, but does it really represent who you are now?
That’s exactly what happened at Von Mack.
Our former brand wasn’t broken – it was beautiful! But we’d just evolved past it. So we tore down the house and rebuilt things from the ground up, focusing on what we’d become: bold, curious, and gloriously rebellious.
The result? Something that felt COOL and REAL and ON POINT. Which felt super good when we landed on the Best Women-Owned Businesses in New Orleans list.
We felt like us again. But better.
So… how’s things feeling at your company these days? Still offering the same things you did 5 years ago?
If things are outdated, fix it.
Check out my rebrand story if you need inspiration.
Remember:
- Your brand promise should grow with your business.
- Reassess your messaging regularly to ensure it reflects your current identity.
- Change can unlock incredible opportunities.
3. Get to Those Plumber’s Pipes
Every business has a “we’ll get to it” list. You know, the stuff you keep pushing off because it’s not urgent — until it is.
Those outdated website pages with pictures from 2019? Yep! Fixing pixel tracking? Sure! And let’s not forget the seasonal blog posts you’ve meant to write for years but never quite got around to. Re: plumber’s pipes.
This new year is where you roll up your sleeves and tackle at least one of them.
Working on the “pipes” does more than just check items off a list. It creates a freshness that builds trust, which improves the customer experience, and ultimately drives more bookings. Plus, it just feels good.
Need inspiration? Check out our 2025 tourism marketing must-haves.
Where to Start:
- Prioritize updating old or incomplete content that customers rely on.
- Tackle one project at a time. Small improvements add up fast.
- Stop procrastinating. The leaks won’t fix themselves.
4. Try Some New Formats on Social
Social media platforms show favoritism. They actively push posts that use their newest features. Translation?
P-L-A-Y.
Experimenting with formats like reels, carousels, or lives can get your posts seen by way more people. Perhaps just go simple and roll out content on Insta that’s NOT a square.
Point is – If you’ve been sticking to safe, static images and the occasional text post, you’re leaving engagement on the table.
Shake it up:
- Post Reels or TikToks: Platforms like Instagram and TikTok adore short-form videos. They’re quick, engaging, and prioritized in feeds. Show off your team, highlight your destination, or create a “day in the life” video.
- Use Carousel Posts: These are perfect for storytelling. Think: itineraries, seasonal highlights, or even a behind-the-scenes look at your most popular tour.
- Incorporate User-Generated Content: Encourage your guests to tag your business, and share their photos and videos. It’s authentic, free, and incredibly effective at building trust.
Take Action:
- Use features your audience hasn’t seen from you before.
- Don’t wait for the perfect setup. Done is better than perfect in the social media world.
- Check out our blog on driving bookings without slashing prices for more creative social marketing strategy ideas.
5. Focus on Something AI Can’t Do
Authenticity wins.
AI can’t share the passion you bring to the table.
It doesn’t have a real opinion, it can’t tell a truly unique story, and it definitely doesn’t understand your audience like you do.
That’s where you win.
Instead of competing with algorithms, lean into what makes you YOU.
Human FTW:
- Have an Opinion: Don’t be afraid to take a stance on topics relevant to your experience, service, or destination. Folks love authenticity and confidence. It builds trust!
- Tell Stories: Share moments that only your brand can provide. Maybe it’s the wild tale of how your business started or the quirky traditions you bring to life on your tours. Bonus points for being vulnerable. My favorites are the funny ones.
- Build Real Relationships: AI might answer questions, but it can’t create the connections that come from personalized guest interactions. Engage directly with your audience and show them there’s a human behind the brand. Think things like heartfelt “thank you” emails, shared selfies, the lot….
The Time is Now
Your New Year’s resolution as an opportunity to shape what comes next. This is your catalyst to be the brand that tourists recommend.
So give something a go…
Refine your messaging to stand out. Test the narrative, like I’m doing right now with this blog. Embrace new tools and formats that amplify your reach. Fix the things you’ve been putting off. Focus on what makes your brand exceptional — what only you can offer.
And if you need help turning all of it into results that matter, we’re here to help make it happen.
