Strategy Toolbox

Tourism destinations are anxious for the return of international travellers during the second half of 2020. As we begin planning for the future, we’re happy to share new research looking at post-COVID attitudes of Chinese travellers.

The dizzying transformations wrought by COVID-19 lock-downs are not simply economic and social shocks. They are also profound blows to the psyche of places – their sense of identity, purpose and sustainability. It’s a crisis of confidence. And confidence is one of the most critical resources any locale needs to move forward.

A new threat is emerging for place marketers – the recession. How can you advocate for your marketing budget in the midst of pandemic? And what can we learn from brands who have mastered their COVID marketing?

What does it mean to be a destination when visitors can no longer travel? Far from obstacle or paralysis, COVID-19 should be a call-out for innovators to create new and timely solutions. How can you utilise this time to make your destination seem so desirable that it's the first place people want to visit when the travel restrictions are lifted?

As we adjust to a COVID-19 world, we’ve got a real opportunity right now to rethink our approaches to tourism and embed a sustainable approach into our long-term strategy. How can we create a framework that helps to ensure we make sustainable decisions?