tourism promotion board definition

What is a tourist board? A SIMPLE explanation

Disclaimer: Some posts on Tourism Teacher may contain affiliate links. If you appreciate this content, you can show your support by making a purchase through these links or by buying me a coffee . Thank you for your support!

A tourist board is an important type of travel and tourism organisation that makes up a key part of the structure of the travel and tourism industry . But what is a tourist board, what does this organisation do and why are tourist boards so important? Read on to learn more…

What is a tourist board?

What type of organisation is a tourist board, what does a tourist board do, national tourist boards, regional tourist boards, local tourist boards, what is a tourist board: further reading.

A tourist board is a tourist organisation that is founded with a view to promoting and creating the identity, and to enhance the reputation of tourism in a particular location. They are official organisations that encourages tourists to visit a particular city, country, or region. 

A tourist board is a not for profit organisation that is usually government owned. This means that the focus is on providing a service to the general public, as opposed to making a direct profit. However, indirectly, tourist boards do help to make money for the country because their aim is to promote the tourism industry, which in turn brings in revenue. Tourist boards are publicly funded, meaning that the money needed to operate comes from money that is raised through taxation. Tourist boards operate within the public sector.

A tourist board is generally a point of information for consumers or tourists. The primary aim is to promote tourism in a particular area. They may do this through a range of marketing initiatives including targeted campaigns and advertisements. Tourist boards may run adverts on TV and place advertisements on bus shelters or on the tube, for example. Tourist boards have also been known to partner with influencers such as bloggers and Instagram influencers who will promote the destination to their followers. Sometimes these can be sizeable campaigns.

Tourist boards will also provide information about a specific area, including transportation options, popular tourist attractions , and types of accommodation available in the area. Tourist boards also provide information about the history and the culture of a specific area.

Behind the scenes, tourist boards also do a lot of work to help manage and facilitate the tourism provision in a particular area. Some of their duties may include:

• Conducting market research
• Analysis and appraisal of tourism business in the area
• Liaising with other Governmental organisations
• Managing tourist representative and the provision of tourist information
• Cooperation with tourist boards in other destinations
• Developing the tourism provision in the area

Different levels of tourists boards

There are different levels of tourist boards that focus on different levels of tourism, I will explain each of these below.

National tourist boards oversee tourism at a national level, in other words, they are responsible for tourism throughout the country, or the nation. National tourist boards typically set the agenda for tourism and support the sector to improve what is has to offer. National tourist boards provide funding and help to promote a positive image of the country. They will also work closely with other areas of Government at a national level.

Examples of national tourist boards include Visit Britain , Amazing Thailand and Incredible India .

Regional tourist boards are organisations that are in charge of promoting and managing tourism at a regional level. Regional tourist boards will often work closely with national tourist boards. Their main role is to lead the regional tourism strategies in the area. Regional tourist boards will collaborate with local authorities, tourism businesses and other organisations to undertake a range of marketing, product investment and business support activities within the travel and tourism industry.

A local tourist board is a tourist board that focusses on a specific local area. Many local tourist boards will support local tourism groups and associations that help to bring together the private and public sector. Local tourist boards will address issues at grass roots and will demonstrate a higher level of understanding of tourism in a particular area than a national or regional tourist board will. They will work closely will the local authority and local Government.

Local tourist boards will often have responsibility for tourist information centres. These are centres that provide a range of information to tourists on attractions, accommodation, hospitality options etc within the local area. There will often be trained staff who work at the tourist information centres who are able to advise and help tourists. There may also be a small gift shop onsite.

If you found this article helpful, I am sure that you will love these too!

• Types of travel agents
• What does the World Travel and Tourism Council do?
• The different types of travel
• Types of travel and tourism organisations

Liked this article? Click to share!

To read this content please select one of the options below:

Please note you do not have access to teaching notes, the impact of tourism promotion in tourist destinations: a bibliometric study.

International Journal of Tourism Cities

ISSN : 2056-5607

Article publication date: 22 April 2022

Issue publication date: 9 December 2022

This paper aims to provide an assessment of tourism promotion in tourist destinations and airports (TPTDs) and to organize and classify the literature on tourism promotion, with the aim of staging the importance of this topic and encouraging future research in the projection of tourism and marketing sectors.

Design/methodology/approach

The paper uses the Social Sciences Citation Index (SSCI) database to analyze the bibliometric in TPTDs topic from 2000 to 2021. Additionally, the paper also uses the visualization of similarities (VOS) viewer software to map graphically the bibliographic material. The graphical analysis uses bibliographic coupling, co-citation, citation and co-occurrence of keywords.

This study provides an amended new definition of tourism promotion, which is the efficient management of a destination’s resources and strategic plans by destination marketing organizations (DMOs) to adapt the tourism supply to market trends and will empower tourists to visit such destinations. Furthermore, results also show a new paradigm applied to TPTDs topic and classified in five first-order research streams. Digital and mobile marketing, infrastructure, branding, quality, accessibility and information factors about a specific destination which are mostly demanded by tourists are considered as an important means of promotion for the tourism industry.

Originality/value

The contribution of this study is important to identify new challenges and opportunities for researchers, DMOs, airport and airlines operators and stakeholders, as disentangling existing contradictions and applying new theoretical framework to make better future decisions by researchers and organizations to provide higher quality to new research in the context of the TPTDs.

• Tourism promotion
• Bibliometric
• Tourist destinations
• Universities

Florido-Benítez, L. (2022), "The impact of tourism promotion in tourist destinations: a bibliometric study", International Journal of Tourism Cities , Vol. 8 No. 4, pp. 844-882. https://doi.org/10.1108/IJTC-09-2021-0191

Emerald Publishing Limited

Copyright © 2021, International Tourism Studies Association

Related articles

We’re listening — tell us what you think, something didn’t work….

Report bugs here

All feedback is valuable

Please share your general feedback

Join us on our journey

Platform update page.

Visit emeraldpublishing.com/platformupdate to discover the latest news and updates

Questions & More Information

Answers to the most commonly asked questions here

What is a Tourist Board?

A Tourist Board (also known as a tourism board or destination marketing organization) is an organization, typically funded by a government or private sector, that promotes and develops tourism in a particular region or destination.

The primary goal of a tourist board is to increase the number of visitors to the region or destination and to enhance the visitor experience by providing information and services that help visitors plan their trips and enjoy their stay.

Tourist boards typically undertake a range of marketing and promotional activities, such as advertising, public relations, events, and social media campaigns, to attract visitors. They also work closely with tourism businesses, such as hotels, restaurants, and attractions, to develop and promote tourism products and services.

In addition, tourist boards may provide visitor information services, such as visitor centers, maps, and guides, to help visitors navigate the destination and find activities and attractions that interest them.

How are tourist boards a benefit to vacation rental businesses?

Tourist boards can play an important role in helping vacation rental businesses by providing a range of services and resources that can help these businesses reach new customers and improve their operations. Here are some ways that tourist boards can help vacation rental businesses:

Promotion and Marketing: Tourist boards often have large marketing budgets and established promotional campaigns to attract visitors to a region or destination. By partnering with a tourist board, vacation rental businesses can benefit from this marketing and promotion, gaining increased exposure to potential customers.

Industry Research and Insights: Tourist boards often conduct research into the tourism industry, providing valuable insights into consumer trends and travel behaviors. This information can be used by vacation rental businesses to tailor their offerings to meet the needs and preferences of visitors.

Networking and Collaboration: Tourist boards often host industry events and workshops, providing opportunities for vacation rental businesses to network and collaborate with other tourism industry professionals. These events can be a valuable source of knowledge and ideas for improving operations and customer service.

Visitor Information and Services: Tourist boards typically provide a range of visitor information and services, such as visitor centers, maps, and guides. Vacation rental businesses can benefit from this by providing their guests access to these resources, which can help enhance the visitor experience and encourage return visits.

Training and Development: Tourist boards may offer training and development programs for tourism industry professionals, including vacation rental businesses. These programs can help improve business operations, customer service, and overall business performance.

By working with tourist boards, vacation rental businesses can benefit from increased exposure, industry insights, networking opportunities, and access to valuable resources and services.

Are there different kinds of tourist boards?

Yes, there are different kinds of tourist boards, each with its own focus and goals. Here are some examples:

National Tourist Boards: These are typically government-funded organizations that promote a country as a tourist destination. Their focus is on marketing the country as a whole and attracting visitors from around the world.

Regional Tourist Boards: These are organizations that promote a particular region within a country as a tourist destination. Their focus is on marketing the unique attractions and experiences of the region to potential visitors.

City Tourist Boards: These are organizations that promote a particular city as a tourist destination. Their focus is on marketing the city’s attractions, events, and cultural experiences to potential visitors.

Industry-Specific Tourist Boards: These are organizations that promote a specific sector within the tourism industry, such as adventure tourism, culinary tourism, or eco-tourism. They focus on marketing the unique experiences and opportunities within that sector to potential visitors.

Non-Profit Tourist Boards: These are organizations that promote tourism in a particular area or region without seeking profit. Their focus is on promoting the destination for the benefit of the local community, rather than generating revenue.

Each type of tourist board has its own approach to promoting tourism, and businesses within the industry can work with these boards to gain exposure and support.

What are some tourist board examples?

There are numerous tourist boards operating around the world. Here are some examples:

VisitBritain

VisitBritain is the national tourist board for the United Kingdom, promoting tourism across England, Scotland, Wales, and Northern Ireland. They focus on marketing the country’s rich history, diverse cultural experiences, and scenic natural landscapes to potential visitors. VisitBritain offers a range of resources for tourism businesses, including marketing and promotional campaigns, industry research and insights, and visitor information services.

Tourism Australia

Tourism Australia is the national tourist board for Australia, promoting tourism across the country, including major cities, natural attractions, and cultural experiences. Their focus is on marketing the country’s unique wildlife, natural beauty, and outdoor activities to potential visitors. Tourism Australia offers a range of resources for tourism businesses, including marketing and promotional campaigns, industry research and insights, and visitor information services.

NYC & Company

NYC & Company is the tourist board for New York City, promoting tourism to the city’s iconic landmarks, museums, restaurants, and cultural events. Their focus is on marketing the city as a vibrant, dynamic destination for travelers from around the world. NYC & Company offers a range of resources for tourism businesses, including marketing and promotional campaigns, industry research and insights, and visitor information services.

Costa Rica Tourism Board

The Costa Rica Tourism Board is the national tourist board for Costa Rica, promoting the country’s eco-tourism, adventure activities, and natural beauty. Their focus is on marketing the country’s unique biodiversity, sustainable tourism practices, and cultural experiences to potential visitors. The Costa Rica Tourism Board offers a range of resources for tourism businesses, including marketing and promotional campaigns, industry research and insights, and visitor information services.

Jamaica Tourist Board

The Jamaica Tourist Board is the national tourist board for Jamaica, promoting the country’s beaches, music, culture, and cuisine. Their focus is on marketing the country as a vibrant, welcoming destination for travelers seeking relaxation and adventure. The Jamaica Tourist Board offers a range of resources for tourism businesses, including marketing and promotional campaigns, industry research and insights, and visitor information services.

Dubai Tourism

Dubai Tourism is the tourist board for Dubai, promoting the city’s luxury experiences, shopping, and attractions. Their focus is on marketing the city as a world-class destination for travelers seeking opulence and luxury. Dubai Tourism offers a range of resources for tourism businesses, including marketing and promotional campaigns, industry research and insights, and visitor information services.

Tourism Authority of Thailand

The Tourism Authority of Thailand is the national tourist board for Thailand, promoting the country’s rich cultural heritage, food, and natural beauty. Their focus is on marketing the country’s unique blend of history, religion, and modernity to potential visitors. The Tourism Authority of Thailand offers a range of resources for tourism businesses, including marketing and promotional campaigns, industry research and insights, and visitor information services.

Visit Orlando

Visit Orlando is the tourist board for Orlando, Florida, promoting the city’s theme parks, resorts, and family-friendly attractions. Their focus is on marketing the city as a top destination for families seeking fun and excitement. Visit Orlando offers a range of resources for tourism businesses, including marketing and promotional campaigns, industry research and insights, and visitor information services.

These examples illustrate the range of tourist boards operating around the world, each with its own unique focus and approach to promoting tourism.

With iGMS, effortless vacation rental management is at your fingertips. Its intuitive platform handles bookings, guest communications, and team tasks efficiently. Ideal for solo hosts or large companies, iGMS transforms your rental operations while elevating the guest experience. Experience the iGMS difference.

No spam. Only valuable info and tips. We promise.

Ready to Start Automating Your Business and Join Thousands of Hosts?

Unlock Your Hosting Potential

Tourism Promotional Materials

• First Online: 06 March 2019

Cite this chapter

• M. Zain Sulaiman 3 &
• Rita Wilson 4  

1320 Accesses

This chapter defines tourism promotion materials and describes the various media of tourism promotion, particularly the Internet. The discussion then narrows down to the language of tourism promotion which is used by these media to achieve the ultimate objective of persuading potential tourists. Beginning with the general features of the language, the chapter discusses the textual functions of the language of tourism promotion, and how it is influenced by three sociological perspectives of tourism (strangerhood, authenticity and play) resulting in a language of differentiation, authentication and recreation. The notions of time, magic and euphoria are also discussed as key features. This is followed by a discussion of the main techniques used by copywriters in the creation of the language of tourism promotion.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

• Available as PDF
• Read on any device
• Instant download
• Own it forever
• Available as EPUB and PDF
• Compact, lightweight edition
• Dispatched in 3 to 5 business days
• Free shipping worldwide - see info
• Durable hardcover edition

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

MacCannell’s work ‘The Tourist: A New Theory of the Leisure Class’ ( 1976 ) is considered one of the earliest works which touched on the relationship between language and tourism from a sociological point of view and can be seen as a prolegomenon to subsequent research into the social, cultural and linguistic features of tourism.

Buck’s ‘The Ubiquitous Tourist Brochure ’ ( 1977 ) is one of the pioneering studies which analyse the content of tourist brochures. Following MacCannell’s work ( 1976 ), he concluded that the language of tourist brochures is constructed as tautologies with ‘authenticity ’ being the ‘lead message’ (Buck, 1977 , pp. 200, 206).

Urry ( 1990 ) points out that language is used by the professional opinion formers to direct the tourist’s gaze , telling him or her how, when and where to gaze .

Adler, J. (1989). Travel as performed art. American Journal of Sociology, 94 (6), 1366–1391.

Google Scholar  

Aitchison, J. (1987). Words of the mind: An introduction to mental lexicon . Oxford: Blackwell.

BBC News. (2006). Australian advert banned on UK TV. Retrieved October 17, 2011 from http://news.bbc.co.uk/2/hi/asia-pacific/4789650.stm .

Bermuda Department of Tourism. (1996). Advertisement. Islands Magazine, April , 45.

Boyer, M., & Viallon, P. (1994). La Communication Touristique . Paris: Presses Universitaires de France.

Buck, R. C. (1977). The ubiquitous tourist brochure explorations in its intended and unintended use. Annals of Tourism Research, 4 (4), 195–207.

Calvi, M. V. (2000). Il linguaggio spagnolo del turismo . Viareggio: Baroni Editore.

Calvi, M. V. (2001). El léxico del turismo. In Á. M. F. Lago (Ed.), El ELE Para Contextos Profesionales: culturae intercultura en la enseñanza del español a extranjeros .

Calvi, M. V. (2006). El uso de términos culturales en el lenguaje delturismo: Los hoteles y su descripcion. In M. V. C. Calvi & L. Chierichetti (Eds.), Nuevas tendencias en el Discurso de Especialidad (pp. 271–292). Bern: Peter Lang.

Cappelli, G. (2006). Sun, sea, sex and the unspoilt countryside: How the English language makes tourists out of readers . Pari: Pari Publishing.

Carden, A. R. (2005). The use of persuasive appeals and public relations in the travel and tourism industry post-9/11. Journal of Hospitality & Leisure Marketing, Vol. 12(1/2) 2005, 12 (1/2), 79–95.

Cohen, E. (1986). Tourism and time. World Leisure and Recreation, 28 (3), 13–16.

Dann, G. (1996). The language of tourism. A sociolinguistic perspective . Wallingford: CAB International.

Denti, O. (2007). A multimodal investigation of tourist texts and cityscapes. In L. Jottini, G. D. Lungo, & J. Douthwaite (Eds.), Cityscapes: Islands of the self . CUEC: Cagliari.

Dewar, K., Wen, M. L., & Davis, C. H. (2007). Photographic images, culture, and perception in tourism advertising: A Q methodology study of Canadian and Chinese university students. Journal of Travel & Tourism Marketing, 22 (2), 35–44.

Djafarova, E., & Andersen, H. C. (2008). The contribution of figurative devices to representation of tourism images. Journal of Vacation Marketing, 14 (4), 291–303.

Domínguez Vila, T., Alén González, E., & Darcy, S. (2017). Website accessibility in the tourism industry: An analysis of official national tourism organization websites around the world. Disability and Rehabilitation , 1–12. https://doi.org/10.1080/09638288.2017.1362709 .

Dunlap, B., & Media, D. (2011). Canada adventure tours. USA Today – Travel . Retrieved October 17, 2011 from http://traveltips.usatoday.com/canada-adventure-tours-2349.html .

Edwards, P. (2005). Addressing tourists: Genre analysis of the specialized discourse . Paper presented at the 15th European Symposium on Language for Special Purpose “New Trends in Specialized Discourse”, Universita Degil Studi Di Bergamo.

Edwards, P., & Curado, A. (2003). The promotion of tourism through key concepts and specific discourse. LSP & Professional Communication, 3 (1), 26–41.

Fodde, L. (2006). Tourist discorse as a new teaching tool for studying language and culture. In H. Bowles, J. Douthwaite, & D. F. Virdis (Eds.), Ricerca e didattica nei Centri Linguistici di Ateneo . CUEC: Cagliari.

Fodde, L., & Denti, O. (2008). The dialogic dimension in tourist discourse. In G. Garzone & P. Catenaccio (Eds.), Language and bias in specialized discourse (pp. 155–175). Milano: CUEM.

Francesconi, S. (2007). English for tourism promotion: Italy in British tourism texts . Milano: Hoepli.

Francesconi, S. (2008). Metaphors of jewels as strategies of persuasion in British tourist promotional texts. In G. Garzone & P. Catenaccio (Eds.), Language and bias in specialized discourse (pp. 176–186). Milano: CUEM.

Franklin, A. (2003). Tourism: An introduction . London: SAGE Publications.

Gatto, M. (2005). Representing Dublin: Written discourse analysis and the language of tourist guides . Paper presented at the XXII AIA Conference “Cityscapes: Islands of the Self”, Universita Degli Studi Di Cagliari.

George, J. (2010). Writing the mythical landscape: An analysis of the poetic devices used in tourism’s promotional literature. Transnational Literature, 3 (1), http://fhrc.flinders.edu.au/transnational/home.html .

Gold Coast Toursim. (2011). Gold Coast: Famous for fun. Retrieved October 21, 2011 from http://www.visitgoldcoast.com/ .

Gold, J. R., & Gold, M. M. (1994). ‘Home at last!’: Building societies, home ownership and the imagery of English suburban promotion in the interwar years . Chichester: Wiley.

Gotti, M. (2006). The language of tourism as specialized discourse. In O. Palusci & S. Francesconi (Eds.), Translating tourism. Linguistic/cultural representations (pp. 15–34). Trento: Editrice Università degli Studi di Trento.

Guijarro, A. J. S. M., & Ndez, J. I. A. H. (2001). Points of departure in news items and tourist brochures: Choices of theme and topic. Textus, 21 (3), 347–371.

Halliday, M. A. K. (2004). An introduction to functional grammar . London: Arnold.

Hassan, H., Habil, H., & Nasir, Z. M. (2008). Persuasive strategies of tourism discourse. In H. Habil & H. Hassan (Eds.), New perspectives in language and communication research . Skudai: Universiti Teknologi Malaysia.

Hershey, M. (2009). Translating web texts: Theory and practice (M.A.). Utrecht University, Utrecht.

Horenberg, G. H. F. (2015). Tourism advertising: Comparing the effects of push & pull factors in advertising. A cross-cultural perspective (M.Sc.). University of Twente, Enschede.

Hudson, S. (2014). Challenges of tourism marketing in the digital, global economy. In S. McCabe (Ed.), The Routledge handbook of tourism marketing (pp. 475–490). London: Routledge.

Internet World Stats. (2018). World internet usage and population statistics, June 30, 2018. Retrieved November 19, 2018 from http://www.internetworldstats.com/stats.htm .

Ip, J. Y. L. (2008). Analyzing tourism discourse: A case study of a Hong Kong travel brochure. LCOM Papers, 1, 1–19.

Jørgensen, L. G. (2004). Uniquely Singapore: An analysis of a destination’s image and the language of tourism (Master’s). Aarhus University, Aarhus.

Just Sardinia. (2011). Spa holidays in Sardinia. Retrieved October 17, 2011 from http://www.justsardinia.co.uk/pages/spa-holidays-in-sardinia/ .

Kelly, D. (1998). The translation of texts from the tourist sector: Textual conventions, cultural distance and other constraints. Trans: Revista de traductología, 2 , 33–42.

Knowles, M. (1989). Some characteristics of a special language: The language of tourism. In C. Lauren & M. Nordman (Eds.), From office to school: Special language & internationalisation (pp. 59–66). Clevedon: Multilingual Matters.

Lee, Y. (2009). The medium is global, the content is not: Translating commercial websites. Networking Knowledge: Journal of the MeCCSA Postgraduate Network, 1 (2), 1–19.

MacCannell, D. (1976). The tourist: A new theory of the leisure class (2nd ed.). New York: Schocken Books.

Maci, S. M. (2007). Virtual touring: The web language of tourism. Linguistica e Filologia, 25, 41–65.

Magdalena, B.-G., & Enriqueta Cortes de los, R. (Eds.). (2018). Innovative perspectives on tourism discourse . Hershey, PA, USA: IGI Global.

Manca, E. (2008). From phraseology to culture qualifying adjectives in the language of tourism. International Journal of Corpus Linguistics, 13 (3), 368–385.

Manca, E. (2016). Persuasion in tourism discourse: Methodologies and models . Newcastle upon Tyne: Cambridge Scholars Publishing.

Maslen, A. (2015). Persuasive copywriting: Using psychology to engage, influence and sell . London: Kogan Page.

Middleton, V. T. C., Fyall, A., & Morgan, M. (2009). Marketing in travel and tourism (4th ed.). London: Elsevier.

Mizrahi, J. (2013). Web content: A writer’s guide . New York: Business Expert Press.

Mocini, R. (2005). The verbal discourse of tourist brochures. AnnalSS, 5, 153–164.

Nauert, S. (2007). Translating websites. LSP Translation Scenarios: Conference Proceedings. Retrieved from http://www.euroconferences.info/proceedings/2007_Proceedings/2007_Nauert_Sandra.pdf .

Nigro, M. G. (2005). The language of tourism as LSP? A corpus-based study of the discourse of guidebooks. In H. Picht (Ed.), Modern approach to terminological theories and applications (pp. 187–198). Bern: Peter Lang.

Nigro, M. G. (2006). Il linguaggio specialistico del turismo: Aspetti storici, teorici e traduttivi . Roma: Aracne.

Nord, C. (1991). Text analysis in translation: Theory, methodology, and didactic application of a model for translation-oriented text analysis . Amsterdam: Rodopi.

Pearce, P. L. (2009). Now that is funny: Humour in tourism settings. Annals of Tourism Research, 36 (4), 627–644.

Pierini, P. (2009). Adjectives in tourism English on the web: A corpus-based study. CÍRCULO de Lingüística Aplicada a la Comunicación (clac), 40 , 93–116.

Pop, A. (2008). Cultural tourism advertising is a hybrid register. Phillologia, 2, 169–177.

Prieto Arranz, J. I. (2005). A (dis)United Kingdom: The discourse of British tourist promotion and its translation into Spanish (Ph.D.). Universidad de Oviedo, Oviedo.

Prieto Arranz, J. I. (2006a). BTA’s Cool Britannia: British national identity in the new Millennium. PASOS, Revista de Turismo y Patrimonio Cultural, 4 (2), 183–200.

Prieto Arranz, J. I. (2006b). Rural, white and straight. The ETC’s vision of England. Journal of Tourism and Cultural Change, 4 (1), 19–52.

Ramm, W. (2000). Textual variation in travel guides. In E. Ventola (Ed.), Discourse and community. Doing functional linguistics (pp. 147–167). Tübingen: Gunter Narr.

Rate, S., Ballantyne, R., Kerr, F., & Moutinho, L. (2017). Marketing communications in tourism and hospitality: Trends and implications of an online environment. In S. K. Dixit (Ed.), The Routledge handbook of consumer behaviour in hospitality and tourism (pp. 387–395). London: Routledge.

Reiss, K. (1989). Text-types, translation types and translation assessment (A. Chesterman, Trans.). In A. Chesterman (Ed.), Readings in translation theory (pp. 105–115). Helsinki: Oy Finn Lectura.

Rokowski, P. E. (2003). Forms of address in the discourse of tourist promotion . Paper presented at the 34th Poznań Linguistic Meeting, Poznan, Poland.

Rokowski, P. E. (2006). The language of tourism: Multidisciplinary theory behind the practice. In I. Navarro & N. Alberola (Eds.), In-roads of language: Essays in English studies (pp. 103–122). Castelló de la Plana: Publicacions de la Universitat Jaume I.

Sakulsureeyadej, A. (2011). How technology is changing global tourism. In J. Blanco (Ed.), Technology in tourism (Vol. 1, pp. 9). Madrid: UNWTO.

Sanning, H. (2010). Lost and found in translating tourist texts: Domesticating, foreignising or neutralising approach. The Journal of Specialised Translation, 13, 124–137.

Snell-Hornby, M. (1999). The ultimate confort: Word, text and the translation of tourist brochures. In G. Anderman & M. Rogers (Eds.), Word, text, translation: Liber amicorum for Peter Newmark (pp. 95–105). Clevedon: Multilingual Matters.

Sotiriadis, M., Fotiadis, A., & Vassiliadis, C. A. (2017). Travel review websites and interactive travel forums. In S. K. Dixit (Ed.), The Routledge handbook of consumer behaviour in hospitality and tourism (pp. 356–365). London: Routledge.

Spinzi, C. (2004). Travelling without a trace: A corpus study of the communicative process of ‘eco-speaking’. ESP Across Cultures, 1, 79–92.

Spring. (2017). Much Morocco. Retrieved December 20, 2017 from http://www.muchmorocco.com/welcome-to-morocco/ .

Sumberg, C. (2004). Brand leadership at stake: Selling France to British tourists. The Translator, 10 (2), 329–353.

Tang-Taye, J.-P., & Standing, C. (2016). Website translation and destination image marketing: A case study of Reunion Island. Journal of Hospitality & Tourism Research, 40 (5), 611–633.

Taylor, J. P. (2001). Authenticity and sincerety in tourism. Annals of Tourism Research, 28 (1), 7–26.

Torresi, I. (2010). Translating promotional and advertising texts . Manchester: St. Jerome.

Tourism Australia. (2011). Get a touch of glamour on the Gold Coast, Queensland. Retrieved July 1, 2011 from www.australia.com .

Tourism Malaysia. (2016). 10 Malaysian sweets & desserts you should try. Retrieved December 20, 2017 from http://blog.tourism.gov.my/10-malaysian-sweets-desserts-you-should-try/ .

Tourism Tasmania. (2013). Begin your discovery. Retrieved April 1, 2013 from http://www.discovertasmania.com.au/ .

Urry, J. (1990). The tourist gaze (2nd ed.). London: Sage.

Urry, J., & Larsen, J. (2011). The tourist gaze 3.0 . London: SAGE.

Valdeón, R. A. (2009a). Info-promotional material discourse and its translation: The case of the Asturian tourist board texts. Across Languages and Cultures, 10 (1), 21–47.

Valdeón, R. A. (2009b). Translating informative and persuasive texts. Perspectives: Studies in Translatology, 17 (2), 77–81.

Vestito, C. (2005). The tourist representation of the Italian south (pp. 369–380). XVIII: Textus.

Vestito, C. (2006). Tourism discourse and the representation of Italy: A critical analysis of English guidebooks (Ph.D.). Università degli Studi di Napoli Federico II, Naples.

Vinay, J.-P., & Darbelnet, J. (1995). Comparative stylistics of French and English: A methodology for translation (J. C. Sager & M.-J. Hamel, Trans.). Amsterdam: John Benjamins Publishing Co.

visitscotland.com. (2010). Dundee. Retrieved October 21, 2011 from http://guide.visitscotland.com/vs/guide/5,en,SCH1/objectId,RGN629vs,curr,GBP,season,at1,selectedEntry,home/home.html .

www.jogja-visit.com . (2011). Oya River as beautiful as Green Canyon. Retrieved from http://www.jogja-visit.com/ .

Y&R. (2017). U in the middle TVC . London: TUI.

Download references

Author information

Authors and affiliations.

Universiti Kebangsaan Malaysia, Bangi, Malaysia

M. Zain Sulaiman

Monash University, Melbourne, Australia

Rita Wilson

You can also search for this author in PubMed   Google Scholar

Corresponding author

Correspondence to M. Zain Sulaiman .

Rights and permissions

Reprints and permissions

Copyright information

© 2019 Springer Nature Singapore Pte Ltd.

About this chapter

Sulaiman, M.Z., Wilson, R. (2019). Tourism Promotional Materials. In: Translation and Tourism. Springer, Singapore. https://doi.org/10.1007/978-981-13-6343-6_2

Download citation

DOI : https://doi.org/10.1007/978-981-13-6343-6_2

Published : 06 March 2019

Publisher Name : Springer, Singapore

Print ISBN : 978-981-13-6342-9

Online ISBN : 978-981-13-6343-6

eBook Packages : Literature, Cultural and Media Studies Literature, Cultural and Media Studies (R0)

Share this chapter

Anyone you share the following link with will be able to read this content:

Sorry, a shareable link is not currently available for this article.

Provided by the Springer Nature SharedIt content-sharing initiative

• Publish with us

Policies and ethics

• Find a journal
• Track your research

Winter is here! Check out the winter wonderlands at these 5 amazing winter destinations in Montana

• Travel Tips

How To Work With Tourism Boards

Published: December 12, 2023

Modified: December 28, 2023

by Stacee Karl

• Plan Your Trip
• Sustainability

Introduction

Welcome to the exciting world of travel marketing and partnership building! In this guide, we will delve into the intricacies of working with tourism boards to elevate your travel business to new heights. Tourism boards play a pivotal role in promoting destinations, attracting visitors, and fostering sustainable tourism practices. Understanding how to effectively collaborate with these entities can significantly enhance the visibility and success of your travel enterprise.

As a travel enthusiast and industry professional, you recognize the immense value of forging strong partnerships within the tourism sector. By establishing meaningful connections with tourism boards, you gain access to a wealth of resources, insights, and promotional opportunities that can propel your brand to the forefront of the travel landscape.

Throughout this comprehensive guide, we will explore the multifaceted nature of working with tourism boards, from building relationships and collaborating on marketing campaigns to leveraging resources and measuring the impact of these strategic partnerships. By the end of this journey, you will be equipped with the knowledge and strategies to navigate the dynamic realm of tourism board collaborations with confidence and finesse.

So, buckle up and get ready to embark on a transformative exploration of how to effectively work with tourism boards to amplify the reach and influence of your travel business. Let's dive into the intricacies of this symbiotic relationship and uncover the keys to unlocking a world of possibilities in the realm of travel marketing and promotion.

Understanding the Role of Tourism Boards

Before delving into the strategies for collaboration, it’s essential to grasp the pivotal role that tourism boards play in the travel industry. Tourism boards, also known as destination marketing organizations (DMOs), serve as the primary entities responsible for promoting and enhancing the appeal of a specific destination or region. Their overarching goal is to attract visitors, drive tourism revenue, and cultivate a positive image of the locale they represent.

These organizations function as the custodians of a destination’s brand, leveraging various marketing channels and initiatives to showcase its unique attractions, cultural heritage, and recreational offerings. By harnessing the power of storytelling, captivating imagery, and targeted promotional campaigns, tourism boards strive to position their respective destinations as must-visit travel hotspots.

Moreover, tourism boards undertake vital roles in advocating for sustainable tourism practices, preserving natural landscapes, and fostering community engagement. They often collaborate with local businesses, hospitality providers, and tour operators to ensure a cohesive and compelling visitor experience while prioritizing environmental conservation and cultural authenticity.

By comprehending the multifaceted responsibilities of tourism boards, travel businesses can gain valuable insights into the dynamics of destination promotion and the underlying motivations driving these organizations. This understanding forms the bedrock for establishing mutually beneficial partnerships and aligning collaborative efforts with the overarching objectives of tourism boards.

As we venture deeper into this guide, we will uncover the strategies for engaging with tourism boards in a manner that resonates with their mission, amplifies the allure of the destination, and fosters sustainable tourism practices. With this foundational knowledge in place, you are poised to navigate the intricacies of working hand-in-hand with tourism boards to elevate your travel business to unprecedented levels of success.

Building Relationships with Tourism Boards

Establishing strong and enduring relationships with tourism boards is a cornerstone of successful collaboration in the travel industry. The process of cultivating these connections begins with proactive engagement and a genuine commitment to understanding and supporting the objectives of the tourism board. Here are essential steps to foster meaningful relationships with tourism boards:

• Research and Familiarization: Before reaching out to a tourism board, invest time in researching the destination and the board’s existing initiatives. Understand the unique selling points of the locale, its target visitor demographics, and the current marketing strategies employed by the tourism board. This knowledge will demonstrate your genuine interest in the destination and facilitate more meaningful conversations.
• Personalized Outreach: When initiating contact with the tourism board, personalize your communication to reflect a clear understanding of their mission and goals. Express your enthusiasm for collaborating and emphasize how your partnership can contribute to the board’s objectives, whether it’s promoting off-the-beaten-path experiences, supporting sustainable tourism practices, or targeting specific visitor segments.
• Value-driven Propositions: Present compelling proposals that outline the mutual benefits of collaboration. Highlight how your expertise, resources, or promotional platforms can augment the tourism board’s efforts in showcasing the destination. Whether it involves co-creating engaging content, hosting familiarization trips, or leveraging your audience to amplify the board’s messaging, emphasize the value you bring to the table.
• Consistent Engagement: Cultivate ongoing communication and engagement with the tourism board. Attend industry events, participate in destination-specific webinars, and seek opportunities to showcase your commitment to the destination’s success. This consistent engagement reinforces your dedication to the partnership and fosters trust and rapport with the board’s representatives.

By approaching the process of relationship building with authenticity, empathy, and a genuine desire to contribute to the destination’s growth, you lay the groundwork for a collaborative partnership that transcends mere transactional interactions. As we progress through this guide, we will delve into the subsequent stages of collaboration, where these foundational relationships will serve as the catalyst for impactful joint initiatives with tourism boards.

Collaborating on Marketing Campaigns

Once a solid rapport has been established with a tourism board, the stage is set for collaborative marketing campaigns that amplify the visibility and appeal of the destination. Joint marketing initiatives offer a synergistic platform for travel businesses and tourism boards to co-create compelling narratives, leverage diverse marketing channels, and reach a broader audience. Here are key considerations for effective collaboration on marketing campaigns:

• Co-created Content: Collaborate with the tourism board to develop engaging and authentic content that showcases the destination’s unique experiences, attractions, and cultural tapestry. This could involve producing destination guides, immersive videos, or blog features that resonate with the target audience and convey the essence of the locale.
• Amplified Reach: Leverage the tourism board’s promotional channels, such as social media platforms, official websites, and visitor guides, to amplify the reach of your collaborative content. By tapping into the board’s established audience base, you can extend the visibility of your brand while contributing to the board’s overarching marketing objectives.
• Storytelling Alignment: Ensure that the narratives woven into the marketing campaigns align with the destination’s brand identity and the tourism board’s messaging. Authentic storytelling that reflects the local culture, heritage, and sustainable tourism ethos resonates deeply with audiences and reinforces the destination’s appeal.
• Targeted Campaigns: Tailor marketing campaigns to cater to specific visitor segments identified by the tourism board. Whether it’s adventure seekers, cultural enthusiasts, or eco-conscious travelers, aligning your promotional efforts with the board’s strategic focus enhances the relevance and impact of the campaigns.
• Performance Measurement: Collaborate with the tourism board to establish key performance indicators (KPIs) that gauge the success of the marketing campaigns. By jointly evaluating the reach, engagement metrics, and conversion rates, both parties can refine future initiatives and optimize the impact of their collaborative endeavors.

Through seamless collaboration on marketing campaigns, travel businesses can harness the storytelling prowess and promotional reach of tourism boards to elevate their brand visibility and connect with a broader audience. As we move forward, we will explore additional facets of partnership with tourism boards, delving into the strategic utilization of resources and support provided by these influential entities.

Leveraging Resources and Support from Tourism Boards

Collaborating with tourism boards presents a wealth of opportunities to leverage their resources and support in bolstering the promotional endeavors of your travel business. These entities are equipped with a diverse array of assets, insights, and industry connections that can significantly enhance your marketing initiatives and visitor engagement. Here’s how you can effectively leverage the resources and support provided by tourism boards:

• Access to Insider Knowledge: Tap into the tourism board’s in-depth knowledge of the destination, including emerging travel trends, upcoming events, and hidden gems. By aligning your offerings with the board’s insights, you can curate compelling experiences that resonate with visitors and align with the destination’s strategic direction.
• Collateral and Visual Assets: Utilize the high-quality visual assets, including photography, videos, and promotional materials, available through the tourism board. These resources can enrich your marketing collateral, website content, and social media presence, infusing it with captivating visuals that convey the allure of the destination.
• Industry Connections and Partnerships: Leverage the tourism board’s network of local businesses, tour operators, and hospitality providers to forge strategic partnerships. Collaborative packages, exclusive offers, and joint promotions can be crafted in conjunction with the board’s partners, enhancing the overall visitor experience and fostering a sense of community engagement.
• Promotional Support: Capitalize on the tourism board’s promotional platforms and campaigns to amplify the visibility of your travel business. Whether it’s featuring in official visitor guides, participating in destination-specific events, or being showcased on the board’s digital channels, such exposure can significantly elevate your brand’s recognition among potential visitors.
• Training and Educational Opportunities: Engage with the tourism board’s training programs, workshops, and educational resources to enhance your understanding of the destination’s unique selling points and visitor expectations. This knowledge empowers you to tailor your offerings and marketing strategies in alignment with the destination’s distinct appeal.

By strategically leveraging the resources and support extended by tourism boards, travel businesses can enrich their offerings, expand their reach, and deliver compelling experiences that resonate with visitors. As we progress, we will delve into the pivotal aspect of measuring the impact of these collaborative efforts, allowing for informed decision-making and continuous refinement of the partnership strategies.

Measuring the Impact of Tourism Board Partnerships

Effectively measuring the impact of partnerships with tourism boards is essential for gauging the success of collaborative endeavors and refining future strategies. By employing robust metrics and evaluation frameworks, travel businesses can glean valuable insights into the reach, engagement, and conversion rates attributed to their collaborative initiatives with tourism boards. Here are key considerations for measuring the impact of these partnerships:

• Performance Metrics: Establish clear key performance indicators (KPIs) that align with the objectives of the collaborative campaigns and initiatives. These metrics may include website traffic, social media engagement, lead generation, and conversion rates. By quantifying the impact of the partnership, you can assess the tangible outcomes and return on investment.
• Visitor Feedback and Surveys: Solicit feedback from visitors who have engaged with the collaborative content or experiences resulting from the partnership. Understanding their sentiments, preferences, and behavioral patterns provides qualitative insights into the resonance of the campaigns and the effectiveness of the collaborative storytelling.
• Attribution Analysis: Employ attribution models to discern the contribution of the tourism board partnerships to the overall visitor acquisition and conversion funnel. By tracking the customer journey and attributing specific touchpoints to the collaborative initiatives, you can quantify the influence of the partnerships on visitor decision-making.
• Comparative Analysis: Conduct comparative analyses of performance metrics before, during, and after the collaborative campaigns. This longitudinal assessment unveils the incremental impact of the partnerships on brand visibility, audience engagement, and conversion outcomes, providing a comprehensive view of the collaborative efficacy.
• Post-Campaign Evaluation: Collaborate with the tourism board to conduct post-campaign evaluations, reflecting on the successes, challenges, and learnings gleaned from the collaborative initiatives. This reflective analysis informs future strategies and fosters a culture of continuous improvement in the collaborative endeavors.

By diligently measuring the impact of partnerships with tourism boards, travel businesses can refine their collaborative strategies, optimize resource allocation, and demonstrate the tangible value derived from these symbiotic relationships. This data-driven approach empowers both parties to iteratively enhance their collaborative initiatives and drive sustained success in destination promotion and visitor engagement.

Congratulations on embarking on this enlightening journey through the intricacies of working with tourism boards to elevate your travel business. As we conclude this comprehensive guide, it’s imperative to reflect on the transformative potential of collaborative partnerships with tourism boards and the enduring impact they can have on your brand’s visibility, visitor engagement, and destination promotion.

By understanding the pivotal role of tourism boards in destination marketing, you have gained insights into the multifaceted responsibilities of these entities and the strategic significance of aligning your collaborative efforts with their overarching objectives. Building strong relationships with tourism boards, rooted in authenticity, personalized engagement, and value-driven propositions, forms the bedrock for enduring and impactful partnerships.

Collaborating on marketing campaigns with tourism boards unlocks a realm of storytelling possibilities, amplified reach, and targeted engagement with diverse visitor segments. By co-creating compelling content and aligning narratives with the destination’s brand identity, you have the opportunity to captivate audiences and contribute to the enduring allure of the locale.

Leveraging the resources and support provided by tourism boards empowers you to enrich your offerings, expand your reach, and deliver authentic experiences that resonate with visitors. By tapping into insider knowledge, visual assets, industry connections, and promotional platforms, you can elevate your brand’s recognition and foster a deeper connection with potential visitors.

Measuring the impact of your partnerships with tourism boards equips you with valuable data-driven insights to refine your strategies, optimize resource allocation, and demonstrate the tangible value derived from these collaborative endeavors. By quantifying the reach, engagement, and conversion outcomes, you can iteratively enhance the efficacy of your collaborative initiatives and drive sustained success in destination promotion.

As you navigate the dynamic landscape of travel marketing and partnership building, remember that the journey with tourism boards is not merely transactional but rooted in a shared passion for showcasing the beauty and allure of destinations. By fostering enduring relationships, co-creating captivating narratives, and leveraging resources in a purposeful manner, you are poised to leave a lasting imprint on the travel landscape while contributing to the sustainable growth of destinations and communities.

Armed with the knowledge and strategies gleaned from this guide, you are well-equipped to embark on a transformative trajectory, leveraging the power of collaboration with tourism boards to shape compelling visitor experiences, amplify your brand’s influence, and contribute to the enduring allure of travel destinations. Embrace the opportunities that lie ahead, and may your collaborative journey with tourism boards be filled with creativity, impact, and shared success.

• Privacy Overview
• Strictly Necessary Cookies

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings.

If you disable this cookie, we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.

5 Tourism Promotion Campaigns Hitting the Right Notes in a Crisis

Rosie Spinks, Skift

March 26th, 2020 at 11:00 AM EDT

It's a tough time for tourism marketers but going dark isn't necessarily required. Here are some examples of campaigns that are striking the proper tone.

Rosie Spinks

Destination marketing is in a seriously tough spot, as Skift has covered in recent weeks . A survey from MMGY Travel Intelligence and Destinations International found that 80 percent of destination organizations surveyed in North America have reduced or postponed sales and marketing spending. But tourism promotion doesn’t necessarily have to go totally dark now that most travel is grounded — and indeed, there’s an argument that it shouldn’t.

As the crisis has unfolded, we’ve been impressed by the creativity of some tourism boards and destination marketers that are finding ways to promote their destinations in a manner that’s not just tonally appropriate — but generous, inventive, and genuinely uplifting as well. Here are five examples of campaigns we’ve noted, as well as why we think they worked. Note that none of these campaigns explicitly encourage booking a trip right now.

Visit Portugal

A decidedly uplifting campaign, Visit Portugal’s ‘Can’t Skip Hope’ video tackles the issue of travel bans head-on its first few words: “It’s time to stop.” The sweeping vistas and charming scenes displayed in the two minute video certainly inspire one to visit Portugal in the future, but it does not come across as sales-y. The we’re-all-in-this-together tone feels uplifting in these trying times.

Visit Britain

Britain’s greatest export is arguably its culture, from literature and film to music. Visit Britain has capitalized on that during the crisis on its social media feeds. In addition to content that essentially says “we can’t wait to welcome you again soon,” the DMO has also been posting ways to engage with British culture right now — from a quarantine couch. What makes it truly clever is including call to actions with each post, from crowdsourcing tracks for a Spotify playlist of iconic British music, or inviting followers to explore the filming locations featured in The Crown and Harry Potter.

View this post on Instagram Stuck on the sofa flicking through Netflix and unsure what to watch? Get your Britain fix with the Crown! 👑 ❤️ Head to our bio to explore some of the filming locations featured, including magnificent @hatfield_house 🎥 #LoveGreatBritain #VisitEngland #HatfieldHouse A post shared by Love Great Britain 🇬🇧 (@lovegreatbritain) on Mar 23, 2020 at 10:30am PDT

Philadelphia Convention and Visitors Bureau

Philadelphia’s DMO has launched a “ Philadelphia from Home” webpage , which features ways to interact with the city’s offerings from home, which it’s promoting across social media. A Facebook Live from the Philadelphia Zoo, a list of restaurants open for takeout , and recipes for a famous Philly Cheesesteak are all ways would-be visitors and locals can interact with the destination. The offerings feel genuinely useful  — and likely to inspire a visit.

View this post on Instagram On #NationalCheesesteakDay, we encourage you to support your local cheesesteak shop while staying safe by placing delivery or pickup orders and by purchasing gift cards. Some Philadelphia favorites even ship nationwide, including Pat’s and Campo’s. You can also try your hand at making Philadelphia’s iconic sandwich with the help of a recipe in our Philadelphia From Home guide. Tap the link in our bio to learn more. #discoverPHL photo by @anthony.difilippo A post shared by PHLCVB (@discover_phl) on Mar 24, 2020 at 3:07pm PDT

Travel Saint Lucia

The Caribbean destination is inviting followers to experience the destination via Instagram Live, with its “7 Minutes in St Lucia” campaign. It kicked off on March 26 with a seven minute streamed yoga practice in view of the famous Pitons, world-famous volcanic spires. Other activities include a cooking class, a dance party, and a guided meditation. The offerings slot into the kinds of things many people are doing anyway while in social distance mode — cooking and working out — which means it feels less sales-y and more generous.

View this post on Instagram Welcome to the beautiful Island of Saint Lucia🌴 While travel may not be possible at this time we want to immerse you in our culture, music, dance, food and more, from your home. ⁠⠀ ⁠⠀ Join us on Instagram LIVE every Tuesday and Thursday for #7MinutesinSaintLucia⁠⠀ ⁠⠀ YOGA AT THE PITONS 🧘‍♀ ⁠⠀ Thursday March 26th, 11:00am – 11:07am EDT⁠⠀ Start your day with a mind-body connection as local yoga expert Monique Devaux kicks off the livestream series with breathtaking views of the world-famous Pitons in Saint Lucia.⁠⠀ ⁠⠀ ⏩ SWIPE for schedule⁠⠀ ⁠⠀ 📸: @stonefieldvillaresort ⁠⠀ #MySaintLucia #SaintLucia A post shared by Travel Saint Lucia (@travelsaintlucia) on Mar 25, 2020 at 2:30pm PDT

Discover Puerto Rico

Puerto Rico is inviting its followers and would-be visitors to a virtual getaway, with salsa classes, cocktail making, and cooking. As Discover Puerto Rico CEO Brad Dean told Skift last week , the DMO shifted from a “visit now” approach to a “visit later” one a couple of weeks ago, with the goal of keeping the destination top of mind for future visitors.

We’re inviting all #daydreamers to a #virtual Puerto Rican getaway this weekend! Immerse yourself in our Island’s #culture by tuning into virtual salsa, mixology & cooking classes this weekend with some of our best local talent! #DiscoverPuertoRico from🏠! https://t.co/EyKwD31F4l pic.twitter.com/J5AK0PxbmF — Discover Puerto Rico (@discover_PR) March 25, 2020

The Daily Newsletter

Our daily coverage of the global travel industry. Written by editors and analysts from across Skift’s brands.

Have a confidential tip for Skift? Get in touch

Tags: coronavirus , destination marketing , dmos , tourism

Photo credit: Marigot Bay in St. Lucia Travel Saint Lucia

• Rosters & E-Bidding

Have a Research Question?

• Research Tools
• Explore Topics
• Stay Informed
• Publications

Tourism and Local Governments

This page addresses tourism planning for local governments in Washington State, including financing options, examples of local tourism programs, and related resources.

Tourism is Washington's fourth largest industry. This is reflected in the increasing dollars generated for the economy and the heightened interest local communities have in developing a tourism industry. Some general observations about the characteristics of tourism in Washington counties are presented in the Department of Commerce's Choose Washington: Tourism page.

Planning for Tourism

Tourism planning requires strong local support. Communities must be willing to cater to tourists and provide settings and experiences that are attractive to the traveling public. The community should have amenities, attractions, and/or destinations around which to build a tourism strategy. Below are some examples of local tourism marketing plans.

Additionally, the Washington State Department of Commerce has established the Tourism Marketing Authority (TMA) to oversee a statewide tourism marketing plan (2018). See Ch. 43.384 RCW .

Examples of  Local Tourism Marketing Plans

• Bellingham / Whatcom County 2018-2022 Cultural Heritage Tourism Strategic Plan
• Port Orchard 2017-2018 Tourism Promotion Strategic Plan
• Snohomish County 2018-2022 Strategic Tourism Plan

Hotel-Motel (Lodging) Tax

The hotel-motel tax or lodging tax ( chapter 67.28 RCW ) is the primary source of funds for tourism promotion. For more information, see our page on Lodging Tax (Hotel-Motel Tax) .

Tourism Promotion Areas (TPA)

The legislative body of any city or county may form a tourism promotion area (TPA) to generate revenue for tourism promotion ( chapter 35.101 RCW ). Previously, this authority was limited to counties over 40,000 population and the cities and towns in those counties, but as of 2020, the state legislature removed the population requirement.

A TPA may include the entire jurisdiction or only a portion, and multiple jurisdictions may establish a joint TPA through interlocal agreement. However, a county TPA may only include unincorporated areas, unless the county has signed an interlocal agreement with one or more cities to form a joint TPA.

In counties of one million or more – currently, only King County – the legislative body must be comprised of two or more jurisdictions acting under an interlocal agreement. (However, in 2015 the legislature created an exception for Federal Way to form a TPA by itself.)

Within the tourism promotion area, the legislative body may impose a charge of up to $2 per room per night on “lodging businesses." See chapter 82.08 RCW  for more explanation. As of 2020, the legislative body may impose an additional charge of up to $3 per room per night if it has secured the signatures of the persons who operate lodging businesses who would pay 60% or more of the proposed charges. This additional $3 nightly charge expires July 1, 2027.

The legislative body may establish up to six different lodging classifications, sometimes referred to as “zones,” with different rates in each. The classifications must only be based on geographic location, number of rooms, or room revenue.

Lodging businesses with fewer than 40 rooms are exempt and may not be assessed.

The state Department of Revenue has emphasized that while the statute allows TPAs to classify lodging charges based on the number of rooms, room revenue, or geographic location, it does not allow lodging charges to be based upon the type of lodging. For example, a TPA may not exempt or charge different fees upon specific types of lodging such as RV parks that rent spaces, private lodging houses, long-term room rentals, guest ranches, etc.

The lodging businesses collect the charges and remit them to the Department of Revenue, which deposits the revenues into the Local Tourism Promotion Account. The state treasurer distributes money in the account monthly to the legislative authority on whose behalf the money was collected.

The revenue must be used "to promote tourism that increases the number of tourists to the area" ( RCW 35.101.130 (1)). Definitions of "tourism promotion" and "tourist" are provided in  RCW 35.101.010 .

The legislative body may appoint an existing advisory board or create a new advisory board to make recommendations on the use of the revenues, but the legislative body has sole discretion as to how the funds are used to promote tourism. The legislative authority may contract with tourism destination marketing organizations or similar organizations to administer the operation of the area.

Formation of a tourism promotion area is initiated by a petition to the legislative body of the city or county. The petition must describe the proposed TPA boundaries, the total estimated revenues, and the proposed uses of the revenues, and it must contain the signatures of people who operate lodging businesses in the proposed TPA who would pay at least 60% of the proposed charges. The legislative body must hold a public hearing on the establishment of the TPA.

Any tourism promotion area fee must be repealed if a majority of the lodging businesses assessed the charges petitions to the legislative body in writing to remove the charge ( RCW 35.101.130 ). The legislative authority may determine the timing of when to remove the charge so that the effective date of the expiration will not adversely affect existing contractual obligations, not to exceed 12 months. Any fee in place as of January 1, 2020 is not subject to this provision unless the jurisdiction increases the charge under  RCW 35.101.057 .

Liberty Lake  Ordinance No. 127A  (2011) – Increasing TPA rates to $2 per night for lodging businesses with room revenues over $500,000 during the previous year; rates remain at $0.50 per room for businesses with $500,000 or less in room revenues. Includes original ordinance establishing TPA in 2004

Prosser  Tourism Promotion Area Grant Application  (2018)

Skagit County  Interlocal Cooperative Agreement for a Skagit County Tourism Promotion Area  (2020) – An agreement between the county and multiple cities to establish a joint tourism area where the county is the legislative authority

Ordinance No. 2010-11  (2010) – Reenacts TPA following expiration of original TPA, with rate of $1 per room. Establishes advisory committee; ordinance must be reviewed every three years to determine continued efficacy and desirability among affected lodging businesses.

TPA Funding Application Form  (2023) – Form for businesses and organizations wishing to obtain tourism promotion funding for projects through the TPA

Ordinance No. 2707  (2011) – Establishes citywide TPA with flat rate of $2 per night

Tourism Promotion Area Management Agreement  (2011) – Agreement to manage operational and administrative activities for TPA

Examples of Local Tourism Programs and Advisory Committees

The following are a few examples of tourism program information from Washington cities and counties:

• Cowlitz County "The Big Idea" Interlocal Agreement (2014) – Reconstitutes original 2011 agreement for Cowlitz County Regional Tourism Development Partnership Program, AKA "The Big Idea," and Tourism Board of Directors Agreement with Longview, Kelso, Castle Rock, Kalama, and Woodland
• Kirkland Tourism Program and Explore Kirkland.com  – Official Kirkland tourism sites
• Moses Lake Visitors – Guide with information on local events, attractions, lodging, etc.
• Visit Kitsap Peninsula Port Orchard  – Tourism site
• Whidbey & Camano Islands – Tourism site

Tourism Advisory Committees

A few cities have created committees to advise on tourism, while others include this function within the focus of an Economic Development Committee. Below are some examples of advisory committees:

• Bellingham Tourism Commission
• Blaine Tourism Advisory Committee

Cultural and Heritage Tourism

History and culture provide a key opportunity for tourism-related economic development promoters and planners. The educational experience from heritage tourism can also be partnered with other tourist attractions. This section provides resources for local governments to use in developing cultural and heritage tourism. It includes local examples of cultural events, tours, and communities that have capitalized on their historic heritage.

The National Trust for Historic Preservation's (NTHP) definition of cultural heritage tourism is "traveling to experience the places, artifacts, and activities that authentically represent the stories and people of the past and present. It includes visitation to cultural, historic, and natural resources." The NTHP identified five strategies to guide the combining of heritage and tourism: collaborate; find the fit between a community or region and tourism; make sites and programs come alive; focus on authenticity and quality of experience; and preserve and protect resources.

Information Resources on Cultural and Heritage Tourism

The following resources provide useful background and guidance on cultural and heritage tourism.

• National Trust for Historic Preservation : Heritage Tourism Stories
• Florida Department of State : Cultural Tourism Toolkit – Toolkit to assist cultural organizations in finding new ways to collaborate with the tourism industry
• Texas Historical Commission Heritage Tourism Guidebook (2007) – Step-by-step guide for the development of heritage tourism to preserve historic and cultural resources and boost economies. Appendix includes a Physical Inventory Worksheet for appraising assets for potential development.

Economic Impact of Cultural Tourism

One of the primary benefits of cultural and heritage tourism are the economic impacts for communities. While this is difficult to measure, it can be an important element of a local economic development strategy. Below are some useful resources on this topic:

• Washington State Department of Archaeology and Historical Preservation : Economic Benefits of Historic Preservation (2007) – This study includes economic impacts of heritage tourism.
• Advisory Council on Historic Preservation : Measuring Economic Impacts of Historic Preservation (2013) – Offers a study carried out to identify indicators that can be used to measure the economic impact of historic preservation over time and understand the economic roles and impact of historic preservation

Examples of Cultural and Heritage Tourism

The following are a few examples of cultural and heritage tourism promotional materials and activities from communities around Washington State. Some of these are sponsored by chambers of commerce and other local organizations.

• San Juan Islands Visitors Bureau : Historic Sites in the San Juans
• Washington State Department of Archaeology and Historic Preservation : National Maritime Heritage Area Study – Information about Washington State's proposed National Maritime Heritage Area
• Visit Seattle : Cultural Heritage
• LewisAndClarkTrail.com : Lewis and Clark Trail - Washington

Ecotourism provides opportunities to visit undisturbed natural areas, scenic vistas, plants, and wildlife. Washington state offers many opportunities for local governments to promote their natural environments to visitors. While maximizing the economic, environmental, and social benefits from ecotourism, the local environment must be protected. This section provides links to information on how to create and promote nature tourism destinations.

• The International Ecotourism Society : What Is Ecotourism?

Examples of Sites that Combine Nature and Marketing

The following are sites promote ecotourism in Washington communities:

• State of Washington Tourism : Experience a State of Wanderlust – Official tourism site of the State of Washington; includes information on wildlife, scenic areas, and outdoor activities
• San Juan Islands Visitors Bureau : Experiences & Itineraries – Includes ecotourism activities such as wildlife and outdoor experiences
• The Central Cascades Geotourism Project of Oregon and Washington – Created by Travel Oregon and Experience Washington in association with National Geographic

Economic Impact of Nature Tourism

• Earth Economics : Nature's Value in Clallam County: Policy Implications of the Economic Benefits of Feed Bluffs and 12 Other Ecosystems (2013)
• American Trails : Tails Make Economic Sense

Sports and Recreation Tourism

This section includes information on sports and recreation tourism. Sports tourism can be an important part of a community's economic development program.

There are many organizations that support the development of sports facilities and local events and encourage activities that will attract tourists and spur economic development.

• Sports Events & Tourism Association
• Washington Festivals & Events Association (WFEA) – Nonprofit organization promoting  common business interests of the state's festivals and events industry; holds an annual conference and other professional education and leadership development
• Seattle Sports Commission – Nonprofit agency dedicated to creating economic development through sports and recreation, supporting the local sports community, and promoting health and fitness in the Puget Sound area
• Snohomish County Sports Commission
• Spokane Sports
• Tri-Cities Sports Council – Project of the Tri-Cities Visitor & Convention Bureau
• Wenatchee Valley Sports
• Yakima Valley Sports Commission

Economic Impact of Sports and Recreation Tourism

• League of American Bicyclists : Bicycling Means Business - The Economic Benefits of Bicycle Infrastructure (2012)
• Washington State Recreation and Conservation Office : Economic Analysis of Outdoor Recreation in Washington State (2015)
• ResearchGate : Doing Better - Sports, Economic Impact Analysis, and Schools of Public Policy and Administration (2009)

Economic Impact of Sports Facilities

• Seattle Athletic Stadium 5 Year Impact Study (2006) – Prepared by Property Counselors for City Of Seattle Office of Planning and Development and office of Economic Development
• Heartland Institute : A Decade of Research on Sports Stadiums (2005)
• Lincoln Institute of Land Policy : Identifying the Real Costs and Benefits of Sports Facilities (2002)

Weekly E-News

Get the latest local government news, analysis, and training opportunities in Washington State with MRSC’s Weekly Insights .

Related Materials

12 Examples of Short-Term Vacation Rental Regulations

Protecting Your Local Brand: Federal, State, and Local Strategies

Short-term rental regulations coming to Mason County

How Salt Lake succeeded in keeping its downtown busy

Search form

• The Advocacy Process
• The AALEP Designation
• Why Choose a Public Policy Advocate
• Why Hire a Public Policy Advocate
• What do Public Policy Advocates do
• Statutes (FR)
• Statutes (ENG)
• Eligibility
• Ethics and Standards
• Dues and Initiation Fees
• Membership Application
• The 1600 List
• Brussels Study Visit (FR)
• Brussels Study Visit (ENG)
• Where to stay
• Where to eat
• GR Forum in Ukraine 2015
• Croatian Lobbyist Conference 2014
• Representative Offices
• Speaker's Profile

TOURISM PROMOTION IN THE EU AND DESTINATION IMAGE

Tourism promotion means trying to encourage the actual and potential customers to travel a destination through the spreading of information. Promotion is one of the most effective marketing mix elements used in marketing a tourist product. The objectives of promotion consistent with the general marketing plan is to identify the target group to which the promotion is conducted, to find out the effective advertising, sales support and public relations programmes to be planned, and to select the best methods to be used to control and assess the promotion operation. The following three types of promotion help to modify the consumer’s behavior in the stages of the buying process. Firstly, informative promotions are most effective at the earlier buying process stages like attention and comprehension. Secondly, persuasive promotions work well at the intermediate buying process stages which assist with attitude, intention, and purchase. Finally, after the first visit or use of the services, reminder promotions are effective to use. It is quite clear that promotion plays a vital role to advertise any destination and can help to modify the tourist behaviour by ensuring the repeat visitor continues to purchase the same product instead of switching to another destination. Promotion in tourism helps to draw the attention of the potential tourists, modify the behaviour of the existing buyers and influence them to visit a destination.

Every destination country should extend its efforts to discover the needs and follows necessary promotional strategies to raise interest among the potential tourists. It is very important for the decision makers to understand how customers acquire information especially for tourism related services and products. Research has proven that tourist information is an important element to have a positive image about the destination and the decision making process of tourists. The information about a specific destination which is mostly demanded by tourists is considered as an important means of promotion for the tourism industry. Destination marketing is identifying what tourists would like to see and a variety of methods may be used to attract tourists. Generally, the potential tourists like to know in advance about the products, services and facilities at the destination. Using various forms of promotional activities can lead the organization to carry out different promotional measures in order to provide the message to the potential tourists and influence them to visit the destination. 

Types of Promotional Activities

• Promotion of travel to destination for the European market;
• Discussion with trade representatives;
• Distribution of promotional brochures to individuals, tourist operators and travel agencies;
• Dissemination of tourism information to EU media and EU travel industry;
• Participation in workshops both of a general and specialized nature. The purpose of workshops is to enable professionals in the tourism sector to market their product. These are the most effective marketing strategies available to companies. For the professional they offer a very direct and personalized channel for promotion and commercial relations;
• Participation in major tourism fairs (both general and specialized) held domestically and abroad. Possibility of taking part in a fair as a co-exhibitor allows use of synergies between the public and private sectors, while also helping to create business opportunities for the company or institution concerned;
• Participation in travel shows, conferences, seminars, conventions;
• Travel agency e-training;
• Arranging familiarization trips for travel agents and journalists.Trips are a direct and effective promotional tool for showing attractions at first hand and for selling the destination in situ. These are organized journeys aimed at making the destination known to influential people so they can help promote it and market it;
• Presentations (i.e. specific activities organized to provide information about the tourist destination). Presentations may be restricted to the professional sector or at the end user (the tourist);
• Contacting tour operators;
• Educational visits for distribution networks;
• Placing advertisements in newspapers and magazines;
• Contacting travel agents and editors;
• Taking part in tourism promotion events;
• Engaging in social media and other online content strategies;
• Managing current and potential customers’ needs via strategic customer relationship management strategy (using on and offline strategies);
• Using strategic email marketing tactics to communicate specific messages for specific audiences to ensure relevancy and increase brand management;
• Working with industry trade partners to distribute product;
• Actively building relationships with other like-minded tourism businesses to package product to increase distribution into new markets;
• Measuring and reviewing marketing effectiveness on a regular basis to ensure you are achieving a positive return on investment.

Four Questions

For Tourism Promotion Authorities, appraising destination image involves answering four key questions:

• What is the perceived destination image held by the customer or potential customer?
• Is it favourable?
• Is it different from perceptions of what is thought to exist in competitive destinations ? On average travellers are thought to seriously consider three or four destinations thus to be on the 'shopping list' of potential destinations for a particular category is essential.
• How can it be affected? Once a destination image has been determined among key segments and its comparative attractiveness relative to substitutes assessed, Tourism Promotion Authorities must decide to what extent they need to take action to consolidate, modify or change perceptions.

Critical Success Factors for Destination Marketing

1. Strategic Orientation

• Visitation statistics are included and the destination's main markets are quantified and segmented
• The main competition is identified
• Tourism trends are identified
• A long-term orientation is adopted
• The importance of international competitiveness is recognized
• The need for infrsatructure improvements is highlighted
• The need for integration with national tourism plan is recognized
• Residents' attitudes to tourism are considered
• Local cultures, values and lifestyles are considered
• Wealth and job creation and quality of life for residents are primary aims.
• The issue of overcrowding is addressed
• The benefit of tourism to the destination is quantified
• Scenarios are developed

2. Destination Identity and Image

• The need to develop brand identity is recognized
• Brand associations are identified
• The need for image development is recognized
• Positioning is discussed
• The need for coordination of industry promotional material is recognized
• Recognition to ensuring the promises made in marketing communications are conveyed to visitors
• New and innovative forms of communication channels are addressed
• The need to improve branding and brand awareness is recognized
• The importance of experiences to tourists as opposed to tangible propositions is recognized.

3. Stakeholder Involvement

• National government agencies are involved in planning
• Local government agencies were involved in planning
• The area tourist board/area tourist office was involved in the planning
• Local residents were involved in the planning
• Local businesses were involved in the planning
• The need to improve communication between different stakeholders is recognized
• Leadership is addressed to give greater guidance to stakeholders.

4. Implementation, Monitoring and Review

• The time scale for each task is included
• The need for monitoring and review is established

Add new comment

Latest articles.

• ON-LINE LOBBYING DICTIONARY/KEYWORD/GROUPES/FR
• ON-LINE LOBBYING DICTIONARY/KEYWORD/LOBBYING /FR
• ON-LINE LOBBYING DICTIONARY/KEYWORD/PARTIES PRENANTES /FR
• ON-LINE LOBBYING DICTIONARY/KEYWORD/ANALYSE/FR
• ON-LINE LOBBYING DICTIONARY/KEYWORD/STRATEGIE/FR
• Request new password

©2024 Association of Accredited Public Policy Advocates to the European Union.

Design by easyPROG