As a new resident of North Carolina and a digital marketing consultant for travel destinations and tourism partners, I was excited to see that Visit NC was hosting its annual Tourism Conference at the Omni Grove Park Inn, located practically in my backyard.
Conferences can be a source of knowledge, community and inspiration – reasons I love attending them and this conference was no exception. Weren’t able to attend Visit NC’s 2023 Tourism Conference? Here were my top three takeaways from the event.
A Recession is Coming, but The Travel Industry Will Still Thrive
Based on comparable data from previous recessions, Zeek Coleman, vice president of Americas at Tourism Economics shared that a U.S. recession is likely in Q2-Q3 of this year, but will most likely be mild compared to historical standards.
As people continue to plan their “revenge travel” in a post-pandemic world, the travel industry is not currently showing any signs of weakness. Other factors that indicate a strong U.S. tourism industry include:
- Hotel occupancy is nearing pre-pandemic numbers
- Air transportation is increasingly on-demand
- 34% of people plan to travel as they work remotely
- Businesses are still in the process of restoring necessary travel
While domestic travel should remain strong, there is potential for a decrease in international travel, as travelers try to extend the value of their travel dollars, including choosing destinations closer to home.
A DMOs Website Should Be a Sneak Peek Experience
Nearly one-third of U.S. travelers use an official destination marketing organization (DMO) resource to help plan their travel.
When it comes to a DMO’s website, bring the experience of your destination to the site, by helping visitors envision what it would be like to travel there. This can include seasonally themed content, design simplicity, ease of use, and user-generated content.
During the panel discussion hosted by Distinctly Fayetteville, Simpleview, and Luquire, they highlighted these essential things to keep in mind when developing or updating a DMO website:
- Your website must be responsive, as all generations now view websites on mobile devices.
- Use Google Keyword Planner to identify keywords to use for your site map, this will also give you an idea of how your visitors are searching for your destination.
- Integrate accessibility tools like Audioeye and AccessiBe to identify opportunities to make your site more accessible.
Travel is More Than Just a Trip
The concept that travel is more than just the act of visiting a place was a repeated theme during the conference. Traveling for her job for more than 23 years, Samantha Brown has experienced the best and worst parts of travel. During her keynote address, she encouraged attendees to identify the emotional value their destination provides.
“Identify the emotional value of travel for your destination.”
Samantha Brown, Host of Places to Love and Visit NC 2023 Tourism Conference Keynote Speaker
For example, will visitors feel relaxed and unplugged when they visit Disney World, or will they feel like they’ve fully lived each moment of their day by making 10,000 memories in a 24-hour period?
During a session with Tripadvisor, they stressed that people intentionally research all elements of their travel, from destinations, tours and restaurants, because they want the best experience possible when they travel. It’s not just about the trip, it’s about the memories they make and the ways it changes their perspective.
Did you attend Visit NC’s 2023 Tourism Conference? I’d love to hear what you learned! Comment below or drop me a note.
