2025 Destination Marketing Playbook

"Fun destination" is no longer enough to occupy travelers' minds. We see successful destinations breaking down experiences into three layers:

1. Immersion: Can it put people right in the moment? Think night tours, pop-up installations, interactive technology.
2. Shareability: Is it easy to photograph and share? Structured photo spots and scripts are key.
3. Replicable Activities: After the event ends, does it leave behind an SOP for easy replication next season?

Dual Narratives: Brand Line + Real-time Line

The brand line carries the long-term story. For example, "Golden Hour at Sunrise Bay." The real-time line quickly generates content around live trends, weather, flights, holidays, etc. We recommend:

• Use magazine-style content to carry the brand line;
• Use livestreams, short vlogs, and travel updates to carry the real-time line;
• Connect both narratives to the same content asset library and AI tools.

One Data Hub

Destinations need to consolidate the following data:

• Content performance (asset scoring, UGC hotspots)
• Media and advertising (budget, ROI, audience profiles)
• Transaction leads (OTA, private domain, membership)

Once this data is integrated into dashboards, you can complete the "content-advertising-product" feedback loop within a day.

Action Checklist

• Build a destination experience map: content, installations, creator task points
• Design creator guidebook: storylines, shooting suggestions, usable music
• Deploy AI Studio: copywriting, multilingual subtitles, asset scoring, advertising recommendations
• Run quarterly campaigns: each season includes 1 flagship event + 2 real-time initiatives

"Destination marketing is orchestration. Content, creators, and commerce must happen in the same rhythm."