Tourism this past year has faced many challenges, from a slow economy in Europe to ISIS attacks, from medical issues such as Zika to waves of terrorism in Europe and wars in the Middle East.
For many around the world, despite the fact that this has not been an easy year, the month of December creates a great deal of “light” and “hope.” In the northern hemisphere, the lights of Christmas and Chanukah provide great beauty during the dead of winter.
In the southern hemisphere, this is the beginning of the summer holidays and a time for rest and relaxation. December then is a time when most of the world seeks cheer and hope and looks to break the bleakness of everyday life with special events, with celebrations and with a chance to find beauty in life.
Tourism has a major role to play in helping all of us add cheer and a sense of joie de vivre to our lives. Despite the high cost of airline tickets and poor service along the continued weakening of the economy in many western nations, people seek the gift of travel.
Perhaps the greatest gift the travel and tourism industry can give the public is to find new and innovative ways to return at least some of the romance and enchantment to the world of hospitality. That means remembering that our guests are not mere statistical numbers but rather that each traveller represents a world unto him/herself and quality must always override quantity.
To help your locale or attraction put a bit of the romance and enchantment back into your industry, Tourism Tidbits offers the following suggestions.
Emphasise the unique in your community rather than the standardised. Do not try to be all things to all people. Be something that is special. Ask yourself: What makes your community or attraction different and unique from your competitors? How does your community celebrate its individuality? If you were a visitor to your community would you remember it a few days after you had left or would it be just one more place on the map? Emphasise unique shopping and dining experiences. If travel means nothing more than eating at the same restaurants no matter in where you are, then it is merely a hassle rather than a memory. For example, do not just offer an outdoor experience, but individualise that experience, explain what makes your hiking trails special, and your beaches or river experience with ideas from ecology, history or geology. If your community or destination is a creation of the imagination, then allow the imagination to run wild and continually create new experiences.
