{"id":3822,"date":"2025-06-20T00:00:00","date_gmt":"2025-06-20T00:00:00","guid":{"rendered":"https:\/\/siteglobal.com\/not-just-pretty-pictures-rethinking-destination-marketing-in-2025\/"},"modified":"2025-08-27T14:17:10","modified_gmt":"2025-08-27T14:17:10","slug":"not-just-pretty-pictures-rethinking-destination-marketing-2025","status":"publish","type":"post","link":"https:\/\/siteglobal.com\/blog\/not-just-pretty-pictures-rethinking-destination-marketing-2025\/","title":{"rendered":"Not just pretty pictures: rethinking destination marketing in 2025"},"content":{"rendered":"<div class=\"x_elementToProof\" style=\"border-width:0px;font-family:Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, Calibri, Helvetica, sans-serif;font-size:11pt;font-style:normal;font-weight:400;letter-spacing:normal;line-height:inherit;margin:1em 0px;padding:0px;text-align:start;text-indent:0px;text-transform:none;vertical-align:baseline\" data-olk-copy-source=\"MessageBody\">In 2017, I wrote a <a href=\"https:\/\/kongres-magazine.eu\/2017\/09\/market-damaged-destination-eda-ozden\/\">piece for <em>Kongres Magazine<\/em><\/a>&nbsp;titled <em>\u201cHow to Market a Damaged Destination.\u201d<\/em>&nbsp;Unsurprisingly for those who know me, I didn\u2019t hold back. I\u2019d been working through one of the more complex stretches in T\u00fcrkiye\u2019s tourism landscape and poured all of my frustration \u2014 and hope \u2014 into that piece. I believed that with enough transparency, consistency, and pride in place, we could rebuild trust. We could bring people back.<\/div><div class=\"x_elementToProof\" style=\"border-width:0px;font-family:Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, Calibri, Helvetica, sans-serif;font-size:11pt;font-style:normal;font-weight:400;letter-spacing:normal;line-height:inherit;margin:1em 0px;padding:0px;text-align:start;text-indent:0px;text-transform:none;vertical-align:baseline\"><span class=\"c-type__emphasis\"><strong>Eight years later, I still believe in much of what I wrote. But I\u2019ve also had to adjust my lens.<\/strong><\/span><\/div><div class=\"x_elementToProof\" style=\"border-width:0px;font-family:Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, Calibri, Helvetica, sans-serif;font-size:11pt;font-style:normal;font-weight:400;letter-spacing:normal;line-height:inherit;margin:1em 0px;padding:0px;text-align:start;text-indent:0px;text-transform:none;vertical-align:baseline\">I\u2019ve come to realise that destination marketing isn\u2019t just about overcoming adversity or polishing perception anymore. It\u2019s about reframing what \u201cappeal\u201d even means.<\/div><div class=\"x_elementToProof\" style=\"border-width:0px;font-family:Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, Calibri, Helvetica, sans-serif;font-size:11pt;font-style:normal;font-weight:400;letter-spacing:normal;line-height:inherit;margin:1em 0px;padding:0px;text-align:start;text-indent:0px;text-transform:none;vertical-align:baseline\">Buyers are more informed. Planning teams are more risk-conscious. And with the explosion of social media and real-time access to every headline and whisper, perception is shaped long before a proposal hits a client\u2019s inbox. Add in global complexity, internal company politics, and shifting values, and suddenly destination choice becomes less about beauty shots and more about trust, clarity, and fit.<\/div><div class=\"x_elementToProof\" style=\"border-width:0px;font-family:Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, Calibri, Helvetica, sans-serif;font-size:11pt;font-style:normal;font-weight:400;letter-spacing:normal;line-height:inherit;margin:1em 0px;padding:0px;text-align:start;text-indent:0px;text-transform:none;vertical-align:baseline\">This shift is showing up in the data too. According to SITE\u2019s <em>Destination inSITEs<\/em>&nbsp;research, planners are rethinking the <em>type<\/em>&nbsp;of destinations they prioritise. Nearly 70% expect to use destinations they\u2019ve never used before, while close-by locations and all-inclusive properties are trending upward. It\u2019s not about playing it safe\u2014it\u2019s about balancing fresh ideas with manageability. That\u2019s a nuanced difference, but an important one.<\/div><div class=\"x_elementToProof\" style=\"border-width:0px;font-family:Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, Calibri, Helvetica, sans-serif;font-size:11pt;font-style:normal;font-weight:400;letter-spacing:normal;line-height:inherit;margin:1em 0px;padding:0px;text-align:start;text-indent:0px;text-transform:none;vertical-align:baseline\">However brilliant a marketer you are \u2014 and I say this as someone who has tried \u2014 you can\u2019t out-market complexity. But you <em>can<\/em>&nbsp;encourage people to engage with it, and maybe even develop a deeper understanding of the place and people behind the program.<\/div><div class=\"x_elementToProof\" style=\"border-width:0px;font-family:Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, Calibri, Helvetica, sans-serif;font-size:11pt;font-style:normal;font-weight:400;letter-spacing:normal;line-height:inherit;margin:1em 0px;padding:0px;text-align:start;text-indent:0px;text-transform:none;vertical-align:baseline\"><span class=\"c-type__emphasis\"><strong>Over time, I\u2019ve stopped trying to make destinations \u201cmake sense\u201d to everyone.&nbsp;<\/strong><\/span><\/div><div class=\"x_elementToProof\" style=\"border-width:0px;font-family:Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, Calibri, Helvetica, sans-serif;font-size:11pt;font-style:normal;font-weight:400;letter-spacing:normal;line-height:inherit;margin:1em 0px;padding:0px;text-align:start;text-indent:0px;text-transform:none;vertical-align:baseline\">Instead, I try to communicate their full story with care, with context, and with the passion I feel for them. When that\u2019s done well, clients don\u2019t feel like they\u2019re being sold to. They feel like they\u2019re being invited into something meaningful: something designed with intention, not just aesthetics.<\/div><div class=\"x_elementToProof\" style=\"border-width:0px;font-family:Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, Calibri, Helvetica, sans-serif;font-size:11pt;font-style:normal;font-weight:400;letter-spacing:normal;line-height:inherit;margin:1em 0px;padding:0px;text-align:start;text-indent:0px;text-transform:none;vertical-align:baseline\">So maybe the real question isn\u2019t \u201cHow do I reposition my destination?\u201d but instead: <em>What do I want people to understand about it that they couldn\u2019t find on Google?<\/em>&nbsp;That\u2019s where I think we, as destination professionals, still hold a lot of value \u2014 not in controlling the narrative, but in humanizing&nbsp;it.<\/div><div class=\"x_elementToProof\" style=\"border-width:0px;font-family:Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, Calibri, Helvetica, sans-serif;font-size:11pt;font-style:normal;font-weight:400;letter-spacing:normal;line-height:inherit;margin:1em 0px;padding:0px;text-align:start;text-indent:0px;text-transform:none;vertical-align:baseline\">That\u2019s the shift I\u2019ve made. And if I\u2019m the only one who needed eight years and a lot of grey hairs to figure that out, so be it.<\/div>  <p>Dig into SITE&#8217;s <em>Destination inSITEs <\/em>report to discover what&#8217;s driving incentive travel destination selection \u2014 and how destinations are growing their incentive travel market share.&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>On-the-ground learnings from T\u00fcrkiye<\/p>\n","protected":false},"author":1,"featured_media":14878,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_views_all":65,"_views_30d":14,"footnotes":""},"categories":[6],"tags":[11],"class_list":["post-3822","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-ideas"],"custom_author":{"byline":"Eda \u00d6zden G\u00fcny\u00fcz","byline_avatar":"https:\/\/siteglobal.com\/wp-content\/uploads\/2025\/08\/eda-ozden-gunyuz.jpg","byline_email":"","author_id":"1445"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - 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