30 April, 2019

“Picking up visitors" was yesterday - Myths in destination marketing must be demystified

by Pietro Beritelli and Christian Laesser

Please note: This contribution is an abstract of a paper in the recent “Jahrbuch der Schweizerischen Tourismuswirtschaft”. An English version is attached (click here to download).

Current approaches to destination marketing with the aim of "picking up/ attracting visitors" with the help of communication and sales promotion are under increasing pressure. Much of (destination) "marketing" is habitual, because everyone is doing it that way and it is concluded that it is having an effect. We oppose this: "Attracting visitors" through tourism organisations has never really worked and will work even less in the future.