San Diego is a popular tourist destination. The San Diego Tourist Authority's 2017 Annual Report shows how pooling marketing money around certain themes can make a big difference on the economy. There is more that can be done here but lets first look at the impact.
"These travelers spent
almost $11 billion in San Diego
last year and generated over
$778 million in total tax
revenues. San Diego’s tourism
industry employs over 194,000
at 12,000 area businesses,
from large multi-million
dollar corporations to small
These shared efforts by collaborating businesses increased tourism within the region and the amount of visitors staying and spending in the area.
teams continued to deliver over
a million booked room nights
for the destination and our
sports sales team secured major
sporting events to elevate
San Diego’s international reputation."
Online visitors and people familiar with he area spread the word
generated over 6 billion gross
impressions and the San Diego
brand story is now being told
across multiple media platforms,
channels, storytellers and
influencers around the world."
It is important for regions to understand what there core offerings are and provide a collaborated approach to marketing. That doesn't mean that each doesn't have their own budget but there often is a wider benefit to companies creating a unified campaign.
The next step in marketing growth is to get these companies to include just a piece of the area branding concepts into their corporate marketing campaigns. With enough businesses engage in the process they can even further reach more people who may not only be interested in products/services but also become aware of the area. The theme should be influenced by those industries that have the biggest impact on all the other businesses within clusters.