Gathan D. Borden, MBA

As we step into 2025, the travel industry is set for significant growth. According to MMGY's "Winter Edition" of the Portrait of American Travelers® study, nearly 8 in 10 U.S. adults plan to take a vacation in the next 12 months—a 7% increase from winter 2023. Additionally, the average vacation budget is expected to climb to $5,051, with travel frequency rising to 4.1 trips per person.

To stand out in this dynamic landscape, it's essential to tell compelling stories, build authentic connections, and showcase what makes your destination truly special. I've been brainstorming strategies that align with these goals, and I'm excited to share five ideas that I believe can make a real impact in 2025. Whether you choose to implement them as-is or adapt them to fit your destination's unique vibe, my hope is that they inspire your next great marketing breakthrough. Let's dive in!

Note: Make that 10...Read Gathan's Part 2 of the post here.

1. Hyper-Local Storytelling: TripAdvisor Reviews Brought to Life

Imagine this: a local actor, standing center stage, passionately reading a TripAdvisor review about the best pie in town or a must-visit hidden gem. This playful spin on user-generated content transforms peer reviews into memorable performances, blending storytelling with word-of-mouth marketing. Travelers trust reviews, and presenting them through the lens of the local arts community elevates their impact while adding a touch of theatrical magic.

By collaborating with local theatre groups, destinations can shine a spotlight on an often-overlooked yet vibrant part of their community. Videos of these performances can promote upcoming shows, drive ticket sales, and introduce travelers to the area’s cultural richness. Local influencers or tourism ambassadors could join the fun, sharing these performances across their platforms to further spread the word. Tie it all together with a dinner-and-theatre package or event-specific promotions to connect travelers with local talent and make their visit unforgettable. Bonus: it’s an Instagram-worthy marketing campaign that practically writes itself.

2. Short-Term Rentals: Embracing Local Living

Short-term rentals are no longer just an alternative lodging option—they’re a cornerstone of the modern travel experience. With the continued growth in supply and demand, destinations should prioritize investing in short-term rental data to better understand this evolving segment. Quarterly outreach programs or workshops for rental owners can help align their properties with the destination’s brand by providing valuable insights on local attractions and even offering design tips to elevate guest experiences. This engagement not only builds stronger community ties but ensures that short-term rentals remain an asset to the destination’s tourism strategy.

To market these rentals effectively, destinations should treat them with the same care as hotel listings. Imagine a section on the destination website showcasing short-term rentals with professional photos, descriptions, and highlights of nearby attractions, restaurants, and bars—all within walking distance. By prioritizing short-term rentals in their marketing mix, destinations not only diversify lodging options but also tap into an important revenue stream while boosting visitor satisfaction with hyper-local experiences. By integrating short-term rentals into their broader promotional efforts, destinations can connect visitors with the community in a way that feels authentic and seamless.

3. Value Destination Packages: Making Travel Affordable for Everyone

As travel trends shift and economic pressures weigh on households, destinations have an opportunity to lead with empathy and inclusivity. Inspired by the Phoenix Suns’ new $2 value menu at their games—an initiative designed to make the arena experience more affordable for families—destinations can create limited-time, value-based packages to help budget-conscious travelers enjoy a well-deserved getaway. Bundling economy hotel stays with discounts on local attractions, dining, and even transportation creates an inviting offer that doesn’t compromise on the travel experience. These packages could be tied to key travel periods like spring break or summer vacation, adding urgency and excitement to the mix. It’s a simple idea, but one that can drive meaningful impact.

By focusing on affordability, these packages not only support travelers but also boost local businesses, particularly economy hotels and budget-friendly services that may otherwise struggle to attract attention. These initiatives don’t just attract visitors; they show that destinations care about making experiences accessible for everyone, creating lasting goodwill within the community. What’s more, this approach is scalable—whether it’s a small-town getaway or a major metro destination, value packages can be tailored to meet local needs and resources. The ripple effect is significant: more families traveling, local economies thriving, and a stronger sense of community-driven tourism. Travel doesn’t have to break the bank, and with thoughtful campaigns like this, it doesn’t have to feel out of reach either.

4. TikTok Shop: A New Frontier for Destination Marketing

TikTok isn’t just for viral dances anymore—it’s a rapidly growing e-commerce platform, and destinations can take full advantage by launching their own TikTok Shop. With Americans spending an estimated $7 million per day shopping on TikTok and the platform generating $11.09 billion in gross merchandise volume (GMV) in 2023, it’s clear that TikTok Shop is a powerful tool for connecting with today’s consumers. Destinations could use this platform to sell not only branded merchandise from their visitor centers—like coffee mugs or T-shirts—but also products from local merchants, such as specialty coffee from a nearby café or handmade crafts from local artisans.

This collaborative approach has multiple benefits. Local businesses, often limited by individual marketing budgets, could pool resources with the destination to promote the TikTok Shop collectively. The result is increased visibility and sales for everyone involved. For destinations, this initiative isn’t just a marketing tool—it’s a revenue-generating opportunity. Each sale contributes to the local economy while providing destinations with a new stream of income to reinvest in their marketing and community initiatives. Additionally, by showcasing products from local merchants, the TikTok Shop supports sustainable tourism, ensuring that economic benefits stay within the community and strengthen its long-term viability. By leveraging TikTok’s massive and engaged audience, destinations can drive economic impact, foster a stronger connection between visitors and local culture, and offer travelers a way to bring home a piece of their experience—all with just a few taps on their phone.

5. Fact-Checking AI with Locals: A New Era of Destination Accuracy

As travelers increasingly turn to AI tools like ChatGPT to plan their trips, destinations face a unique challenge: ensuring that the information provided by AI is accurate and reliable. Instead of resisting this trend, destinations can embrace it by partnering with locals—especially influencers—to fact-check AI-generated itineraries. By combining the convenience of AI with the authenticity of local expertise, destinations can create a better experience for visitors and safeguard their reputation.

Through an "AI Fact-Check with Locals" program, destinations can engage influencers and community members to test AI-generated recommendations. Participants can ask AI tools for itineraries or recommendations, then verify their accuracy by visiting the places mentioned or cross-referencing trusted local sources. Imagine an AI tool recommending a restaurant that closed last year or overlooking a hidden gem that locals love. A local influencer could catch these inaccuracies and suggest better alternatives, ensuring visitors receive up-to-date and authentic insights. To encourage involvement, destinations could offer locals incentives such as exclusive offers, discounts, or recognition as “local ambassadors.”

This initiative doesn’t just ensure accuracy—it’s a marketing opportunity, too. Influencers can share their fact-checking journeys on social media, showcasing what AI got right (or wrong) while highlighting the best parts of the destination. Visitors could also contribute by sharing their own AI-generated recommendations and experiences, creating a feedback loop that benefits everyone. Additionally, fact-checking helps address AI’s inherent biases, which often favor larger, highly rated businesses, by ensuring smaller, hidden-gem businesses get equal visibility.

Whether you implement these ideas, adapt them to fit your destination, or dream up your own creative solutions, remember that the best marketing comes from thinking boldly and telling stories that matter. Here’s to making 2025 your most innovative year yet!