If you’re a small or rural destination, you might feel like you’re constantly being outspent and outshouted by the bigger DMOs. But here’s the truth: budget doesn’t always win—strategy does.

Here are three underrated tactics that small destinations can use to stand out:

1. Lean into Owned Media
Start a podcast. Build an email list. Launch a blog. These platforms let you create content that lives forever, and it doesn’t cost nearly as much as a traditional ad campaign. A podcast, in particular, can position your destination as a voice in the industry and build loyal audiences over time.

2. Engage Locals as Influencers
Forget mega-influencers. Your best ambassadors are your residents. Train and equip them to share stories, photos and videos about what they love most. Authenticity beats production value every time.

3. Collaborate Regionally
Don’t compete—collaborate. Partner with neighboring destinations for joint campaigns that stretch your reach. Visitors don’t see borders—they see experiences.

Small destinations have the agility to be bold, creative and community-first. That’s a superpower. Use it.