I’m so excited for 2024. I just released what has become one of my favorite annual traditions, my new years resolution episode. For those of you who’d like a summary before committing to listen, here you go!

Announcing The Launch of Destination Marketing GPT by Relic: I’m excited to start the New Year with the introduction of the Destination Marketing GPT by Relic. This innovative tool compiles valuable insights from almost 300 podcast episodes and my book, “Touchpoints: The Brand Marketer’s Guide to Brand Evaluation and Enhancement”, aiming to revolutionize the approach to destination marketing with its comprehensive resources.
Don’t be a Follow-on Destination: For my second resolution, I emphasize the importance for Destination Marketing Organizations to carve their unique path. It’s crucial to focus on your own unique selling propositions and narratives rather than mimicking destinations with larger budgets. Embrace the risk that comes with innovation – it’s essential for standout success.
Sustainability Also Applies to Marketing: In this resolution, I underline the need for sustainability in marketing strategies. Shifting focus from paid media to investing more in owned media content is key. This not only ensures long-term value but also aligns with the evolving behaviors of our audience.
Use Paid Media to Promote Valuable Content: This resolution shifts the perspective on paid media. Instead of traditional advertising, it should be used to amplify engaging and shareable content, turning audiences into communities around your destination.
Collaborate with Creators, Not Influencers: Drawing from my discussion with CrowdRiff CEO Dan Holowack, I differentiate between creators and influencers. Partnering with creators who can authentically feature your brand in their content is more effective for connecting with target audiences.
Create Content Pillars: Here, I propose a three-step framework for building and engaging audiences: establishing central content themes, promoting them in manageable segments, and actively engaging with your audience to foster relationships.
Build a Custom GPT for Your Destination: I introduce the innovative idea of creating custom AI bots for destinations. These bots act as detailed information databases, enhancing the visitor experience with tailored, real-time information.
Partner with Relic: In my final resolution, I encourage exploring the potential of owned media creation with Relic Agency. Specializing in building audiences for DMOs through owned media, Relic can significantly aid in expanding your audience with strategic media creation.

As we usher in 2024, these resolutions offer a strategic blueprint for innovation and success in destination marketing. They mark a shift towards a year where creativity, authenticity, and strategic innovation take center stage in the world of destination marketing.