As destination marketers, we live in a world where safety can often feel like the best strategy. After all, tight budgets, high stakeholder expectations and the ever-present need for ROI can make risk-taking seem more daunting than daring. But here’s the reality: inaction is the biggest risk of all.

The tourism landscape is shifting constantly. Traveler preferences evolve, new competitors emerge and technology transforms how people interact with brands almost daily. If we’re not willing to push boundaries, experiment and embrace uncertainty, we risk fading into the background—a place no destination wants to be.

But here’s the catch: risk-taking doesn’t mean gambling everything on a whim. It’s about making informed risks—strategic decisions grounded in data, research, and a willingness to learn from both successes and failures. When approached thoughtfully, risks can lead to extraordinary outcomes, setting your destination apart in an increasingly crowded market.

Let’s unpack how informed risks can transform destination marketing and why they should be at the core of every campaign.

Why Playing It Safe Isn’t Safe at All

The word “risk” often carries a negative connotation. It’s synonymous with uncertainty, unpredictability, and in some cases, failure. But in marketing, the real danger lies in stagnation. Sticking to what’s familiar or “safe” might keep your brand afloat, but it won’t help you grow, innovate, or connect with travelers in meaningful ways.

Take Nebraska’s “Honestly, It’s Not For Everyone” campaign as an example. The state embraced the very stereotypes that could have kept it hidden in the shadows. Instead of ignoring its reputation as “flyover country,” Nebraska leaned into it, challenging perceptions with a bold, self-aware campaign. The result? National recognition, increased visitation and a refreshed brand identity.

Risky? Absolutely. Worth it? Without a doubt.

The Science of Taking Informed Risks

The beauty of marketing is that it blends creativity with strategy. Risks don’t have to feel like blind leaps of faith. Instead, they can—and should—be rooted in research, data and analysis.

Here’s how to ensure your risks are informed:

1. Start with Audience Insights

Who is your audience, and what do they care about? Understanding their behaviors, preferences and pain points is critical. Are you targeting the right personas? Have traveler demographics shifted in your region? Tools like surveys, focus groups and website analytics provide valuable clues to inform where and how you should take risks.

For instance, consider Visit Myrtle Beach’s Traveling the Spectrum series. This owned media project targeted families with autistic children—a niche audience that many destinations overlook. By relying on research about the needs of neurodiverse travelers, the campaign didn’t just take a bold step—it took the right one. Millions of views, a devoted audience and a deal with Peacock have cemented the series as a landmark success.

2. Leverage Data to Guide Creative Direction

Big, creative ideas are at the heart of impactful marketing, but data ensures they hit their mark. A/B testing, competitive analysis and trend monitoring help you refine bold ideas into actionable campaigns. Successful creative storytelling doesn’t happen by accident. It happens when insights meet innovation. What is your data telling you about what resonates? What stories can you tell that aren’t already being told?

3. Embrace Experimentation

Emerging platforms like TikTok and BlueSky and experimental formats like podcasts and AI may not promise instant results, but they offer the chance to test, learn and refine your approach. Commit to experimenting this year– to trying something you haven’t before and learning something new. Testing doesn’t mean betting the farm; it means dedicating a small portion of your budget to explore untapped opportunities. Every experiment is a learning opportunity, even if it doesn’t immediately pay off.

Three Risks Destination Marketers Should Embrace

So, what kind of risks should we be taking? Here are three to consider:

1. Creative Storytelling

Creative storytelling has the power to redefine perceptions and inspire action. Whether it’s Nebraska flipping the narrative on “flyover country” or Visit Myrtle Beach creating a space for neurodiverse travelers, bold storytelling resonates deeply with audiences—and that’s where the magic happens.

2. New Platforms & Formats

Are you ready to step into new spaces? Platforms like TikTok and experimental formats such as podcasts might feel risky, but they also offer unique opportunities to connect with audiences in fresh ways. Staying relevant means meeting travelers on the platforms they prefer, not the ones you’re most comfortable with.

3. Audience Realignment

Are you chasing the same demographic year after year? It might be time to realign. Perhaps doubling down on a niche audience or exploring untapped segments could unlock unexpected growth.

The Upside of Failure: Turning Risks into Lessons

I want to be clear: this is not a guarantee that every risk will pay off. But here’s the thing—failure isn’t the end. It’s a beginning. Even a campaign that doesn’t hit the mark provides insights you can use to refine your next move.

Every risk teaches us something. Maybe it reveals a gap in your audience’s needs or shows you which channels aren’t resonating. The key is to treat failures as data points, not dead ends. They’re stepping stones toward future success.

Safe Is Forgettable

In today’s world of endless distractions, playing it safe makes your destination forgettable. But when you dare to take informed risks, you have the power to create campaigns that inspire, delight, and stand out in the marketplace.

So, my challenge to you is this: What risks are you ready to take this year? Whether it’s launching a bold new campaign, experimenting with emerging platforms or rethinking your target audience, I encourage you to embrace the uncertainty. Because with it comes the possibility of something extraordinary.

Let’s continue the conversation. How do you evaluate and take risks in your campaigns? What bold moves have worked for your destination? Send me a message on Linkedin or email me at adam@thebrandrevolt.com—I’d love to hear your stories. Together, let’s take informed risks that redefine what’s possible in destination marketing.