Southern Success Story: Effective Online Tourism Marketing of US Gulf Coast States

It is estimated that 84% of leisure travelers use the Internet for planning their trips. Knowing this, a creative and effective online tourism marketing strategy is essential for every tourism destination.

The US Gulf Coast States (USGCS), more popularly known as the “Southern Crescent,” comprising of Louisiana, Mississippi, Alabama and Florida has actively sought to enhance its online tourism presence and to interconnect its travel experiences across states. The results have proved promising: At the conclusion of Solimar’s year-long involvement with the USGCS Geotourism Program, the region has succeeded in creating a regional website of around 1,800 unique and authentic local sites, attractions and businesses that has attracted over 35,000 unique visitors to its pages to date. The program has also built a Facebook community of over 3,000 followers.

The Project

The USGCS Geotourism Program, in partnership with National Geographic, seeks to promote tourism that sustains and enhances the natural, cultural and historic attributes of the four Gulf States and that benefits local communities. The goal is to highlight what’s unique about a place through the voices and stories of the people that live there.

The challenge for Solimar was to facilitate collaboration among industry stakeholders including the government, local businesses, public lands and residents to develop marketing tools that promote the region as a world-class tourism destination.

Solimar’s strategy included the establishment of a Geotourism Stewardship Council composed of representatives from the four state tourism offices as well as private and public sectors stakeholders from the region. The Council’s role was to oversee and implement the Geotourism Program in the region with the vision to help promote the lesser-known jewels of the states. Upon the creation of the Stewardship Council, Solimar worked with National Geographic and local partners to promote the USGCS region.

The Geotourism team used a tested methodology to gather content and stories from local people to create an online Geotourism website, highlighting the lesser-known attractions of the region through the voices of the people that live there. The website and its accompanying mobile app and print MapGuide are high quality tools, co-branded with National Geographic, to help travelers explore the region.

Once the Geotourism website, apps and print maps were created, Solimar worked with our local partners to implement two social media campaigns to promote the Geotourism website. A Geotourism Program Facebook page and related social media channels were established and used to engage travelers with the content and stories of the region.

The Results

Through these campaigns, Solimar helped the Geotourism Program generate over 35,000 unique visitors to its website, build a community of over 3,000 Facebook followers and generate over 1.8 million media impressions using the content from the website.

Solimar is proud to have been a part of the USGCS Geotourism team. Ultimately, this campaign shed light on the importance of using smart online tourism marketing strategies. Developing useful marketing tools, targeting the right campaigns and involving locals in telling their stories are all part of what made the program a success.

“We rely confidently on Solimar's deep technical experience and professionalism as tourism consultants. You always are exceeding our expectations.”
Leila Calnan, Senior Manager, Tourism Services Cardno Emerging Markets

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