Is Tourism Marketing Always a Good Investment?

Oct 7, 2026 | Advertising, Branding, Campaigns, Tourism, Travel

Every year around this time, local tourism offices in Virginia are either elated or dismayed as they review the annual economic impact data released by the Virginia Tourism Corporation. It’s not just tourism directors who await the numbers. Believe me, we scour the stats as well to see the growth in visitor spending in our client’s communities. 

Overall, Virginia had a good year. Tourism spending across the Commonwealth was up 3.1% in 2025 to $36.2 billion. That’s a really big number for most of us to comprehend, but rest assured, that spending creates thousands of jobs, keeps many small businesses afloat, and generates $1 billion in state taxes and another $1.6 billion in local taxes. In other words, travel and tourism has a staggering impact on the economy.

There are many factors that could cause year-over-year spending to go way up or down. For example, a new mega resort or attraction opening up with great fanfare can pack hotel rooms. Sadly, a natural disaster that demolished buildings, roads and infrastructure could effectively shut down visitation for months. 

Tourism promotion must be viewed as an investment and not just another expense. The same outlook should apply to investing in powerful creative work.

This year, I did an additional, though totally unscientific, look at the annual economic impact data. At our office, we are keenly aware of tourism campaigns and brands that are not our clients. We notice the caliber of advertising, email marketing, collateral materials and social media for many tourism offices all across the southeast. Some are outstanding, while others are cringe-worthy. We have noticed that some places show up consistently on the not-so-great list. Advertising material that simply says “Eat, stay, play,” or even worse, “you’ll find something for everyone,” or features amateur looking photos is a sad and pathetic waste of money. We looked at the data for those repeat offenders. Without exception, every one of them experienced either a decline in spending or anemic growth that is below the state average.

It’s an undeniable truth that quality creative work makes a difference in all marketing, but especially in travel and tourism. I find it interesting that every industry professional will shout from the rooftop that tourism promotion must be viewed as an investment and not just another expense. The same outlook should apply to investing in powerful creative work. It’s time to rephrase the rule.

Tourism promotion that works is an investment. Quality creative is what makes it work.

Vermont – More than cheese and maple syrup

Aug 12, 2026 | Advertising, Branding, Campaigns, Tourism, Travel

Ask 10 people to locate Vermont on a map of the United States and nine will probably fail. It’s a small state above Massachusetts, next to New York, bordering Canada. Most famous as the home of Ben & Jerry’s ice cream, it is also a popular tourist destination.

Surprisingly, Vermont has never had a professional tourism brand. Until now. Since new brand images and messaging for state-wide tourism efforts do not come along often, this deserves some discussion.

Note: Mikula-Harris was not involved in the creative work. As a branding firm, we’re simply sharing some thoughts on interesting, new work that has been in the news.

Image from DNCO
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See more of the brand visuals & creative work >

Full disclosure: I love Vermont. I grew up in the neighboring state of New Hampshire, so it was an easy drive across the river for hiking, camping, and especially, skiing.

To the east of NH is Maine, which actually calls itself “Vacationland.” To the south is Massachusetts, but the truth is, aside from going to a Bruins or Red Sox game, I never had much desire to go there. The White Mountain Region of northern New Hampshire is a great place to hang out. Of all the bordering states, I always thought Vermont was the best choice.

When we help clients with destination brands, before we present our ideas, we look at it through three filters:
  • It must be truthful.
 A tourism brand can’t project an inaccurate image of a place. If visitors feel mislead, not only will they not return, they will also tell everyone they know about their disappointment.
  • It must help differentiate.
 This is usually the greatest branding challenge. The visual brand image can contribute as much to differentiation as written words, like a tagline or ad campaign.
  • It must have potential to move the needle. A brand strategy requires finding what is unique and special about a place, but it is important to ask the hard question of whether it will actually entice visitors. At the same time, avoid falling into the trap of promising something for everyone. That message has no meaning and is certainly not differentiated.

With all three of these filters in mind, overall, I give the new Vermont branding high marks. My favorite part is the logo. It’s unique, fun, and, in my opinion, fits the personality of Vermont. Normally, don’t like excessive symbolism in a logo. After all, it’s supposed to remind people of the brand, not define it. In this case, there is just the right amount of symbolism — the “e” is meant to be a winding road and the “m” represents mountains. Perfect and tasteful.

The tagline is OK. I have a philosophy on taglines that some in the industry don’t agree with. I reject the common formula that where there is a logo, there must be a tagline. Tagline is a status that should be earned. Virginia is for Lovers was created as a campaign and it resonated with the public. That’s how it should be done. Of all the things I have experienced in Vermont — great food, kindness, scenery, every conceivable kind of snow condition — I’m not sure I have ever been inspired by the state.

The supporting creative work is mostly good. I like the notion of six(ish) seasons of Vermont and Winter Happens Outside, both of which are consistent with the idea of Vermont inspiring people to action. However, “Farm to table. We just call it dinner” doesn’t rise to the level of creativity that the rest of the brand exuded. And “Fall for Vermont” is not only beneath this brand, it’s beneath every destination brand.

I’m excited to see this major step forward for Vermont tourism. Now, if the leadership there will follow through with the next steps of building brand awareness, I think they will be highly successful. Hopefully, not to the detriment of tourism in New Hampshire.

Do Something!

Jul 27, 2026 | Advertising, Branding, Campaigns

One of my first bosses when I was young was a high-strung guy who was a lot like Kramer in the episode of Seinfeld where he drank too many lattes. He had a knack for walking into the room at the exact right time when I would be idle — perhaps waiting for a piece of equipment to warm up. He would half-jokingly say, “Do something, even if it’s wrong.”

The snarky tone he used would most likely trigger a report to HR today. But, I understood his odd sense of humor. The truth is, he was a good boss who set an example of hard work. Recently, I have been reminded of his comment for different reasons.

I see too many instances of organizations stuck in paralysis by studies, planning, meetings and committees that hinder success instead of contributing to it. Even if the endless meetings and dialogue eventually lead to an action, it is rarely the best one. That’s because the final decision has been watered down to satisfy a little of the input from everyone.

Some of my clients are departments of local, county or state government where excessive excessiveness is standard procedure. Surely, it frustrates them, too. I never understood the opinion that it’s better to loop in more people on the discussion. The goal should be to loop in fewer people, limited to those who truly need to know. It’s not necessary to form a committee to draft a Request for Proposal (RFP), the results of which will be reviewed by a committee that selects a consultant to do a feasibility study that will involve more focus groups. Right now, some people reading this are nodding and saying, “Yeah, so,” while others are thinking, “Enough, just do something.”

Of course, there are times when it is not best to just do anything at all solely for the perception of action. “Better to remain silent and be thought a fool than to speak and remove all doubt,” is an old saying that has been ascribed to either Abraham Lincoln or Mark Twain. It applies to brands just as it does to people.

It’s better for customers and prospects to not hear from a brand at all rather than have an engagement that is below its usual standards. Send a marketing message with a confusing or conflicting message and you may ruin any chance if creating a customer. Produce a shoddy brochure or packaging and the customer may lose confidence in the brand’s standards for quality.

While I liked my old boss’ sarcasm, it’s time for a new saying: Be a leader who can get things done and resource that helps others be right.

Cutting Through the BS

Jun 25, 2026 | Advertising, Branding

There are literally hundreds of terms that begin with brand. It can be an overwhelming amount of brand stuff. It’s not a coincidence the acronym for brand stuff is BS. It’s enough to give anyone a brand headache.

What are the most important terms to know?


Brand Identity

This encompasses the full range of visual, auditory or sensory components that remind people of the brand. The logo is the most common part of an identity. It’s essential to understand the logo is not the brand itself, nor does it define the brand. It should, however, conjure up emotions when someone sees the logo or any other part of the identity system. The power of a professional logo is its ability to create instant recall.

Brand Standards

Also referred to as Brand Guidelines, this is a more detailed explanation of how to consistently carry out the Brand Identity. A Brand Standards Manual usually includes information on fonts, colors, and practically every imaginable way the identity could be displayed. Sometimes, but not always, a manual may include specific templates for documents like business cards, flyers or simple brochures.

Brand Promise

A brand promise is rarely written and posted on a wall like a mission statement. Yet, it is important for all who work for or represent the brand to understand the promise. It’s an unwritten commitment to customers about what they can reasonably expect when they interact with the brand.

Brand Positioning

This describes the place that a brand holds in its respective marketplace. It impacts how a brand compares to its competitors, which influences all marketing and even its pricing strategy. Brand positioning needs to be honest while also emphasizing differentiation from the rest of the marketplace.

Brand Awareness

If only all brands had the global awareness of Apple or McDonalds. Sadly, very few enjoy that level of recognition. That is why new brands or rebrands should invest heavily in a period of building brand awareness.

There are other terms that have great relevance. For example, we help identify a Brand Personality and Brand Essence when we guide clients through the branding process. Understanding and implementing the ones listed above are the most critical for success and should be taken very seriously. Who is responsible for ensuring that these things are achieved consistently? Sounds like a job for the Brand Police.

The Evolution of DMOs – A Marketer’s View

Jun 12, 2026 | Advertising, Blog, Tourism, Travel

In the years that we have been involved in destination marketing, three recurring themes have dominated the conversation at conferences and in industry circles. They will most likely be talked about for many years to come.

What’s in a name?


Over the past decade, there has been much discussion about the role of a Destination Marketing Organization (DMO) within the community. The local tourism team — regardless of what they are called — should be involved in community building and product development conversations. These decisions greatly impact the visitor experience. Positive visitor experiences are an important first step to future economic activity. In some circles, people have begun wondering if a more accurate name for the associations should be Destination Management Organizations.

I’m not ready to make that leap. The reason undoubtedly stems from my career in marketing. I caution DMOs to never relegate their marketing function to any place other than priority number one. The “if you build it they will come” strategy only works in the movies. Potential visitors need to hear about the destination and need to be inspired to visit. Marketing efforts need to be creative and ongoing. Always.


Be authentic.


This term has been spoken at tourism conferences more than any other, with a close second being, “Hey bartender, pass me another beer.” DMOs are encouraged to use their authentic voice to communicate to the public. We’re told that people are eager to have authentic experiences when they arrive in market.

We agree wholeheartedly with the importance of being authentic. While it’s simple for an individual to be authentic, it’s not always as easy for a destination.

Pulling it off requires two things:


  • Strong branding that perfectly identifies and captures what is special about a destination. The research that should go into such branding will guide the tone used to speak for the brand and discover some of the authentic experiences that visitors will love.

  • Marketing staff (or agency) that is well trained in how to communicate for the brand and the discipline to stay on message. It’s a natural instinct for someone whose job is to attract as many visitors as possible, to want to appeal to every niche market. Adopting different language and tone for disparate niches like contemporary art and four-wheel trail riders can seem downright phony. It’s a fine line to navigate. It’s beyond comprehension that a destination striving to be authentic would use AI generated slop. It can be as harmful to the brand as trying to pass off stunning stock photos that were taken in a different state.

Sustainability


In this context, sustainability is not about energy-efficient, carbon-neutral hotels and attractions. It’s about preserving the quality of a visitor experience. Bar Harbor, Maine is a beautiful and charming seaside community. It becomes a living hell when a cruise ship docks and unleashes a couple of thousands tourists onto the sidewalks and into the cafes. It’s a temporary hell for Bar Harbor because the ship will depart in a few hours. It’s an existential problem for destination where tourists trodding over beaches or trails are causing erosion or killing flora and fauna.

While sustainability has reached critical mass in places like Venice and Barcelona, we think it will be an important topic in our corner of the southeast very soon.


Don’t just make noise, make an impression

May 18, 2026 | Advertising, Campaigns, Tourism, Travel

Between the covers of a regional magazine, known for its beautiful photography and layout, I found examples of tourism marketing that ranged from exceptional to awful. Because the destinations all chose to invest in space in the same magazine, don’t they all benefit from brand exposure to the same readership?

The answer is unequivocally, NO.

“Nobody counts the number of ads you run; they only remember the impression you make,” said legendary advertising guru, William Bernbach.

There were approximately 30 ads throughout the magazine for cities, town or counties, not including ads for festivals or specific attractions, like museums or historic sites. The ads varied in size from a quarter-page to full-page, all of which cost many thousands of dollars.

Among the destinations ads:
  • Ten started with either Visit [insert destination here] or simply their logo. Maybe there was body copy and a web address, but no hook. No concept. No compelling reason to visit, or even read the rest of the ad. 

  • Two ads for mountain destinations used similar headlines using the word “elevate.” They happened to be located on consecutive pages. Ouch. That’s a little embarrassing.

  • One used a three-word headline that was not exactly the dreaded and overused “Eat, Stay, Play,” but it was pretty darn close.

  • Almost all of the above mentioned ads — including the small ones — used multiple photos so tiny that it was barely possible to tell what they were. Yes, I even had my reading glasses on. These advertisers were most likely trying to mollify different constituencies in their community by trying to suggest that visitors will find arts, shopping, live music, outdoor recreation, coffee shops, and possibly even a dog park, sporting goods store and free parking. In the meantime, not a single one stood out or will be remembered by any magazine reader.

I regret to say this, but these destination marketing execs might as well have hiked to the highest point in their county and tossed hundred dollar bills into the breeze. At least then someone downwind might find the cash and put it to good use.

Tourism marketing is ultra competitive. Destinations need to provide consumers with a strong reason to consider visiting. That begins within understanding what your destination’s strengths are, having the resolve to consistently build your brand on those strengths, and then, most importantly, say it in a creative and powerful way.

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6 Walnut Avenue • Vinton, Virginia 24179

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