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.

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.

Separating Good Advice from Bad Advice

Apr 22, 2026 | Advertising, Blog, Branding, Campaigns, Print, Social Media, Tourism

With the proliferation of blogs, podcasts, and social media platforms, it’s easy for anyone to be a self-proclaimed expert on any subject and dole out advice. Sometimes, the advice is colossally bad. Imagine my dismay when I recently read some ill-informed counsel in an otherwise respected print media business publication.

A column about marketing discussed how brand building, ongoing SEO and other activities are considered the long game. That is true and these things are important to success.

The writer goes on to say that when more immediate results are desired, perhaps it is time to include advertising in the mix.

“A solid advertising plan can add immediate gratification goals,” according to the article.

What?

First of all, that is a terrible expectation to lay out for a client. Advertising does not provide immediate results, with the possible exception of a one-day only event or sale. It’s a time-honored truth that a potential customer needs to see advertising messages consistently and numerous times in order to move through the funnel from awareness to consideration and eventually to action.

Second, advertising should not be an afterthought or even an option. When executed with strategic thought, creativity and passion, advertising inspires people. It also moves the needle for brands to grow. The Dove “Real Beauty” campaign that launched in 2004 increased company revenue by 10% in the first year alone. Over the next decade, sales increased from $2.5 billion to over $4 billion. The tourism campaign for Pure Michigan had a far-reaching impact well beyond travel. It measurably changed public perception of the state, which spurred interest and future economic development.

Third, it’s all advertising. Advertising in 2026 encompasses much more than an ad in a magazine or a jingle on the radio. Make no mistake about it, communicating with prospective customers online, via social media, or paying to be at the top of a search result are all forms of advertising. Individuals may write blogs and host podcasts simply to share their opinions with the world, but when brands do it to shape attitudes about their products, it’s advertising.

Edwin Atrzt, former chairman of Procter & Gamble and member of the Advertising Hall of Fame said, “No company that markets products or services to the consumer can remain a leader in its field without a deep-seated commitment to advertising.”

Still valid today.

Creativity Propels Bedford County Success

Nov 25, 2024 | Advertising, Blog, Branding, Campaigns, Tourism, Travel, Uncategorized

Every time we have an initial discussion with a prospective client, we think to ourselves, “how much will we move the needle for them?” Not, “can we?” Or, “is it possible?”

Our expectation is that together, we will achieve some level of advertising or marketing success for the client. That confidence and optimism comes from knowing an undeniable truth — quality creative work inspires people to act and that brings results.

Compelling ads, strategically placed, can generate a lot of inquiries or web clicks. That is definitely an important first step toward success. Turning that response into customers and sustaining it over a long period requires a comprehensive approach. And, creative and consistent brand messaging at each touchpoint.

Here is a fantastic success story of how one brand is making massive strides:

In 2018, Bedford County, Virginia, knew that the tourism marketing world is highly competitive in the mid-Atlantic, and especially in the Blue Ridge Mountains of Virginia. They invested appropriately in research-backed branding, followed by a unique and professional advertising campaign. The goal of the ads was to steer traffic to the website, which had to be both stunning and inspiring. The website encouraged people to request a brochure, which also had to portray the beauty of the county. So, Bedford wisely invested in strong creative work that consistently communicated the brand and guided prospects from awareness to action.

Bedford Virginia Case Study samples

A balanced media strategy, which included print, online, out-of-home, social media, video pre-roll and broadcast, lead to impressive web stats. Page views are great, but that’s not the ultimate goal in destination marketing. Let’s look at some numbers that don’t lie.

The brand campaign and website launched in mid-2019, so the calendar year 2020 set the benchmark. A year later, website traffic doubled. The next year it grew by nearly 40%. Then another 40% in 2023. The site is on track for more growth as 2024 draws to a close.

Destination Bedford Va Website Traffic 2020-2024

Each year, the Virginia Tourism Corporation releases economic impact data for every county and independent city in the Commonwealth of Virginia. The annual report includes direct visitor spending, resulting state and local tax collections, jobs supported by travel, and much more.

Here is a look at spending by visitors from the year before the brand launched through 2023:
Destination Bedford Va Visitor Spending 2019-2024

In 2023, direct visitor spending in Bedford County increased by 13.9% over the previous year, the highest rate in the Virginia Mountains Region, which averaged 7.7%, and outpacing the state’s overall growth of 9.8%. The 2023 Economic Impact Report takes a close look at spending compared to 2019, the year before the COVID pandemic. Travel and tourism spending in Bedford County surpassed pre-COVID levels by 23.8%, once again eclipsing the state overall average of 14.7%.

The report contains economic data for over 130 counties and independent cities in Virginia. Many of them draw more visitors and have more travel-related spending, but only a handful can match the year-over-year increases and the five year track record of growth. There are numerous reasons for Bedford County’s tourism growth. Surely, a high-performing marketing campaign — because of a strong brand and compelling creative work — is a vital contributing factor.

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6 Walnut Avenue • Vinton, Virginia 24179

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