How to change public perceptions of your destination.

If you’re lucky enough to work in a destination with a positive public image, you’ll find that a lot of your marketing leg-work has already been done for you.

?Let’s take the Shetland Islands (where I live) as an example. Type ‘should I visit Shetland’ into Google and phrases like ‘natural beauty’, ‘best beaches’ and ‘looks good in all weather’ all pop out the page.

?That’s a pretty easy sell, hey? Now as a tour professional, all I need to do is make sure that potential customers pick my services over those of the competition. The destination has already sold itself.

?But what if my destination has a negative image? This could be because of past events (such as war) or out-of-date public perceptions (for example, your destination may have reinvented itself years ago, but in the minds of the public, it's still polluted/unattractive/prohibitively expensive).

This was a question that emerged from last week’s Tour Guide Tales with Marta Manuel of Marta Manuel (if you missed the broadcast, click here to catch up).

?I’m ashamed to say that I didn’t know much about Angola before chatting to Marta, but our talk has definitely given me another country to add to my ever-growing list of must-see places.

?Did you know that Angola is…

• where to see the second largest waterfall in Africa after Victoria Falls?
• the seventh-largest country in Africa (roughly double the size of France)?
• home to the largest of the antelope species (the Great Sable)?

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Sadly, these are not the first things that spring to mind when most people think of Angola. Instead, they might think of:

• civil war (the war spanned decades but finally ended in 2002)
• expensive accommodation
• a gruelling Visa application system

Unsurprising then, that many people would consider Angola as an unlikely travel destination.

Overcoming negative perceptions

Yet, according to Marta, people need to think again.

In Marta's opinion, Angola is a relatively safe destination (as long as you use your common sense). There are budget options and, thanks to a recent change in government legislation, you no longer need paperwork to get in (now over 98 countries can visit Angola without a visa thanks to a recent government initiative designed to boost tourism).

?Government initiatives like this are one effective way of overturning negative perceptions of a destination. But what can you do, as an individual tour professional, to change people's minds?

Here are a few suggestions.

Seek clarity

Begin by finding out exactly what people’s objections to your destination are. Is it high prices, accessibility, safety or perceived lack of friendliness? Conduct research online and speak to as many potential visitors as you can. Once you are clear about why people perceive your destination in a certain way, you’ll be able to address their objections more effectively.

?Make social media your friend

?Even if you are a sole tour operator, never underestimate the power your voice can have in overturning negative beliefs about your destination. Use every opportunity to show your followers the realities of travelling around your country, and you'll soon begin to chip away at these prejudices.

Make sure your posts address commonly-held objections too. For example, if your destination is commonly believed to be expensive, share budget hotels and restaurants with your followers, and film budget travellers talking about their experiences.

Take every opportunity to get in front of other people's audiences too! I’m sure anyone who listened to last week’s Tour Guide Tales will think about Angola in a different way.

Tell stories

Never under-estimate the power of storytelling when it comes to tourism marketing. Behind every negative perception of a destination, there are fascinating stories to share. Stories about suffering, hope and resilience.

And who better to tell these stories than the people who have triumphed over these difficulties?

Take every opportunity to share stories that reframe negative narratives about your destination and the people who live there. For example, if your country is associated with war, could you share stories of the people who have helped to rebuild society? If your country is associated with poverty, could you interview a social enterprise about the work they are doing to empower the local community?

One thing is for sure: social media has given us all a voice, and tourism professionals now have the power to rewrite the narrative when it comes to their own destinations.

To what extent does your destination struggle with a negative public image? What are you doing about it?

Hi, I'm Genevieve. ?? I help tour guides and tour operators write confident copy, grow their audience and make more money. Interested in a Copy Boost session with me? Visit my website or DM me to find out more.

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