The Tourism ‘Strategy’ That’s Just Busywork

It’s Friday, which means somewhere in a DMO office, someone is wrapping up another week of content calendars, ad reports, and engagement metrics that look good in a PowerPoint but don’t actually move the needle.

Let’s be real—how much of what we call ‘strategy’ is just filling time?

?? The Illusion of Productivity in Tourism Marketing

?? Posting for the sake of posting. Churning out daily social content because “we have to keep the algorithm happy” is not a marketing plan. If your posts aren’t leading to actual engagement, interest, or action, what are they even for?

?? Vanity metrics over real impact. That viral reel? That spike in impressions? If it’s not driving visitation, loyalty, or revenue, it’s a distraction, not a win.

?? Ad dollars with no retention strategy. Spending big to attract first-time visitors without a plan to bring them back? That’s a tourism hamster wheel—spinning fast, going nowhere.

?? The Move from Busywork to Strategy

? Fewer, better posts. Stop treating content like a quota. Tell better stories, build engagement loops, and create marketing that travelers want to share.

? Stop reporting, start refining. If your team spends more time making slide decks than making moves, rethink what data actually matters.

? Turn first-time visitors into superfans. A second visit is worth more than 1,000 likes. If there’s no loyalty play in your strategy, you’re paying to make someone else’s destination memorable.

So, What Now?

If your marketing feels like running in place, maybe it’s time to stop doing more and start impacting more.

?? What’s one tourism marketing habit that’s overdue for retirement? Let’s talk.