Tourism’s Billion-Dollar Blind Spot

For an industry built on experience, tourism has a curious habit of ignoring one of its biggest competitive advantages—the visitors who are already showing up.

Destinations are throwing millions at attracting new travelers while completely underestimating the value of retention, repeat visitation, and loyalty.

?? The Reality Check

?? Most DMOs focus on acquisition, not retention. They’re obsessed with getting visitors, but what happens after they leave? Many destinations do little to nothing to ensure they return. Airlines, hotels, and even theme parks have loyalty programs—why don’t more destinations?

?? The people who’ve already been to your destination are your BEST marketing. They’ve experienced it, they have memories attached to it, and if you play it right, they’ll return—and bring friends. Yet, how many DMOs actively market to past visitors the way they chase new ones? Yes, your destination will no doubt secure loyal visitors without the DMO assist, but think how much more economic impact can the DMO can provide.

?? The lifetime value of a repeat visitor is exponentially higher. Not only that (it's a given of a higher LtV), but repeat visitors are more respectful of the destination and its residents.

?? The Smart Destinations Are Waking Up

? Building loyalty-based marketing strategies. They’re using visitor data, personalized experiences, and exclusive perks to give past travelers a reason to return.

? Leveraging storytelling and nostalgia. Smart destinations are turning memories into marketing—reminding travelers why they loved it and why it’s time to come back.

? Creating actual retention programs. Imagine a visitor membership or tiered incentives based on repeat visits. Why is no one doing this?

The Billion-Dollar Question

Why is the tourism industry pouring money into chasing first-time visitors while leaving billions on the table by ignoring retention?