Tourism Marketing: A new angle is critical

With all that has happened to our industry in the past two years, adopting the right tourism marketing strategies is vital for recovery.

In fact, it is a vital part of maximising revenue, building brand awareness, and managing the industry's reputation at large. Today, it is paramount that businesses in the tourism industry be mindful of changing customer behaviours resulting from COVID- 19. We lament over the resuscitation of the industry and overlook retelling our story

The purpose behind tourism marketing, in general, is to promote "the industry", in order to make it stand out from rivals, attract customers, and generate brand awareness. Of late modern tourism marketing strategies make use of the internet.

differently and remodelling how we do things.

Generally, tourism marketing has been associated with a collective name given to the various marketing strategies used by various niches within the tourism industry. Tourism is a broad industry. The purpose behind tourism marketing, in general, is to promote "the industry", in order to make it stand out from rivals, attract customers, and generate brand awareness. Of late modern tourism marketing strategies make use of the internet, with websites, online adverts, email, and social media platforms often playing a key role. This is not necessarily ensuring that the place ( tourism location) that offers the most fulfilling experience will be best; but rather who is better at digital marketing. As it is one of the world’s largest industries, the tourism industry is extremely competitive. It is also needed that marketers collaborate with subject matter specialists to keep up with the latest trends, yes, but to also appreciate the historical and social issues that tourism touches on too, to identify further opportunities for growth.

This will create a diverse marketing mixed strategy that will tell the story of a particular destination in a way it has never been told before. Therefore, bringing the much- desired competitive edge. Keeping up with the new developments in tourism marketing is crucial ( today it is virtual) but it is also essential to consider the meaning of these developments to relevant stakeholders, or rural communities that have a product to offer to this market. The outbreak of COVID has caused significant disruption to tourism particularly affecting rural communities. In a similar way that over the years we have learned extensively about cultures of places we have never visited from the likes of David Attenborough there is currently an opportunity for us to learn about the cultural diversity Botswana holds for the monetary gain of those who need it the most.

From initiations, rituals, foods, taboos, medicine, craft making to other indigenous knowledge secrets. Holistically marketing tourism in Botswana is currently in its infancy.

The purpose behind tourism marketing, in general, is to promote "the industry", in order to make it stand out from rivals and generate brand awareness from both the natural and cultural heritage aspects, not one of the two but both.

So much to unlock. Exciting times ahead.