With digital becoming more and more important for many tourism companies worldwide, it is crucial that marketers also understand that consumers’ demands are growing too. Content does not equal content which is sometimes quite difficult to understand for tourism destinations and businesses, as the volume of content pages are considered rather than the quality and more important the usefulness and popularity of these content pages by the end consumer. Many marketers are still embarking on the journey where the consumer is always at the core and content is re-evaluated by seeing whether it is helpful and useful for consumers, providing information for consumers that never came across your company (Econsultancy 2013).


Over the years, a new concept has emerged, that aims to give consumers the content that they want and need. This means that a tourism business or destination publishes content that does not sell the destination or product directly but fills out a gap by providing a consumer with useful and helpful information. Although not selling anything directly, by giving consumers what they are looking for, you can establish yourself as a trusted resource, consumers will come back for more useful and helpful information. Over time, you will sell your destination or tourism business to that customer, as a level of trust is already in place, facilitating sales and consumer satisfaction.


Tourism businesses need to create content that is helpful for consumers but also ensuring that the content created and published is also what consumers want and are searching for. It is therefore essential for businesses and marketers to ensure that content provided solves a consumer’s problem at the right time, and in a format they are looking for. This means content needs to be helpful but most importantly useful for the consumer.

Leaving marketing content aside, it can be much more powerful to built up a relationship with consumers by providing content that answers problems or questions they have. This content might not necessarily have anything to do with a destination’s or businesses offerings, but it ensures that consumers know they get help from you as an expert. Ultimately, these consumers will build up trust and see your website and content as the go-to-site to find content and solve problems or get answers to questions they have. It is proven that after consumers visit a website and content regularly that is helpful and useful, sales are being made much easier, as a certain trust and a relationship is already in place. Engagement is another area that can add value to the content, as consumers could engage with the content, comment and a destination or tourism business can easily respond and build the relationship further.


Analysing which content works best on the website is crucial, as it enables to produce further content that is not just helpful but actually useful for consumers. Monitoring the content on websites is also very important, as consumers might engage and comment on content which is a very good opportunity for marketers to respond and build on a new or existing relationship with a consumer.

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