Balancing Tourism
Balancing Tourism
Podcast Description
Balancing Tourism explores how to align the needs of the environment, local communities, travelers and economic goals in the face of tourism’s challenges. Featuring industry leaders and pioneers, the podcast examines strategies like low-season travel, niche markets and innovative solutions to create balanced, sustainable tourism. Discover how destinations can manage visitor flows, foster collaboration and benefit all stakeholders. Whether you're a tourism professional or passionate about responsible travel, join us to rethink tourism for a more equitable, sustainable future.
Podcast Insights
Content Themes
The podcast delves into a variety of topics related to sustainable tourism, including community-driven travel, innovative capacity management, and the challenges of over-tourism. Episodes feature discussions on redefining tourism models, such as incorporating regenerative tourism principles, as highlighted in conversations with guests like Chalana Perera and Bastian Hiller, who offer concrete strategies for creating a balanced travel ecosystem.
Balancing Tourism explores how to align the needs of the environment, local communities, travelers and economic goals in the face of tourism’s challenges. Featuring industry leaders and pioneers, the podcast examines strategies like low-season travel, niche markets and innovative solutions to create balanced, sustainable tourism. Discover how destinations can manage visitor flows, foster collaboration and benefit all stakeholders. Whether you’re a tourism professional or passionate about responsible travel, join us to rethink tourism for a more equitable, sustainable future.
Natalia Boveda leads international promotion for Visit Costa Del Sol, the official DMO for the province of Malaga.
In this episode, she explains how one of Europe's most recognised summer destinations is deliberately redirecting its entire marketing effort towards the low and shoulder seasons.
In this episode we cover:
- Why brand familiarity from the UK market is the biggest barrier to repositioning
- The decision to stop promoting summer altogether and what that means for co-marketing with airlines and operators
- How a bimonthly stakeholder committee coordinates the DMO, AENA, regional government and Turespana on route development and seasonal promotion
- Malaga's transformation from transit point to year-round city break destination
- Winter fam trips and trade education as tools for closing the perception gap
- The evidence: rising winter occupancy and hotels that no longer close in December
Natalia will be joining us on stage at the Tourism Seasonality Summit, 17-18 May in Rimini, Italy, co-located with Routes Europe, on a panel called ”Beyond Summer: Crafting New Experiences to Extend Seasonality.”
Full programme and registration: seasonalitysummit.com
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