Four Challenges. {Solutions and Inspiration!) for Smaller Destinations

APRIL 24, 2023 | BY: LORI SLY

It’s the kick-off to National Tourism Week, April 24 - 30, 2023 which highlights and acknowledges the importance of tourism businesses and operators in driving a vibrant visitor economy, creating jobs, and enhancing the quality of life.   

During this week, people will be encouraged to plan spring and summer road trips, try new activities, taste different flavours, and discover unique, authentic experiences that sets Canada apart from other destinations. We think this is a great opportunity to shine a light on the hidden gems of tourism - the smaller destinations. If you are a smaller destination, you have your own unique challenges. The good news is that you are not alone! There are solutions!

Four Challenges. {Solutions and Inspiration!) for Smaller Destinations.

• Labour shortage in the tourism industry

• Funding and access to grant funding

• Digital transformation

• Regional collaboration

1. Labour Shortage in the Tourism Industry

The Challenge: We are beginning the first peak travel season without border restrictions. However, most destinations do not have enough skilled labour to take advantage of opportunities created by tourism development projects, especially those located in remote areas.

The Solutions:

• Expand the pool of potential employees (retirees, wage subsidy programs to employ youth and people with disabilities).

• Adapt your business model to be less labour reliant 

• Re-evaluate how you attract employees and encourage them to stay

2. Funding and Access to Grant Funding

The Challenge: Getting funding is a challenge for small destinations. There are many different types of grants and government supports available if you know which ones are relevant for your destination or project. 

The Solutions:

• Research and apply for appropriate funding.

• Work with Destinate Group to develop grant applications and oversee grant administration

3. Digital Transformation

The Challenge: You might have an impressive business strategy and operating model, but is it competitive in the digital era? Are you using technology to its advantage? It has become increasingly important for smaller destinations to show up online to attract visitors. 

The Solutions:

• Developing (or revamping) your website.

• Building social media profiles and digital marketing strategies.

• Writing guest blogs on travel sites.

4. Regional Collaboration

The Challenge: Your unique place is not a destination unto itself and doesn’t have the drawing power of a larger destination with multiple attractions.  

The Solutions:

• Connect with other businesses in your area to transform a few interesting, unique places into a compelling destination. 

• Work together to develop experience based tourism packages and travel itineraries based on what is available in your area.

Just because you are a small destination, 

you do not have to think small.

You might think that being a smaller destination is a disadvantage, but it's not! Smaller destinations often have more character, are more affordable, and can provide high-quality experiences without having to invest in a large infrastructure or staff.  Smaller destinations can be innovative and flexible in their approach, launching new ideas quickly to see what works well with their visitors.  

At Destinate Group, we are excited about tourism for smaller destinations. Whether you need support with tourism funding, destination development, a strategic plan, or product development, we are here to help you turn your challenges into opportunities. Click here to connect.