Post-COVID action plan for regional and rural destinations
As travel resumes in phases (intrastate, interstate then international), regional destinations are poised to benefit if they can stand out in the crowded marketplace and meet the needs of visitors.
The following COVID-recovery information has been pulled together from a variety of sources.
Post COVID travel trends
COVID-19 is expected to impact travel behaviour for many months after the virus threat has gone. Some trends will include:
Consumers want something to look forward to and will be keen to plan and book a holiday.
Travel will not be taken for granted, with greater intentions around the planning to ensure it offers what they are looking for. During recessions, impulse purchases dramatically decline and travellers seek bargains. Those who manage household budgets (typically women) will search for detailed information on activities, experiences, reviews and prices. Destinations and tourism businesses should provide in-depth content.
Consumers will seek out simple, meaningful experiences.
People will visit family and friends for emotional support and connection.
During an economic slowdown, tourists tend to travel less, stay closer to home and seek simplicity. For example: value-based holidays based on basic facilities, meeting locals, and free time. Here, tourism is about the beach or the view from the mountain, and being less plugged in.
There will be increased requirements around health and safety.
Grey nomads may be slow to return to travel due to safety concerns, requiring destinations dependent on these travellers to explore new markets.
During a recession values and behaviours change. We become more concerned for others and with collectivism and move away from individualism. Materialism and possessions become less important. Volunteering and social tourism have a higher priority in a more inclusive society.
There will be smaller, boutique events as mass gatherings remain on hold until safety can be assured.
The strain that our lifestyle places on the natural environment has never been more apparent. If there is a silver lining to COVID-19, it is perhaps that destination management organisations (DMOs) have a unique opportunity to change the future of tourism to be climate- and environmentally friendly.
Cities will be the least appealing destinations.
Post COVID travellers
The first travellers are likely to be:
Those visiting friends and family they haven’t seen for a while
Local travellers or those who live nearby who would normally travel far away
People travelling for their passion, doing things they haven’t been able to in lockdown (This might also be locals taking part in their passion locally when they would typically do that elsewhere)
Millennials seeking adventurous outdoor activities
Business travellers
Recommended resources for destinations
The following resources provide excellent guidance for destinations on what to do during the COVID-19 crisis and recovery.
1. COVID-19 Response Action Plan for Destinations by Tourism eSchool
This detailed action plan covers
communication with industry around COVID-19 changes
being an advocate for local operators
short-term actions such as digital training for operators and consumer communications
recovery actions such as getting ready for funding opportunities, supporting experience development and consumer communications
One additional tip: Consider developing, publishing and sharing itineraries of experiences that meet social distancing needs.
2. Webinar series: How DMOs should respond to COVID-19 by Destination Think
Destination Think ran three webinars as a virtual forum for DMOs:
1. A strategic approach to managing your destination during COVID-19
Address immediate needs and challenges
Consider the bigger picture
Responding to a rapidly changing landscape
Show leadership through rationality
2. How to adjust your destination’s communications during the COVID-19 crisis and what to do with your earned, owned and paid channels
Use restriction scenarios to plan for phases of content
Lean on emotional lenses to help decide which messages are appropriate at different times
Work more collaboratively with stakeholders and industry
Use your values to clarify your DMO’s role
3. How to manage your destination and support your tourism industry to maintain resilience through the COVID crisis
Key takeouts:
There can’t be winner s an d lose rs in our local industry
Be creative in your adaptation – tourism is a creative industry
Have community at the heart of your planning
Recovery to the old normal is an illusion – redevelop by cocreating
The future is now – now is your chance to have regenerative tourism with deeply meaningful experiences (instead of a numbers game) - if not now, then when?
Your role as a destination management organisation in the slow restart of tourism includes:
Restarting tourism will be a gradual process
Your DMO’s role as public servant: Promote safe behaviour
Your DMO’s role as business coach: Prepare tourism operators to run a restricted business
Your DMO’s role as a teacher: Prepare communities to host travellers
Consider those most likely to travel first when places reopen
Preparing your DMO for the future
Some effective ways to invest your limited time and resources to ensure your DMO’s resiliency during all phases of COVID-19:
Consult historical trends and visitor behaviour
See your audience as people, not numbers
Account for fear and trepidation during the restart phase
Measure trends, not snapshots in time
Consider a range of possible futures
3. Scenario Planning
Use data to create scenario-based plans for the future of your destination during the COVID-19 recovery. Learn how to plan a matrix of four possible future scenarios h ere (this link can only be viewed for free once, so consider saving a copy, or use this explanation). The four scenarios are developed using two impactful trends and two key uncertainties, and once developed, are used to support your strategic planning.
Over to you
What are your thoughts on best practice COVID-recovery for destinations, or where have you seen it done well so far?
Leave your comments below