Place vs. Destination Marketing: What's the Difference? (2024)

In the place maker and tourism industries, there are two main types of marketing: place marketing and destination marketing. While they are often used interchangeably and mixed together with property marketing from time to time, there are some pretty important differences between the two.

Place marketing is the process of promoting a specific location, such as a town or city. The goal of place marketing may have to attract visitors as a by-product however its main goal is to attract businesses, investments and residents to the location.

Destination marketing is the process of promoting a specific travel destination. This could be a city, region, or country, but it could also be a specific attraction, such as a theme park or museum. The goal of destination marketing is to attract tourists to the destination.

So, what are the key differences?

• Target audience: Place marketing targets a wider audience which focuses on residents but also includes businesses, investors, and yes tourists too. Destination marketing on the other hand, specifically targets tourists.
• Marketing message: The marketing message for place marketing is typically focused on the location's overall appeal, such as its natural beauty, cultural attractions, or the business climate. The marketing message for destination marketing, on the other hand, is more focused on the specific experiences that can be had at the destination.
• Marketing channels: Place marketing uses a variety of marketing channels, including advertising, PR, and social media. Destination marketing, on the other hand, tends to focus more on paid marketing, such Pay Per Click and display ads and paid media such as magazine ads and printed media (within train stations, airports or travel publications for example).

Which type of marketing is right for you?

This is where it gets interesting. You've heard of 'phygital' - an amalgamation of physical and digital. It may be one of my least favourite terms of 2023 but it does somewhat represent where I am in the sense of place vs destination marketing.

The type of marketing that's right for your town/city, BID, campus, portfolio, attraction etc will depend on your specific goals.

A coastal town with transient passing trade is likely to focus initially on destination marketing, particularly if a strong commercial experience is a strategic objective. Or perhaps that's one piece of a much bigger place puzzle, and strong local business trade is your marketing objective aiming to attract more residents and businesses into the area enabling less reliance on the tourist trade. In this instance, place marketing could be the right choice but the messaging must be right!

Determine the right route for you by following these simple steps:

1. Define Your Goals: If your primary aim is to attract tourists, you might consider destination marketing, which promotes a location's attractions, experiences, and overall charm to potential visitors. If your goal is more about overall branding, improving reputation, attracting investments, or enhancing the community's quality of life, place marketing is probably more appropriate.
2. Evaluate Local Context: Assess the unique aspects of your area. Is it more of a tourist destination with notable attractions, or is it more of a residential or commercial area looking to improve its reputation and quality of life among local residents?
3. Identify Target Audience: Destination marketing is usually targeted towards tourists and visitors, while place marketing can target a broader audience, for example, restrictions on gender, age and interest demographics can be reduced but should include an audience within a particular geographical area.

Place and destination marketing are both important tools for promoting places and spaces. But by understanding the differences between the two, you can choose the right type of marketing to achieve your strategic goals faster and cheaper! So here's your homework, follow steps 1 through too 3 and look at your current content and campaigns. There are mountains to climb when it comes to shopping small, supporting local and saving UK high streets, but take those first few steps - and see what happens.