For when you can't catch our live show
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With more than 689 million monthly active users (as of January 2021), TikTok is the current social media darling. This mobile video platform for creators is engaging a younger generation to craft 30-second to minute-long vertical videos. There are more than 100 million U.S. users (August 2020), and while the app was made popular among Gen Z, the user base is growing up. In the U.S., 60 percent of users are 16–24, and 80 percent are 16–34 (June 2020). More than 90 percent of users use the app daily — with an average watch time of 53 minutes (July 2020). Overall, more than one billion videos are viewed per day on the app.
How does this apply to travel? There are more than 22.4B views under the #TikTokTravel. At current, few DMOs and travel brands are activating, so there is a huge opportunity to get organic distribution and connect with audiences in a new way. Plus, this is a top-of-the-funnel approach to marketing. Yes, your specific demographic might not be on TikTok — but are their kids or grandchildren? Maybe they’ll see a cool restaurant, attraction or activity and tell their family about it.
Earth Day 2021 saw the tourism industry starting to recover as vaccines roll out and traveler optimism and bookings begin to bounce back. It is also an important inflexion point. Will tourism recover in ways that are more thoughtful, sustainable and focused on broader benefits? Central to turning these aspirations into action in your destination is having a clear strategy – one that outlines the vision for your destination and the special values and experiences you want to protect, restore or enhance. A strategy that is results-focused and defines the practical steps and your organization’s role in achieving this vision is key.
In honor of Earth Day, we’re publishing the Strategy toolkit to share resources and recommendations in plotting the sustainable return of tourism in your destination. Below are excerpts from this toolkit, offering tips for
Implementing Global Best Practices in Tourism Taxation & Funding
While customized for U.S. and Canadian cities, many of these ideas are applicable to other destinations including states and provinces across North America and destinations around the world.
- Access "Funding for Tomorrow", a summary of 10 international best practices in tourism taxation and funding from two major studies across both North America and Europe.
- Read the New Zealand edition of these recommendations here.
Many cities across the U.S. and Canada are grappling with an unprecedented drop in funding. With COVID-19’s dramatic impact on bed and lodging taxes, cities are looking to build more resilient, sustainable and robust funding sources post pandemic. North American cities are also looking to build back better. To renew a tourism industry which is more sustainable, better managed and offers deeper and broader based benefits to their communities and