I just returned from my family’s annual vacation up to the Adirondacks. Being a tourist for a week gives you lots to think about as far as your attraction or destination. What are you seeing that you could implement or what trends did you notice? If you haven’t had a vacation yet this year, here is a post on why you need to take vacations.
Take the tried and true and package it to create a new product
One of my favorite things to do when I am up north is to hike. There are trails that go into lakes, trails through the woods and trails that head up mountains. The area where I vacation every year has a few mountains that everyone hikes- Bald Mountain, Rocky Mountain and Black Bear Mountain. I usually pick one each year. But this year I hiked all three in one week – something I had never done before. Why? Because an enterprising guy created the Fulton Chain Trifecta and if you hike all 3, you get a patch!
Full disclosure – I own no clothing that I would ever sew a patch onto, and yet I wanted that patch! By packaging all the hikes together, it made it more fun, and more likely that people would complete all three hikes.
What ideas can you think of? Could an overnight stay include a free ice cream cone at a local shop? Does your region have a passport program for wineries and breweries? Combining elements into a package can increase visitation at all the stops.
Overtourism is a thing
When we climbed Bald Mountain that first morning, we started to pass hikers who were on their way down. Trail etiquette says that uphill hikers have the right of way so we trudged up while they stood to the side. ( This rule was obviously invented by hikers on flat ground. The steep climbs made me want to stop and step aside and take a break every chance I got!) There were groups of people at the top, but we were spread out. Coming down was more congested and rows of people passed us on their way up. Could the success of the Fulton Chain Trifecta have caused this popularity? It’s possible. The other mountains were busy on the days we hiked them.
The Adirondacks are a delicate ecosystem with a thin layer of soil so it is easy for trails to erode. Excessive rains have also helped to deteriorate trails. So I think the success of the Trifecta should encourage the committee to develop a new patch for next year that would feature some of the lesser known trails. It would move some of the visitors away from high-density areas to lower density areas.
Overtourism can damage the environment, and diminish the experience for the visitor. When I went to the Louvre several years ago, what I remember most about seeing the Mona Lisa was how many tourists were jammed into the room with me.
Think about your most delicate resources and brainstorm ways that visitors can still have a great experience, but maybe in another location. Can you create a list of ‘insiders’ secrets’ that will make people feel cool that they avoided the crowds?
Digital Detox- not so much
One of my favorite elements of our vacation is that there is no cell service or internet signal. After a day of stressing out over what you are missing, you start to forget about it and start reading books, playing cards, working on puzzles and having long conversations. But there were a few people in cabins near us that were wandering around, phone in hand, looking for any hint of a signal.
When we got to the top of the mountains we hiked, at least half the people were on their phones since they could get a signal from that height. So I think the lesson here is two-fold. Some people want to be hyper-connected and free wi-fi is as important as a bed and a shower. Others realize the importance of taking a break from digital tools and are willing to pay for the chance to detox. Which path works best for your attraction or destination?
Shorter vacations
When my family first started vacationing at Darts Lake over 50 years ago, we would go for 9 days. After a few decades, we went down to a week, which seemed traumatic at the time. Now my adult children come for 3 days since they have bills to pay and can’t take a whole week off from work. Shorter vacations are a trend too. So if you are seeing that in your destination, it would make sense to target visitors within a 2-4 hour drive radius. Don’t waste resources on potential guests several states away. With visitors that live closer, there is a better potential for repeat visitation as well.
Final thoughts
Our industry depends on people getting away from their daily life and going somewhere different. You will be a better tourism professional when you do the same a few times a year. I know I am!
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