Destination Marketing Outlook 2022
SKIFT REPORT 2022
pandemic. On the other hand, publicity events and offline advertising channels were proven to be ineffective marketing channels during Covid given the restrictions on holding gatherings and the risk of virus transmission. Chee Pey at the Singapore Tourism Board told Skift, “During the pandemic, digital channels were critical ones that allowed us to engage with our target audience when we were unable to do so physically. We expect this to continue going forward.” EXHIBIT 13: DIGITAL MARKETING REMAINED AN IMPACTFUL MARKETING CHANNEL DURING COVID
60% of the respondents of our survey said that their DMOs’ marketing message changed when the destination started witnessing signs of recovery from Covid based on changes in traveller preferences. Slight recovery marked the beginning of in-the-moment marketing campaigns. For example, in January 2021 NYC and Company tweaked its very famous NYC Restaurant Week event to NYC Restaurant Week To Go. This simple change to make the most of the situation was a winwin allowing customers to enjoy favourite restaurants while staying at home at a bargain price, and allowing restaurants, many for the first time, to make takeout/delivery a revenue stream to help get through the winter months.
DMO roles accentuated further In the initial stage of Covid, in particular, DMOs around the world needed to encourage people to stop travelling. Even for destinations that bounced back faster thanks to a larger domestic
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