Tourism organizationsLocal market insightsMiami, Florida
Tourism orgs: the money is in shoulder season.
Peak season sells out without you. Your job is the eight weeks on either side.
· 7 min read
Destination marketing budgets tend to peak alongside visitation, which is exactly backwards. Peak weeks are already full. Marginal spend there moves nothing.
Shift budget into shoulder weeks with itinerary-led content: three days, real prices, real distances. Partner with the operators who have the most inventory to lose.
For markets like Miami, drive-market and regional flights respond to different messages than long-haul. Segment by trip cost, not by age.
More on this market: Small business marketing in Miami
The short version
- Move budget out of sold-out weeks.
- Publish itineraries with real prices.
- Segment by trip cost and travel distance.
Sources and further reading
- Travel forecasts and monthly travel data — U.S. Travel Association
- Miami visitor industry research and statistics — Greater Miami Convention & Visitors Bureau
Want our two cents on your business?
Tell us what you're working on. We'll tell you what we'd actually do.
Let's talk