Rethinking and Updating Political Values in Tourism

A Research and Strategic Approach to Destination Marketing

In March 2024, well before last November’s presidential election, TAG partner strategist Carl Ribaudo published the article The Politics of Tourism: A Strategic Approach for DMOs.

The article was based on TAG’s market observations and the results of a study we conducted “way back” in March 2021. Even then, during the now seemingly tame Biden Administration, we were asking the challenging and insightful question “Do personal politics and related individual values influence destination selection, and if so, to what extent?” The article ended with this summary:

The political orientation of a destination within the United States significantly influences tourists' decision-making process. Policy priorities, cultural values, political events, LGBTQ+ rights, and gun control policies are just a few examples of how political orientation can shape visitors' perceptions and choices. By understanding the impact of political factors on tourism, destinations can develop strategies to attract a broader range of visitors and create experiences that align with their political orientation. Travelers, in turn, can make informed decisions and support destinations that align with their values, contributing to the growth and development of tourism within the United States.

In that 2024 article, we also wrote, “the country has never been so divided as it is today. Who would have thought that political and social divisions in the country would be as deep as they are today?”  We have documentation and experience that during just this one-year period, the direction and policies of the current U.S. administration have only deepened the divide and broadened the influence of politics for both general and travel-related decisions by consumers and marketers.   

With this in mind, TAG took a proactive approach, perhaps one of the first tourism researchers to ask this question in our various surveys, starting in 2021 and thereafter:

With this added question, we can cross-tabulate survey data to document and compare how question responses vary across segments, behaviors, and respondent demographics, to gain a deeper and more definitive understanding of the influences of political positioning. 

Additionally, these destination factors, in summary by mean rating, also illustrate some key differences by political position:

It is important not to judge the responses, but rather, for destinations to understand their travelers’ political positioning and how those visitors are deciding to visit their specific destination. 

A destination, like its visitors, has a political position, even if it is not overt. Travelers can ascertain a destination’s political orientation through exposure to news, travel information, social media, conversations with friends and family, and their own travel research. These sources provide them with insight into destination governance, policy priorities, and cultural values, which can shape their perceptions and influence their decision-making process. 

Good research is the first step to eliciting the destination’s identities. Then the destination can align the key drivers that appeal to the most desired market segments – not everyone - and message accordingly.   

The destination should not compromise its identity to appeal to every visitor segment. Authenticity is a key driver of visitor decisions. 

This study is now four years old, and since then, we have weathered significant changes in the world and in the travel industry. Understanding travelers’ values and orientation is even more critical to destination positioning and marketing. Here are a few ways values can impact a traveler’s planning decisions:

1. Policy Priorities and Tourist Appeal

The political orientation of a destination can shape its policy priorities, which, in turn, impact its attractiveness to tourists. For example, states prioritizing environmental conservation and sustainability, such as California or Oregon, often appeal to visitors who value eco-friendly practices and outdoor activities. On the other hand, states that prioritize business-friendly policies, such as Texas or Florida, may attract tourists interested in economic opportunities and entrepreneurship. The policy focus of a destination can directly influence the types of experiences and attractions available to visitors.

Research & Strategy Approach: Include questions in visitor surveys that elicit main motivations for visiting the destination framed in the context of key sociological, economic, and value-related issues.

2. Cultural Values and Destination Image

The political orientation of a destination can also reflects the cultural values and identity of the region. States with progressive political orientations, such as New York or Massachusetts, may be perceived as more diverse, inclusive, and culturally vibrant. Such orientations can attract tourists seeking experiences that celebrate diversity, arts, and cultural events.

In contrast, states with conservative political orientations, such as Alabama or Utah, may be seen as more traditional and conservative, attracting visitors interested in historical sites, religious tourism, or outdoor recreational activities. The cultural values associated with a destination's political orientation can shape its image and influence tourists' decisions to visit.

Research & Strategy Approach: Include questions in visitor surveys that provide comparisons of visitor origin and other behaviors that align (or don’t) with the destination’s segments and its messaging.

3. Political Events and Tourism

Political events and milestones can have a significant impact on tourism within a destination. For instance, the presidential inauguration in Washington, D.C., attracts visitors from around the world who are interested in witnessing this historic event.

Similarly, political conventions or major political rallies held in different states can draw politically engaged tourists who are interested in experiencing the political atmosphere firsthand. These events can result in increased tourism, benefiting local businesses and the economy.

Research & Strategy Approach: Develop profiles of visitors specifically to destination major special events.

4. LGBTQ+ Rights and Tourism

The political orientation of a destination plays a crucial role in attracting or deterring LGBTQ+ travelers. States with progressive policies and legal protections for the LGBTQ+ community, such as California or New York, are often preferred destinations for LGBTQ+ travelers seeking inclusive experiences.

Conversely, states with conservative political orientations and limited protections for LGBTQ+ individuals may face challenges in attracting this market segment.

The impact of political orientation on LGBTQ+ tourism can be seen in the case of North Carolina, where the passing of a controversial bathroom bill led to boycotts and a decline in tourism.

Research & Strategy Approach: Both understand local resident sentiment for a strong LGBTQ+ presence in the destination, and align destination messaging to appeal to this travel segment.

5. Gun Control Policies and Safety Perception

The political orientation of a destination can significantly influence tourists' perception of safety, especially regarding gun control policies. States with stricter gun control laws, such as New York or California, may be perceived as safer states by visitors who are concerned about gun violence.

In contrast, states with more relaxed gun control policies, such as Texas or Arizona, may be seen as having potential safety risks associated with the prevalence of firearms. Tourists may consider these factors when deciding which destinations they feel comfortable visiting.

Research & Strategy Approach: Align destination messaging to enhance the destination positioning on this issue and traveler safety, without taking sides.

Strategy Perspective – What can a DMO do?

Promoting a highly political destination requires careful consideration and a nuanced approach to avoid controversy and polarization. Here are some strategies that can be effective:

• Focus on Neutral Aspects. Highlight aspects of the destination that are universally appealing and not tied to political issues. It could include cultural heritage, natural beauty, cuisine, arts, and architecture.

  
  

• Emphasize Unity and Inclusivity. Frame the destination's promotion in a way that emphasizes unity and inclusivity rather than divisive political issues. Showcase how the destination welcomes visitors from diverse backgrounds and fosters cultural exchange.

  
  

• Highlight Positive Developments. Highlight those initiatives within the destination that demonstrate progress or efforts toward resolving political issues. It could include peace-building efforts, cultural exchanges, or community development projects.

  
  

• Educational and Cultural Experiences. Offer educational and cultural experiences that provide visitors with a deeper understanding of the destination's history, culture, and political context. It can help promote empathy and understanding among visitors.

  
  

• Engage in Responsible Tourism. Promote responsible tourism practices that respect local communities and cultures. Encourage visitors to engage with local businesses, support community-based initiatives, and learn about the destination's social and political context.

  
  

• Tailor Marketing Messages. Tailor marketing messages to different audiences based on their interests and sensitivities. Avoid using language or imagery that could be interpreted as taking sides in political debates.

  
  

• Work with Local Stakeholders. Collaborate closely with local stakeholders, including government agencies, community organizations, and tourism businesses, to ensure that promotional efforts are respectful and aligned with regional priorities.

  
  

• Use Diplomacy. Be diplomatic in communications and avoid making controversial statements or taking positions on sensitive political issues. Focus on promoting the destination's positive attributes rather than engaging in political debates.

  
  

• Monitor Feedback and Adapt. Continuously research and monitor feedback from visitors and stakeholders. Be prepared to adapt marketing strategies as needed. Pay attention to any arising concerns or controversies and address them promptly and transparently.

  
  

TAG can work with destinations with research and strategy to identify visitor values and destination positioning for marketing alignment to help ensure relevance, universal appeal, and continued competitiveness. Contact us today to learn how we can help.