The Power of Community in Tourism Marketing

Transforming Locals into Storytellers:

Tourism marketing is entering a golden age of storytelling. The polished, glossy campaigns of the past are being replaced by raw, authentic, and personal voices. Why? Travelers today crave genuine connections and real stories from the places they visit. They want to go beyond the attractions and truly experience the spirit of a destination. For destination marketers, tourism boards, and DMOs, this shift presents a unique opportunity to transform their marketing strategies by empowering the people who know their regions best–the locals.

Locals bring unmatched authenticity, emotional resonance, and cultural depth to a destination's story. By turning residents into storytellers, you can build stronger community ties, create unique brand identities, and offer richer experiences for travelers. This blog explores why locals are the ultimate ambassadors for tourism marketing and how you can engage, empower, and co-create with them.

A proud Indigenous elder or artisan dressed in traditional clothing, surrounded by handcrafted items .

The New Face of Tourism or Destination Marketing

The days of airbrushed brochures touting generic slogans like "Visit Paradise" are rapidly fading. Today, travelers are smarter, more discerning, and seeking experiences that feel human, imperfect, and heartfelt. Enter the age of "authentic tourism marketing," where every experience told through a local lens feels like a treasure to the audience.

Local communities are your destination's most underutilized marketing asset. These are the artisans crafting unique goods, the chefs reinventing family recipes, the storytellers who hold cultural secrets, and the shop owners who can direct visitors off the beaten track. They provide a gateway to a destination’s true character while fostering a sense of pride and involvement within the community itself. Ultimately, locals are the heroes of the new tourism landscape—but only if you give them the platform to shine.

What Makes a Local a "Hero" or "Hidden Gem"?

When we say "local heroes," who comes to mind? Maybe it’s the spirited café owner who knows every customer’s name, the artisan selling handmade jewelry, or a tour guide who brings history to life. Local heroes are the heartbeat of a destination; they connect visitors with culture through their stories and services.

Hidden gems, on the other hand, are the lesser-known treasures waiting to be discovered. This could be a secluded park, an underground music venue, or even quirky local traditions like an annual pie-baking contest. Together, local heroes and hidden gems merge to unveil the authentic soul of your destination. They add depth, color, and meaning to tourism experiences.

Why Locals Are Powerful Brand Ambassadors

Traditional advertising lacks a crucial element that locals bring naturally–trust. When a local shares their narrative, it’s infused with sincerity, brimming with lived experiences that resonate with travelers. That trust translates into impactful, effective tourism marketing.

Here’s why:

• Authenticity Wins: Locals provide unfiltered, genuine accounts that travelers find inspiring and relatable.

• Organic Reach: Many community members already have natural audiences within their networks–via word of mouth or social media.

• Community Buy-In: Engaging locals creates pride and alignment with tourism objectives, fostering community-wide support for your destination.

The result? A richer, more honest connection between your destination and your audience.

Strategies to Engage and Empower Local Voices

Here’s the good news–you likely already have an army of passionate locals within your region who are ready (or simply waiting) to advocate for your destination. The key to success lies in identifying and empowering them.

1. Identify & Curate Local Stories

Every community has extraordinary stories; your mission is to find them. Start by:

• Conducting interviews with community members.

• Holding nomination events where the public can suggest local heroes or hidden gems.

• Scouting for diversity–aim for stories that reflect a variety of lifestyles, interests, and cultural backgrounds.

2. Co-Create Content With Them

Authentic content shouldn’t feel staged but co-created. Include your locals in the creation process by:

• Featuring them in blog posts, video campaigns, or social media features.

• Hosting Instagram takeovers or live Q&A sessions where locals share their world in real-time.

• Organizing workshops to show locals how to creatively share their stories.

3. Equip Them With Tools

Help your community members shine by providing:

• Social media training on how to tell stories effectively (hashtags, caption tips, frequency).

• Designated brand assets like logos, curated hashtags, or easy-to-use templates.

• Recognition, either monetary incentives or non-monetary rewards like monthly awards or features.

4. Build Community Campaigns

Foster a sense of collaboration by rolling out campaigns that locals can rally behind:

• Launch a “Meet the Locals” initiative or series to spotlight personalities and hidden gems.

• Encourage social media participation through user-generated content, branded hashtags, and photo contests.

• Develop digital storytelling collaborations like podcasts or blogs featuring community members.

Case Studies: Best Practices from Around the World

Around the globe, tourism boards have unlocked the potential of local voices to inspire travelers and build stronger brands:

• Canada’s “Keep Exploring” Campaign showcased local Canadians sharing personal connections with their surroundings, offering visitors a taste of authenticity.

• Tourism New Zealand's "Good Morning World" Campaign invited everyday Kiwis to greet the world, lending an unmistakable charm to their global brand.

• Visit Norway’s “Spirit of Norway” initiative leveraged community-generated content to inspire visitors to explore the country's unmatched landscapes and traditions.

Challenges and How to Overcome Them

While the benefits are clear, empowering locals in tourism marketing isn’t without its challenges. Here’s how you can tackle them:

• Respectful Representation: Be culturally sensitive to avoid exploiting local traditions or identities.

• Managing Expectations: Clearly communicate the roles and goals of locals involved in your campaigns.

• Low Digital Literacy: Offer training and resources to ensure everyone has the tools to succeed.