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The Current Landscape for Tourism Communicators
November 3, 2024
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2025 PR Planning - Travel Trends
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Under-the-Radar Destinations are popular as 65% of travelers want fewer crowds, alternative itineraries and a deeper connection to the destination. These destinations are also considered less expensive, more relaxing and truly authentic.
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44% want to avoid “Instatourists” and are less likely to post on social media
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Revenge Travel is OVER as we move beyond post-pandemic GOAT trips
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FOMO (Fear of Missing Out) becomes JOMO (Joy of Missing Out)
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Experiences will drive travel decisions with natural wonders leading the way.
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80% want to witness phenomena and 61% list Northern Lights
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Western Culture is trending with cowboy culture and line dancing
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Trip to Grand Forks resulted in WINS!
Commerce's Communications Specialist Amber Farrington and Social Strategist Alicia Joliffe recently visited Grand Forks to gather insights for future media outreach and social media campaigns. Their experience included a tour of the iconic Ralph Engelstad Arena, where they capped the day cheering on UND as they defeated Boston. They also explored GrandSKY's aviation park, enjoyed the charm of the Olive Ann Hotel, and dined at Harry’s Steakhouse, a local favorite.
Thank you to Greater Grand Forks for hosting such an incredible experience, showcasing the community pride and forward-looking development that makes Grand Forks a standout destination!
Additionally, renowned travel host Darley Newman of "Travels with Darley" explored Fargo and Grand Forks, experiencing the vibrant culture and unique attractions these cities offer. Her visit will help showcase North Dakota to a wider audience.
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North Dakota's Northern Lights Show is On - Don't Miss Out!
The northern lights have been stunning citizens and photographers alike these past few months! With over 1,000 media and social mentions of the northern lights in North Dakota in last quarter, their interest is high and more people are seeking information on where and when they can witness this natural phenomenon. Consider sending out northern lights alerts and following them up with photos over the next few days. If you need help keeping up to date with current northern lights conditions, check out our newly updated webpage where aurora forecasts are updated daily!
Reach out to Social Media Strategist Alicia Jolliffe with any questions.
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Influencers share stories statewide!
There were so many amazing stories and fresh content gathered by our influencers this year! In total, we welcomed 8 influencers that garnered 2,100,640 and 125,878.
We have two spots remaining in the 2025 Influencer Coop program so if you are interested in participating, reach out to Kim Schmidt.
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Trends from the Trail
The travel industry thrives off of strong visuals but casual people-centric content has a place within you social strategy! Flip the camera towards your team to build a more personal and authentic perspective to your content while increasing your reach.
Dance to trending audio, experiment with quick transitions or jump on a popular theme like the recent viral format of "Letting Gen Z Write Your Marketing Script". See our example!
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Soaring Social Stats
• Fan growth up 4% YOY
• Total impressions 9.9M (12% drop)
• Facebook engagement rate is .44% (300% times the average)
• Instagram engagement rate is .59% (150% higher than platform average)
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Harvesting Hits
Media hits - reach up 43% over 2023!
North Dakota recently welcomed freelance journalist Wendy Pramik, who was on assignment for Food & Wine Magazine. Pramik and her husband explored the state, starting their journey in Medora and making stops in Dickinson, Bismarck, Cole Harbor, Jamestown and Fargo. They were impressed by the warm hospitality and diverse culinary scene. See Wendy's article: Where to Eat in North Dakota Amid Memorable Stops Along I-94.
Thanks to your support in hosting media and providing insightful itineraries, third quarter exceeded expectations garnering 347 mentions that reached 1.32 billion! This resulted in a 46% increase in reach over 2023. See the full Q3 Media Report. Password: MediaQ324
Reach out to Communications Manager Kim Schmidt with any questions.
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