The Power of Partnerships

Even if your destination has traditionally marketed alone, collaborating with neighboring cities, counties or states can help you reach new travelers and raise your profile with the travel trade and media. When destinations work together, they can create something greater than the sum of their parts.

But forming – and maintaining – partnerships isn’t easy. So how can you ensure your destination is promoted effectively when it’s no longer just about you?

TAKE STOCK OF WHAT YOU BRING TO THE TABLE

Start by evaluating your strengths and how they align with your neighbors’. International visitors don’t see borders, so partnering with regionally connected destinations can make your offering more appealing. But first, ask yourself:

• How am I currently positioned in my target international markets?
• Am I already being marketed as part of a broader region?
• What aspects of my destination enhance the overall appeal of a traveler’s itinerary?

Knowing the answers will help you identify ideal partners and highlight your unique value in a shared story.

START THE CONVERSATION

New partnerships don’t happen overnight – they take time, trust and open communication.

You likely already know who your most compatible partners might be. Maybe you’ve collaborated on projects in the past. Is it time to formalize that relationship?

Start by reaching out. Make a shortlist of potential partners and set up exploratory conversations. Focus on how your destinations complement each other and how you can create compelling shared experiences.

RETAIN WHAT MAKES YOU UNIQUE

Partnerships don’t mean giving up your individual brand, as the best collaborations strike a balance.

You can still promote your destination independently in some markets while participating in regional efforts in others. In certain markets, a hybrid approach – some solo, some shared – might be the most effective.

International marketing is about showcasing what makes your destination worth a long-haul trip while leveraging your partners’ experiences to increase appeal and length-of-stay.

COMMIT TO COMPROMISE

Like any strong partnership, collaboration requires compromise. You won’t always agree on strategy, priorities or messaging, and that’s okay. What matters is ensuring the relationship remains equitable and aligned.

Ask yourself:

• Is my brand being strengthened or diluted by this partnership?
• Is the collaboration equitable in terms of visibility and opportunity?
• Am I being a good partner and considering others’ goals and not just my own?
• Can I accept that not everything will be done the way I would have done it alone?

The answers to these questions will help guide your approach and ensure the partnership is mutually beneficial.

READY TO EXPLORE A PARTNERSHIP APPROACH?

If you’re thinking about how a more collaborative model could enhance your international destination marketing and want help getting started, let’s talk.

For over 35 years, RMI Destination Marketing has helped amazing destinations attract more international visitors by working together.

We’d love to help you do the same.