Podcasting has become a widely used medium for sharing information and stories, and destinations can use this medium to promote tourism. According to a report by the Pew Research Center, more than half of Americans have listened to a podcast and nearly one-third listen to podcasts on a monthly basis. This presents a significant opportunity for destinations to reach a large audience and increase tourism numbers. In a recent episode, How Podcasting Adds Value to Your Destination, Tami Rest, CEO of Visit North Alabama, discussed the DMO’s success when implementing a podcast into its marketing plan. 

Highlight Local Culture

One way destinations can use podcasting is by creating their own series that highlights the unique culture, history, and attractions of the area. These episodes can feature interviews with local experts and residents, as well as audio tours of popular tourist spots. This type of content can educate potential visitors about what the destination has to offer and make them more likely to plan a trip. It can also provide a personal touch and showcase the destination’s personality, which can be appealing to potential visitors. This is also a great opportunity to boost community pride and strengthen resident sentiment of the destination.

Attract Specific Niches

Podcasts can reach people in ways that other content forms cannot. As Rest says in episode 217, “[A podcast] adds more value than a typical brochure or a typical video. It’s love. It’s real. It’s the human people talking to each other and giving them the points that they need as they make their travel.” This human connection is one that can’t be replicated in other forms of marketing. 

Destinations can also use podcasting to target specific niches of travelers. For example, a destination can create a podcast series that focuses on outdoor activities, such as hiking and camping to attract adventure-seekers. Or, a destination can create a podcast series that focuses on the destination’s food and drink scene to attract foodies. These specialized podcast series can help the destination to stand out and reach specific target audiences.

Provide a Cost-Effective Content Backlog

Using podcasting as a marketing tool can also be cost-effective. Podcasts are created and distributed at a relatively low cost and can be easily shared on social media and other platforms. DMOs can, in turn, repurpose this content into blog posts, videos and other media. Additionally, podcast listeners tend to show a high engagement rate and are more likely to take action based on the content they hear.

If DMOs want to test the waters of podcasting before implementing their own, they can collaborate with popular local podcasts to feature the destination as a guest. This can include interviews with local tourism officials and business owners, as well as segments on popular activities and events in the area. This can help to increase visibility for the destination and attract more visitors. According to a study by Nielsen, podcasting is a billion-dollar industry with high numbers of listeners in the 18-44 range. 

DMOs can use podcasting as a powerful tool to promote their tourism efforts. By creating their own podcast series, collaborating with popular travel podcasts, targeting specific niches of travelers, and utilizing the medium’s cost-effectiveness and engagement potential, destinations can increase visibility, attract more visitors and promote their unique selling points.