The 5 Key Questions I Ask Before Starting a Tourism Marketing Project

Every place has a voice, but it needs to be heard.

Every destination has its own voice. Some shout it from a billboard, some whisper it in a poorly edited photograph, and some forget it entirely in press releases. For me, the first question is always this: what is the authentic identity of this area?

Not the one written in official documents, but the one you breathe in the streets, in people’s stories, in daily gestures. It’s the most fascinating and most difficult part: finding the common thread, understanding what makes a place recognizable and human. If you miss this step, everything else—posts, videos, brochures—will just be an empty shell.

The ideal tourist is not “everyone”

One of the phrases I hear most often is: “We’d like to attract everyone.” Or: “We aim for quality tourism.” But what does that really mean? Who is the traveler we want to meet? What are their expectations, their limits, their desires?

I often devote entire sessions to defining the target audience. I use simple questions: who can truly appreciate this place? Why would they choose this one and not another? What experiences are they looking for? There’s a huge difference between speaking to “everyone” and really speaking to someone. The first option is comforting; the second one works.

And no, it’s not just a matter of age or geographical origin. It’s a matter of emotional affinity. Some seek silence, others seek unspoiled nature, others local culture. The more I know who I want to attract, the more I know what to say and how to say it.

Reputation is already out there

Every time I start a project, I do a listening exercise: I read reviews, analyze user-generated content, observe social media with a traveler’s eye. What are people really saying about this area?

We often focus only on what to say, without first understanding what is already being said. But conversations happen even without us. So yes, one of the fundamental questions is: what is the current perception of the area?

Once, I worked with a small village convinced it was “romantic.” Online, however, it was described as “empty and sad.” The truth was somewhere in between: there was a lack of events, but a delicate beauty waiting to emerge. And that’s where we started.

Strategy also means honesty

Another question I can’t avoid is: what resources do we really have? And when I say “resources” I mean time, skills, energy, budget, relationships.

I’ve seen wonderful editorial plans—but then they just sit in a file. Because no one had the time to carry them out. That’s when I step in, to create a plan that’s leaner, more realistic, manageable even with limited resources.

There’s nothing wrong with starting small. The important thing is to know from the start which levers we can move. A well-managed blog can be more useful than five neglected social media accounts. A well-curated newsletter can give better results than a confused promotional campaign. Sustainability isn’t just environmental: it’s also about project management.

Without direction, there is no strategy

Finally, the simplest and most overlooked question: why are we doing this? For me, it’s fundamental. We need a sense of direction. A beacon.

Increase visitor numbers? Fine. But which ones? At what time of year? With what impact on the area? Or do we want to reposition ourselves, to become a destination for slow, experiential tourism? Maybe the goal is to give a voice to those who live here all year long, or to build deeper relationships between communities and visitors.

Without a why, we risk acting at random. And randomness leads to being stuck. This is perhaps my favorite part of my work: helping areas rediscover their why, and telling their story with coherence and passion.

A strategy that starts with questions

Today I shared my method. Not because it’s the only one possible, but because it works. It works when you’re willing to question yourself, to really listen, to stop chasing trends and start building a solid, authentic, coherent story.

If these questions made you reflect and you want to understand how to apply them to your area or your tourism business, we can work on it together. Book a free consultation: I will help you turn these insights into a concrete strategic plan.