Why I Decided to Change My Approach to Digital Marketing in Tourism

Over the years I have managed digital strategies for tourist destinations, independent hotels, restaurants, farm stays, travel agencies, and tour operators. Each project was different, with its own specific needs, goals that varied in ambition, and contexts that were often very different from one another. Some strategies delivered great results, while others turned out to be less effective than expected, despite the effort and planning involved.

Over time, however, I began to notice a common thread: there were recurring elements, mistakes that often emerged, signs that something (even in the most well-structured projects) wasn’t really working. That was the moment that marked a turning point in the way I viewed and approached digital marketing.

Today, I work differently—with a more critical, deeper, and definitely more human perspective. In this article, I’ll tell you why I decided to change my approach to digital marketing in tourism, what I stopped doing, what has really worked in my most recent projects, and the method I follow now when assisting clients in travel and food.

The old approach: thorough but no longer enough

For a long time, I followed the classic pattern:

• well-made website;
• careful SEO;
• active social media;
• regular newsletter.

It was the setup that every project had to have. And for a while, it worked. But in recent years, I started to feel that something wasn’t right. The strategies seemed complete, but the results didn’t always come. There was traffic, but no conversions. People would find us, but didn’t stay.

So I started asking myself questions. And when you start asking the right questions, old patterns begin to crumble.

The turning point: starting from relationships, not content

Today my perspective has changed. I no longer start from channels, but from people. I don’t begin with the editorial calendar anymore, but with conversations. I want to understand who I am talking to, what they want, what holds them back.

Once, I would have said: “We need to publish two posts a week.” Today I say: “Do we have something real to say? If so, how can we make it helpful and worth listening to?”

The projects that changed my perspective

One project in particular marked this change. It was a small village with a beautiful website and well-managed socials. But no one was looking at them. We made a bold choice: stop everything for 30 days. No posts, no campaigns. Just listening. We:

• interviewed people who had already been there;
• talked to the residents;
• observed the places with fresh eyes.

From that listening real, deep, human content was born. The results? Traffic increased but above all, trust grew.

What I stopped doing

In my work, I eliminated everything that seemed just “obligatory”:

• posts published just to meet the editorial plan;
• SEO content full of keywords but lacking soul;
• automations designed only to sell, without listening.

I prefer:

• a real newsletter once a month;
• a post that truly resonates;
• a strategy that reflects who we really are.

My method today

Today I work with a few carefully chosen tools:

• Google Search Console to understand real search intent;
• real interviews as a basis for authentic content;
• ChatGPT as creative support;
• CRM to plan less, but better.

But above all, I use time: to listen, to understand, to let ideas settle before sharing them.

The results after the change

Since changing my approach, I’ve seen tangible results:

• more genuine interactions;
• less pointless traffic;
• more real inquiries from potential clients;
• more word of mouth and spontaneous collaboration.

A farmhouse increased bookings with a series of tailored emails. A destination received more inquiries thanks to a carefully crafted, human FAQ page. It’s not just strategy: it’s care.

What I recommend to those in transition

If you too feel that your digital communication no longer represents you, I recommend you:

• listen to your audience before writing;
• find your own tone, not just what “works”;
• don’t be afraid to do less, but better.

You can start over. Sometimes you just need to remove the superfluous to rediscover what truly matters.

Conclusion

Changing my approach wasn’t easy, but it was necessary. Today, I feel my work is more consistent, more helpful, and more genuine. If you also want to revisit your digital strategy for tourism or hospitality, we can talk about it.

Book your free consultation here.