If you’re spending $500,000 or more each year on marketing efforts and seeing only 3% growth – something is very wrong.  3% is the rate of inflation.  You could literally spend nothing and have the same results.

Yet ad agencies are telling you that 3% is great and that your campaigns are a success.  It’s all a lie.  The more ads you do, the more fees they collect.

If you really want to drive meaningful tourism revenue for your destination, you need to behave like a business.  Set higher goals.  Get strategic.  Outpace your competition.  Act like your area’s economic wellbeing depends on it.  Because it does.