Four Mistakes DMOs Make on Social Media (And How to Fix Them)
February 27, 2025
It’s no secret that social media can contribute to challenges like overtourism, but if used right, social media can also be a force for good in a destination’s marketing strategies. While the platforms may change, some guidelines for success with social media remain the same. Authentic engagement with followers requires patience and reflection, but knowing what not to do can also help lead the way.
No matter which social network you’re using to promote your destination, avoid these four mistakes—but don’t worry! If you’re guilty of any of them, there are easy fixes for each.
Mistake 1: Ignoring Your Target Audience
Destinations don’t really need to attract local communities to visit—they already live there. Still, some DMOs focus too much on content for locals rather than potential travelers.
It’s lovely for DMOs to promote local happy hours or same-day events, but, ultimately, they don’t appeal to visitors. Social media content that’s too local presents missed opportunities to attract visitors who need a longer lead to book and may plan trips around multiple or larger, more unique events.
The fix is clear. Create content tailored to travelers, such as destination highlights or upcoming festivals posted well in advance. Use audience insights to understand what resonates with potential visitors. And don’t shy away from the “touristy” experiences that your destination is known for, even if locals aren’t rushing to visit them again. For anyone visiting for the first time, they’ll still want to experience it for themselves.
Mistake 2: Treating Social Media Like Traditional PR
An over-reliance on announcements, updates, and promotional posts without engaging with followers is a red flag. Social media can’t just be a dumping ground for your destination’s static content.
This approach leads to low engagement and limits organic reach due to algorithm preferences for interactive content. Social networks—and users—want more. They want to picture themselves in the destination, not just watch from the sidelines.
To fix this, incorporate interactive elements like polls, Q&A sessions, and user-generated content. And it may sound obvious – but reply to comments! These engagements aren’t trivial but rather, bring potential travelers into the conversation. Drive conversation and create a community that will support your efforts.
Mistake 3: Being too “Sales-y” or Formal
An overemphasis on pushing promotions or using overly polished, corporate tones will alienate audiences. Nobody wants that on social media. Speak to travelers as people, not just customers.
The pathway out of this is easy. Chill out! Adopt a conversational tone that feels approachable and relatable. Showcase authentic experiences through UGC and influencer partnerships to bring your brand down from its ivory tower. A little promotion is fine—if not necessary—but balance it with inspirational or engaging content to keep your destination approachable.
Mistake 4: Neglecting Trends and Content Variety
Many marketers forget just how quickly social media changes. It’s part of its strength, but also a challenge. Destinations that focus only on planned content while ignoring trending topics or diverse formats like short-form videos are missing out.
Playing it too traditionally closes off destination brands to opportunities to stay relevant and engage audiences who value fresh, dynamic content. There are enough bot accounts sharing photo after photo of generic content. That’s not the vibe today’s travelers are seeking on social media.
Moving forward, allocate time and flexibility in your content calendar for real-time engagement. Know what target audiences are looking for, check in on market research, and take chances to stay ahead of the curve.
Finally, regularly analyzing performance metrics helps destination marketers refine any content strategy. You have to look in the rearview mirror as you move forward to know what works for your unique destination.
Wondering if your social media presence is on point or not? Get in touch with Hanna Gbordzoe at hanna.gbordzoe@aboutdci.com to discuss a new approach for a new year by tapping into DCI’s team of experienced and trendspotting marketers.
