Curation is the Key to Staying Relevant


Last week, we began to wax poetically about the new tourism destination strategy in our article ‘Your Tourism Destination Strategy is Wrong.’

At the core of that post was a simple, yet often overlooked trait of DMOs and CVBs…namely, speed.

If speed allows destinations to become relevant, then curation will allow destinations to stay relevant.

But speed alone will not save your destination from the continual threat of infinite information, user-generated content and other destinations.  No, destinations must recount the original need for their services, a core reason for their existence to understand the next principle in this new strategic plan.

Not ‘what’ do you have to offer, but ‘why’ should I visit your destination?

Answering the question of ‘why’ will take more than your knowledge, but rather information from a variety of sources.

Curated for the tourist.

If speed allows destinations to become relevant, then curation will allow destinations to stay relevant.

Not only the latest buzzword to overtake tweets and wall posts, curation is, for the destination, a return to a position of expertise within the mind of the tourist.

The need for curation stems directly from the infinite amount of information, in the form of tweets, check-ins, posts, links, videos, IMs, etc., that currently exists within our digital worlds.

Think about @columbiasc (the Columbia, SC CVB) for a moment.  To date, they have sent more than 11,400 tweets via Twitter.

To the average traveler thinking about visiting Columbia and who has just discovered @columbiasc, I would assume 98% of those tweets are unreadable simply due to volume.

This is not to say the tweets are worthless, but the information contained within those 11,400 tweets is far to vast to provide actionable advice for a potential trip.

Hence the need for curation.

The need for destinations…CVBs and DMOs…to act as the clearing house for tourism information about their city, state or resort.  Picking through the endless stream of knowledge and pulling out the key facts, opinions and sources to help the potential planner.

Member or non-member, travel writer or blogger, tweet or post.

Accepting that their will be better sources of information than the CVB, these organizations should take advantage of this depth to highlight their own destination expertise.

Make no mistake, curation is inevitable within the tourism industry.  The question is, will destinations reclaim their position of expertise or let another opportunity for consumer engagement slip by?

Comment? @travel2dot0 or email.