Communications Toolkit

Keep messages focused on impact and stewardship. Use ROI data, success stories and visuals that connect promotion to measurable returns. Highlight how marketing investment protects local jobs and keeps your destination competitive. Share outcomes rather than process, since boards and funders want to see results and accountability. Always link communication back to community benefit and long-term economic stability.

Lead with facts and fiscal clarity. Use concise, neutral language to show how destination promotion funding safeguards local revenue, creates jobs and supports infrastructure. Reinforce accountability by noting audits, oversight and measurable returns. Frame destination promotion as an investment that reduces pressure on general budgets rather than a cost. Keep tone respectful, collaborative and focused on shared outcomes.

Frame your message around alignment and opportunity. Use consistent data and talking points so hotels, attractions and other partners can echo the same narrative. Encourage partners to share their own examples that show return on collaboration. When appropriate, provide ready-to-send templates for joint letters, opinion pieces or testimony. Emphasize unity and credibility through shared messaging and community goals.

Use plain, relatable language that connects travel to everyday life. Show how visitors help sustain local restaurants, events and public spaces. Pitch stories that center on residents, small businesses and shared wins. Be proactive with editorial boards, offering credible data and clear context before debates arise. Keep messages transparent, accessible and focused on community pride.

Every post should highlight why your destination’s promotion matters. Start with a clear connection to the issue, then add local details that bring it to life. Pair your message with a strong visual—like a photo of your city, a visitor experience or a recognizable community landmark.

Keep the tone positive and forward-looking. Focus on progress, opportunity and the benefits travel brings to residents and businesses. Celebrate wins, share solutions and always emphasize how travel investment strengthens the local community.

Close with an action or insight: invite support, thank partners or point to upcoming efforts that show continued momentum.

Do’s

• Do keep it concise and scannable – short paragraphs, clear points and punchy openings grab attention.
• Do lead with the news or key insight – people scroll fast; make the value immediately obvious.
• Do use visuals wisely – charts, images or videos can dramatically increase engagement.
• Do tag relevant organizations, people or hashtags – increases reach and signals credibility.
• Do stay consistent with tone and voice – professional, confident and clear works best for executives and industry-facing accounts.
• Do engage with your audience – reply to comments, acknowledge mentions and encourage sharing.
• Do cite data or credible sources – adds authority and trust, especially for economic or policy content.
• Do consider timing and context – post when your audience is active and avoid insensitive timing (e.g., during a crisis).

Don’ts

• Don’t clutter posts with hashtags – 2–3 relevant ones are usually enough; too many look spammy.
• Don’t use jargon or overly technical language – keep it clear for a wide professional audience.
• Don’t ignore engagement – failing to respond to questions or comments can hurt credibility.
• Don’t post unverified data or rumors – credibility is everything, especially when addressing industry issues.
• Don’t be reactive without context – avoid hot-take posts that could backfire; pause and frame thoughtfully.
• Don’t make everything about you or your organization – highlight industry trends, partners or broader impact when possible.
• Don’t overcomplicate visuals – cluttered graphics or long videos lose engagement.