Most British holidaymakers know what sort of holiday they want.
If its sun, sea and sangria, then they will never be persuaded to go jungle trekking. So, for the main holiday, Barbados has to compete with Jamaica and the Costa Brava with The Algarve. Yet every destination offers differences even within these parameters.
Tenerife attracts different sorts of tourists than Menorca. Knowing who your best prospects are should be easily determined. In reality it appears to be difficult. Try finding out the differences between destinations on the same shortlist for yourself.
A simple graph comprised of prospects opinion of relative merits of different destinations is shown below. It is small in scale but makes our point.
Click to enlarge the chart below
Then consider New Zealand and Australia. Their distance from the UK make the travel an onerous experience and a promise of 'The pure Country' or 'The land of wonder' will not make up for the long boring journey. These countries attract relatively small number of British tourists. However they stay for an average of six and a half weeks. A safe guess would be that this long stay can only be afforded by time rich holiday takers such as the retired older folk and gap year young people. You will not find any mention of these prospects in their advertisements.
Another factor for countries that once provided immigrants to Britain is the lure of familiar things. India does attract a few Anglo Saxons. However, about one third of UK residents who travel to India have Indian passports and it is a safe bet that a sizeable number of visitors who are British now, were originally from the sub-continent. For them ‘The incredible country’ is not a justification.
A common language, familiar food and culture should be promoted more strongly in advertising for Canada and the USA.
Success in tourism advertising comes when you understand the importance of identifying your prospects and then find exciting and relevant ways to express your differences.