Product is the first job of tourism.

If there’s nothing worth doing, there’s nothing worth marketing.

No ad, no reel, no campaign can fix a beige experience.

But when you build something authentic, specific and unique to place, you have leverage:

• You have something people talk about.

• You have something your team can sell with conviction.

• You have something your place can be known for.

Do that well and product development stops being nice-to-have and starts solving real problems: seasonality, low yield, flat demand, fragile economies…

You’re filling beds, you’re building reasons to visit, stay longer, spend more and come back.

This should be obvious but it’s easily forgotten.

The visitor experience is never done.

Guests change. Channels change. Expectations change.

Even for well established tourism businesses - visitors change and your product needs to evolve with this. Or you’ll be left behind.

For destinations too - visitors change and your destination experience needs to evolve with this... Or you’ll attract the wrong visitor.

Product development should sit on the same line in your budget as digital spend, trade shows and sales missions.

Because great product is your best media.

It writes your sales stories.

It feeds your content.

It makes every dollar of marketing work harder.

Product Development is the first principle.