I have been thinking a lot about how strong place brands are built, and one thing is becoming increasingly clear: tourism marketing can’t exist in isolation.

The destinations rising above the noise aren’t focused solely on tourism, they’re defining a deeper sense of place. They’re aligning the visitor narrative with the lived experience of the community.

The most compelling destinations today aren’t just promoting attractions or events. They’re expressing a clear community identity that brings residents, businesses, leaders, and visitors together around a shared sense of place. When tourism is grounded in authentic local values, long-term vision, and lived experience, it does more than drive visitation. It builds trust, pride, and advocacy.

For destination marketers, this raises an important question. Are we simply selling trips, or are we helping shape how a place understands and presents itself to the world?

Tourism plays a unique role in translating community identity into experience. The stories we tell, the visuals we choose, and the partnerships we elevate all influence how a place is understood both externally and internally.

How are you ensuring your tourism strategy reflects the broader identity of your community?