I’ve spent more than 20 years in destination marketing, and if there’s one thing I’ve learned, it’s that we’re always trying to do more. More content, more campaigns, more impressions, more reasons for people to visit.

But what if we took a step back? I recently read an article about anti-marketing, and it made me think about how often we focus on selling a destination instead of simply showing people what makes it special.

Anti-marketing is about letting go of the hard sell.** It’s being honest, embracing imperfections, and trusting that the right people will connect with what you have to offer. For destination marketers, that might mean sharing the quirky local spot instead of another polished attraction photo. Telling a story that feels real instead of trying to make everything sound extraordinary. And accepting that our destinations don’t have to be everything to everyone.

Because the truth is, travelers aren’t just looking for another place to visit. They’re looking for places that mean something to them. And in a world where AI can create endless amounts of content, being genuine might be one of the most powerful things we can do.

We don’t always need a louder message. Sometimes we just need a more honest one.