Yesterday at TIS 2024, Lars von der Wettern, Founding Host of Singular Places, unveiled unique insights into the evolving strategies in destination marketing. Addressing a diverse audience, he emphasized that using maps effectively has become a key element for attracting visitors and illustrating destinations‘ unique offerings.
Von der Wettern highlighted the significance of adapting marketing strategies to the maturity of both the destination and the market. With Singular Places working on a global scale with 174 destinations across 20 international markets, he shared that flexibility is essential. “There is no single strategy,” he explained. “We’re working with emerging destinations like Saudi Arabia, where tourism products are still in their nascent stages and B2B relationships are just being formed, as well as with mature destinations like Catalonia, which are transitioning from tourism marketing to visitor economy management.”
Central to Singular Places’ approach is the innovative use of interactive maps. Von der Wettern discussed a recent project in Chile, which poses unique challenges as a long, thin country with complex travel logistics. For travel agencies and operators, interactive maps allow destinations to visually communicate routes, layouts, and top attractions in a memorable, spatial format. “Maps enhance retention in the human brain by allowing people to visualize details spatially,” he noted. “This interactive element combines visualization with interaction, creating a richer, more memorable experience.”
Beyond B2B, maps play a strategic role in B2C initiatives as well. For example, Singular Places has been collaborating with brands like Be a Hard on projects promoting lesser-known U.S. destinations, from the southern states to Louisiana. Rather than focusing on mainstream attractions, they use maps to highlight unique regional experiences. “Maps can inspire travelers to explore beyond popular ‘honeypot’ areas and reduce overcrowding,” said von der Wettern. This approach also addresses sustainability goals, as visitors spread out across regions rather than clustering in already saturated areas.
Von der Wettern closed by emphasizing that maps are not only practical but also inspirational. “Who hasn’t used Google Maps today? They are essential in helping travelers understand the world, inspiring them to connect the dots and explore further.” As travel demand rises and sustainability concerns grow, Singular Places’ mapping innovations appear set to guide the next wave of tourism marketing.