Heart of the Deep South puts niche markets first

Southern states by Alan Moore

Heart of the Deep South puts niche markets first

Southern state changes marketing approach

GEORGIA is at the heart of the Deep South yet it has not been a prominent player in the recent development of the southern states’ product. But the state is now adopting a fresh marketing approach at World Travel Market

Georgia’s deputy commissioner of tourism Connie Neeley said: “We have shifted from destination-based marketing to experience-driven marketing.”

The state is now pushing nine key areas, including heritage, culture, eco-tourism, adventure, sports, shopping, recreation, attractions and entertainment.

Neeley said these will be aligned to initiatives such as fam trips, partnership promotions, advertising and a redesigned state Web site.

Specific themes for five and six-day tours will include historical figures and events, such as Georgia’s Revolutionary and Civil War heroes, civil rights activists, and famous authors and musicians. Other tours will be based on southern food and hospitality, sports events and outdoor adventure activities.

Neeley added: “We are also creating an information kit for agents and operators, and are currently working on a travel film series entitled Hidden Georgia to support the new niche-market programme.”

Take it easy: new tours will include those based on southern food and hospitality