Segmenting Audiences for Stronger Tourism Impact

In small-city tourism, every dollar counts and so does every visitor. That’s why segmentation is such a powerful tool for local governments and destination marketers. Instead of taking a “one-size-fits-all” approach, segmentation allows communities to design marketing strategies that resonate with specific types of travelers.

For example, a city like DeFuniak Springs can break down its audiences into three segments: heritage travelers drawn to the historic downtown, outdoor enthusiasts interested in the lake and surrounding trails, and family-focused visitors looking for affordable seasonal events like Christmas Reflections. Each group responds differently to messaging, visuals, and promotional platforms. A heritage traveler may respond well to a feature in a regional history magazine, while a family-focused visitor might find the city through Facebook events or community group recommendations.

The benefit of segmentation goes beyond outreach. It helps maximize event planning, sponsorships, and even grant funding. When municipalities can show funders or sponsors that their initiatives are tailored to high-value segments, they strengthen their case for investment. Segmentation also improves resource allocation: instead of stretching a marketing budget thin across generic ads, dollars can be strategically invested where they will yield the most engagement and economic return.