Differentiation: How Small Cities Compete in a Crowded Tourism Market

In today’s competitive tourism landscape, differentiation is the key to standing out. For destinations that may not have the marketing budgets of major cities, the ability to highlight unique assets becomes a powerful strategy. Differentiation is more than simply claiming a feature, it’s about crafting an experience or identity that travelers can’t find anywhere else.

“Differentiation is more than simply claiming a feature, it’s about crafting an experience or identity that travelers can’t find anywhere else.”

Alys Beach, Florida

Take small coastal towns in Florida, for example. While every destination boasts beaches, not every community can offer historic downtowns, local festivals, or authentic cultural ties. By positioning these distinct elements at the forefront of marketing campaigns, cities create an identity that resonates emotionally with visitors. This approach not only attracts tourists but also strengthens community pride and economic resilience.

Differentiation also means being selective. Instead of trying to compete on every front, successful destinations lean into what makes them exceptional. A city may highlight its natural springs, aviation history, or seasonal events to carve out a niche market. By consistently weaving these stories into advertising, social media, and partnerships with local businesses, cities establish themselves as more than a stopover, they become destinations worth planning for.

The real power of differentiation lies in alignment, knowing your audience, highlighting what sets you apart, and consistently communicating that story across every platform. When done well, differentiation transforms tourism marketing from generic promotion into a narrative of authenticity, creating experiences visitors remember and return to year after year.

Expert Tip: Start by identifying three things your community or organization offers that can’t be replicated elsewhere, then build every campaign, partnership, and visitor experience around those strengths.