Don’t forget niches: marketing to micro-communities for sustainable growth

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Don't forget niches: marketing to micro-communities for sustainable growth

Instead of reaching a mass audience, destinations can be a big fish in a small pond by focusing on niche markets, where they can excel and provide the most value to both visitors and the tourism industry.

So says Jens Thraenhart, global tourism strategist and founding partner of UNWTO Affiliate Member Chameleon Strategies.

According to Dr Thraenhart, niches can help destinations address specific sustainable tourism issues and concerns, while ensuring marketing efforts are highly targeted and effective.

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