Is All (Sustainability) Tourism Marketing as Dull, Generic and Cliché-Ridden as This?

As Nessa in TV’s Gavin & Stacey might say...

“I won’t lie to you. The disappointment hangs heavy on my heart.”

I’m referring to the feeling when I read the latest marketing email from the tourism team in a lovely region of Scotland.

The theme of the email was about experiencing agritourism, which was great for three reasons:

1. It’s encouraging visitors to enjoy nature, through different farm experiences.

2. The message was timely and relevant - tied in with a wider national campaign, Scottish Agritourism Month.

3. It is, directly and indirectly, promoting sustainability.

However, the execution fell a bit flat in places. Most notably because of the excessive use of clichés or well-worn phrases.

Here are some examples:

"Delicious food and drink"

"Amazing experiences"

"Incredible experiences" (used to describe featured agritourism offerings)

"Unforgettable experiences"

 “An unforgettable stay”

"Memories to last a lifetime"

"Stunning views"

"Perfect for a family holiday"

"Escape the hustle and bustle of everyday life"

"The perfect space"

"Unspoilt countryside"

 “The ultimate destination” (for adults)

 “Authentic Scottish hospitality”

 “A true taste of rural life”

All of these tired and overused phrases from tourism and hospitality marketing in just a single email.

This looks like lazy copywriting.

It suggests the writer does not care too much about the reader or potential visitors.

It suggests the writer has little pride in, or has little feeling for, the region or places they are promoting.

It says the writer has not understood the power of words, stories and emotions in communicating.

When you read words like 'amazing', ‘stunning’ and 'incredible' all the time, it waters down their meaning.

Worse yet, it renders the words meaningless.

I've visited this part of Scotland. I know how beautiful, diverse and under visited it is.

In the email I was reading, where was the emotion? Where was the sense of excitement? Where were the words to have me champing at the bit to click a link and discover more?

A missed opportunity, for sure.

Part of me thought of writing to the tourism team and sharing my feedback. But part of me thought no.

• Would the tourism team want feedback (even if constructive)?
• Would they be offended at a fellow professional sharing a critique of their work?
• Would they take any notice?

The email may well get a few clicks of the links inside and translate into a few more visitors.

But I think they’ve missed a trick.

Even the subject line, “Enjoy agritourism experiences in (region) X”, could have been better.

Does the reader know what agritourism is? Would an explanation of it have been helpful? Maybe and probably, in my view.

What are the words and phrases you constantly see in (sustainable) tourism marketing – and fail to move you?

And what would move you to visit Scotland - or experience a bit of agritourism?

Please share in the comments below.