Contemporary Urban Destination Marketing: A Comparative Analysis

Abstract

Globally, urban destinations have witnessed exponential growth in recent years with increased ease of access, more often than not through low-cost airlines, improved touristic infrastructure and more appealing products and experiences for visitors contributing to this growth. The multi-dimensional and multi-functional nature of urban tourist cities is such that they warrant particular research scrutiny and case-based investigation. In this regard, this chapter compares and contrasts the strategies of two large urban destinations in the state of Florida, namely Miami and Tampa. Both cities are experiencing a current surge in tourist numbers at a time when the state of Florida generally is now attracting over 110 million visitors per annum. Both are very different, however, in their scale, their market attractiveness and the strategies each has adopted for the future, and the overall differentiation they are seeking. Although nowhere near the market appeal of Orlando and its abundance of world-class theme parks, Miami and Tampa have more in common with many cities around the world and each represent new geographies of urban consumption and production. While entering the world’s stage, the onus is on destination marketers to creatively generate synergy and a theme that can encompass their diverse offerings, so as to not leave their prospective visitors confused on the city’s positioning. Both of these coastal cities are primed for unprecedented success in the coming decade; two more coastal cities embracing their urban destination destiny.