Imagine a small town that was once thriving but is now struggling to keep businesses open. What if the key to its revival isn’t in factories but in Instagram posts and YouTube videos? Digital marketing has become an essential tool for tourism-driven economic growth, especially for rural communities that lack the visibility of major destinations.
Why Digital Marketing Matters for Rural Tourism
Rural towns like Hayden, Arizona, often struggle to attract visitors, despite having natural beauty and recreational potential. Unlike major tourist hubs, they lack the traditional marketing budgets or name recognition to draw travelers. However, digital marketing has the potential to level the playing field, allowing small towns to compete by leveraging strategic online presence.
I’ve been fascinated with Hayden for years now. Located where the north-flowing Santa Cruz River merges with the west-flowing Gila River, Hayden is a small town with a population of 512 (as of the 2020 census). It shares a border with the town of Winkelman, adding another 296 people to the collective population. Its economy has historically been tied to the mining industry, particularly the Asarco Hayden Smelter, which has been a significant employer.
However, economic shifts and industry changes have contributed to high unemployment and financial struggles. The median household income of $33,182 is below the state median. Also, 31.6% of residents live below the poverty line, significantly higher than state and national averages.
These economic challenges underscore the need for alternative avenues for economic development, such as leveraging digital marketing to boost tourism and attract visitors.
Case Study: Visit Tucson
Last year, I explored case studies about cities launching marketing campaigns looking to grow their brand awareness and, ultimately, tourism revenue. That’s when I came across Visit Tucson. The Visit Tucson campaign with Orange142 showcased how an effective digital marketing strategy can drive tourism growth. By utilizing:
- Paid social media ads (Facebook, Instagram, YouTube)
- Content advertising and storytelling
- Search engine optimization (SEO) strategies
- Programmatic digital ads
Visit Tucson achieved 33.4 million impressions and a CTR of 0.78%—well above the industry average for tourism ads. The campaign not only increased website traffic but also led to a rise in visitor spending. If a mid-sized city like Tucson can experience such success, small towns can tailor these strategies to their scale.
Lessons from BorderLands Gravel in Douglas, AZ
Adventure tourism is a major economic driver, especially in areas with unique outdoor opportunities. The BorderLands Gravel race in Douglas, Arizona, provides key insights into how digital marketing can amplify tourism appeal.
BorderLands Gravel built an engaged cycling community via social media and email marketing. They created high-quality storytelling content (blogs, videos, etc.) to attract riders. Used user-generated content (UGC) to showcase the adventure experience, increasing organic reach. Word continues to spread with more and more online content, from articles to social media posts, as the race ramps up for its second year. These marketing efforts are not simply promoting the race but bringing more awareness and interest in the town of Douglas itself.
How Small Towns Can Implement These Strategies
Even with limited budgets, small towns can execute effective digital marketing campaigns:
- Leverage Social Media: Consistently post engaging content featuring outdoor experiences, local attractions, and community stories.
- Optimize for Search Engines: Ensure tourism-related keywords (e.g., “best gravel cycling in Arizona”) are used in web content and blog posts.
- Encourage User-Generated Content: Create branded hashtags and encourage visitors to share their experiences.
- Run Targeted Paid Ads: Invest small amounts in highly targeted Facebook and Instagram ads to reach adventure travelers.
- Partner with Influencers & Content Creators: Work with micro-influencers and travel bloggers to expand reach.
This is the first in a series exploring how digital marketing and branding can drive tourism growth in struggling rural communities. Stay tuned for the next installment: Branding Small Towns: From Forgotten to Must-Visit Destinations.
What digital marketing strategies have worked for your town or region?
