The Key to Competitive Positioning for Destinations and Tourism Brands

I recently received an RFP for a Caribbean tourist board seeking an agency to design and manage high visibility tourism programs. Obviously the objective is to competitively position their destination against competitors so that it’s top of mind to travelers. After reviewing the scope of work, it led me to think about how travelers choose one destination over another and how well (or not) tourist boards are doing to position their destinations to align with traveler’s motivating factors.

Of course, the destination’s appeal, features, and attractions are big deciding factors for travelers, but how does that really come into play for regional destinations?

Within the Caribbean itself, for example, what would make a traveler decide to leisurely travel to Antigua vs Bermuda, Barbados, Anguilla, or any of the Caribbean destinations?