“Undertouristed” Destinations Carve Out a Niche in Global Tourism

Social media strategy can help lesser-known destinations attract more visitors while avoiding the pitfalls of overtourism.

Venice, Barcelona, and U.S. National Parks, among other destinations, have struggled for years with the strain of overtourism, a well-known problem for the global tourism industry. An emerging trend in travel is the growing awareness of undertourism, in which lesser-known destinations, or those in a specialized market such as ecotourism, are seeking new ways to position themselves as viable alternatives in today’s highly competitive travel market. “This is good for timeshare as it will begin to educate owners that there are culture-rich destinations to consider that perhaps were not on their radar before,” says Adrienne Callandrello, director of social media at RCI.

If you operate a resort in a less popular destination, or you have a niche offering to promote such as adventure or ecotourism, you have to get your story out there. And in today’s connected world, social media may be your best path forward. To get started, create a content strategy that highlights what makes an off-the-beaten-path destination preferable and what potential guests may need, Callandrello says. For example, “create a packing list—what should a traveler to this location bring and be conscious of? Also, a list of things that make your location unique or environmentally friendly. A great series of posts to create would be ‘Hidden gems’ or ‘Did you know?,’ which will uncover and showcase great tidbits of information that will allow for a more immersive experience once the guest is on-site,” she says.

Though it can seem like a lot of up-front work to create a great deal of social content, the payoff in potential new visitors can make the effort very worthwhile. Timeshare can provide an advantage in attracting travelers seeking an authentic, unspoiled feel, Callandrello adds. “Timeshare also allows for more of a home-away-from-home experience and the ability to feel more immersed in these neighborhoods. Through timeshare exchange, RCI members can stay at offbeat destinations that allow visitors the opportunity to meet new people, try new activities, and experience the culture without all of the hype and congestion of some of the more mass-visited destinations.”

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