You’ve probably seen these sort of posts on Instagram: “This is not Iceland. This is not Switzerland. This is Kazakhstan!” Content creators are capturing stunning vistas and scenes around the world and waking travelers up to the fact that they can find beauty EVERYWHERE. So what does this mean for you?

Maybe that natural beauty shouldn’t be your only selling point.

When I first saw photos of Slovenia, I was blown away by its emerald green mountains and turquoise waters. But I could have gone to the Dolomites, the Azores, or even saved myself a LOT of money/time and flew to Colorado or the Pacific Northwest.

It was Slovenia’s (1) value signaling and (2) novelty that lured me in and convinced me to take the 10-hour flight. As Slovenia popped up on my radar more and more, I saw the destination align itself with eco & regenerative values. And not just talking the talk, but walking the walk.

When we live in a society that undervalues the things that we care about, we start to look outside of our bubble for answers. For example, someone might be (consciously or unconsciously) drawn to Iceland to see what a society that values gender equality feels like. Or you might find someone is drawn to Piedmont, Italy to see what it's like to be around people who value slow food/living and how that impacts their way of life.

Your unique perspective coupled with your own set of values can have a powerful magnetizing effect. For example, here in the states we like to say that we value freedom. When you think of America, you think of freedom. But maybe you've been feeling like your definition or idea of freedom isn't fully being expressed in a way that feels good.

When you ask yourself how guests can experience the core values of your culture through your unique lens, you will likely find some interesting opportunities for deepening the value of your experience.

As for the novelty factor that I was experiencing pre-Slovenia: the year before I decided to go to Slovenia, I was seeing an influx in Michelin recognized restaurants, which got me curious. There are hardly any Slovenian restaurants here in the states - what is their cuisine like? And then that got me wondering, what is their culture like? There was so much I didn’t know, and the opportunity to experience a culture I had never experienced before was pulling at me.

it’s likely rare that your destination has a veil of mystery like Slovenia did for me, so what will you do to create a sense of intrigue? Can you shine light on a not-so-common narrative or POV within your culture? What are the aspects of your destination that people don't get to experience at home? Find a way to play to people's curiosity, and you'll have an easier time selling your experience.

To bring this message full circle: beauty is not the only value you should be speaking to. Take a moment to evaluate your marketing message & positioning. What percentage of it is focused on aesthetics vs. substance? Are you communicating your diverse values and virtues in the experiences you create and the stories you share? And does it feel intriguing, or does it sound like what everyone else in the industry is saying?

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