Hot Tea Monday: The Industry’s Worst-Kept Secrets

Another Monday, another round of who’s making moves and who’s pretending everything is fine. While some destinations are playing chess, others are still stuck moving checkers—badly. And if you listen closely, you can hear the sound of some marketing teams scrambling to clean up last year’s messes before anyone notices. 🍵

☕ 1️⃣ The Tourism Campaign That’s Giving 2012

Not naming names (yet), but some destinations are out here dropping brand new campaigns that feel like they were pulled straight from an outdated agency pitch deck. Over-filtered stock photos, generic “Live, Laugh, Love” messaging, and just enough drone footage to make it feel “modern.”

Meanwhile, the destinations actually making an impact? They’re ditching the fluff and leaning into what makes them different—think Montana’s “Get Lost” campaign (bold), or Visit Iceland literally trolling Mark Zuckerberg (iconic). If your marketing feels like a Pinterest board from 10 years ago, it’s time for a rethink.

🔥 2️⃣ The DEI Backpedal—Did You Think We Wouldn’t Notice?

Remember when destinations couldn’t add DEI messaging fast enough? Websites were updated overnight. Campaigns featured just enough diversity to say “we care.”

Now? Some of those same places are quietly scrubbing inclusivity from their marketing. DEI budgets are “reallocated.” Messaging is vague. And suddenly, it’s all about being “welcoming to everyone” without actually saying who that includes.

On the flip side, places like San Francisco and NYC are doubling down—showcasing inclusivity in ways that feel real, not performative. Because newsflash: travelers notice when destinations suddenly go silent.

😬 3️⃣ The PR Disasters That Were Entirely Avoidable

It’s 2025, and yet we’re still watching tourism boards step on the same rakes over and over again.

Exhibit A: Destinations launching influencer campaigns without vetting the influencers. Imagine spending thousands on someone who turns out to be problematic, controversial, or just wildly off-brand. Spoiler: it’s happening right now.

Exhibit B: Tourism offices still treating local communities like an afterthought. If your biggest critics are the people who actually live there, it’s only a matter of time before your “Best Place to Visit” status turns into a Best Place for a Backlash.

Exhibit C: Campaigns that are so generic, they could be anywhere. If your destination’s tagline could be swapped with any other city’s, congratulations—you’ve just spent a lot of money to be forgettable.

Who’s Winning This Week?

✅ Puerto Rico’s latest campaign is proving why storytelling beats slogans. They’re blending heritage, music, and identity into something that feels like a movement, not a marketing stunt.

✅ Visit Denmark pulling off another branding masterclass—this time turning hygge into a global selling point rather than just a cute trend.

✅ The destinations making sustainability a real strategy, not just a PR line. Cities like Amsterdam and Copenhagen aren’t just talking green tourism—they’re designing travel experiences that work for both visitors and residents.

Some destinations are evolving, some are stuck, and some are hoping no one notices the backpedaling. But we see it all.

Until next week, may your marketing be bold and your excuses be few. 🍵