Tourism’s Pumpkin Spice Addiction...

It’s that time of year again.

The air is pretending to cool down, every candle smells like nostalgia and nutmeg, and someone in your office just said, “Let’s bring back the fall flannel photo!”

And with it, a wave of tourism campaigns so familiar you could write them in your sleep.

You know the ones: “Cozy up in our charming town.” “Fall into fun.” “Leaves. Lattes. Local love.”

It’s not that they’re wrong. They’re just… forgettable.

And if there’s one thing a destination can’t afford to be right now, it’s forgettable.

Because: Tourism has a pumpkin spice problem.

Every fall, we recycle the same themes, the same visuals, the same listicle language. And sure, it feels safe. But safe isn’t what gets booked. Safe doesn’t stand out. Safe doesn’t make someone say, “We have to go there.”

Fall is actually one of the best times of year to carve out an identity (pun absolutely intended). But instead of leaning into what makes a place different, we default to the template.

So let’s shake that up.

Break In Case of Basic: A Fall Marketing Mini Guide

If you’re staring at a content calendar that looks like it was written by a cinnamon-scented robot, try this:

Instead of “cozy vibes” → Tell me what’s weird. What’s delightfully offbeat about your fall? Corn maze speed dating? Ghost tours led by retired librarians? Use the unexpected. That’s what sticks.

Instead of “visit our downtown” → Show me what’s happening. Not just the street. The story. What’s the moment I can’t get anywhere else?

Instead of “fall magic” → Get specific. What does fall sound like in your town? What does it taste like? Give me something sensory. Not seasonal fluff.

Instead of stock photo leaves → Show real people doing real things. Locals in windbreakers. Kids with sticky caramel fingers. Give me life, not just lifestyle.

Instead of “we love fall” → Show me how. If you turned your drive-thru into a cider stand or host an annual chili cookoff with a strict no-beans policy… say that.

Because travelers aren’t looking for perfect, they’re looking for memorable. They want to connect, not just consume. And the best campaigns don’t try to be everything to everyone. They double down on what makes you you.

So this fall, interrupt the default setting (or start on a unique winter, cause it's later than you think, babe). Don’t just remind people that it’s sweater weather. Remind them why it’s worth getting in the car.

🧨 xo, JB