Travelers Are Following Their Passions, and Here’s How DMOs Are Responding

It’s not just about being the most well-known destination, or the one that’s spending the most on ads. Today’s travelers are seeking out places that allow them to do the things they love. Research from Airbnb shows that “playcations” are one of the biggest travel trends this summer. 

Hobbies aren’t just favorite pastimes to fill up our free time when we’re at home anymore. They’ve now become the very things that we’re planning our hard-earned vacation time around – and data shows that some particular hobbies are delivering a high-value audience. 

• According to Wild Bird Feeding Institute, 96 million Americans enjoy birdwatching, and they’re spending $107.6 billion each year on birding-related activities, including travel. 

• Grandview Research says the cycling tourism market is worth $146.2 billion, and they estimate that number will increase to $332.5 billion by 2033. 

• The National Golf Foundation released data that shows over 12 million Americans are traveling to play golf each year, and are spending about $40 billion each year to do it.  

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Here are three ways that Bandwango’s partners are creating experiences that attract birders, golfers, and cyclists. 

Birding

Birders flock to Michigan’s Keweenaw Peninsula every year in an effort to cross birds off of their life list. The Copper County Audubon Society has documented over 300 species in this area, and Visit Keweenaw has compiled great birding content to help visitors know what avian species they can see, and where to go to see them. They’ve also now created an interactive experience called the Friends of a Feather Keweenaw Birding Trail. The trail lists the area’s seven best birding spots, and rewards passholders with points for each spot they visit. The trail encourages visitors to stay longer so they can see more. Once they’ve visited all of the locations, they can use their points to redeem for a special birding patch and certificate.  

One of the recent changes for Bandwango’s Experience Builder is the ability to add video into a pass. The DMO has made use of this new feature and has embedded a video about birding in the area, adding even more compelling information for visiting birders. They’ve also included links for various tools to help birders identify and track the species they see. Within the pass are links to National Audubon Society’s Bird Guide, Cornell Ornithology Lab’s Merlin Bird ID app, and iNaturalist. 

Cycling

Wausau, Wisconsin has no shortage of spots to have some outdoor adventures on two wheels. They’ve been publicly recognized by REI, Liveability, and Outside Magazine as being one of the most bike-friendly cities in the country. They’ve even put together an informative cycling page on their website. That wasn’t enough, though. In order to fully create an experience for local and visiting cyclists, they wanted to do more.  

Visit Wausau is now embracing their local cycling scene with the Wausau MPO Pedal Passport. They collaborated with the Wausau Metropolitan Planning Organization to curate an experience that allows cyclists to get discounts at locations along established bike routes, and check in at various bicycle-friendly businesses, parks, and trails to earn points that can be used to claim prizes like t-shirts, hats, and socks. 

Golfing

Golf Digest raves about the courses in Colorado and says, “From the Front Range to the eastern plains, from sand dunes to the rugged Western Slope to the snow-capped Rocky Mountains, Colorado boasts a wealth of diverse golf landscapes.” The abundance of scenic courses may attract golfers to Colorado, but now there’s another incentive to keep them in the state longer, and encourages them to visit more courses. 

Colorado AvidGolfer is utilizing Bandwango’s technology in a different way, and has created a paid tool for golfers that they call the Colorado Golf Passport. Golfers pay for the pass, which grants them savings of up to 60% at more than 70 premier golf courses. Passholders also get other perks such as a free golf cart with every round. They’ve created an enticing product that golfers are loving, and it’s also a great gift idea for those looking for the golfer who already has all of the cool golfing gear. 

Creating Your Own Interactive Experience For Visitors

Is your destination known for cycling, birding, or golfing? Or is there another activity that is important to your area? Bandwango’s Experience Builder technology can help you promote any hobby you like – and you don’t have to limit yourself to just one. 

Believe Greater Dalton has created a variety of passes, with each being strategically focused on particular hobbies such as disc golf, running, and hiking & biking. Take a page from their playbook, and build as many experiences as you like – the possibilities are endless!

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We would love to chat with you and learn more about what activities make your destination special. Set up a free consultation with our team, and together, let’s create an experience to drive these high-value visitors your way.