With tourism coming to a standstill, many destination organizations have begun launching new initiatives for would-be travelers to experience new places without leaving their couch.

Although the conversion of tourism assets into the digital realm is not a new phenomenon, it’s the repositioning of that content during these times that demonstrates the destination organization’s flexibility and value.

The following are great examples of organizations safely promoting their destinations by inspiring people to visit when the time is right.

Pure Michigan - Michigan Webcams

Pure Michigan is again setting the example of what tourism promotion looks like even during a pandemic. Potential travelers to the Wolverine State can explore many of its educational, outdoor and cultural experiences with a simple internet connection. My favorite offering from Pure Michigan is the list of accessible webcams from around the state.

“During these extraordinary times, we want to continue to do what Pure Michigan does best – inspire people – while offering alternative ways to experience the stay at home and follow social distancing guidelines,” said Dave Lorenz, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “By sharing the tremendous virtual offerings our travel partners across the state have available, we are hoping that individuals can enjoy, learn and explore our beautiful state from the comfort of their own homes as they look ahead to future adventures.”

Vancouver - #Virtually Vancouver

Vancouver, British Columbia quickly launched its #VirtuallyVancouver campaign amidst the social distancing orders, aptly put ‘While you can’t be here today, we have created #VirtuallyVancouver to bring travel-worthy experiences from our city to wherever you may be. We hope that you enjoy exploring our destination virtually and that you discover inspiration for your future travels!’ Focusing in on many of its extraordinary art and music venues, Vancouver is setting the stage for visitors when it is safe for them to return. In the meantime, virtual tourists help ensure public safety and inspire future travel.

Panama City Beach - Stay Current

Panama City Beach (PCB) in Florida does a great job balancing digital real estate with relevant information for residents and visitors on the same page. In a clever use of tongue-in-cheek, the destination organization capitalized on the word “currents” in its COVID-19 resource page. PCB alerts web viewers of the current restrictions on its coastal assets accompanied by the soothing sound of waves only a beach destination can provide. I especially like the dedicated ASMR (autonomous sensory meridian response) page for those folks who enjoy the sound of crashing waves while working remotely from home. The imagery and feelings evoked by PCB are reassuring signs of sunnier times ahead of us.

Puerto Rico - Virtual Vacation

Since travelers cannot come to the island, Discover Puerto Rico is bringing the island to the travelers. They launched a free online “virtual vacation” program, with live videos that travelers can access from home. The first of these included a salsa dance lesson, a cocktail class, and a cooking class. These were very successful, generating 178 million impressions in top-tier media, about $3 million in ad equivalency, and increasing Instagram views by 300% over the week before. They intend to build on this success with future “virtual vacations”. At the same time, they are sending local coffee to key clients and partners through their “Coffee Care Packages from Puerto Rico” program, ensuring that the island stays top-of-mind.