Tourism dollars are the life blood of restaurants, spas, beach rentals, specialty shops and a host of resort services.
Many of these privately owned small businesses are seasonal and so are focused on how to make tourism money in a tightly defined time frame.
Many of these businesses are in cities or resort areas that have invested marketing dollars with specialists in Destination Branding.
This area of specialized marketing actually creates an image or brand encompassing the entire area.
You may recall seeing one such global campaign for Australia with the theme "Shrimp on the Barbie".
This theme launched a feeling of casual, friendly fun and excitement around the world and set the stage for hundreds of small businesses to piggy-back on its success.
If your area currently has a destination brand (if you're not sure call your local Chamber of Commerce or Convention & Visitor's Bureau) carefully review its key messages and adapt your marketing and advertising to it.
If your area isn't currently branded, again, contact your Chamber of Commerce or Convention & Visitor's Bureau to discuss the possibilities.
The result can be a win-win for all concerned as co-op marketing budgets can be established and wide ranging advertising campaigns run.
These campaigns are designed to attract new tourism dollars under a cohesive theme.
Then, as small businesses adapt the theme to their marketing efforts the multiplying effect benefits all.
In these cases even small businesses can enjoy the advertising pull from tens or even hundreds of thousands of marketing dollars.
Even in today's tight economy, smart business owners can make tourism money by leveraging destination branding.