Spring on display: How DMOs can spotlight iconic blooms to boost tourism

Springtime brings nature to life; the bees are buzzing, the birds are chirping, and in many regions, vibrant blooms are painting our favorite landscapes in stunning hues.

After braving the dreary and grey months of winter, travelers are ready to frolic through fields of color. That’s where your destination comes in.

For destination marketing organizations (DMOs), the seasonal spectacle of wildflowers offers an opportunity to attract travelers eager to experience the best nature has to offer.

Simpleview digital marketing experts reported an uptick in recent searches related to springtime blooms — from cherry blossoms to tulips and every bud in between. It’s evident that there is growing traveler interest in flowery excursions ... all your DMO has to do is pollinate them.

Here’s some inspiration to help you spring into action. By using landing pages, maps, blogs, videos, and itineraries, these destinations are planting seeds for success in leveraging spring’s iconic blooms to boost tourism.

Washington, D.C. — Cherry Blossoms in Full Bloom

Every spring, Washington, D.C. becomes the center of cherry blossom admiration as the National Cherry Blossom Festival draws millions of visitors. Destination D.C. effectively highlights these blooms through festival events, a guide for where and when to take the best photographs, and numerous blogs about how travelers can maximize their cherry blossom viewing experience. The DMO’s website even offers a live virtual look to inspire online visitors.
 

Huntington Beach, California — Carpets of Color

Visit Huntington Beach boasts a destination that is carpeted by wildflowers from March through mid-May. The DMO highlights hotspot locations for viewings, like Bolsa Chica Ecological Reserve and Huntington Central Park. Travelers can plan their trip by visiting “Spring Wildflower Blooms in Huntington Beach” — a landing page on the DMO’s website that acts as the ultimate guide for finding flowers.
 

Lake Charles, Louisiana — A Brochure of Blooms

Visit Lake Charles advertises its one-of-a-kind wildlife along the Creole Nature Trail All-American Road, emphasizing the area's spring blooms. The DMO’s website features a brochure detailing the best places for spotting iconic buds, including Cameron Prairie National Wildlife Refuge and Sabine National Wildlife Refuge. Travelers can download the Southwest Louisiana Wildflowers guide for a seamless planning experience, complete with a detailed map and images to identify the different species of flora native to the area.
 

Greenville, South Carolina — Experience Agritourism

The Visit Greenville website features an agritourism itinerary, which highlights ways to explore the destination’s outdoor community and connect with local ranches, like the Sassafrass Flower Farm.

Its “Ultimate Outdoor Guide” offers a local’s perspective on finding the hidden gems of Greenville — including the Oconee Bell flowers on Lake Jocassee, which draw admirers from around the world.
 

Crested Butte, Colorado — The Wildflower Capital

Crested Butte, Colorado, is known as the "Wildflower Capital" of Colorado. It’s DMO, Gunnison-Crested Butte Tourism and Prosperity Partnership, promotes the famous fields via a variety of blogs as well as the “Crested Butte Wildflower Guide.” With pictures of every petal one could imagine, this go-to guide inspires travelers to explore the iconic ecosystem.

Crested Butte is also home to the annual Wildflower Festival — which offers more than 150 workshops, guided hikes, and even a photography contest that celebrates the region's diverse wildflower species.

Fredericksburg, Texas — Working Wildflowers

One look at Fredericksburg Convention & Visitor Bureau's homepage and spring-seeking travelers will know they have found the perfect destination to visit. From the hero video to the wildflower landing page, it’s evident that beauty is blooming in Fredericksburg, Texas. Through maps, itineraries, and year-round events, travelers are encouraged to visit the nation’s largest working wildflower farm that has more than 1,000 cultivated acres in Texas.

Holland, Michigan — Tulip Time

The team at Holland Area Convention & Visitors Bureau (CVB) only has one flower in mind this spring: tulips ... and lots of them. Home to the “Tulip Time Festival,” this CVB has the hefty job of telling the story of tulips to a variety of global visitors. One can find informative (and colorful) landing pages on the CVB’s website that include information about:

• The rich history of the bloom and how to plant tulips at home.
• Helpful hints about the locations of the gardens.
• The annual tulip dig.
• How to submit a photo to the photography contest.
• The live tulip tracker that monitors the bloom status.

The Holland Area CVB website also displays colorful user-generated content (UGC) for picture-perfect testimonials from locals and travelers alike, tempting online visitors to see the famous flowers in person.

Has spring sprung in your destination? You can promote floral wonders of your own by leveraging UGC to tap into the travel demand for outdoor experiences and unforgettable photo opportunities.