If you've ever browsed a tourism website and felt completely uninspired, you're not alone.
This week, during my chat with Richard Pascoe on FIVEaa, I shared how my recent trip to Melbourne reminded me just how vague and unhelpful most tourism writing has become.
And it’s not just Melbourne. This creeping genericism is everywhere, and it's a problem that regions need to face head-on, especially as tourism destinations vie for attention in a crowded market.
Take this example from Blackburn, a suburb of Melbourne where I stayed last week:
"Blackburn is a great place to explore and experience a variety of activities. From outdoor activities such as hiking and biking to indoor activities like museums, there is something for everyone."
Now, imagine swapping out the word “Blackburn” with “Adelaide” or any other place. Does anything change? Not really. It’s the same recycled, lifeless language.
What does "something for everyone" even mean?
It’s a throwaway phrase that tells you nothing and creates zero emotional connection.
The Problem With Generic Writing
Many tourism regions, and even small businesses, fall into the trap of trying to appeal to everyone.
They’re under pressure to make sure they don’t miss out on any potential visitors, leading to copy that’s filled with vague promises of "something for everyone" rather than specific, compelling experiences.
It’s time for tourism regions to take a page from Leonard Cohen’s book: “In the particular is the universal.”
What this means is simple: instead of trying to be everything to everyone, focus on the specifics that make your region unique. Trust your audience to fill in the gaps.
If you tell me that your town is home to the State BMX Championship and houses the world’s quirkiest absurdist art prize, I’ll naturally assume you’ve got BMX tracks for kids and galleries filled with intriguing artwork.
You don’t need to spell out every possibility. The specificity is what sparks the imagination.
A Quiz On Generic Tourism Copy
To drive home how much tourism writing is blending into one big forgettable soup, here’s a quick quiz. Can you guess which South Australian town or region this is describing? (You will hear the correct answers in the radio segment audio, below)
- "With many cafes and antique shops sure to captivate every visitor, from the coffee lover to the wine buff, there is something for everyone."
Options: Yorke Peninsula, Clare Valley, Limestone Coast - "X is one of the world’s great wine regions, also renowned for its food, cultural experiences and easy-going lifestyle. Take your time to soak in the wealth of X experiences on offer, from cycling tours to slow degustations through to festivals, cultural events, hands-on experiences and more."
Options: McLaren Vale, Barossa Valley, Coonawarra - "There’s something for everybody here. Nature and wildlife, food and wine, adventure, or relaxation. X has it all, and more."
Options: Kangaroo Island, The Riverland, Eyre Peninsula
Each one of these snippets could apply to any region in South Australia—and that’s the problem. It’s the same nondescript promise. There’s nothing memorable, nothing unique that distinguishes one place from another.
The Solution: Specificity Over Generalisation
I applaud Clare Valley for attempting to break free from this trap. Here’s how they describe their region:
"Our region is for those who seek substance and authenticity, taking the road less travelled and enjoy taking a moment to appreciate what life has to offer."
It’s a noble effort to be different, but as I pointed out on the radio, this could just as easily apply to any other region, including the Eyre Peninsula.
They’ve replaced sweeping statements about activities with sweeping philosophical ones.
The point still holds—specifics matter. Give us something tangible to grasp onto, not just lofty ideals.
The Power Of Reverse Psychology – Oslo’s Winning Campaign
If you want an example of a city getting it right, look at Oslo’s latest viral campaign.
Their ad features a deadpan, unenthusiastic local who tells viewers, “I wouldn’t come here,” as he humorously points out the city's supposed shortcomings.
But in doing so, he highlights everything that makes Oslo charming: no long queues, the ability to walk across the city in 30 minutes, the chance of running into royalty or government officials.
By leaning into reverse psychology and injecting personality into their message, Oslo has managed to stand out in a sea of bland tourism campaigns. They’re not promising "something for everyone"—they’re offering authenticity and a little cheeky charm.
Why This Matters For Regional Tourism
As regional South Australia prepares for the Regional Tourism Conference in the Adelaide Hills next year, it’s time for our towns and regions to take a stand.
Generic writing that tries to appeal to everyone appeals to no one. If we want to create a buzz, fill our restaurants, and have people exploring our walking trails and tasting our wines, we need to stop playing it safe.
By embracing the quirky, specific, and sometimes odd details that make each region special, we’ll stand out from the crowd. Whether it’s a town's unique festivals, bizarre art prizes, or even the fact that the BMX Championship team trains there—these are the kinds of details that pique interest and bring travellers in droves.
So let’s leave behind the idea that "something for everyone" is good enough. It’s not.
The future of tourism, especially in regional areas, lies in being bold, being specific, and trusting that the right people will connect the dots. After all, the more we focus on what makes each place truly unique, the more universally appealing it becomes.
I'm looking forward to taking part in the Regional Tourism Conference in 2025, to work with any interested delegates to shine the light of specificity on their deserving region or town. Let's hope the conference planets align. My thinking is we can amp up my previous talk, Storytelling structures for tourism marketing, and keep helping tourism operators and regions to bait their hooks in ways that are tastier and tastier!
Stay tuned for the audio of my chat on FIVEaa with Richard Pascoe, below, and let’s keep this conversation going about how we can transform regional tourism with a few well-placed words via our contact form, emailing Steve Davis, or sharing comments on our Facebook Page or LinkedIn Company Page.
The image, above, is a shot of Box Hill in Melbourne, but not one you would expect to see in tourism brochures.