At the Africa Coastal Marine Tourism Conference, Shaun van Eck delivered a compelling presentation on the evolution of tourism marketing, emphasizing the growing importance of experience, emotion and recommendation-driven strategies in attracting today’s travellers.
The Shift to Recommendation Marketing
Van Eck introduced the concept of the “recommendation marketing revolution,” explaining that traditional, one-way promotional messaging is no longer effective. Instead of brands controlling the narrative, visitors and their experiences now shape destination perception.
He highlighted that:
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Customers trust real stories and experiences over marketing messages
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Word-of-mouth and peer recommendations are more powerful than paid advertising
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Tourism brands must shift from “telling” to enabling authentic storytelling
Experience Over Promotion
A key message from the presentation was that modern travellers are no longer satisfied with generic, “cookie-cutter” experiences.
Today’s tourists are seeking:
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Authentic, immersive experiences
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Emotional connections with places and people
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Unique, off-the-beaten-path destinations
Van Eck stressed that tourism operators must focus on creating meaningful, memorable experiences that visitors can share, rather than simply promoting attractions.
The Power of Emotion in Decision-Making
Drawing on behavioural science, he explained that up to 95% of human decisions are driven by emotion, not logic. This means tourism experiences must connect with people on a deeper level to influence their choices.
Experiences that engage the senses—through culture, food, storytelling and interaction—are far more likely to:
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Be remembered
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Be shared
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Drive repeat visits and recommendations
From Products to Stories
Van Eck encouraged tourism stakeholders to move beyond selling products and instead focus on crafting stories and experiences that resonate with visitors.
Examples shared in the presentation illustrated how immersive activities—such as cultural experiences, hands-on learning and local storytelling—can transform ordinary tourism offerings into powerful, shareable moments.
A Call for Industry Transformation
His presentation served as a call to action for tourism departments, product owners and destination marketers to:
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Embrace visitor-centric thinking
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Invest in experience design
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Leverage storytelling and digital platforms
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Focus on improving word-of-mouth impact
Hosted in Nelson Mandela Bay, the conference continues to highlight innovative approaches that can redefine tourism across coastal regions.
Shaun van Eck’s insights reinforced a critical message: the future of tourism lies not in what we say, but in what visitors feel and share.
