You're an expert every day, probably without even knowing it. You almost certainty take your expertise for granted and don't realise how valuable it actually is.
Your taken-for-granted expertise can really make a big difference to your tourism business.
What sort of expertise am I talking about? It could be anything, from managing a large house and serving breakfasts every day, to your local knowledge, your ability to spot and name birds and other wildlife, your historical knowhow, keeping a gorgeous garden, your cooking skills, balancing farming with running a tourism business... the list goes on.
Every day you do things that you consider simple tasks but which many visitors find fascinating and incredible.
Your taken-for-granted skills are valuable, and you're more of an expert than you realise. Your skills make your business successful.
Could you make more use of your expertise in your promotional activities and attract more visitors? The answers is almost certainly, 'yes'!
Think about everything you do during the course of a 'normal' week and compare it to how many of your visitors live.
Some people avoid cooking full English breakfast at home because they get flustered about getting the timing right for all the different ingredients for two people. You may effortlessly cook breakfast for a dozen people.
Many people don't have a clue about the names of birds, flowers, trees and can't recognise one from another. You know all their names, what happens in each season and have lots of nature anecdotes to tell.
Most people fling a duvet on their bed and their room never ever looks like the instagram photo shoots they love. They run out of loo rolls and resort to eating cornflakes instead of a proper meal because they haven't been shopping. You take care of a large building, make perfect beds and produce flawless meals for many people.
Visitors gaze in wonder at the scenery and love the walks when they come to stay with you but don't know the area very well. You've got a long list of fantastic places to go, and can point visitors in the direction of some hidden gems they wouldn't otherwise discover.
I'm sure you can think of many more examples. The next step is to consider which areas you like to be 'expert' in, and how you can use your knowledge to build awareness and trust in potential visitors.
Read how to use your expertise, what it means for visitors, and some practical examples in the Tourism Network online community - free to join.
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Please note: all articles are copyrighted Susan Briggs