Destination Sunday: The Flip Side of Competing With Big Cities

Why small destinations shouldn’t play copycat

You’ll never out-Seattle Seattle. Leavenworth didn’t try and that’s why it worked.

The Industry Lie

Everyone tells small destinations: “Do what the big guys do.”

Glossy ad campaigns. Influencer blitzes. Mega-events.

Here’s the truth: you’ll never out-Vegas Vegas. Or out-New York New York. Trying to play their game is the fastest way to lose your own.

The Pain of Copycat Marketing

When you try to copy the city playbook, here’s what happens:

• You burn through half your annual budget on one shiny campaign no one remembers.

• Locals roll their eyes at marketing that doesn’t match reality.

• Guests show up expecting “big” and find “small”, and leave disappointed.

You lose money, trust, and repeat visitors in one move.