In the dark days following the September 11, 2001, terrorist attacks on New York City and Washington, D.C., when traveler anxiety hit previously unknown levels, there developed among tourism marketers a new emphasis on targeting what was then called the “drive” market. During a time when formerly fearless flyers were concerned that—at best—airport delays could add hours to their trip or—at worst—there might be another attack on the nation’s air passenger system, a new sort of traveler’s calculus evolved: Would it be quicker to make a trip of 500 miles or less by simply driving to the destination rather than allowing the extra two to three hours for airport security that the airlines and the FAA recommended?

Today, with the unpleasantness of air travel at what’s perceived to be an all-time high, many of the post-9/11 circumstances seem to be upon us once again. Now, though, with gasoline prices also setting historical highs, it is no longer advisable to refer to something called the “drive” market. Instead, the term of the moment in the travel and tourism industry is the “in-state” market, the idea that people are less likely to travel by air and would prefer vacationing closer to home, giving us this past summer’s buzziest buzz word in travel, the “staycation.” For harried destination marketing professionals, anxious to keep the hotel rooms in their cities occupied, giving some thought as to whether this trend is one that will pass quickly or not is certainly worthwhile. Here are some things to consider:

• A recent poll commissioned by the Travel Industry Association indicated that 41 million airline trips were avoided during the past year by passengers not because the fares were too high, but because air travel has become too inconvenient. Most observers agree that the airlines’ current proclivity toward nickel and diming passengers with nuisance fees to compensate for higher jet fuel prices is unlikely to make passengers more inclined to fly to their destinations.

• At the annual meeting of Destination Marketing Association International in late July, several sessions touched on the necessity of destinations to work with local attractions not typically considered tourist attractions—such as farmers’ markets, central business districts and seasonal and cultural festivals—in a way that will prompt locals to spend what would normally be their travel budgets in their own hometowns. Interestingly, the most recent TIA/Ypartnership Travel Horizons survey indicated that among travelers expecting to take vacations in or near their hometowns, 22 percent planned to stay in a hotel, motel or resort.

While no one is predicting the immediate demise of long-haul domestic or international air travel, it does make sense for destination marketing professionals to consider recalibrating their marketing efforts with these new realities in mind. As always, the best advice is to maintain an approach that balances a destination’s marketing efforts between the most sought-after visitors and the visitors that the destination is most likely to attract.

For the majority of cities that can only dream of hosting a once-in-a-lifetime Super Bowl or the Olympic Games, there are countless youth and amateur sporting events that generate millions of hotel room nights year in and year out. Setting a course that is mindful of the healthy volume of business available in a destination’s own backyard is the natural hedge against the larger phenomena that seem to be developing and over which the typical destination marketing executive has very little control.

Changes in the travel-marketing landscape will be high on the list of topics discussed at this year’s TEAMS Conference & Expo. TEAMS is the leading marketplace for destinations wishing to connect with the organizers who generate 47 million annual hotel room nights around the sports events and sports-related meetings and conventions they plan. For more information on TEAMS 2008, October 21–25, in Pittsburgh, see the ad on pages 34–35, visit TEAMSconference.com or call toll-free (877) 577-3700.