Listen up, Lake Compounce! Take heed, Mystic Seaport. Connecticut tourism is under attack, and that means you need to give it your all this summer to get people visiting – and spending in the Nutmeg State.

A recent report shows that Connecticut is one of the least desirable (also least economical, convenient, temperate – you get the picture) destinations to visit in the summer of 2016. We say, there’s more to this story than meets the eye. Yes, it’s true that Connecticut beaches might not compare to the likes of our New England neighbors. And yes, Route 95 can be a traffic nightmare. But there are so many wonderful summer experiences to have in Connecticut. We know it (most of us here at Mascola have lived here for many years if not our whole lives), and the people who run our theme parks, aquariums, museums, and casinos know it. It’s time the rest of the world knew it too.

Connecticut attractions – brace yourselves for battle. You need to show summer travelers what a great state this is, and how your attraction is the one not to be missed in 2016. We’ll arm you with a few tips before you dive headfirst into the fray.

1. Compare Yourself to a Summer’s Day (at the Beach). Even though our beaches aren’t as popular as the ones in Rhode Island and Massachusetts (or Hawaii for that matter – which is also part of this study), that doesn’t mean your summer season has to suffer. You can actually use it to your advantage by showing yourself as a summer alternative to the beach. What is your Point of Difference? Are you an educational Mecca? Do you have a special feature exhibit that can’t be found anywhere else? Capitalize on these things. Own them. They are what make you special.
2. Insert Yourself into the Vacation Conversation. If you monitor keywords like “vacation,” “beach,” and “summer” on social media channels like Twitter and Instagram, you’ll be able to plant seeds while people are planning.
3. Make Sure Your Media Budget Is Working Hard. Are you spending in the same places you do every year? Or are you going after new audiences? Are you getting PR value from your media vendors? Where can you cut? Where can you grow this summer?
4. Tell Everyone How to Get Around CT. Share some tips for avoiding traffic. Partner with traffic apps like Waze to get your name on the map so those passing through know you’re here.
5. Give Connecticut a Big Shout-Out. Write a press release about your history here. Or something that makes you uniquely CT. If you find an interesting angle, you can draw attention to both your attraction and the state. Everyone wins.

This is just to get the ball rolling. There are lots of ways to draw people to your attraction, even if they are not in the CT state of mind quite yet. On top of that, drawing people to your attraction helps the state rise. We are certainly no Honolulu. Nor are we Las Vegas. Or even Newport. But we’ve got some of the finest art galleries around (think Yale), the best pizza in the country, two world-class casinos, theme parks, aquariums, and the only hot buttered lobster rolls in New England.

Let’s say it loud and proud! Let’s show everyone Connecticut’s best tourism sites don’t take this kind of talk sitting down. We’ll stand, and fight, and market the hell out of anyone who gets in our way. So, who’s with me?