Joseph Marinelli, CEO, Visit Savannah

In an interview with Focus:, Joseph Marinelli, CEO of Visit Savannah, discusses how today’s geopolitical climate is affecting international travel, how collaborating with local businesses and engaging in regional partnerships has helped the city flourish economically, and what he believes the future has in store for national and global tourism. “People want to know that they are visiting a city that cares about their residents, as well as their visitors,” said Marinelli.

What changes over the past year have most impacted the organization and in what ways?

Over the last 15 to 20 years, Savannah has continued to grow as a visitor destination both domestically and internationally. As a result, our organization has expanded in staff size, budget, and overall impact in terms of sales and outreach.

What trends are you seeing in today’s leisure travel? 

Today’s geopolitical climate, especially stemming from decisions being made in Washington, D.C., is affecting international travel to the U.S., and that includes Savannah. Organizations like ours must remain nimble and flexible with our marketing strategies to continue reaching audiences regionally, nationally, and globally. We want people to know that Savannah is a great place to visit and do business, and that everyone is welcome. But it’s also true that today’s global realities create concerns we can’t ignore.

How do you balance promoting Savannah’s historic charm with the more modern, elevated visitor experiences?

The natural beauty and historical significance of Savannah remain our core attractions. The city was founded in 1733, and its design is unlike any other in the country. Many other places do not have a city grid layout like ours. This gives us a unique product to offer visitors and something they can’t find anywhere else in the United States. At the same time, we are not a complacent city. Local universities, such as the Savannah College of Art and Design (SCAD) brings vibrancy and a lot of young people to our community. New boutique hotels are emerging, and dynamic restaurants help keep Savannah fresh and modern, while still continuing to respect the historical nature and the natural beauty of our city.

How is Visit Savannah collaborating with local businesses and regional partners to create an economically thriving tourist community?

A great example of collaboration is our partnership with the Savannah Economic Development Authority (SEDA). Over the last two years, we launched a mobile tour promoting Savannah in cities with nonstop flights to our airport — places like Boston, New York, and Chicago. SEDA has joined us on these trips to help market Savannah not just as a tourism destination, but as a great place to live and work. For those tired of the snow, cold, and gray skies up north and looking for a better lifestyle, Savannah offers a strong alternative. We’re promoting tourism, conventions, and economic development, including business and corporate relocations.

What role do digital marketing and social media play in your outreach strategy and how are you leveraging these tools to attract more visitors?

In 2011, we crossed a major threshold: for the first time, we invested more in digital marketing than in print. Since then, our reliance on digital platforms has grown significantly. Today, we focus heavily on content creation, social media, streaming video, and staying up-to-date with modern marketing tools.

As a destination marketing organization, our job still involves traditional marketing methods, but we also have to engage with content creators to reach younger audiences. Our internal structure has changed dramatically. Twenty years ago, our focus was mainly on print advertising and convention sales. Now, we have a 15-person marketing department dedicated to social media and content creation. And with the exploding advent of artificial intelligence (AI), marketing is changing every day.

How have visitor expectations changed in recent years, and how has Visit Savannah been adapting to these evolving preferences?

More than ever, travelers to a destination want to feel welcome and safe. Given the number of tragedies that have occurred both in the U.S. and globally, people are more cautious and deliberate about attending events or traveling, whether that be to a concert or a destination.

Visitors today are looking for destinations that are socially conscious and care about both residents and visitors. Clean hotels, quality food, and good retail matter, but feeling safe and genuinely welcomed matters most. People want to know that they are visiting a city that cares about their residents, as well as their visitors. In Savannah, our elected officials and business and civic leaders recognize how important “welcoming and safe” is to locals and visitors alike.

What are some of the most promising national or global tourism trends that you are seeing? 

Because of what is going on in the world these days, travelers are planning their trips much closer to the date of their visit. The booking window has shortened significantly. Travelers are now planning trips a week in advance, rather than months or a year ahead. Their decisions are often influenced by weather or events and festivals taking place in a given city. This has forced us to shift our marketing efforts. Instead of worrying about what is happening six months from now, we have to be focused on what is happening this weekend.

What are your strategic priorities for Visit Savannah and where do you see the greatest opportunities for growth or reinvention? 

As North America prepares for hosting the World Cup in 2026, with nearby Atlanta set to host eight games, we expect many international visitors to come through Georgia. Our goal is to attract their attention and encourage them to either extend their stay by visiting Savannah, or learn more about our destination for future visits to America. Whether the visitors are coming from Europe, or whether they are coming from South America, we work hard to find ways to get their attention and encourage them to extend their stays or visit us during their next visit to the States. At the same time, America will soon celebrate its 250th anniversary, and we are actively considering what role Savannah can play in that celebration, both domestically and internationally.

At Visit Savannah, our annual business plan is always designed to lay the groundwork this year, while setting the table for the next two years. And in today’s ever-changing climate, that strategy has never been more important.