How Destination Organizations Can Draw Inspiration from “Wicked” to Promote Their Destinations

Universal Pictures

Over the years, I’ve been captivated by Wicked, both on stage and now on screen. Having seen the stage production five times on Broadway in New York City, during its extended run in Chicago, and most recently watching the incredible movie adaptation in Annapolis, I was inspired all over again. This time, the story struck a work-related chord on how its narrative offers valuable lessons for destination marketing organizations (DMOs), economic development authorities (EDAs), chambers of commerce, and other place-based entities looking to promote their locations, attractions, and experiences.

In fact, the movie adaptation is already impacting tourism. The movie, grossing $164.2 million globally, is prompting people from around the country to flock to the longstanding OZ Museum in Wamego, Kansas. Attendance increased 25% since the movie’s release.

At its core, Wicked is a story about perspective, storytelling, and the unexpected connections that shape how people see others and the broader world. These same themes resonate in destination tourism marketing, where compelling stories and new perspectives can transform how people perceive and engage with a destination. It is an opportunity to tap into my inner musical theater nerdiness.

Here are a handful of Wicked-inspired recommendations for destination organizations to incorporate into their spellbinding marketing strategies:

Embrace the Power of Perspective: Highlight the "Unexpected Stories" of Your Destination

In Wicked, audiences are introduced to the "unexpected story" of the Wicked Witch of the West. Similarly, destination marketing organizations (DMOs) can engage travelers by uncovering and amplifying lesser-known stories about their destinations. Rather than solely promoting the typical attractions, DMOs can focus on the hidden gems, local legends, and unique cultural narratives that give a place its character. By highlighting these stories, DMOs can foster a sense of discovery and intrigue, appealing to travelers seeking authentic experiences.

Craft a Hero's Journey for Your Destination

One of the reasons Wicked resonates so profoundly is its compelling characters and their transformative journeys, not to mention its addicting soundtrack. Elphaba’s evolution from an outcast to a figure of immense power is relatable and inspiring. Similarly, every destination has its hero's journey—a story of resilience, innovation, or cultural pride—that can be the foundation for destination branding.

Build Emotional Connections Through Storytelling

Wicked is a masterclass in emotional storytelling. Its friendship, love, and self-discovery themes resonate across generations and cultural boundaries. For DMOs, storytelling is equally vital to creating a lasting impact. Wicked succeeds because its universal themes resonate with all walks of life. DMOs can tap into similar themes—belonging, joy, or pursuing something more significant—to make their destinations emotionally relevant to a broad audience.

Leverage Iconic Visuals and Branding

Destination organizations often focus on offering “something for everyone,” which creates muddled visuals that shrink into the background. The imagery of Wicked—from Elphaba’s green skin to Glinda’s bubble—is iconic and instantly recognizable. Your destination's branding can achieve similar results by focusing on distinctive and memorable elements. Create immersive experiences through interactive attractions, bold Instagrammable in-market visuals, augmented reality apps, or themed tours that draw visitors into compelling stories.

Be Authentic: Don’t Pretend to Be Something You’re Not

One of the most poignant lessons from Wicked is the revelation that the Wizard, despite his grand image, lacks any real power. His carefully crafted façade creates disappointment when the truth comes to light. For destination marketers, the lesson is clear: authenticity is critical. Overpromising or misrepresenting your destination can lead to unmet expectations, negative reviews, and a tarnished reputation. Focus on experiences that align with what your destination genuinely offers and true strengths without exaggerating. If your town is known for its local artisans, showcase that instead of trying to compete with a big city’s high-end retail.

Final Takeaway: Inspire Visitors with Your Own "Defying Gravity" Moment

After watching Wicked on stage five times and now on the big screen, I’ve been struck by how its themes of perspective, storytelling, and transformation resonate far beyond Oz. These same principles can guide destination organizations in promoting their attractions and experiences. By embracing the untold stories, creating emotional connections, and daring to be bold, DMOs can inspire their audiences to see their destinations in a new light— as magical and unforgettable as Wicked.

So go ahead—step into the spotlight, defy gravity, and enchant the world with the story of your destination. After all, a visitor is waiting to be inspired somewhere over the rainbow.