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Dana Point's Rebranding: Attracting Luxury Tourists to California’s Hidden Surf Town

Recently Skift featured Dana Point in “How a Little-Known California Surf Town Hopes to Win Over Luxury Tourists” which outlines some exciting developments in Dana Point, including Visit Dana Point’s rebranding process that identifies our separating factors from other destinations.

Throughout the rebranding process, Dana Point’s identity was discovered. “It’s an approachable place. People dress more casually; it’s not pretentious, it’s easy to get around. People here aren’t doing things because they are trying to impress everybody else; they are doing things because it’s what they love to do.”

The article notes how luxury travelers are looking for “off-the-beaten” path destinations where they are welcomed like a local. Dana Point personifies that, throughout all the resorts and experiences. “In Dana Point, you are one of us. We make it easy to connect with the ocean and others around you.”

Check out the full Skift article here.


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