Fifty years ago, moviegoers were introduced to the first ever summer ‘blockbuster’ via the troubles of a quiet New England island and a very hungry great white shark.
Dubbed “the monster that ate Hollywood,” Jaws was the first film to smash past $100 million at the U.S. box office. It is infinitely quotable. It is fantastically rewatchable. It is the reason that millions of people fear the open ocean.
And from a destination marketer’s perspective, Jaws is an exploration of community dynamics, crisis management, and the delicate balancing act between visitor appeal and resident well-being.
Wait… what do you mean you haven’t seen it?
So, Sheriff Martin Brody discovers that a swimmer’s gruesome death is the work of a great white shark. His instinct is to close the beaches immediately to prevent further tragedy. But the mayor and many local business owners push back hard because they’re desperate to protect the community’s main economic driver: summer tourism.
The Fourth of July weekend is approaching, when visitors from the mainland will flock to Amity’s beaches, filling hotel rooms, restaurant tables, and souvenir shops. Shutting down the beaches (even for a day) during peak season would mean catastrophic revenue losses for the year. Losses that many families, shopkeepers, and seasonal workers claim they couldn’t recover from.
“24 hours is like three weeks!” complains one local shopowner.
What follows is a tense tug-of-war between safety and commerce, the law and local politics, resident fears and visitor expectations.
(Oh, and an epic showdown between three ideologically-mismatched shark hunters and a perfect eating machine. But, for the sake of this article, we’re going to focus on the tourism bit.)
It’s a conflict destination marketers likely still recognize today… though the tools and strategies have evolved dramatically since 1975.
The 50-year evolution of the tourism industry
In 1975, the tourism economy was measured mostly in seasonal visitor counts, cash registers, and hotel bookings. Marketing was print ads, billboards, and the occasional TV spot. There was no internet, no instant crisis updates, and no TripAdvisor reviews broadcasting visitor sentiment to the world. Information traveled slowly, giving destinations more time to control narratives (for better or worse).
Today, tourism is a year-round, multi-platform endeavor.
Destination marketers have access to real-time data, geo-targeted advertising, AI-driven sentiment analysis, and direct digital communication with both visitors and locals.
Social media has turned guests into influencers and critics, and news spreads in seconds instead of days.
And the stakes are higher, too. Travelers expect transparency and safety as much as they expect beautiful beaches or cultural experiences. A single mishandled incident can tank bookings, while a well-managed response can actually build trust and loyalty.
At its core, the tension between economic dependence on tourism and the risks that come with it hasn’t changed. Communities still grapple with balancing resident quality of life with visitor influx. Some seasonal economies still feel pressure to “make the numbers” during peak travel months.
And destination marketers still navigate the tricky role of advocating for visitors while protecting the community’s long-term reputation and sustainability.
What if Amity had a bigger boat… or modern-day DMO?
Imagine Sheriff Brody’s shark problem in the age of smartphones, drones, and destination management software.
Here’s how a 2025 DMO might step in:
1.) Real-time safety communication
Instead of a binary “open or closed” beach decision, a DMO could push real-time safety updates through an official tourism app, SMS alerts, and social channels. Think GPS-enabled shark activity alerts, temporary swimming bans for certain beaches, and clear visual maps of safe zones.
2.) Diversified visitor experiences
A modern DMO wouldn’t pin the entire season’s revenue on the beach. Using dynamic content marketing, they’d pivot messaging to promote inland activities (e.g., farmers’ markets, cultural festivals, historical tours) to keep visitor spending in town while the beaches were monitored or closed.
3.) Resident sentiment tracking
DMOs now have the tools to actively gauge resident sentiment through surveys, social listening, and community forums. In Amity’s case, understanding how fearful or frustrated locals were could have guided decisions on safety measures, visitor communication, and economic support programs.
4.) Collaborative crisis management
Today, public safety, tourism, and government agencies often operate as coordinated partners. A DMO could facilitate daily briefings between the mayor, sheriff, business leaders, and emergency response teams, ensuring consistent messaging and shared decision-making.
5.) Reputation management
With skilled PR and social media monitoring, a DMO could control the narrative: “Amity is taking proactive measures to ensure guest safety while preserving your holiday experience.” A strong, transparent message can turn a potential PR disaster into a showcase of community resilience.
The resident-DMO relationship
Beyond the water borne carnage, much of the conflict in Jaws stems from residents feeling like passive participants in decisions that will shape their livelihoods.
Modern destination marketing thrives on flipping that dynamic, positioning residents as co-owners of the tourism experience.
When residents feel engaged and informed, they’re more likely to support tourism initiatives, even in challenging times. That means:
- Regular communication on tourism’s economic impact and visitor numbers
- Opportunities for residents to share feedback and ideas for diversifying tourism offerings
- Clear plans for balancing tourism growth with quality of life
When that relationship is strong, locals can become your most persuasive advocates, even during disruptions. When it’s weak, your season could face the same fate as that Kitner boy… IYKYK.
Check out this playbook for how you can better track and address resident sentiment.
Lessons for today’s destination marketers
1.) Maintain responsible transparency
Information voids get filled with speculation. Modern DMOs need to own the narrative early, communicating facts, safety measures, and alternatives.
2.) Diversify tourism assets
If your destination is over-reliant on one attraction or season, you’re one unexpected crisis away from a major revenue hit. Year-round, multi-interest tourism protects both the economy and community morale.
3.) Invest in resident relationships
Tourism doesn’t work without community buy-in. Resident sentiment should be a tracked KPI, not an afterthought.
4.) Prepare for crisis before it happens
Have messaging frameworks, alternate itineraries, and media protocols ready so you’re not scrambling mid-crisis.
Today’s destination marketers can blend data, technology, and community engagement to keep both residents and visitors safe, informed, and eager to return.
Ready to sink your teeth into a more robust tourism marketing strategy? Let’s talk.
