Your community is already connecting online. They’re already talking about you and supporting each other.
They’re involved in travel communities like TripAdvisor and Lonely Planet’s Thorn Tree. They’re active on Facebook and Twitter. Many of them are blogging about their experiences in your destination. More still are sharing photos and videos with their friends and family on Flickr and Youtube.
You can engage the people who are passionate about your destination. You can have them influence your community to build a following among their own networks.
There’s no point competing for attention with people who are doing your job for you.