• Hospitality Industry

Destination marketing: how to use images to promote a destination

how to use images to promote a destination

May 20, 2021 •

3 min reading

A picture is worth a thousand words!

A picture is worth a thousand potential visitors to a destination! Destination marketing organizations have used photos to inform, persuade and remind tourists. The popularity of selfie culture further reinforces the importance of pictures, as millennials always search for that Kodak moment! Yet, is there a method to select the best images to promote a destination? After one and a half years of research, we have developed the "Imagery Diagnosis Model," which is the answer.

The Imagery Diagnosis Model

Our research process has two stages. In the first stage, we conducted qualitative research to identify photos and beliefs associated with Switzerland. We finished with 65 photos and 23 beliefs. In the second stage, we surveyed 796 residents in the UK, France, Germany and Italy to understand (a) if the identified photos or beliefs are associated with Switzerland? and (b) do they have positive or negative attitude toward the photos or beliefs? At the end of the second stage, we had at least 157 responses for every photo and 796 responses for every belief. Based on these responses, we developed the Imagery Diagnosis Model. 

destination image 1

As shown in Figure 1, Imagery Diagnosis Model has four quadrants. Quadrant 1, Treasures, are photos or beliefs evaluated as strongly and positively associated with Switzerland.  Quadrant 2, Hidden Gems, are photos or beliefs less associated with Switzerland, but respondents have a positive attitude. Quadrant 3, Traps, are photos or beliefs less associated with Switzerland and have been evaluated less positively or negatively.  Quadrant 4, Roadblocks, are strongly associated but less positively or negatively.

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We recommend leveraging Treasures, developing Hidden Gems, ignoring Traps, and proceeding cautiously with Roadblocks . 

Figure 2 illustrates the Imagery Diagnosis Model with beliefs. Respondents acknowledged Switzerland's authentic nature is beautiful. This finding echoes with Switzerland Tourism's slogan before the pandemic: “Nature wants you back". On the other hand, respondents were pleasantly surprised to learn that outdoor activities (hiking, skiing, sky diving), multiculturalism and transportation can be a travel experience. Nevertheless, some respondents rated festivals (e.g., Montreux Jazz & Basel festival) and some iconic tourist spots (e.g., Zermatt & St Moritz) as less associated with Switzerland. Last, Roadblocks reflect stereotypes of Switzerland. 

destination image 2

Figure 3 presents four photos located in Quadrant 1 Treasures (Zermatt Matterhorn, a cow resting in the meadow) and Quadrant 2 Hidden Gems (Lucern and Geneva).

destination image 3

Effective destination marketing

My Switzerland's latest promotion, « No Drama », showcases Switzerland Tourism's new ambassador, Roger Federer. In this video, you will find our four themes. Working with Federer is already an ACE. Federer's achievements in tennis have won him international respect. People associate Federer with Switzerland. Federer is a national treasure when it comes to tennis and tourism!

Our Image Diagnosis Model contributes to destination marketing organizations in several ways. 

  • Marketers can quantify responses with association strength and association valence. This initiative affords marketers to study a large number of photos or beliefs (in our study, 65 photos and 23 beliefs) and collect responses from a large number of respondents (796 respondents in our study). 
  • Once marketers assess the association strength and association valence, we propose corresponding marketing actions: leveraging Treasures, developing Hidden Gems, ignoring Traps, and proceeding cautiously with Roadblocks .
  • Marketers can compare differences between target markets (we investigated four countries).
  • Marketers can and trace changes over time.

All these enable marketers to make informed decisions.

Although we developed the Imagery Diagnosis Model for destination marketing, marketers can apply this model to product marketing or branding. Do you want to learn more about the Imagery Diagnosis Model?

Click here to download the report!

Dr Meng-Mei Maggie Chen

Assistant Professor of Marketing at EHL

Dr Laura Zizka

PhD, faculty member at EHL Lausanne

Dr Florent Girardin

Assistant Professor of marketing at EHL

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Break the Ice Media

In this world of influencers, online content, Instagram-envy and constant FOMO – it’s the authentic photos that are driving the decisions. Here are five reasons why investing in photography is the best thing you can do for your brand – and why you need to do it right now:

1. Take your website and online content to the next level.

If your website is more words than photos, it might be time to rethink your layout. When booking a vacation, visitors idealize first and book second. Let your website lead potential guests through their dream vacation by showcasing what they can do when they visit. Is ziplining big? Put it right on the homepage. Is autumn the peak season for you? Let the colors transform your site and social media for the fall.

Pictures do what words often can’t – they show abstract concepts like facial expressions and emotion. They appeal to visitors’ human side and allow them to make their own emotional connections to the destination. Not to mention, photos are universal. They can be understood by speakers of any language and visitors of any age.

2. Be a resource for the media.

Journalists – even on the traditional side – know that photography is necessary. And while travel writers are adept at capturing their own authentic photos while on a visit, there are times that they want to cover a location that they haven’t been to or showcase a new stop. Having a gallery on hand helps get them what they need and ensures that your destination is top of mind the next time a media opportunity comes around.

On the flip side – those who don’t have the right images can get passed up for placements, even if they are the right fit for the story.

3. Find your aesthetic and give your audiences vacation-envy.

There is a visitor out there for every destination. You don’t have to have it all to be noticed – you just have to have a few key things that appeal to your kind of traveler. Take New Zealand tourism as a great example. The country is known for being green, pure, scenic – and home to the Hobbiton set from Lord of the Rings.

Every photo on  New Zealand’s Instagram speaks in some way to their “Pure New Zealand” brand. You won’t find food pictures, restaurants, hotels, or museums on their Instagram. But you will find sparkling waters, star dusted skies, snow-capped mountains, sandy beaches, and a few hobbit holes here and there.

Whether you are representing an entire country or a small-town B&B, find your niche or aesthetic, and give your audiences vacation envy. Whether you want them drooling over local desserts or packing up their hiking boots to hit the mountains – play to your strengths and let the images lead the story.

Bonus: Check out Pure New Zealand’s Instagram stories, called #TravelDiaries featuring the destination through the eyes of their visitors. This is a great way to share more while engaging directly with the people who matter most!

4. Showcase top stops in a new way.

There is an account I follow on Instagram – and I won’t name names – that cycles through the same images time and time again. Their food is amazing (both in pictures and in person) and photographs beautifully. But after the fourth or fifth time seeing the same dish from the same angle, my mouth stopped watering. I got bored. I stopped being “wowed.”

You might have gotten this far in the blog and thought “I have some really good images of my destination, I’m good.” But ask yourself, is it enough? Consider refreshing your photography every 1-2 years. You don’t have to dump your tried and true images – but it is a good chance to add new shots from new angles and update your library. It can take several years for visitors to commit to a trip – from planning to booking to actually visiting. So make sure you are keeping it fresh, exciting, and new to ensure that “wow” factor never really goes away.

5. Be authentic, spontaneous, and exciting.

Stock photos don’t do your destination justice. They always come off a little too staged or don’t quite look like the places you are trying to promote. A mountain in Colorado doesn’t translate to a mountain in the Adirondacks. Your destination is unique and deserves its own unique images as a result.

You don’t – and shouldn’t – have to rely solely on professionally shot, high resolution images to promote your assets. In this age, anyone can take a great photo. User generated content (UGC) is a great way to fill your feed with authentic photos and engage with your audience in a new way. Your visitors are your best brand advocates. They know what has caught their eye – and they’ve posted it online. Ask permission, give credit, and use those unique shots to show others what the buzz is all about. As your library of images grows so will your audience, your engagement, and eventually, your visitor count.

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The magazine of Glion Institute of Higher Education

  • Master tourism marketing: strategies for a thriving business

Master tourism marketing: strategies for a thriving business

In an age where the tourism industry is constantly evolving, staying ahead of the competition and effectively marketing your tourism business has never been more crucial. Whether you’re a seasoned professional or just starting out in the field, this comprehensive guide is your passport to success. We’ll look at innovative marketing strategies tailored specifically for the tourism and hospitality industry , equipping you with the knowledge and tools to thrive in this dynamic and competitive field.

Introduction to tourism marketing strategies

Tourism marketing is aimed at potential customers from all over the world. To stand out in a crowded market, innovative strategies are crucial. Here’s what comprises effective tourism marketing:

  • Understanding your audience : Tailor your approach to a range of demographics, connecting with them personally based on their preferences and interests.
  • Developing a unique brand identity: Create a distinctive visual and narrative identity that encapsulates your organization’s values and essence.
  • Creating engaging content: Go beyond static images, embracing blog posts, real-time social media updates, and vlogs to captivate prospects and entice them to visit.

Learn marketing with the best

Study with professionals at the top of their game who can share their expertise and provide the ideal start for a career that makes an impact in tourism.

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Understanding your target audience

Effective tourism marketing begins with a deep understanding of your target audience. To attract and engage potential visitors, it’s vital to recognize their preferences and interests. Some are attracted to cultural heritage, while others seek vibrant nightlife or culinary experiences.

To understand a range of demographics, conduct thorough consumer research to identify patterns among prospective travelers, using data from customer surveys, travel agents, and online feedback. Build detailed personas to profile typical tourists who visit or may use your travel business. These personas become the foundation for shaping campaigns.

Key considerations:

  • Focus on what tourists find attractive, not what you think they find attractive
  • Rely on market research and verifiable data sources for insights
  • Knowing customers’ wants and needs is vital for effectively tailored campaigns
  • Stay adaptable to evolving visitor behavior and trends for sustainable growth

Understanding your audience and staying attuned to changing preferences are central to destination marketing, ensuring your efforts generate maximum impact.

Developing a unique brand identity

Tourism Body

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Developing a distinctive brand identity is vital. As you deepen your understanding of what marketing is in tourism, you will realize how important it is for your destination or attraction to have its own niche.

Uniqueness: make your destination stand out

Think about the irresistible attractions your destination offers. Perhaps it’s culturally rich heritage steeped in history or maybe it’s rainforest and its wildlife. When you’re embarking on promoting travel to your location, make sure these distinguishing features are highlighted by using them as hooks in your tourism marketing strategies. The idea is to conjure up an image so potent that travelers instantly recognize it.

Relevance: aligning factors that attract tourists

One area where many falter is not aligning their offerings with market demands. Even if you can offer Northern Lights viewing spots in Norway, this won’t resonate with tourists if it doesn’t address their specific needs and interests. This is where consumer research in tourism comes in handy.

Consistency: keeping the promise

Once you’ve developed your unique brand identity and aligned it with what attracts tourists, make sure all marketing touchpoints — digital or offline — feature consistent messaging. Of course, varying content types necessitate a tweak in style, but the core substance should remain stable across all platforms.

Leveraging local listings

Local listings, like Google My Business and Tripadvisor, are vital for tourism marketing. They provide essential information and reviews to travelers. To maximize their potential:

  • Claim your business listing on popular platforms
  • Ensure consistent data across all platforms
  • Encourage customer reviews and respond promptly
  • Continuously analyze visitor feedback for optimization

Utilizing these platforms builds legitimacy and trust, as online reviews can play a significant role in travelers’ decision-making.

Creating compelling content

Engaging content is a powerful strategy in tourism marketing. It resonates with emotions, tells captivating stories, and showcases your destination creatively. Here are three ways engaging content can enhance your strategies:

  • Storytelling: Share local legends and anecdotes to add depth to your destination’s persona, appealing to tourists’ emotions and curiosity.
  • Visual content: Use high-quality images and enticing descriptions to showcase your destination’s attractions, and stimulate the interest of potential tourists.
  • Interactive content: Offer virtual tours or quizzes to engage audiences at an experiential level, increasing their curiosity and perception of your destination.

Authenticity is essential in content creation, as it builds credibility in tourism marketing.

Engaging with social media platforms

In today’s digital world, social media is essential in tourism marketing. Different platforms cater to various demographics and interests, so you need to carefully tailor your social media posts to your target markets on each channel. Here are some key points to consider:

  • Tailored content: Create content suitable for each platform, such as stunning images on Instagram and engaging travel stories on X (Twitter).
  • Two-way interaction: Respond promptly to reviews and comments on social media, building loyalty among customers. You can also encourage user-generated content about your business, nearby tourist attractions, or about the customer service they experienced.
  • Influencer collaboration: Partner with social media influencers to promote your destination to their followers.
  • Hashtag movements and contests : Participate in trending hashtag movements and initiate contests or games related to destinations to boost visibility and generate positive publicity.

By understanding the unique features and demographics of each social media platform, you can meet travelers where they spend time and enhance your tourism marketing strategies.

Paid social media advertising

Paid social media advertisements are also important for any modern tourism company. They can be targeted to deliver messages to specific demographics. To make the most of social media advertising, here are a few key considerations:

  • Identify your key demographics – know who you want to reach.
  • Set clear objectives – understand what return on investment looks like.
  • Develop engaging ad creatives – images or videos that represent what is being marketed.
  • Monitor results frequently – adjust where necessary.

Sending email newsletters

Among the various tourism marketing strategies, email has emerged as an enduring tactic. Don’t underestimate the efficacy of a well-crafted email newsletter, as it stands at the intersection of providing information and subtle promotion.

Here’s a peek into how you can engage prospective travelers through strategic email newsletters.

  • Schedule regularly : Choose a frequency – weekly, bi-weekly, or monthly – that aligns with your offerings and can be consistent. This gives subscribers something to look forward to while keeping your brand on their minds.
  • Personalize communications : To make each subscriber feel acknowledged, use advanced CRM tools for personalization and tailored offerings based on previous interactions or noted preferences.
  • Showcase compelling stories : Emotionally charged narratives about real guest experiences can stir interest and spark the imagination.
  • Promote upcoming attractions : Give dormant clients reasons to reactivate by featuring must-see events or unbeatable seasonal deals.
  • Incorporate reviews and testimonials : Customer reviews paint a convincing picture of what awaits future tourists. Their first-hand accounts — featuring praise or constructive feedback — can often build trust more effectively than promotional text.

Displaying online banners

An effective strategy in mastering tourism marketing involves harnessing the power of online banners. Banner advertising, a form of digital outreach, helps create awareness about your destination and may catch a potential tourist’s eye.

Here’s how best to take advantage of this potent bit of marketing strategy in tourism:

  • Design with purpose : Creating compelling banner designs requires an understanding of what attracts tourists. Your banners must effectively communicate the unique appeal of the location you’re promoting. Does it offer historical and cultural significance? Is its natural scenery superb, or does it provide high-end luxury experiences?
  • Location, location, location : Destination tourism is all about presenting prospective visitors with an irresistible locale they’d love to explore. Online banners should be strategically displayed on websites that your target audience visits, such as travel blogs or holiday booking sites.
  • Clear call-to-action (CTA) : The most successful online banners have a clear CTA that prompts visitors to learn more or make bookings. This simple yet assertive instruction can enhance user engagement and increase bookings substantially.
  • Mobile-friendly designs : Given our world has become increasingly mobile-centric, ensuring your online banners are optimized for mobile viewing is non-negotiable. This will also help make sure your mobile websites or advertisements are seen in search engines.

Offline promotional activities

Online marketing is powerful, but don’t overlook offline strategies. Traditional tourism marketing methods remain effective for personal connections with your audience.

Explore event sponsorships and collaborations at local events to showcase your brand. Print materials like brochures and flyers provide valuable tourism information and visibility in target areas. Roadshows educate potential customers in various locations, stirring interest. Utilize television and radio ads for wide-reaching awareness.

Tailor these techniques to your unique business needs while maintaining consistency across online and offline platforms.

Contextual advertising and SEO

Contextual advertising leverages relevance to attract tourists effectively. By placing your ads within content that aligns with travelers’ interests, you capture their attention when their tourism curiosity is at its peak. This targeted approach can lead you to your ideal customer base.

Search engine optimization (SEO) helps people find you in a sea of competitors when they go searching for what you offer online. Honing your site’s SEO capabilities can increase the likelihood of appearing in search results, so potential tourists can move toward becoming actual visitors.

Using promotional videos

In the quest to implement effective tourism marketing strategies, don’t overlook promotional videos. This type of content can effectively portray what attracts tourists to a particular location, destination, or service.

The power of promoting travel through video

Visual storytelling is compelling and engaging by nature. It can transport viewers directly into your destination’s most appealing spots. When considering marketing attractions or marketing a destination, creating videos that convey what is unique about your tourist spot can significantly boost your campaign.

How videos enhance tourism marketing strategies

  • Showcase scenic views: Highlight the incredible views from the highest peak or show underwater adventures featuring vibrant marine life. Let viewers feel as if they’re already on an extraordinary journey.
  • Provide local insight: Film a local tour guide telling stories about a historic castle or local attraction that you won’t find easily in travel pamphlets.
  • Highlight experiences: Use this chance to display exhilarating possibilities like zip lining over lush forests, relaxing at a secluded beach, or sampling delicacies at markets

Try and ensure the video depictions will match expectations when tourists arrive.

Make your mark in luxury marketing for tourism

Combining expert tuition and exclusive internships, this Master’s gives you access to leaders at the pinnacle of their profession with opportunities to network and build your career.

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Key considerations

Successful application of promotional videos as part of tourism marketing strategies hinges on factors such as:

  • Solid marketing plans
  • Quality production
  • Meaningful narratives that highlight customer experience
  • Resonating with your ideal customers
  • Optimization for viewing on different devices
  • Keeping up to date with tourism marketing trends

Mastering tourism marketing strategies is instrumental in developing a tourism marketing plan. They are also instrumental for sustaining the growth of a destination tourism business and ensuring success in a tourism or hospitality career .

Social media platforms offer many opportunities for promoting travel adventures and facets of the tourism business, from sharing compelling imagery to sharing delightful experiences, or even connecting personally with potential patrons. Get started on the journey to becoming a tourism marketing professional with a hospitality degree from Glion. Or read more about the tourism and hospitality industry in the new normal .

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Tourism Marketing: A Guide to Effectively Market Your Tours and Experiences

Discover how to strategically promote your tours with our comprehensive guide on tourism marketing and elevate your brand visibility today

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by Janelle Visser | 2 February 2024

If you build it, they will come, as the adage goes. But in today’s digital age, where anyone can build anything and put it online in moments, the question becomes: how will they find — and choose — you? 

In the dynamic world of tourism experiences, the key to attracting travelers lies in successfully marketing your tours, activities and attractions. And it’s not just about attracting tourists, it’s about creating unforgettable connections that turn one-time visitors into loyal advocates for your brand. 

Marketing is consistently ranked by Arival event attendees as one of the most important topics they are looking for insights on. As traveler preferences and booking habits change, so do the most effective ways to market to them. 

In this comprehensive guide, we will delve into the evolution and strategies of marketing for travel and tourism in today’s digital era, providing actionable insights for tour operators and attractions, and answering key questions that every tour operator grapples with. From crafting a marketing strategy to understanding the components of a successful tourism marketing campaign, we’ll explore how to navigate the competitive and ever-evolving landscape of tour, activity and attraction marketing, and create lasting connections with your guests.

Here’s what we’ll cover:

What is Tourism Marketing?

The evolution of tourism marketing, how to create a tour marketing strategy.

  • Conduct Thorough Market Research
  • Identify Your Target Audience
  • Understand Your Customer Needs and Expectations
  • Create Unique Selling Propositions (USPs)
  • Build a Strong Brand
  • Consider Offline Marketing for Tours
  • Embrace Digital Marketing Strategies
  • Leverage Modern AI Technology
  • Take Advantage of the Current Trends
  • Monitor and Evaluate Your Strategy
  • Navigating the Future of Tourism Marketing with Arival

At its core, tourism marketing is a strategic approach to promoting destinations, tourism products and services to tourists. For operators, this primarily means promoting your tour, activity or attraction offerings. The aim is to understand and meet the needs and wants of travelers, creating memorable experiences that encourage reviews, repeat visits and referrals. 

In the context of the global tourism economy, where according to Arival’s latest data the in-destination experiences industry is expected to be worth $270 billion in 2024. Tourism marketing plays a pivotal role in the success of travel businesses, helping them to stand out above their competitors and serving as the bridge that connects them with their target audiences of travelers.

As travel marketing company Blend ’s Managing Director put it recently in an interview with Arival, “The simplest way to define [marketing] is what comes to mind when someone thinks about your brand or experience. And what you do through your marketing channels is help shape that perception.”

The landscape of marketing in tourism has undergone a profound transformation since the early 1900s when the Michelin Guide first encouraged motorists to explore the world beyond their own towns. Progressing from traditional tourism promotion methods like brochures and word-of-mouth recommendations to the digital age of Google searches and social media influencers, technology has played a pivotal role in shaping how destinations and experiences are promoted. 

images of tourism marketing

Fast forward to today, where the advent of short-form video marketing and generative AI has added new dimensions, allowing every tour, activity or attraction operator to engage travelers in innovative ways. These tools provide opportunities for engagement, personalization, and storytelling that were once unimaginable, and have become integral to captivating the modern traveler.

Successful marketing for tourism starts with a well-defined marketing strategy, which will help ensure the effort and resources you put into marketing are effective. The following steps will help guide you through the creation of a marketing strategy for your tour, activity or attraction company.

1. Tour Marketing Strategy

Understanding the market is the foundation of any effective strategy. Thorough research into customer demographics, travel patterns, and consumer behaviors will provide invaluable insights as you create your marketing strategy. 

Arival conducts regular tourism market research to assist tour, activity and attraction businesses with this process. For example, Arival’s latest consumer research on the 2024 U.S. Experiences Traveler found that day tours are on the rise among U.S. travelers , and that younger millennial and Gen Z travelers in particular are moving away from traditional sightseeing tours and looking for more experiential tours , such as culinary tours and immersive experiences. See Arival’s latest research here . 

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2. Identify Your Target Audience

Targeting your tourism marketing plan to a specific audience is crucial, as this will enable you to enhance the relevance of your offerings, improve engagement, and maximize the effectiveness of your marketing efforts.

Identifying your target audience involves a strategic process that combines market research as described above, data analysis, competitive analysis and customer profiling. Google and social media platforms, for example, offer analytics tools that provide insights into the age, interests, geographic location and income bracket of your followers, that can help you to develop detailed buyer personas that represent your ideal customers, and create a plan to reach and engage these audiences. 

In addition, analyzing the target audience of your competitors will help you build on this and identify gaps or underserved segments in the market that your tourism marketing plan can effectively target.

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3. Understand Your Customer Needs and Expectations

Conducting tourism market research and identifying your target audience will help you with this step. Once you have an idea of who your target customers are, you can discover what their needs and expectations are, and how to develop a marketing strategy to reach them effectively. 

For example, if you offer sightseeing tours and you have identified younger Millennial and Gen Z travelers from the U.S. as a demographic you want to market your tours to, you will need to go beyond sightseeing to attract this demographic, according to the latest Arival research . 

How can you make your tours more immersive and experiential, and reflect this in your marketing to engage this demographic? Anticipating and meeting your customers’ needs and expectations can lead to higher customer satisfaction, fostering reviews and repeat business. Personalization is key.

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4. Create Unique Selling Propositions (USPs)

One of the challenges a tourism marketing strategy needs to solve is how to make you stand out above your competitors. Why do tourists choose some travel experiences over others? One way to differentiate your offerings is by identifying and highlighting unique selling points (USPs) that resonate with your target audience.

Let’s say you have identified younger Millennial and Gen Z travelers as a group you’d like to target with your marketing efforts. In your city there are multiple competitors offering similar tour products to yours, however you’ve realized that this target audience has an affinity for food tours. You find a way to work elements of culinary tourism into your sightseeing tour offering and your marketing to set yourself above your competitors and offer something unique in your region.

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5. Build a Strong Brand

A consistent, strong brand fosters trust and ensures your tour company is memorable in the minds of potential guests. You’ll be hard-pressed to find someone who doesn’t recognize the logo of an apple with a bite taken out of it, or doesn’t know where the phrase “just do it” comes from. 

Brands are about more than creative logos and catchy slogans, however. Building a robust brand for your experience business involves defining a clear identity with a focused mission and incorporating those USPs described in the previous step. Then, reaching out to your target audience through engaging storytelling and content, bolstered by a strong online presence, will enable your customers to build an emotional connection with your brand. Ensuring you’re delivering high-quality customer experiences to your target audience is crucial to building trust in your brand, and encouraging positive reviews is essential to building your brand’s reputation and ensuring ongoing brand success. 

Arival Insider Pro Access members can learn more about the importance of building your brand here. 

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6. Consider Offline Marketing for Tours

Before we go too deep into digital marketing in tourism, it’s important to recognize that traditional methods like print advertising, brochures, and partnerships with local businesses still have relevance and can complement digital marketing strategies.

Many travelers are still waiting to book their things to do until they are in-destination, which means there is an opportunity to meet these travelers where they are. For example, working with destination marketing organizations (DMOs) and other regional tourist organizations that operate tourist information centers can enable you as a tour or experience operator to get printed promotional material about your experiences physically in the hands of tourists looking in person for things to do. Reach out to destination marketers in your region to take advantage of this offline marketing opportunity. 

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7. Embrace Digital Marketing Strategies

As travelers increasingly use digital channels to discover, plan and book their travel, operators can and should leverage a range of digital marketing strategies to effectively promote their tours and engage with potential customers. 

From Google Things to do to search engine optimization (SEO), from social media strategy to working with influencers, from effective email marketing to impactful content marketing, a strong tourism marketing plan will incorporate a variety of digital marketing elements to bring a wider audience to the top of the funnel, and engage with them throughout the funnel at various stages of their discovery, planning and booking journey.

Arival has developed a number of guides and articles to help experience operators navigate the world of digital marketing for travel and tourism. Here are a few resources:

  • An Essential Guide to SEO for Tours & Activities
  • Content Marketing
  • Your Guide to Influencer Marketing in Travel and Tourism

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8. Leverage Modern AI Technology

The popularity of AI in 2024 cannot be understated, however many companies in the travel industry have been using AI in various forms long before the release of ChatGPT in late 2022 brought Generative AI, or Gen AI to the forefront. Gen AI, though, has made it a lot more accessible for travel businesses and tourism marketers without a lot of technical expertise to integrate AI to personalize customer experiences, generate targeted content, and enhance decision-making in marketing strategies for tourism. 

Many companies in the marketing for tourism space have developed tools and resources for tour, activity and attraction businesses, some of which are listed on Arival’s list of AI Resources for Experience Operators . Find out more about what’s the latest with AI in travel and how tour and attraction businesses are using it at the next Arival event. 

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9. Take Advantage of the Current Trends

Staying up-to-date with the latest digital trends in marketing for travel and tourism is essential to stay relevant and get ahead of your competitors. 

For example, over the last couple of years, short-form videos on platforms like TikTok have risen dramatically as a channel for travelers — younger Millennial and Gen Z travelers in particular — to find inspiration for travel experiences. Incorporating vertical and short-form video in your tourism marketing will help you engage this audience, enabling you to meet travelers where they are online and present the experience offerings of your tour, activity or attraction company in a format your audience is familiar with.

@j_buzzi I don’t think I’ll ever get over how amazing bioluminescence is! 🤯🌌 #bioluminescence #getupandgokayaking ♬ Another Rain (From “Halo 3: ODST”) – DS Music

Justin Buzzi , founder of Get Up and Go Kayaking , jumped on the vertical video trend and attracted millions of views and over one million likes on TikTok with this short bioluminescence video.

10. Monitor and Evaluate Your Strategy

A strategy without evaluation is like a ship without a compass. Regularly assess the effectiveness of your marketing strategy using key performance indicators (KPIs). KPIs to monitor the effectiveness of your marketing strategy could include website traffic, conversion rates, social media engagement, booking levels, and customer reviews and ratings. Consistent monitoring and evaluation ensure that you not only navigate the course but also make agile adjustments, keeping your strategy aligned with the ever-shifting tides of the tourism market.

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1. What are the key components of a successful tour marketing campaign?

Success lies in a well-researched strategy with clear targeting built on tourism market research, compelling USPs that speak to the needs and expectations of your target audience, and a strong brand built on a balanced mix of offline and digital marketing, as well as a compelling tourism experience product itself. All of these components work together to make for a successful marketing strategy. 

2. How often should I reevaluate and update my tourism marketing strategy?

In the world of tourism marketing, trends and traveler preferences change rapidly. Check in regularly with travel trends (and let Arival research guide you). While you might evaluate the effectiveness of your overall strategies quarterly to stay responsive to market changes and ensure your strategy remains effective, more frequent monitoring of individual social media channels, website KPIs and SEO will help you be that much more effective.

3. How can I optimize my website for tour marketing purposes?

Your website is your digital storefront. Prioritize content marketing , then optimize for search engines ( learn more about SEO here ), ensure seamless user-friendly navigation and online booking system capabilities for both computer and mobile booking , incorporate visually captivating elements like photos and videos, keep your pricing and product listings up to date, and update your content regularly. 

4. Are there any specific strategies to attract international tourists?

To attract international tourists, consider ways to tailor your marketing messages for the specific regional audiences you’re interested in reaching. Look at tourism market research and trends for the different regions you intend to target — what works in the U.S. might not work in Asia and vice versa. Your local and regional destination marketing organizations (DMOs) may be able to help with this, as destination marketers often conduct research on the international travelers coming to your destination. Consider utilizing multilingual content to reach a broader range of potential travelers, and explore partnerships with international travel agencies. Check out Arival’s list of OTAs organized by geographic region to help you identify potential distribution partners in other languages and regions.

5. How important are customer reviews and testimonials in tour marketing?

Customer reviews and testimonials play a crucial role in tour marketing, acting as powerful social proof that influences potential customers. Positive reviews build credibility and trust, addressing concerns and reservations prospective customers may have. Encourage your satisfied customers to share their experiences on platforms like TripAdvisor or Google, or wherever they booked, and don’t forget to respond to these reviews, whether positive or negative.

6. What are some unique challenges in tourism marketing compared to other industries?

Tourism marketing faces unique challenges such as seasonality, unpredictable external factors (e.g., natural disasters ), and the need for real-time adaptability to changing travel trends. High competition demands innovative strategies to stand out, and the reliance on positive word-of-mouth makes ensuring customer satisfaction even in the face of unpredictable challenges critical. 

7. How can I use tourism marketing to cope with seasonal fluctuations in the industry?

To cope with seasonal fluctuations, craft seasonal promotions, diversify offerings to match changing preferences, and use marketing to highlight the unique experiences available during different seasons. Some strategies include implementing targeted off-season promotions, creating incentives for bookings during slower periods, and developing themed tours or events that align with seasonal interests and capitalize on festivals or holidays. Implementing dynamic pricing strategies , where prices vary based on demand, can also help maximize revenue during peak seasons and encourage more visitation during slower periods.

Navigating the Future of Tourism Marketing With Arival

Success in tourism marketing lies in learning about your audience, developing practical strategies to reach them, constant adaptation to keep up with changing market conditions and traveler trends, and utilizing tools and research like what Arival provides to stay ahead in a competitive landscape. 

Keep in mind that you don’t have to do this alone. There are multiple marketing agencies out there that specialize in marketing for travel and tourism companies, with some even focusing specifically on tours, activities and attractions. Check out our curated list of the tourism marketing agencies for tours and attractions here. 

Even better, join us at the next Arival event where we’ll dive into the latest tourism market research insights and trends in travel experiences, and share practical tourism marketing strategies and other actionable takeaways to help you reach your target markets, increase your bookings and grow your business.  

Become an Insider Pro Access member today and get access to the full library of Arival research, plus many other benefits such as free consulting sessions, special discounts and 20% off in-person events, starting from $179 per year.

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Innovative Travel Marketing Campaigns From Around The World

Category: Travel

Date: August 18, 2023

Innovative Travel Marketing Campaigns From Around The World

Creating a successful travel marketing campaign can be a challenging task for most of the travel marketers. With numerous travel agencies, airlines, and hotels in line, there is fierce competition for brand awareness.

A lot of travel marketing campaigns try hard to capture the curiosity of travelers, but fall flat. So, our expert digital marketers at ColorWhistle wanted to give you a little inspiration for your own travel and tourism marketing in 2023 and beyond.

From social media, video content, display, we searched for some of the most compelling travel marketing campaigns that inspired people to go on their next travel adventure.

Here’s a roundup of some of the most famous travel and tourism marketing campaigns you should check out.

Best Travel Marketing Campaigns From Around The World

We have segregated all the travel marketing campaigns into social media, video content and display ads. This will help you to frame a multi-channel strategy.

14 Best Examples of Travel Video Marketing Campaigns

Here are some of the most innovative travel videos.

1. KLM – Live Hologram Bar

KLM Royal Dutch Airlines has built a hologram bar where people can meet to exchange local tips when they are waiting for flights. These holograms are placed in the airports of Amsterdam, Oslo and Rio de Janeiro.

2. Turkish Airlines – The Journey

Turkish Airlines released a short film called ‘The Journey’ where 90% of the film was airplanes and scenery. This short film has done a brilliant job promoting the airline and the destinations.

3. Iceland – Explore the a-ö of Iceland

The A-Ö of Iceland, a marketing campaign uses Icelandic alphabet to increase awareness of Iceland as a good place to visit; a great place to do business; and a place that provides great food and experience.

4. Cheapflights – Drag, Drop and Go

Cheapflights and agency Uncle Grey designed an ad banner that appeared on articles about sports, art, music events and relevant publications. The user had to simply drag the article image into the Cheapflights banner and it will instantly find the best tickets. Rather than focusing on destinations, it promoted experiences that people were already interested in.

5. Van Gogh’s Bedroom – Let Yourself In

To promote the Art Institute of Chicago’s 2016 van Gogh exhibit, Leo Burnett built Van Gogh’s Bedroom and listed it on Airbnb as a place for people to stay for a night. The campaign was a tremendous success.

6. Switzerland – Yodel Ay Hee Hoo

This ad campaign encouraged busy city people to visit the countryside. A live video feed was placed in the train station where a man was sharing information about his village and even printed train tickets in real-time.

7. Tourism Ireland – Fill your Heart

Tourism Ireland asked a married couple to wear a custom-made technology which had head-mounted cameras during their holiday in Ireland. The technology tracked their response to various experiences. They wanted to use this data to show the ‘heart-filling’ effect that Ireland has on visitors. This campaign has combined storytelling with technology.

8. Airbnb – Let’s Keep Travelling Forward

Geo-politically, 2018 was not a good year. When Donald Trump imposed a travel ban during that year, Airbnb immediately released a video highlighting the brand’s belief – “to limit travel is to turn back progress.” This campaign helped to voice the brand’s message to the world while staying relevant.

9. Hong Kong Tourism Board – VR Time Travel

When the Hong Kong tourism board launched a VR time travel experience with Timelooper, it wanted to show people that this will be an engaging experience. This VR experience enabled viewers to see the 1960’s Hong Kong, the battle between two kung-fu fighters on Hollywood Road, aircraft landing at Kai Tan airport and more. This campaign showcased the location in an innovative and engaging way.

10. British Airways – Safety Video

Safety videos are usually boring. But, British Airways turned it into a marketing opportunity. They made a safety video with actors Sir Michael Caine, Olivia Colman and comedian Chabuddy G. This video created a great online buzz for British Airways.

11. Easyjet – Imagine

Easyjet launched a £12m pan-European campaign in 2018 called ‘Imagine.’ It was a TV ad which showed the many wonders of air travel. Along with this, the company also ran ads across print, digital and social. This ad campaign helped viewers associate Easyjet with imagination and experience.

12. SNCF – Europe, It’s Just Next Door

The French National Railway operator wanted to encourage people to take the train to visit nearby countries. It placed blue doors in and around Paris. When a person opens the door, it will give an immersive digital experience of what they could see ‘next door’.

13. Tourism Quebec – Blind Tourist

Quebec is a place known for its outdoor lifestyle. But, Tourism Quebec wanted to show people that traveling can be more than just visual experience. They wanted to offer a rich experience to the senses in such a way that seeing things was only a small part of the picture. This ad has a very rich narrative.

14. Northern Ireland – Doors Of Thrones

Northern Ireland used the hit show Game of Thrones to draw tourists in. They took destroyed remnants of battered trees and carved them into 10 intricate doors. All these doors resembled the 10 episodes of season 6.

15. Helsinki Airport – Life In Hel

Helsinki was voted the best airport in 2016. They leveraged this success by running a campaign featuring Chinese actor Ryan Zhu. He lived in this airport for 30 days and shared the experience across social media and other video channels.

11 Best Examples of Creative Travel and Tourism Print Ads

Here are some of the most innovative print ads.

1. LATAM Airlines used the rainbow flag in a series of print ads

Innovative Travel Marketing Campaigns From Around The World (LATAM) - ColorWhistle

2. Norwegian Airlines utilized the Brangelina split to its advantage

Innovative Travel Marketing Campaigns From Around The World (Norwegian) - ColorWhistle

3. Kielo Travel – Dreaming of a Holiday?

Innovative Travel Marketing Campaigns From Around The World (Kielo) - ColorWhistle

4. Detroiter Travel Center – You Made It

Innovative Travel Marketing Campaigns From Around The World (Detroiter) - ColorWhistle

5. CVC – The World Is Outside

Innovative Travel Marketing Campaigns From Around The World (CVC) - ColorWhistle

6. Cruise Ship Centers – Dreaming of a cruise?

Innovative Travel Marketing Campaigns From Around The World  (Cruiseshipcenters) - ColorWhistle

7. Flight Center – Forget Work

Innovative Travel Marketing Campaigns From Around The World  (FlightCentre) - ColorWhistle

8. WWF – Exploring the ecosystem also threatens lives

Innovative Travel Marketing Campaigns From Around The World  (WWF) - ColorWhistle

9. TBWA Buenos Aires – Medical assistance for travelers

Innovative Travel Marketing Campaigns From Around The World  (Medicus) - ColorWhistle

10. Shchusev State Museum of Architecture – Discover the full story

Innovative Travel Marketing Campaigns From Around The World  (Muar) - ColorWhistle

11. Staedtler – Where it begins

Innovative Travel Marketing Campaigns From Around The World  (Staedtler) - ColorWhistle

13 Best Examples of Travel Social Media Campaigns

Here are some of the most innovative travel social media campaigns.

1. Eurostar

This Instagram campaign from Eurostar turned heads by trying something new. They wanted to promote train travel from London to Paris. So, they split an illustration of a journey from London to Paris into 200 Instagram tile images. Some tiles were videos and others were hidden offers.

Innovative Travel Marketing Campaigns From Around The World (Eurostar) - ColorWhistle

2. Alaska Airlines

At the end of the year, many companies give gifts to customers and employees. Keeping this in mind, Alaska Airlines launched a fun promotional Twitter campaign by partnering with Starbucks. They gave a free Starbucks gift card to their guests.

Innovative Travel Marketing Campaigns From Around The World (Alaska) - ColorWhistle

3. Hawaii Tourism Department

The Hawaii tourism department wanted to give first-time visitors an idea of Hawaii’s beauty and culture. Plus, they also wanted veteran vacationers to visit the island again So, the tourism department collaborated with travel Instagrammers to get users to share their favorite Hawaii memory by using the hashtag #LetHawaiiHappen. The campaign was a huge success because ordinary users shared their own experiences.

Innovative Travel Marketing Campaigns From Around The World (Hawaii) - ColorWhistle

4. WOW Airlines

WOW Airlines launched a Snaptraveler program where 4 winners would get to tour across all 28 of the airline’s destinations for free. In exchange, they have to post a Snap story about all the locations they visit. The idea of this summer Snapchat contest was to create a reality television-like experience, target their main demographic and share relevant content in WOW Airlines’ Snapchat account. Here is a short video of the campaign.

5. National Geographic

National Geographic launched a wanderlust contest for aspiring travel and nature photographers. They have to submit their own photographs with the hashtag #Wanderlustcontest. The idea behind this campaign was to improve National Geographic’s reputation as the leading source for beautiful travel photography.

Innovative Travel Marketing Campaigns From Around The World (National Geographic) - ColorWhistle

6. Kenya Tourism Board

Kenya Tourism Board partnered with Expedia to promote Kenya and an incredible destination to travelers. They choose a famous travel blogging couple and sent them on a one week trip to Kenya with no fixed itinerary. The people following this couple on Instagram can decide the itinerary by voting through an Instagram Stories poll. Throughout the week, the couple broadcasted their journey to their Instagram followers. The content was also repurposed on a microsite. This campaign was a huge success. Here is a short video of the campaign.

7. Cheapflights Facebook Messenger

Cheapflights Chat launched the world’s first Facebook Messenger bot which allowed people to search for flights and hotels. The bot utilized seven APIs. To promote this chat, videos of fictional conversations were created and shared across Facebook. Here is the chat demo.

8. Hotels.com

Hotels.com dedicated an entire Facebook ad carousel to promote its “Gift $50, Get $10” holiday deal. Each slide focuses on the deal and also shows the different types of trips that people can take. This is a simple and memorable ad.

Innovative Travel Marketing Campaigns From Around The World (Hotels) - ColorWhistle

10. Visit PA

Visit PA wanted to push Pennsylvania as the perfect summer getaway. They used Facebook’s carousel ads format to show one panoramic photo in parts.

Innovative Travel Marketing Campaigns From Around The World  (VisitPA) - ColorWhistle

Airbnb created a unique Instagram video ad that showed users how the experience of discovering each activity in the Airbnb app will look like.

Innovative Travel Marketing Campaigns From Around The World (Airbnb) - ColorWhistle

12. Air Canada

Air Canada ran an ad in the US during the night of the 2016 presidential election. That night, Canada’s Immigration and Citizenship site had so many visitors that it crashed. Air Canada learnt this sudden interest and targeted the ad towards people who are looking to fly outside the country.

Innovative Travel Marketing Campaigns From Around The World (AirCanada) - ColorWhistle

13. Explore Georgia

Explore Georgia wanted to position itself as the most pet-friendly state in America. So, they created a social media strategy targeting millennial pet owners. They shared lots of posts with the hashtag #ExploreGeorgiaPup to show that Georgia was the perfect place to visit with a dog. This campaign generated lots of traffic to their website and also helped them to reach 10,000+ followers on their pet-friendly travel Pinterest board.

Innovative Travel Marketing Campaigns From Around The World (ExploreGeorgia) - ColorWhistle

7 Best Examples of Travel Email Marketing Campaigns

Here are some of the most innovative travel email marketing campaigns.

1. Air Canada

During email sign-up, Air Canada asks new subscribers to tell their home airport and the destinations they are interested to travel. By using this information, they send personalized emails according to the interest of the subscriber.

For example, this email was sent to a subscriber whose home airport is in Montreal.

Innovative Travel Marketing Campaigns From Around The World (AirCanada) - ColorWhistle

2. Virgin Atlantic

Virgin Atlantic proved that it can promote activities that focus on the journey and not just the destination. The company created a memorable customer experience by sending them email offers for virtual reality skydiving. The name of the campaign was Virgin Experience Days.

Innovative Travel Marketing Campaigns From Around The World (Virgin) - ColorWhistle

3. Fairmont Hotels

Loyalty is hard to find in the travel business because travelers always search for the best deal rather than a specific brand. However, if there is a reward program, it will encourage loyalty and repeat business.

Fairmont Hotels wanted to persuade their subscribers to sign up for their loyalty program through an easy sign-up form which included a call-to-action. Here’s the attractive email.

Innovative Travel Marketing Campaigns From Around The World  (Fairmont) - ColorWhistle

4. Flight Centre

Limited period offers always create a sense of urgency and encourages people to take action. Flight Center used this idea and offered cheap deals to New York City. To convey that this was a limited-time offer, they added a countdown clock at the bottom of the email.

Innovative Travel Marketing Campaigns From Around The World  (FlightCentre) - ColorWhistle

5. Southwest Airlines

Subscribers will feel good if you send emails appreciating them. Southwest Airlines sent an email to its subscribers by adding their customer’s name, travel history and reward points they earned. This ‘thank you’ email also had smiling faces and diverse employees.

Innovative Travel Marketing Campaigns From Around The World (Southwest) - ColorWhistle

Holidays are the time when flight tickets might go up. Mostly, people book tickets at the last time and when the rates are high, they often get disappointed. To avoid this, Hipmunk sent a simple email announcing that prices will go up.

Innovative Travel Marketing Campaigns From Around The World (Hipmunk) - ColorWhistle

7. Memphis CVB

Memphis CVB wanted to improve awareness of Memphis by showcasing its many attractions and key events they must attend. Here is one of the custom emails they sent to their subscribers.

Innovative Travel Marketing Campaigns From Around The World (Memphis) - ColorWhistle

Drive Conversions and Boost your Business with Expert Travel Website Development.

It’s time to start your next travel marketing campaign.

We hope that the above travel marketing campaigns will inspire you to kickstart your next one. All of these ads have gone beyond the typical boring list of destinations, images and pricing. They show the power of timing, relevance and personalization – all of which are important to create a great campaign.

To create such ad campaigns, all you have to do is get creative, think big and dig deep to find inspiration in the destination you represent. The ideas you come with today will continue to inspire travelers for years to come.

If you need any help to create a travel marketing strategy, our experts at ColorWhistle are eager to assist you. Contact us today. We will help you to stand out from the crowd.

Have you seen a better online travel marketing campaign? Do share them in the comment section below.

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About the Author - Anjana

Anjana is a full-time Copywriter at ColorWhistle managing content-related projects. She writes about website technologies, digital marketing, and industries such as travel. Plus, she has an unhealthy addiction towards online marketing, watching crime shows, and chocolates.

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Bring Visitors to Social With These Tourism Marketing Tips

images of tourism marketing

Tourism marketing on social media has evolved. While social media has been a key player in connecting destinations with potential travelers since its inception, the medium has changed to place a greater emphasis on video content and algorithmic discovery. In order to see results from social media, marketers now have to invest in the dynamic short-form video format while also understanding how to create a content marketing strategy that sticks the landing with audiences. For tourism marketers, it’s not just about posting beautiful photos anymore but about highlighting engaging, authentic experiences that audiences will want to watch and engage with. 

Let’s dive into the world of social media marketing for tourism to help you build a robust strategy — in this blog, we explore: 

  • Why social media is important for tourism.
  • The best social channels for tourism marketing.
  • Five steps to developing a tourism social media strategy. 

Why Social Media Is Important for Tourism Marketing

Tourism is a massive $5.8 trillion industry across the globe. To put it into perspective, the industry averages nearly one billion tourist arrivals yearly. Marketing destinations to an audience this large — a sizable portion of the global population — requires channels that are able to reach almost everyone, and nothing fits that criteria quite like social media.

Social media is electric; content can spread to thousands of people in minutes and marketers simply do not see that kind of reach outside of expensive paid campaigns. Tourist destinations can reach a global audience, engage with future travelers and showcase their unique offerings without breaking the bank. 

The benefit of modern social media is that it is simple. A ten-second video filmed on a phone can reach comparable audiences to a paid campaign. With the right strategy, particularly by optimizing content to strike gold on the algorithm, marketers can drive awareness, boost bookings and foster a community of loyal followers.

The Best Social Media Channels for Tourism Marketing 

There is no universal answer for which social channel marketers should invest in. Different channels cater to different audiences and have varying purposes depending on your brand’s goals.

  • Facebook is home to an older demographic and is great to share detailed information about your offerings to audiences with buying power. However, marketers have to compete with saturated newsfeeds, and boosting posts with ad spend is the name of the game to gain an audience.
  • Instagram focuses on visuals and has recently entered the world of social entertainment with Reels. Reels perform well organically, meaning marketers can gain significant traction without spending a lot on ads.
  • TikTok is the channel that disrupted the market and inspired change from all platforms. It offers the opportunity to reach younger demographics who seek fun experiences, which aligns well with the tourism industry.

5 Steps To Develop a Social Media Marketing Strategy for Tourism

Successful social media campaigns for travel marketing have many moving pieces, including channel strategy, identifying audiences, creating engaging content and measuring results to make refinements. 

Here are some tips that will help bolster your tourism marketing campaigns .

Practice Social Listening

Social listening is the easiest way to determine what audiences want, how they’re talking about you and what content they’re most likely to engage with. Traditionally it has involved monitoring mentions of your brand as well as relevant keywords, however, it has evolved to include AI-powered features such as:

  • Social listening trends and topics identification - to help you make better-performing content.
  • Advanced filtering - to ensure you cut out all the noise, including using images as a reference for filters rather than just keywords.
  • Competitive benchmarking - to help you figure out where you stack against your competitors.

Dive Into Tourist Demographics 

Understanding your target audience is key to developing content that works for them. Consider factors like age, location, interests and travel preferences. Budget is also important, as older travelers may have the buying power for all-inclusive experiences, while younger travelers may be more interested in sightseeing and other low-cost activities. These factors will help create content that resonates most with your audience demographic across social channels.

Localize Campaigns When Relevant 

Social media is global, and tourism campaigns can find a more vast audience than other mediums. Developing a global social media strategy by localizing campaigns by region and language can make them more relevant and engaging. This could involve highlighting attractions that are appealing to international audiences but old news for locals, sharing local stories, or even partnering with influencers who have traveled from afar. When it comes to tourism, there is nothing more authentic than a testimonial from a real tourist who had an amazing time, and in many cases, they will create user-generated content.

Measure Success

The best way to create a successful campaign is through experimentation and iteration. Social media analytics tools allow brands to track the performance of their campaigns in ways that native social analytics do not allow. Metrics such as engagement, reach and conversion rates are valuable to understand what’s working and what’s not — and platforms such as Dash Hudson offer even more sophisticated metrics, such as Entertainment Score , to rank how entertained audiences were by your content on a scale of 1 to 10, or Vision , which uses AI to give a star rating to content that will perform well with audiences before you even post it.

Lean Into Stunning Visuals 

Ultimately, tourism marketing is visual. High-quality images and videos make all the difference in inspiring travelers to visualize themselves at your destination. Text provides meaningful context to help drive bookings, but it is the imagery that tells the story of what your travel spot is and what experiences travelers can expect once they’re there.

Social Media Marketing Tourism Examples 

Let’s look at the brands that are already doing a good job with social media marketing in the tourism industry. The following brands come from a variety of different areas and have different target audiences, but it is clear that they excel at common factors such as entertainment and creating content that resonates with audiences.

Eden Roc Cap Cana 

Luxury resort Eden Roc Cap Cana uses social to its fullest potential, combining a mix of static imagery and dynamic video to showcase guest experiences, events and seasonal highlights.

eden roc cap cana instagram post

The Viator travel app has a vibrant, digital-first approach to marketing. The brand understands that social media users care about experiences, and it also pairs its content with specific aesthetics, such as colors or astrological signs, to truly inspire viewers to picture themselves in the moment.

viator reel

Celebrity Cruises 

Celebrity Cruises has a robust TikTok marketing strategy, using the video format to immerse viewers in international destinations and experiences. The brand’s top-performing posts are notably behind-the-scenes footage of the crew answering questions and having fun.

celebrity cruises tiktok

Explore Charleston

Explore Charleston uses TikTok to partner with local businesses, tourist destinations and independent creators to create a compelling narrative about the city’s vibrant community.

explore charleston tiktok

NYC Ferry has taken a modern, trendy approach to TikTok — appealing to Gen Z riders with humorous content and all the latest trending sounds . This is a great example of an organization taking a much different approach for TikTok, as diverse channel strategies are essential for maximizing social media impact.

nyc ferry tiktok

Breeze Airways

Breeze Airways excels at video on Instagram, including sharing a plethora of fun Reels showcasing flights, destinations and marketing campaigns. Its focus on flight staff helps give a face to the brand, while its content helps to demystify the flying experience.

breeze airways reel

Dash Hudson For Your Tourism Strategy

Stunning visuals are a huge factor in travel — 37% of travelers in the United States used their mobile phones to find travel inspiration on social media. To make your tourism marketing as impactful as possible, brands should use a combination of compelling images and videos to entice users. 

Dash Hudson offers a suite of tools to support your tourism marketing strategy and visual content. With a wide range of features like Vision , Campaigns and Social Listening , you can create better content with AI-powered insights that predict visual performance, report on your success in just a few clicks and develop a cohesive profile of your audience. 

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What is tourism marketing?

Tourism marketing involves promoting a destination, tourism-related product or service, with the goal of attracting visitors and boosting bookings.

How does social media impact tourism and travel? 

Social media has a significant impact on tourism and travel. It allows brands to reach a global audience, engage with potential travelers and showcase their unique offerings. It also provides travelers with a platform to share their experiences, influencing the decisions of others through user-generated content.

How has social media changed tourism? 

Social media has revolutionized tourism by making it more interactive and personalized. It has given travelers a way to share their experiences and opinions, and algorithms serve content to people who have expressed an interest in travel. For tourism brands, it offers a budget-friendly way to market to a large number of people.

How is social media boosting global tourism? 

Social media has removed all limitations in destination discovery. Travelers can find content about any location, get inspired by UGC, and make decisions based on what they’re seeing on their feeds. Many tourist destinations have seen sudden upticks in travelers because of social media trends, which are impossible to predict but highly beneficial when they happen.

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What Is Tourism Marketing?

Published: December 12, 2023

Modified: December 28, 2023

by Oneida Gruber

  • Plan Your Trip
  • Sustainability

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Introduction

In today’s fast-paced and interconnected world, the tourism industry has become increasingly competitive. To stay ahead and attract travelers, destinations, tour operators, and hoteliers need to implement effective marketing strategies. This is where tourism marketing plays a vital role.

Tourism marketing encompasses a range of activities aimed at promoting and selling travel services, experiences, and destinations to potential customers. It involves understanding consumer behaviors, identifying target markets, creating compelling messages, and deploying various promotional tactics to reach and engage with the right audience.

With the rise of the internet and social media, the tourism industry has witnessed a significant shift in how marketing is conducted. Digital platforms have opened up new avenues for reaching and engaging with travelers, providing ample opportunities to showcase destinations, attractions, and services.

The primary goal of tourism marketing is to increase awareness, generate interest, and drive bookings or visits. It is about inspiring and influencing travelers to choose a particular destination, tour package, or accommodation option. By effectively marketing their offerings, tourism businesses can enhance their revenue, grow their customer base, and build long-term relationships with their target audience.

However, effective tourism marketing goes beyond simply promoting travel products. It involves creating a holistic and immersive experience for travelers, reflecting the unique qualities and appeal of a destination. This requires a deep understanding of the target market’s needs, preferences, and aspirations, as well as the ability to effectively communicate the value and benefits of the travel experience.

Moreover, tourism marketing is not limited to tourism boards or large travel companies. It is also essential for small and medium-sized businesses within the industry, such as local tour operators, boutique hotels, and restaurants. By implementing targeted marketing strategies, even smaller players can compete on a global scale and attract their ideal customers.

Definition of Tourism Marketing

Tourism marketing can be defined as the strategic planning and implementation of activities that aim to promote and sell travel-related products and services. It involves understanding consumer behavior, identifying target markets, creating compelling messages, and deploying various marketing tactics to reach and engage with potential travelers.

At its core, tourism marketing is about showcasing the unique experiences and attractions that a destination has to offer. It involves leveraging the distinctive cultural, natural, and historical aspects of a place to appeal to travelers’ interests and desires.

One of the key objectives of tourism marketing is to create awareness and generate interest in a particular destination or travel experience. This can be achieved through a variety of marketing channels, including digital platforms, traditional advertising, public relations, and partnerships with travel agents and tour operators.

In addition to promoting destinations, tourism marketing also encompasses the marketing of travel services such as accommodation, transportation, activities, and tours. It involves highlighting the unique features, amenities, and benefits of these services to differentiate them in a crowded marketplace.

Moreover, tourism marketing often involves segmenting the target market based on various factors such as demographics, psychographics, and travel preferences. This allows marketers to tailor their messages and marketing strategies to specific customer segments, increasing the chances of attracting the right travelers.

Effective tourism marketing requires staying updated with the latest trends and leveraging technological advancements. With the rise of the internet and social media, digital marketing has become a crucial aspect of tourism marketing. This includes activities such as search engine optimization (SEO), content marketing, social media advertising, influencer marketing, and online reputation management.

In summary, tourism marketing is the strategic promotion and selling of travel-related products and experiences. It involves understanding consumer behavior, creating compelling messages, and deploying various marketing tactics to reach and engage with potential travelers. By effectively marketing destinations and travel services, tourism businesses can attract more visitors and drive growth in the industry.

Importance of Tourism Marketing

Tourism marketing plays a crucial role in the success and growth of the tourism industry. Here are several reasons why tourism marketing is important:

  • Increasing Destination Awareness: Effective tourism marketing helps to create awareness about destinations. It showcases the unique attractions, cultural heritage, and natural beauty of a place, encouraging travelers to consider it as a potential travel destination.
  • Attracting More Visitors: Through targeted marketing strategies and promotional campaigns, tourism businesses can attract more visitors to their destinations, hotels, and tour packages. By effectively communicating the value and benefits of a travel experience, marketing efforts can inspire and influence travelers to choose a specific destination.
  • Boosting Local Economy: The tourism industry is a significant economic driver in many regions. By promoting tourism and attracting more visitors, tourism marketing helps to generate revenue for local businesses, create jobs, and stimulate economic growth.
  • Enhancing Competitiveness: In a highly competitive tourism industry, effective marketing can give destinations and businesses a competitive edge. By promoting unique selling points and differentiating offerings, tourism businesses can stand out from the competition and attract their ideal customers.
  • Cultivating Repeat Visitors: Marketing efforts, such as personalized email campaigns or loyalty programs, help to cultivate repeat visitors. By nurturing relationships with past visitors, tourism businesses can encourage them to come back and explore more of what the destination has to offer.
  • Driving Collaboration: Tourism marketing often involves collaboration among stakeholders within the industry. Destination marketing organizations, hotels, tour operators, and local businesses work together to promote the destination as a whole, leveraging each other’s strengths and resources for a more impactful marketing strategy.
  • Creating Positive Perception: Effective tourism marketing not only promotes destinations and travel services but also helps create a positive perception of a place. Through storytelling and compelling narratives, marketing efforts can shape and enhance the reputation of a destination, making it more appealing to potential travelers.

In a nutshell, tourism marketing is essential for raising destination awareness, attracting visitors, boosting the local economy, enhancing competitiveness, fostering repeat business, driving collaboration, and creating a positive perception of a destination. By investing in well-planned marketing strategies, tourism businesses can thrive in a highly competitive industry and contribute to the overall growth and development of the tourism sector.

Components of Tourism Marketing

Tourism marketing involves various components that work together to create effective promotional strategies. Here are the key components of tourism marketing:

  • Market Research: Market research is an essential component of tourism marketing. It involves gathering and analyzing data to understand consumer behavior, travel trends, market demand, and competitor strategies. This helps tourism businesses identify their target market, tailor their marketing messages, and make informed decisions.
  • Segmentation and Targeting: Segmenting the target market is crucial to deliver tailored marketing messages. Tourism marketers divide the market into specific segments based on demographics, psychographics, and travel preferences. This enables them to customize their marketing efforts and reach the right audience with the right message.
  • Positioning: Positioning refers to how a destination or travel service is perceived in the minds of consumers. Tourism marketers define a unique selling proposition (USP) and create a positioning strategy to differentiate their offerings from competitors. This involves highlighting the unique features, benefits, and experiences that set them apart from others.
  • Branding: Branding plays a crucial role in tourism marketing. It involves creating a distinct brand identity, including a logo, tagline, and visual elements, that represents the destination or travel service. A strong and consistent brand helps build trust, recognition, and loyalty among travelers.
  • Advertising and Promotion: Advertising and promotion are key components of tourism marketing. This includes traditional advertising such as television, radio, and print ads, as well as digital advertising through search engines, social media platforms, and display networks. Promotional tactics may also include public relations, partnerships with travel influencers, and participation in travel fairs and events.
  • Content Marketing: Content marketing involves creating and sharing valuable and informative content to attract and engage potential travelers. This can include blog posts, articles, videos, infographics, and social media posts that showcase the destination, provide travel tips, and inspire wanderlust. Content marketing helps build brand credibility, increase website traffic, and foster customer loyalty.
  • Online Presence and Website Optimization: A strong online presence is crucial in tourism marketing. It includes having a visually appealing and user-friendly website that provides relevant information, easy navigation, and online booking options. Website optimization, including search engine optimization (SEO) and user experience (UX) optimization, helps improve visibility in search engines and enhances the overall online presence.
  • Customer Relationship Management (CRM): Effective customer relationship management involves building and maintaining strong relationships with past, present, and potential customers. This can include personalized email marketing, loyalty programs, and customer feedback management. CRM helps nurture repeat business, encourage positive reviews, and strengthen customer loyalty.

By integrating these components into their marketing strategies, tourism businesses can create comprehensive and effective campaigns that resonate with their target audience and drive bookings and visits to their destinations and services.

Strategies and Tactics in Tourism Marketing

Tourism marketing involves a range of strategies and tactics to effectively promote destinations, travel services, and experiences. Here are some commonly used strategies and tactics in tourism marketing:

  • Targeted Advertising: Tourism marketers utilize targeted advertising to reach specific demographics and interests. This includes running targeted ads on social media platforms, search engines, and travel-related websites to reach potential travelers who are most likely to be interested in a specific destination or travel service.
  • Content Marketing: Content marketing involves creating and sharing informative and engaging content to attract and engage potential travelers. This can include blog posts, articles, videos, and social media posts that inspire and educate travelers about destinations, travel tips, and experiences. Effective content marketing builds brand credibility and connects with the target audience on a deeper level.
  • Social Media Marketing: Social media platforms such as Facebook, Instagram, and Twitter have become powerful tools in tourism marketing. By creating compelling visual content, engaging with followers, and running targeted ads, tourism businesses can reach a wide audience and generate brand awareness. Influencer partnerships and user-generated content also play a significant role in social media marketing.
  • Search Engine Optimization (SEO): A well-optimized website is crucial for tourism marketing. SEO involves optimizing website content, meta tags, and other on-page elements to improve search engine rankings. A higher ranking in search results increases visibility and organic traffic to the website, ultimately leading to more bookings and visits.
  • Online Reputation Management: Online reviews and ratings have a significant impact on travelers’ decision-making process. Tourism businesses need to actively manage their online reputation by encouraging positive reviews, responding to negative feedback, and addressing customer concerns promptly and professionally.
  • Partnerships and Collaborations: Collaborating with influencers, local businesses, and other tourism stakeholders can amplify marketing efforts. Partnerships can include influencer campaigns, joint advertising initiatives, and cross-promotion to reach a wider audience and provide added value to travelers.
  • Personalization and Customer Relationship Management (CRM): Personalization is a powerful tactic in tourism marketing. By collecting and analyzing customer data, tourism businesses can deliver personalized marketing messages, custom offers, and tailored experiences to individual travelers. CRM tools and strategies help manage customer relationships, nurture loyalty, and drive repeat business.
  • Event and Experience Marketing: Hosting or sponsoring events and creating unique experiences can be highly effective in tourism marketing. This can include cultural festivals, adventure challenges, or themed tours that attract attention and create a buzz around a destination or travel service.

It’s important for tourism marketers to employ a combination of these strategies and tactics, tailored to their target audience and marketing goals. By implementing a comprehensive and integrated approach, tourism businesses can effectively engage with travelers, drive bookings, and ultimately succeed in a competitive industry.

Digital Marketing in Tourism

Digital marketing has revolutionized the way tourism businesses promote their offerings and engage with travelers. With the proliferation of the internet and social media, digital marketing has become a crucial component of tourism marketing strategies. Here are some key aspects of digital marketing in the tourism industry:

  • Search Engine Optimization (SEO): SEO is essential for improving a tourism website’s visibility in search engine results. By optimizing website content, meta tags, and backlinks, tourism businesses can rank higher in search results and attract organic traffic.
  • Content Marketing: Content marketing is a powerful tool in the digital landscape. By creating high-quality and valuable content, such as blog posts, articles, and videos, tourism businesses can attract and engage potential travelers, build brand credibility, and drive organic traffic to their websites.
  • Social Media Marketing: Social media platforms provide tourism businesses with a direct way to connect and engage with travelers. Through strategic social media marketing, businesses can build a strong online presence, cultivate a loyal following, and showcase their destinations, services, and experiences.
  • Online Advertising: Online advertising, including search engine marketing (SEM) and social media advertising, allows tourism businesses to reach a targeted audience. By running well-crafted ads, businesses can increase brand visibility, drive traffic to their websites, and generate bookings or inquiries.
  • Influencer Marketing: Collaborating with travel influencers can be highly effective in digital marketing. By partnering with influencers who have a large and engaged following, tourism businesses can tap into their influence and reach, showcasing their offerings to a wider audience and gaining credibility through authentic recommendations.
  • Online Travel Agencies (OTAs): OTAs such as Expedia, Booking.com, and Airbnb have become prominent players in the digital marketing landscape. Tourism businesses can leverage these platforms by listing their offerings and optimizing their presence to reach travelers who use OTAs for travel bookings.
  • Email Marketing: Email marketing allows tourism businesses to nurture relationships with past and potential customers. By sending personalized and targeted emails, businesses can provide relevant offers, travel updates, and exclusive deals to encourage bookings and foster customer loyalty.
  • Website Optimization and User Experience (UX): A well-designed and user-friendly website is crucial for digital marketing success. Ensuring fast loading times, easy navigation, mobile responsiveness, and clear call-to-action buttons can significantly improve user experience and boost conversion rates.

Implementing a comprehensive digital marketing strategy can give tourism businesses a competitive advantage in reaching and engaging with the modern traveler. By leveraging digital channels effectively, businesses can increase their online visibility, attract more visitors, and ultimately drive bookings and revenue.

Challenges and Trends in Tourism Marketing

The tourism industry is constantly evolving, and with it comes new challenges and emerging trends in tourism marketing. Here are some of the key challenges and trends that tourism businesses need to be aware of:

  • Rising Competition: The tourism industry is becoming more competitive with the rise of digital marketing and the ease of global travel. Tourism businesses need to find innovative ways to differentiate themselves and stand out from the competition.
  • Managing Online Reputation: With the increasing influence of online reviews and social media, tourism businesses need to actively manage their online reputation. Addressing customer concerns, responding to reviews, and providing excellent customer service are crucial for maintaining a positive online image.
  • Changing Consumer Behavior: Consumer behavior is continuously evolving, with travelers becoming more tech-savvy and seeking personalized and unique experiences. Tourism businesses need to adapt their marketing strategies to cater to the changing preferences and expectations of travelers.
  • Data Privacy and Security: With the collection and use of customer data for marketing purposes, data privacy and security have become significant concerns. Tourism businesses must comply with privacy regulations and ensure the security of customer information to maintain trust and protect sensitive data.
  • Sustainability and Responsible Tourism: The growing importance of sustainability and responsible tourism has led to a shift in consumer attitudes. Travelers are increasingly seeking environmentally friendly and socially responsible travel options. Tourism businesses need to incorporate sustainability practices and communicate their commitment to responsible tourism in their marketing efforts.
  • Technological Advancements: Emerging technologies such as virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) are transforming the tourism industry. Tourism businesses need to stay updated with these advancements and explore ways to incorporate them into their marketing strategies to provide immersive and personalized experiences to travelers.
  • Shift towards Experiential Travel: Travelers are seeking more authentic and experiential travel experiences. This has led to a shift from traditional sightseeing to immersive and meaningful experiences. Tourism businesses can capitalize on this trend by designing unique experiences and crafting compelling storytelling in their marketing campaigns.
  • Influence of Social Media and Influencers: Social media platforms and travel influencers have a significant impact on consumers’ travel choices. Tourism businesses need to harness the power of social media and build relationships with influencers to effectively engage with their target audience and tap into their influence.

By acknowledging and adapting to these challenges and trends, tourism businesses can stay ahead of the curve and create effective marketing strategies that resonate with today’s travelers. Embracing technology, promoting sustainability, and delivering personalized and experiential travel offerings are key to success in the dynamic tourism industry.

Tourism marketing plays a vital role in the success and growth of the tourism industry. It encompasses various strategies and tactics aimed at promoting destinations, travel services, and experiences to potential travelers. In today’s digital age, digital marketing has become an integral part of tourism marketing, allowing businesses to reach and engage with travelers on a global scale.

Effective tourism marketing is essential for raising destination awareness, attracting visitors, boosting the local economy, enhancing competitiveness, fostering repeat business, driving collaboration, and creating a positive perception of a destination. By implementing well-planned marketing strategies, tourism businesses can thrive in a highly competitive industry and contribute to the overall growth and development of the tourism sector.

However, tourism marketing also faces various challenges, including rising competition, managing online reputation, changing consumer behavior, data privacy concerns, and the emergence of new technologies. It is crucial for tourism businesses to stay updated with the latest trends and adapt their marketing strategies to meet the evolving needs and expectations of travelers.

Looking ahead, sustainability, experiential travel, technological advancements, and the influence of social media and influencers will continue to shape the tourism industry. Tourism businesses that embrace these trends and incorporate them into their marketing strategies will be better positioned to attract and engage with modern travelers.

In conclusion, tourism marketing is a dynamic and ever-evolving field that requires creativity, adaptability, and a deep understanding of consumer behavior. By leveraging targeted strategies, embracing digital marketing channels, and staying ahead of industry trends, tourism businesses can effectively promote their offerings, attract visitors, and contribute to the growth and success of the tourism industry.

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