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10 Promotion Strategies for the Travel and Tourism Industry that Actually Work

Almost every industry is (still!) going through tough times since the pandemic outbreak back in 2020. Some of them, though, have been affected by coronavirus far more than the others – and the travel industry is definitely one of them. Canceled trips, canceled flights, confused guests and hosts alike, countless restrictions, and the overall uncertainty of what’s coming next – all this have brought the industry to the brink of collapse.

Thankfully, most travel and tourism businesses decided to fight against the odds, and work their way through the pandemic. As of summer 2022, there are signs of coming back to (normal) life. Nobody knows, though, what autumn will bring and convincing consumers to plan their trips is far more difficult now than it ever was. That’s why clever marketing and promotion strategies seem to be the keys for the industry to get back on its feet.

Marketing for the travel and tourism industries in 2022

The pandemic isn’t the only problem the travel and tourism industry has faced lately. The economy (for example in Europe) forces people to think twice before going on costly vacations abroad. The competition is stiff as ever, and there’s still a need to maintain a healthy balance between costs and earnings. There’s no point in pumping thousands of dollars into marketing strategies if they won’t bring enough ROI. That’s why it’s crucial to select the next promotion strategy for your business carefully.

Here are some notable travel marketing trends are worth mentioning:

• TikTok marketing – this social video platform became a powerful marketing tool for those skilful enough to unlock its potential. Often referred to as a platform for children and youth (and dismissed for being such), TikTok hosts 1 billion active users. It’s a value that shouldn’t be ignored.
• Social media marketing – the dominance of TikTok does not mean that other social media platforms are doomed in marketing. Instagram, Facebook, and even LinkedIn – all those media have their place and are still valid marketing platforms. The key is – as always – targeting the right audience.
• Influencer marketing – staying in the social media area: engaging celebrities and influencers in your marketing activities is an idea worth thinking of. Of course, the influencer with a 250K Instagram profile won’t bring thousands of customers directly to your company, but the recognizability should definitely help.

What about some travel marketing trends for 2022?

• Flexibility is a key – though low prices are still important, customers are eager to find offers that enable them to get a full refund or change bookings if necessary.
• Long-term rentals – in times of remote work, more people want to try living in new places for a more extended period. So-called workations have become more popular than ever, and people expect special deals for long-term rentals.
• Geofencing – looking for attractions near the place of living has become a thing during the pandemic. People are forced to put off their travel plans until somewhere in the future, turned to what their area has to offer. With geofencing , local attractions, such as restaurants, museums, go-karting tracks, escape rooms or laser tag places, became open for people searching for “[something] near me” which, apparently, grew popular in recent years.

Enough of those trends – you’re here for the list, so here it is! 10 promotional strategies for the travel and tourism industry that actually work – they have been launched and tested by companies we know. There’s no room for hypotheses. Below you’ll find nothing but real-life examples – get ready to get inspired!

Gamecity Zoetermeer

Promotion types used: discount coupons, gift cards, giveaways.

Gamecity GoKarting Zoetermeer is a place of fun games and entertainment for people looking to do something more active and demanding than watching VOD at home or going to the cinema. Gamecity offers go-karting, laser tag, minigolf and an innovative, competitive escape room-like experience called Prison Island.

1. Social media giveaways

Pursuing the newest trends, Gamecity launched a few social media profiles, such as Instagram or TikTok (their most popular video has been watched more than 40K times!). They use TikTok not only for sharing funny, short videos but also to run giveaways for their engaged followers, thus increasing company recognizability and gaining new followers (as well as potential customers):

Online contests are usually a very effective way to raise awareness of newly-created brands. Still, nothing stands in your way if you want to organize a sweepstake every now and then to promote your already established brand.

‍ In short: a well-performed online giveaway should not only bring some attention to your company but it might also result in a significant followers increase. Each of them can become your next valuable customer!

2. Discount coupons

People who don’t order any service without typing “[name of the company] discount coupon” in Google Search won’t be disappointed, as Gamecity Gokarting issues discount coupons every once in a while. A nice 20% discount for go-karting should be enough to convince the unconvinced and create the opportunity for them to try new things while traveling or just hanging out with friends.

Discount coupons are the salt of promotion strategies for the tourism and travel industry – it’s always nice knowing that the attraction you were already willing to experience is a bit cheaper than expected. However, from a business perspective, too big of a discount can be deceptive, as people could try it once and then never come back due to the feeling that the service should be cheaper than it is. That’s why companies usually launch 10-20% discounts.

‍ In short: The most significant advantage of the discount coupon promotional strategy is that it’s not very demanding to launch and maintain such a promotion. And with a proper tool, such as the Voucherify, issuing coupons is approachable and developer-friendly.

Promotion types used: gift cards, partnerships, giveaways.

Sportihome has created its unique business model that combines two things you can find in the company name – sports and housing rentals. To make their offer attractive for sports enthusiasts and travelers alike, Sportihome runs numerous giveaways with strongly-thematic rewards, such as entries for sports events and so on:

3. Partnerships

A popular marketing strategy is partnering up with well-known brands to provide discounts, equipment and other gifts. Sportihome decided to follow this path by teaming up with Decathlon , the most prominent sports gear brand in France. Each host, who joins the Sportihome family, gets an exclusive 10% discount for equipping the lodgings they share with Sportihome customers.

In short: partnerships may strengthen your brand as showing up in the right company to a business meeting does. And if the partnership comes with benefits for the customers, you can be sure that it will positively impact your marketing efforts.

4. Gift cards

One of the ultimate travel and tourism promotion types is gift cards. However, buying holidays as a gift can cause unintended trouble – it isn’t easy to be a hundred percent sure that the gifted person won’t have any plans in a given period. Also, choosing the location and lodgings for them might not be the best idea (who knows if they’d like it?). In such a case, the best way would be to present someone with a gift card for holidays of their choice. And that’s exactly what you can do via Sportihome – choose the price (from €50 to €1,000) and choose whether Sportihome should send the card to the recipient or if you want to do this personally.

Each gift card is valid for 24 months, and the gifted person can use the code from the gift card during the payment – after choosing the most suitable location.

In short: Gift cards are present in almost any industry, but they became especially popular when the pandemic began – if all the travel companies ensured full refunds for everyone who wanted to cancel their flights, trips and vacations, they would already be out of business. One of the ways to stay above the surface while encouraging customers to return was to offer them gift cards instead of a cashback.

This is precisely the way easyJet decided to deal with the coronavirus crisis – read more about it in our case study!

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Al Ali Yachts

Promotion types used: BOGO, discount coupons, giveaways.

Al Ali Yachts is a luxury yacht-rental company based in Dubai, UAE. In a demanding market, rental companies have to try different marketing strategies to get to the right audience. One of the most effective promotions used by Al Ali Yachts is BOGO – buy one, get one free – promotion.

How does it work? BOGO promotions add an item whenever a customer orders a required number of items. For example, during the "Enjoy the Summer" promotion, Al Ali Yachts offers their customers 1 hour of yacht rental for free for every 3 hours booked. It’s easy to calculate that the offer equals a 25% discount. The difference lies in the incentive.

If a group of friends would like to rent a yacht for two hours, they might get incentivized by the promotion – they’d rather pay for 3 hours and have a boat for 4 hours.

6. Holiday giveaways

There’s always an occasion to celebrate – should it be International Women’s Day, Independence Day or National Pizza With Everything (Except Anchovies) Day, brands have learnt to incorporate them into their marketing efforts. A contest where the winner gets 1 hour of free cruising? Why not? If it brings people interested in the product, it’s probably a good idea (though there’s a million dollars for whoever creates a campaign combining National Pizza Day with yacht rental).

Dertouristik

Promotion types used: discount coupons.

Visiting the Dertouristik website for the first time is one of those unforgettable moments, when a pop-up ad doesn’t get on the nerves – why so? Because of an exclusive, time-limited offer (also the fact that it doesn’t cover the whole screen)!

7. Time-limited offers

Though setting a time limit for the offer is old as the world, it’s useful promotional tool companies use with success in 2022 (and will probably still use in 2222). Here’s what it looks like on the Dertour website:

The window pops up right after entering the website – it says that there’s a €50 discount for any travel package from Dertour, as soon as the total costs are above €500. The offer is valid until midnight, so there’s a strict deadline, but with plenty of time to think this decision through.

It’s a nice touch that after closing the pop-up window, it’s still available under the blue “Ihr Rabatt Code” button, so the customers can get back and copy their code anytime.

Promotion types used: flexibility packages, discount codes, freebies.

8. Flexible packages

Trends in the travel and tourism promotions have changed – customers expect more than low prices, loyalty solutions or various discounts. They also need peace of mind when it comes to planning their vacations. That’s why solutions such as ItaliaRail’s Flexibility packages work! With an additional fee customers can ensure that they would be able to reschedule or cancel their train tickets with an 80% or 90% refund:

9. Freebies

Genuinely taking care of customers’ well-being is one of the most effective promotional strategies – especially if the goal is to create a long-term relationship with the customer. So ItaliaRail went the extra mile and prepared a little welcoming gift for their potential customers – a free Italian phrases ebook, which can be a helpful guide for those who visit Italy for the first time. Of course, giving away an ebook like this probably won’t become a game-changing strategy for the company. Still, it’s an excellent little addition to make customers feel better about traveling, and to get some email addresses in the process.

Promotion types used: cart promotions, discount coupons.

With its branches in Switzerland, Austria, Netherlands, France, Poland, Spain, the UK, Denmark, Belgium, Norway, Sweden and Finland, TUI became one of the most popular travel agencies in Europe, offering holiday trips worldwide.

10. Cart promotions

Knowing that the most straightforward solutions are often the most satisfying ones, TUI went through with cart promotions – the discounts visible immediately while browsing the offers:

A big, red –41% alert is precisely what TUI wants people to see right after clicking the TUI Deals button on the homepage. The difference between the regular and discounted price is what drives people’s purchasing decisions more often than they want to admit. But the difference between €1410 and €831 is just too good!

‍ Cart-level promotions , though, offer more than only displaying lower prices. Using them, you can assign automatic discounts to each customer who meets the redemption criteria, create personalized deals, enable free shipping, bonus items and much more!

Coming up with a successful promotion strategy for the travel and tourism industry requires a lot of work and dedication – I hope the above list of examples will help you choose the best promotion type to begin with. Now, before I finish, here are three final tips you might find helpful:

• Select two or three promotion types you’re eager to try out. Learn more about them and see if they are within your reach before investing any money in them.
• Look around and search for software that would help you create and launch the type of promotions you’re interested in. It’s always a better (and cheaper) idea to find ready-made software instead of trying to come up with your own solution.
• If you’re determined to try out different types of promotions for your business, make sure that the software you’ve found in step 2 is able to handle each of them. No point in subscribing to (and paying for) two or three different software packages while you can stick to a single one.

If you’re looking for a powerful promotion engine where you can create numerous marketing campaigns (personalized coupons, cart-level promotions, digital gift cards, product bundling, loyalty and referral programs, geofencing), but pay only for the actual usage, try Voucherify. And when I’m saying “try” I mean it – Voucherify comes with a free plan, which you can use to find your way through the platform before deciding to pay any money!

Don’t hesitate any longer

Get started with Voucherify!

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7 Effective Promotion Ideas for Tourism Marketing

Promotion, advertising, marketing… the subtle differences between these terms (opens in a new tab) is interesting, but ultimately the bottom line is about growing your tour business and boosting your sales. That is what I am going to focus on here.

An effective advertising campaign is the most important aspect in the successful development of a tourism business. The key success factors in any campaign are careful planning and creative ideas. 

We will start with some basic foundational elements of a tourism business, and then go on to share effective promotional ideas.

Your Brand Identity

All the elements of a business are interconnected, and each business prioritizes them slightly differently. However, it is important to continually evaluate the strength of your brand presence while you are developing your promotions and marketing strategies.

– Social Media  

Are your social media accounts set up and active ? This is non-negotiable because so many people rely on social media as their primary source of information, and to verify the value of a business before making a commitment. Focus on maintaining several platforms, and keep them current and engaging as best as you can. You can start here (opens in a new tab) , and then take your social media to the next level with this blog post (opens in a new tab) .

– Starting a blog (or posting relevant articles)

There are several ways a blog can help grow your business. When your site is brimming with interesting blogs showcasing your unforgettable tours, or with useful articles about tourism… that gets people excited! Visitors to your blog see all this fun content, and are motivated to try it for themselves, and they hit that book button. 

The other benefit of a blog is that with enough high-quality content, it positions your company as experts in the field (opens in a new tab) . That is great for ranking in Google searches! In addition you can get a lot of mileage out of a well thought out post. Your articles can also be published on other sites that offer similar services, play double-duty as social media content, or be creatively pitched as a sales tool. Plus, when you are writing about your tours, showcasing beautiful pictures, and reminiscing on the fun you provide… that is an enjoyable reminder of how memorable your business really is.

– A professional website

A website is another important place to solidify your professionalism. Prospective customers who visit a high quality website find essential information organized cleanly, and studded with alluring photos. This is the ultimate selling tool. All your promotion efforts and marketing plans typically deliver prospective customers to your website. Therefore it needs to clearly articulate what you do, and provide a clear plan to book a tour. If you need an upgraded website, TourismTiger are experts in building websites for the tourism industry (opens in a new tab) , and we have many years of experience in this arena.

Put your dazzling brand identity to work

In an ideal world, a business has the budget to hire a professional marketing and advertising team. Usually, the team would offer market research, web-marketing services, commercial promo, and also creative ideas to make a tourism business more attractive. This team would have time and resources to implement an effective promotional campaign for tourism marketing organizations. (starry emoji here)

However, not everyone has the resources to pay a team of dedicated professionals. That means we must be interesting and innovative on our own.

Let’s check out below how tourism marketing companies (and tourism businesses) attract their audience and the promotional ideas they use.

1. Utilize local listings

The simplest promotion you can do is registering your business with Google My Business (opens in a new tab) – it is the new Yellow Pages. The vast majority of people use Google to find everything . If your business doesn’t show up in all those searches- you are missing out! A Google listing is basically free advertising for you. The setup process is quite simple, and then you have complete control to update your listing, add new photos, or update hours if they change. Follow these steps (opens in a new tab) , and include as much information as possible.

2. Using email newsletters

Using email newsletters (opens in a new tab) and a customer relationship management (CRM) program is an easy yet effective strategy for interacting with clients. There are classic avenues to invite people to sign up for your newsletter, such as built into your website or Facebook page. Also get creative how and where you ask for subscribers. For example, find a fun way to circulate a paper sign up sheet during a tour. And be very thoughtful of the wording you choose. Offer the user the option to subscribe to the newsletter in order to ‘regularly receive information about current offers’ or ‘hear about our seasonal tours’. Offer a newsletter that is relevant and interesting to your prospective customer. Prospective customers have different interests compared to people who already know how great your tours are.

3. Showing online banners

Considering internet marketing tools (opens in a new tab) for the tourism industry is crucial. One of the most effective promotional ideas tourism businesses can employ is to invest in online advertising. Placing ad banners on certain websites, where users will be able to see your current promotions and offers, is a great idea to get more exposure. The websites you advertise on should be the types of sites your target audience visit. Be careful that you’re placing your ads where your ideal customer is visiting, otherwise you could be marketing to the wrong audience and your efforts will be in vain. You can use different sources and sites to place banners, just use top keywords in your Google search, like ‘top hotels’, ‘travel’, ‘top destinations’, etc.

4. Paid social media marketing

You can use SMM (opens in a new tab) (social media marketing) tools and targeted advertising to get in front of your ideal audience on social networks, such as Facebook and Instagram. Paid advertising on Facebook is extremely easy to set up (opens in a new tab) and monitor. Moreover, targeting a specific audience has been perfected by Facebook, so even a novice will be able to see results with their paid FB ad campaigns. Or, consider reaching out to SMM specialists who know how to promote your travel channels, it is the most effective way to advertise your tours.

5. Applying offline promo

Good ol’ fashioned business cards are crucial, especially for travel and tourism businesses. They are extremely useful and cost-effective. With help (in the form of developing multiple marketing strategies, not relying on one), they can really improve the reputation of your brand, increasing the likelihood of interest from travelers and tourists.

Classic postcards are a great direct marketing tool for tourism marketing and travel agents. By sending a colorful postcard with a wonderful landscape of a tourist destination and a small message to potential customers, you will definitely convince them to contact you. I can imagine the star eyes now, when a person longing for a vacation finds a pretty postcard in their mail.

There is no better way to present a brief and interesting overview of the services offered by your travel business than high-quality flyers and brochures. With brand-oriented design, your travel brochures will resonate with your audience and generate interest in your brand.

6. Checking the contextual advertising and SEO

Contextual advertising (advertising on a page that is relevant to your business) and SEO optimization are types of promotional activities that are aimed at end-users who use search engines such as Google to be able to select their desired tour.

-Wait, what?!

Ok, so contextual advertising is basically placing an advertisement in a location that is relevant. For example, a promotional ad for a gym membership with an athletic clothing company. Consider what type of person books your tours, how they learn about your company, and put your paid advertisements in locations relevant to this audience. Learning more about this type of advertising will improve your techniques, and also help inform your marketing strategies as you grow your business. Read a basic summary here (opens in a new tab) . This is another great place to invest money in a pro.

However, if you do not have the budget yet, get creative! Start with a small campaign, consider joining a tourism professional group (opens in a new tab) , and keep detailed notes to track your successes and areas to improve in.

SEO optimization is a hot topic! It is also dynamic and constantly evolving, which can make it an intimidating area to become familiar with.

Each of the online methods is good in its own way, and it’s worth choosing based on the specifics of your tourism business. The main thing in this business is a professional approach for a bright result and further development aimed at improvement.

7. Using tourist promo videos

The popularity of video content is constantly growing. It is also easier than ever to make a high quality video. These trends are important for the tourism industry to capitalize on. If you are trying to boost sales and grow your business… showing people all the fun they can have on your tours is obviously the way to go! Using positive testimonials, as well as photos and videos of your clients enjoying themselves on your tour is the best way to demonstrate the value in what you offer. It is easy to hire a freelance videographer to make a short promo video highlighting your fun tours.

If you can’t hire a pro yet, get your phone out and start using it! Maybe ask for a brief interview after a tour is finished. Being mindful and asking permission to take a video is an easy way to get the conversation going. This is a great way to appeal to your customers. Read tips on how to take great quality videos here. 

In conclusion

The methods above are by far the most effective ways to promote your tourism business, but the list is by no means extensive. You can find lots of other ways to promote your travel business. (opens in a new tab) Check what people are searching for today. If your target customers go to music festivals, this could be a great location for the promo. If they use apps and mobile phones to be up-to-date, don’t forget to advertise on social media.

First and foremost, do not forget to research your market and make a strategy for promotion. Think of your product and how to best present tourism attractions to prospective clients. You have to know what your target audience needs in the first place. Furthermore, you have to offer your services and present your content via different sources, namely your website, social media channels and email advertisements.

With the help of these suggestions you can attract a large audience and promote your tours.

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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

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. 

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 . 

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.

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.

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. 

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. 

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

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. 

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.

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.

Sign up to receive insights tailored for the in-destination industry as well as updates on Arival.

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How to Write a Tourism Marketing Plan

The best advertising tactics for convention centers, hotel advertising ideas.

• Naming Rights & Marketing Agencies
• Country Club Membership Marketing Ideas

The tourism industry is unlike any other because, instead of a product, you are selling a place and all the things it has to offer. You are competing with the entire world every time you promote tourism in a given destination, and this high level of competition demands a creative and unique approach. To be successful, your marketing should constantly put forth the best possible image of your destination, while creating interest on a broad scale in as many ways as possible.

Forming Tourism Partnerships

Partnerships help maximize your marketing dollars and reach a broader and more desirable audience when promoting tourism for a given destination. Instead of attempting to create a broad base of followers and a reach that extends throughout the world, piggyback with a partner who already has that reach in a way that benefits both parties.

For example, enter into a marketing contract with a national travel agency. Grant the agency special deals and promotions for its customers in exchange for nationwide access to the customer base. You will have to pay for the privilege, of course, but the return can far outweigh the expense, and the alternative of building your own national network is often unrealistic.

Travel and Tourism Trade Shows

Trade shows provide your destination with access to every travel and tourism supplier in the region and beyond, every travel seller and company who sells or wants to sell your destination and the general public who has an interest in what you're offering. Whether you attend existing trade shows around the country and the world, or you organize your own to bring attention and forward motion to your destination, the results can be beneficial.

Trade shows bring together every aspect of the travel industry in one place and allow time for meetings, interaction and new deals. They also draw media attention, public attendees and, if they are large enough, national travel agencies and their millions of customers.

Advertising in Trade Publications

Take out ads in trade publications to get the eyes of travel sellers around the country onto your product. Create a brand for your destination that speaks to what you have to offer and why. For example, Las Vegas helped build its secretive escapist image by creating the "What happens in Vegas, stays in Vegas" campaign. Find your destination's identity and describe it to the public so they understand why they want to visit you.

Placing your ads in a smart and targeted manner is the final piece in the puzzle. For example, if you are in charge of tourism promotion for an outdoor adventure destination, you should be advertising in "Field & Stream" magazine instead of "GQ." Making the most of your ad dollars is an important part of getting the job done.

Sponsoring Events and Giveaways

Sponsored events and giveaways that tie in with your destination and create a level of prestige for the brand. Sponsorships are available in all shapes and sizes from local parades to national events, each with its own target audiences and each with a specific set of benefits. Investigate events that take place in the regions you wish to reach that have a direct relationship with your tourism destination.

For example, if you are promoting a great new art scene, look into local open-air art shows or national art conventions as possible sponsorships. Televised events have the extra benefit of local and sometimes national media coverage, a factor that multiplies your potential advertising reach significantly. It also tends to increase the cost of the sponsorship.

Social Media and Influencer Marketing

Leveraging social media, blogs and online videos allows destinations to connect with a target market by leveraging brands the end consumer already loves. For example, a Florida theme park may find a fruitful partnership by contracting with a popular mommy blogger to highlight new family features at the location and promote the overall vacation experience.

By comparison a ski resort may find a likely partner in an Instagram star focused on luxurious living. Both content providers already reach the market the destination wants as future guests.

• Upfluence: How Influencer Marketing Can Take Your Travel Business to New Heights
• EconomicDevelopment.org: 5 Best Marketing Strategies to Promote Tourism in Your Area
• Newfoundland Labrador: Tourism Marketing Strategy

Robert Morello has an extensive travel, marketing and business background. He graduated with a Bachelor of Arts from Columbia University in 2002 and has worked in travel as a guide, corporate senior marketing and product manager and travel consultant/expert. Morello is a professional writer and adjunct professor of travel and tourism.

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Tourism Marketing

Ideas and resources for your tourism marketing campaign.

Are you looking for innovative marketing ideas to promote tourism? Do you want to generate visibility for your business, brand, or tourist spot? You've landed at your destination!

Welcome to our travel and tourism marketing hub where we've collected real examples of successful tourism marketing campaigns ! Get inspired by our ideas and tips for effective promotional actions and check out our pre-configured templates for tourism and travel promotions. Get a hang of running social media giveaways for travel agencies and hotels, and discover how to generate brand engagement and visibility with contests and interactive games. It's time to  create your next tourism campaign .

Run social media giveaways - on World Tourism Day and all year round!

Some ideas for promoting hotels and tourist accommodation, promote tourist destinations with our creative ideas and tourism games, promotion ideas for promoting restaurants and local businesses, travel and transport agencies: ideas for promoting your products, our resources for travel and tourism promotion ideas.

World Tourism Day , on 27 September, is the perfect day for the tourism sector to run promotions. But Instagram, Facebook, and Twitter giveaways are accessible, easy to organize, and available to brands all through the year. Opt for comment giveaways whenever you want to generate engagement and visibility for your travel agency, tourist spot, or business related to travel. Travel social media giveaways will also help you grow your brand, especially if you team up with other tourism-oriented brands. 

Get started right away and create your giveaway in minutes with one of our templates! Remember, the prize is the key to a successful promotion. Make sure to show it off as much as possible. You could even complement the prize with a free stay at your hotel or a trip to a famous tourist attraction in the region.

• Worl Tourism Day giveaway template for Facebook
• Worl Tourism Day giveaway template for Instagram
• Facebook giveaway template for travel agencies and brands
• Instagram giveaway template for travel agencies and brands

It's common for people to book their hotel stays and tourist accommodation after looking at web pages, hotel comparison sites, and social media. Being active on social media helps hotels stand out from the competition, especially during busy periods like the summer holidays. Use social media promotions for your tourism marketing campaign and attract visitors like never before. Want to reap more benefits from your tourism promotions? Add registration forms to maximize lead generation!

• See interactive examples and ideas for promoting your hotel or tourist accommodation .
• Use the Voting Contest app to create a photo contest with your logo or corporate image so that guests can become brand ambassadors.
• Organize an online game to generate engagement with your audience. Try this Travel Minesweeper promoting a campsite. Download our pre-configured template to launch your own travel game in minutes.

There are many ways of attracting tourists to your destination or establishment through online channels and social networks. Depending on what your main marketing objective is, one promotional dynamic might interest you more than another. Below, you'll find some success stories and articles showing you the options best suitable for your brand. Take a thorough look at all the examples of branded games you can create for your travel agency or brand. 

• Discover how a travel agency promoted a new tourist destination with the Scenes app.
• Prize calendars have become yearly traditions for Christmas and Valentine's Day in the town of Leavenworth, Washington, USA. But it all started as a way to cope with the economic impact of Covid-19, learn how this town launched a digital Advent Calendar that has now become part of their holiday traditions. 
• Mini-games have the power to engage audiences, as well as better position your brand. Check out some of the most creative examples of games  used in tourism marketing strategies.
• A popular tourist destination in the United States launched a Prize Calendar to generate exposure for their town. 
• Each year the diving holiday platform Diving Specials organizes a Scuba Girls Diving Photo Contest to grab the attention of women who might be interested in diving.
• Learn how a Hungarian aqua park attracted visitors with season-opening discounts.

Restaurants, bars, and other catering businesses are an important part of the tourism sector. There are many types of online promotions that they can use to attract customers and better position the brand and service offered, generating engagement and visibility. Here are some ideas and templates for promoting restaurants and bars as part of a tourism marketing campaign . And incorporated registration forms will help lead generation. 

• Organizing giveaways on Instagram and Facebook is a great way to generate brand awareness. And it shouldn't be hard to pick a prize: simply offer a dinner for two in your restaurant or a discount voucher for use in your establishment. Use our Instagram or Facebook template for restaurant giveaways to generate engagement on your social media channels.
• You can also generate leads for your restaurant's mailing list using this Entry Form Giveaway .
• Incentivize people to leave reviews and ratings with a promotion like this Survey with a guaranteed prize .
• Ask your clientele to pick their favorite dish with a Voting Contest , a perfect all-in-one solution to promote your gastronomic offer and engage your audience. 
• Discover more ideas for promoting your restaurant on social media .

After a very tough couple of years for the travel and passenger transport industries, it’s time for companies to start raising brand awareness among consumers once again. That’s why online promotions are such a good idea. Take a look at the following ideas and put into practice the one that fits your budget and marketing goals the best. They all come with templates to make your life easier!

• Game of Thrones Travel Quiz DEMO and template with themed holiday prize.
• DEMO and template for a Puzzle promotion for a travel agency.
• DEMO and template for a tourist landmark tournament . Perfect for attracting users looking for trips and holidays.

Tourism promotion ideas FAQ's

How can i promote a tourist destination online.

There are lots of ways to advertise your region, town or tourist attraction . Social networks and online channels make it possible for you to reach an extremely wide audience. Often, one-way advertising doesn’t cut through, so it’s much better to use interactive dynamics such as games, promotions, sweepstakes and contests to grab people’s attention. It’s now very easy to implement this type of online action thanks to platforms like Easypromos.

Is it possible to capture data from online users interested in my tourist destination in a way that’s cost-effective and transparent?

Yes, there are actions you can carry out on social media that will generate plenty of interest and interaction from your audience. Examples include contests, quizzes and games. If you add an incentive—such as access to a prize giveaway or discount codes—you’ll soon see that this is a very effective way of obtaining data from users interested in your destination. The key is to call attention to your promotion and offer a stay at your destination as a reward, thus ensuring that all participants are interested in your product.

Easypromos apps allow data to be captured in compliance with the General Data Protection Regulation (GDPR), making it possible to obtain the express consent of users for the brand to communicate with them at a later date.

If this is my first time launching an online tourism campaign, which type of promotion should I go for?

We always recommend starting with a simple giveaway on social media . For example, a comment-based giveaway on your Instagram profile will enable you to promote your brand to an interested audience. Display your product as a prize and ask users to participate by commenting on the post with their response to a question that you ask. In this way you’ll see how the audience responds and you’ll start to familiarize yourself with these types of promotional actions.

Can I see examples of promotions and contests from the tourism sector on social media?

Yes, there are already plenty of brands that develop interactive campaigns on social media and online channels. On this tourism marketing  microsite, you can see examples, demos and tourism promotion templates.

Ready to be in Good Company?

Creating a successful tourism marketing campaign.

Looking to craft the perfect tourism marketing campaign? Read through our helpful tips and tactics to successfully promote your tourism business.

Tourism marketing is a dynamic field vital in promoting destinations, attracting travelers, and boosting local economies. In today’s digital age, tourism marketing has evolved to encompass various strategies and tactics.

Join us as we explore the ins and outs of tourism marketing, why it’s essential, best practices for crafting effective campaigns, common challenges marketers face, and inspiring examples of successful marketing campaigns.

What is Tourism Marketing?

Tourism marketing is a specialized branch of marketing that focuses on promoting destinations, attractions, accommodations, and other tourism-related products or services to travelers and tourists. Its primary goal is to attract visitors to a particular location, region, or destination, and it plays a crucial role in driving economic growth for tourism-dependent areas.

For example, Kate Cox, Marketing Coordinator for Cochise Country Tourism and Economic Council, created a cross-channel marketing campaign with TEGNA’s 12 News to attract new visitors to Cochise County , a unique set of communities in the southwest corner of Arizona.  

“The communities I represent through the council are very unique. They all have different multi-faceted opportunities and events for people to come and enjoy,” says Cox. “My goal is to get people to come down to the county and have a great time and really see what we’re all about,” says Cox.

With this campaign, Cox was able to accomplish a common goal in the travel and tourism industry: Creating awareness and building the brand by showcasing a destination’s unique features, attractions, experiences, natural beauty, cultural heritage, historical sites, recreational activities, and culinary offerings that a destination has to offer.

Why Are Tourism Marketing Campaigns Important?

Not only do campaigns play a pivotal role in attracting travelers, both domestically and internationally, by showcasing the distinctive features, natural beauty, historical treasures, and unique experiences that destinations have to offer, but they can also be a driving force behind: 

• Economic Growth: Tourism generates revenue and can significantly boost a region’s economy.
• Job Creation : New job opportunities in local communities come with a growing
• Sustainable Development: Promoting responsible travel practices that protect the environment and preserve local cultures.

However, for Cox, the  Cochise County campaign is near and dear to her heart because it’s where she lives, is passionate about the area, and personally wants to see it thrive.

“I may be partial, but I think Cochise County is really an unsung part of Arizona,” says Cox. “By the end of this campaign, I want folks to come out and visit Cochise County and see why I love to live here.

How to Craft a Strong Tourism Marketing Campaign

In a world where travel enthusiasts seek authentic experiences and breathtaking destinations, rest, relaxation, and reunions with loved ones, the art of tourism marketing has evolved into a vital skill. From selecting the right target market to harnessing the potential of video content, here are a few strategies that can help beckon wanderers to embark on unforgettable journeys.

1. Select Your Markets and Audience

Identify your target audience and their preferences. You can use insights gathered from drawing insights from our e-book, “ Understanding Today’s Leisure Traveler ,” to tailor your marketing efforts to appeal to specific demographics, such as families, adventure seekers, or luxury travelers. For example,

• Millennials and Gen Z are most likely to visit trendy locations
• Older generations tend to travel to check places off a bucket list
• Younger generations are driven by experiences that contribute to their overall identity
• Relaxation is a priority for Americans and the top motivator when planning a vacation
• Millennials/Gen Z is +9% more likely to prioritize spending on experiences, like traveling, over goods
• Audiences resonate with a few creative elements showcased in travel ads : cinematic escapism, realism, and details to spark planning ideas.

2. Partner with Local TV News Stations

“ Understanding Today’s Leisure Traveler ” found that tourists and travelers rely on local news stations to educate and inform them of nearby tourist activities and the latest travel trends. Collaborate with local news stations to promote your destination. Local media can provide valuable exposure and credibility. A halo effect also comes with local TV advertising , and tourism brands should incorporate local TV news into their media plan .

3. Focus on Deals and Staycations

As inflation concerns continue to linger for American consumers, they aren’t cutting travel budgets altogether. They’re just shifting how and where they’re traveling. “ Understanding Today’s Leisure Travele r ” reveals that hometown tourists and staycations are rising. Attract locals looking to get away while staying closer to home and highlight cost-effective travel options and staycation opportunities within your region.

4. Take Advantage of Influencer Marketing

We found that social media have inspired 75% of our survey respondents to travel to a specific destination. Collaborate with travel influencers – such as those on a local lifestyle show –  who can authentically showcase your destination to their engaged followers. It’s a tactic that worked great for Cox and Cochise County, as she could showcase her destination on Arizona Midday and benefit from the show’s hosts and its credibility.

5. Leverage Video

Based on our travel survey, 83% of consumers actively engage with travel-related content, underscoring the indispensable role of video content in your marketing and advertising strategy. Furthermore, 79% of respondents find travel videos engaging, and 66% rely on such videos to aid in their vacation planning. In comparison, 60% appreciate staying up-to-date with the latest travel trends through this medium.

Harness the power of visually captivating video content to showcase your brand’s overall tourism experience. Focus on the unique experiences travelers can have in your destination, whether culinary delights, outdoor adventures, or cultural destinations. Immersing viewers in high-quality visuals and videos can leave a lasting impression, igniting their imagination and fostering a genuine connection with your destination.

6. Create a Cross-Channel Campaign

Embracing cross-channel marketing opens up a spectrum of advantages that can ultimately enhance customer engagement, boost conversion rates, foster loyalty, and propel your business toward resounding success. Consider crafting a cohesive and seamless customer journey through the following channels:

• TV Advertising: TV advertising is an effective tool for broadcasting promotional messages, commercials, or content to reach a wide and diverse audience.
• CTV/OTT Streaming: Deliver promotional content through online streaming platforms to extend reach, leverage targeting and retargeting, and use reporting data to optimize campaigns.
• Geotargeting: Utilize geotargeting to reach potential visitors in specific geographic areas, ensuring your marketing efforts are highly relevant.
• Contextual Advertising: Use contextual advertising to deliver personalized messages to potential travelers based on their interests and online behavior.

Common Challenges of Tourism Marketing Campaigns

While tourism marketing can be highly rewarding, it also comes with its share of challenges:

• Seasonality: Many destinations experience peak and off-peak seasons, challenging managing demand year-round.
• Competition: The tourism industry is competitive, and standing out can be tough.
• Budget Constraints: Allocating budgets for marketing can be tricky, especially for smaller destinations.
• Changing Consumer Preferences: Travel trends evolve, and keeping up with shifting consumer preferences is vital. Unpack the latest trends in our e-book here.

Examples of Tourism Marketing Campaigns

Kate Cox and Cochise County is just one example of a tremendous cross-channel marketing campaign in partnership with TEGNA’s 12 News in Phoenix. The campaign leveraged TV, streaming, and digital elements to attract visitors from near and far.

These elements included content featured on Arizona Midday to engage a wide and diverse audience, including their target audience of foodies and wine lovers, outdoor adventurists, young families, and culture and history buffs.

The campaign was also bolstered through strategic streaming and retargeting efforts, resulting in impressive Video Completion Rates (VCR) of 97% and retargeting click-through at nearly three times higher than industry averages, affirming the partnership’s success and paving the way for future collaboration.

Get Your Tourism Marketing Campaign Off the Ground with TEGNA

Ready to launch your tourism marketing campaign? Successful tourism marketing requires the right marketing partner to help unleash your creativity, understand your target audience, and create the right media plan to generate results.

TEGNA delivers proven results through simplified multi-platform advertising solutions that connect your business to the audiences that matter most via Broadcast TV , OTT Streaming Advertising , and Digital Solutions , including Targeted Display and retargeting well as campaign measurement ​and optimization with ​ TEGNA Attribution . 

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• Travel Tips

What Is Tourism Marketing?

Published: December 12, 2023

Modified: December 28, 2023

by Oneida Gruber

• Plan Your Trip
• Sustainability

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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Four Ways to Promote Your Tours to an International Audience

Table of Content

1. translate your website and marketing efforts into other languages., 2. keep your audience in mind when considering your content and seo strategies., 3. get on the relevant social media and use the necessary software., 4. make use of targeted advertising opportunities..

After you’ve done the hard work of creating a tourism business that you love and are proud of, welcoming an influx of customers feels like the natural next step. There’s a good chance that you’ve had some success with that already, especially if you’ve been seeing lots of friendly faces and getting great reviews on TripAdvisor . However, you may have noticed one thing missing: your international audience!

If you’re constantly running your tours at max capacity, expanding your global reach probably isn’t a big priority. But if you’ve found that despite your best efforts, you’ve still got some spots left open, it might be time to consider expanding your marketing efforts.

International guests are great because they can act as a massive   opportunity to increase your sales, depending on where you run your tours. Tour operators in the United States, for example, may not be so reliant on visitors from outside the country simply because the population itself is large enough to sustain high tour numbers. For business owners in Mauritius, however, attracting an international audience is an absolute must. Here are a few tips to get you started introducing your tours to a global audience.

Editor’s note: This is a guest contribution by Alison DeGuide. Alison is the Sr. Web Coordinator for  TourismTiger  – the premier web design agency for tour and activity operators.

The easiest way to market your tour business to international guests is by making sure your website, brochures, pamphlets, and any other materials you use are in the language of the country or region you’re after. For example, if you’re seeking tourists from Latin America, your website  should be translated into at least Spanish and Portuguese. As long as you make it clear that the tours themselves aren’t offered in this other language, having a translated site can be useful for your guests.

I am personally much more comfortable browsing a site in my native language, English, and nearly always do so, even if I’m looking at experiences that I know will only be offered in another language like Spanish. There’s something about going through the booking and payment process that is much less anxiety-provoking if I can read it in my native language, and I’m less likely to stop the process simply because I don’t recognize a certain word.

On the tours themselves, however, it’s not as big of an issue if I misunderstand a word or two. Therefore, even if you don’t offer bilingual or multilingual tours, I still recommend translating the site itself.

With Regiondo, you can implement your ticket shop, booking widgets or booking buttons in different languages. That way, you can place offers on your multilingual website in up to 11 languages. Try it for free .

Implementing keywords in your content is great for search engine optimization, but you never want to prioritize it over actual readability. You’re not going to be able to translate your website into every language, so it’s pretty likely that at least one of your visitors will be forced to read in a language they aren’t as familiar with as their own.

Stuffing your content full of irrelevant keywords is not only bad for SEO: it can also make your content difficult to comprehend. At Tourism Tiger, we’re big fans of the Hemingway App , which tells you what reading level your content is at. It’s good practice to aim for 8th grade or below, as it will be understandable to the largest amount of readers possible.

The same care should be taken when deciding what keywords to use. If you’re a tour operator targeting the U.S. audience, you can bet that they’re going to be looking up “customizable tours” with a “z”. On the other hand, a U.S. tour operator may want to keep in mind that their friends across the pond are more likely to look up “bespoke tours” or “customisable tours” with an “s”.

Having a strong presence on Facebook , Google My Business, and Instagram is definitely a recommended practice since those are big sites with lots of users. However, it won’t do you much good to share the posts that you’ve had meticulously translated into Chinese onto these forms of social media since they’re blocked in China. Instead, you need to go to the social media that the people in your targeted international audience are using, like VK in Russia.

The same goes for how you receive inquiries from clients. While it might not be a big deal for your German customers to phone a tour operator in Spain, your Australian guests probably won’t want to pay for long-distance phone fees. Making yourself accessible by Skype or similar video chat software is one way to solve this issue and ensure that guests who prefer to discuss an experience over the phone are still able to do so, despite the distance.

This is also why it’s important to use the popular messaging application WhatsApp . If your customers are from a country where communicating via this platform is a way of life, you won’t be winning them over by not using it. It’s easy enough to make an account for your business and to take calls or messages there. Making yourself available on WhatsApp might even set you apart from your competition if other tour operators in your area don’t allow potential guests to reach them via this software. And who wouldn’t want to take advantage of extra opportunities to make your business shine?

Both Facebook and Google allow businesses to use their advertising services to target specific groups of people, whether that be by age, location, or another demographic. The location targeting option is especially useful if you’re trying to attract guests from a specific country. Just create your ideal ad, have it translated to that country’s language, and let it fly! Not sure where to start? Check out Tourism Tiger’s guides on how to use Google Ads  and Facebook  strategically for your business.

Remember that advertising doesn’t have to be completely online. Putting ads in local newspapers or magazines in the country whose residents you’re trying to attract could get you directly into the hands of your target audience. If that sounds like a lot of work, don’t fret! You can always begin by reaching out to travel agents in said countries and seeing if they would be willing to help sell your tours. Once you develop a relationship with them, they’ll probably be able to tell you the next best place to market your brand.

All in all, expanding your promotion strategies to an international audience doesn’t mean you have to learn a new language or completely revamp your tours. It just requires a little more thought about the needs of potential guests when they’re looking to book with ease. This is something you’ve probably already considered for your domestic audience, so don’t let the process intimidate you! Just start with some of our tips, and get ready to welcome your new international guests.

You might also like:

• 10 Ideas to Help Differentiate Your Tours in 2021
• 10 Tourism Marketing Campaigns that Work Despite Difficult Times
• 5 Ways to Offer an Innovative Tourism Experience to Your Clients

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Tourism Marketing and Promotion

General overview.

Marketing and promotion are essentially figuring out what message(s) you need to sell a product and how to communicate to potential buyers. To use the famous quote from the 1989 movie Field of Dreams “if you build it they will come” is NOT how tourism works, marketing and promoting is essential to be successful. But, marketing and promoting tourism is very different than other tangible products and services. Destination CVBs are marketing and promoting an entire destination with numerous “products” and services.

Tourism Marketing

The American Marketing Association (2022) indicates “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (https://www.ama.org/the-definition-of-marketing-what-is-marketing/). There are common elements of marketing used for all products, but tourism marketing is unique. In marketing in general there are the common 4-Ps:

• Product – Whatever is being sold (in tourism it is the experience).
• Price – Cost of the product (in tourism it includes everything you purchase for the experience).
• Place – Where you purchase the product. Also known as how the product is distributed.
• Promotion – How the company or organization communicates the product to the consumer(s).

Marketing tourism is very unique compared to other products. Shoemaker and Shaw (2008) provide four primary ways marketing tourism is different than other products:

• Intangibility – Tourism is an experience, not a physical product (e.g., computer). Tourists will have memories of the experience they may share with others (e.g., family, friends).
• Perishability – The supplier cannot stockpile the product and resell it. For example, an empty seat on an airplane cannot be resold on a different flight. Each plane has a limited number of seats. An airline cannot add a seat unsold on the first plane to the second plane.
• Heterogeneity – The experience is not likely to be the same for consumers. Unlike physical products (e.g., computer), tourism experiences cannot be mass produced.
• Inseparability of production and consumption – Tourism experiences are consumed as they are produced. Other products can be produced in one city, state, etc. and sold in another. In tourism, the consumer (tourist) has to go to the product (i.e., destination). With tangible goods they can be purchased in a store and taken home or shipped to the consumer.

For tourism marketing there are an additional 4-Ps (Morrison et al., 2018):

• Packaging – A way to purchase some, many, all of the tourism product together (often through intermediaries such as Travelocity, Expedia, etc.).
• Programming – Ability of the destination to change themes, delivery of the product, and when the programs are available (e.g., destinations may have a special program around certain holidays).
• People – Tourism focuses on people. Destinations strive to provide a good experience and people are needed who can provide the experience. Although technology is changing some aspects of tourism, people will likely always be required.
• Partnerships – When businesses, organizations, etc. work together or collaborate deliver the tourism experience.

Marketing Orientation

Marketing orientation is essentially a guide for marketers. Morrison et al. (2018) suggest the following orientations

• Production – Focuses on what the product is and how it might fulfill needs and expectations of tourists.
• Sales – Focuses on selling more. So, increasing the volume of travelers, getting day-trip tourists to stay overnight are two examples of selling more.
• Marketing – First the needs and expectations of tourists are identified. Then, marketing tries to find a way to fulfill those needs and expectations.
• Societal – This orientation considers the society and local community and finds sustainable and/or responsible ways to market. This is a perspective or orientation that can minimize the negative social/cultural impacts.

In addition and similar to other topics covered (e.g., planning, development), marketing needs to be adaptable. Remember, tourism is season in many destinations, which might mean different target markets, different programming and events, and other issues to consider. As discussed from several perspectives, marketing needs to be adaptable because of challenges such as the economy, natural disasters, and other challenges.

Market Segmentation

Market segmentation in tourism is a way to group tourists according to characteristics they have in common since they are not exactly alike (Morrison, 2010). Some of the simple ways to segment the tourism market includes by demographics (e.g., age, household income, education, marital status). However, by combining such variables and looking at life cycle tourism marketers can be much more targeted and strategic. Another important consideration is geographic, or where actual and/or potential tourists reside. Another option is purpose of trip (e.g., business or leisure; group, family, individual). Behaviors of travelers can also be used to segment tourists. For example, marketers might segment based on travelers’ motivation or benefit they seek from taking a leisure trip/vacation. Psychographics (e.g., attitudes, interests, opinions) is a valuable segmentation tool which Strategic Business Insights (2009-2023) uses to group travelers into lifestyles (there is a survey you can complete to find out what type of VALS traveler you are) .

An example of segmenting a group of travelers is Shoemaker’s (1989) study that segments based on senior travelers reasons for traveling using cluster analysis, which is a statistical technique to segment a sample into groups based on a set of survey questions (Brochado, 2021). Shoemaker (1989) segmented based on reasons seniors traveled, including rest/relaxation, festivals/special events, experience new things, visit new places, escape daily routine, intellectual, and a number of other items. This study identified that there are sub-markets of the broader senior travel market. For example, Shoemaker (1989) identified three clusters: “Family Travelers” who enjoy spending time with immediate family; “Active Resters” travel to escape daily routine, intellectual enrichment such as visit historical sights, and participate in physical activities; and “Older Set” whose main differentiating characteristics is they are older then the other two groups and enjoy staying at all inclusive resorts, and participating in activities such as visiting historical sites.

When selecting target markets there are several criteria to consider according to Morrison et al. (2018). First, the need to be measurable, meaning you can estimate how many exist in the target market. This is essential because you want your broad or mass marketing to reach a sizable number of potential visitors. Next, the target market(s) need to be accessible, meaning you can reach them with your message. The next criteria is they need to substantial enough to justify the time and money that will be spent. Fourth, the target market(s) need to be defensible or make sense that they are likely to visit. The defensible criteria includes recognizing if they are a separate target market than other target markets or are they enough alike another that they are not truly distinct. Durability of a target market implies they will continue to exist over time and not just be a short-term or one occurrence. The destination also needs to ensure they can compete with other destinations for the target market. Homogeneity of the target market is the criteria that there are enough similarities with the target market. Finally, each target market needs to be compatible with the other target markets, as well or residents or locals to minimize negative social/cultural impacts.

Morrison et al. (2018) also identifies concerns the destination needs to consider when identifying target markets. First, do they have enough income to travel now and in the future and will they potentially spend enough money at the destination to make they a worthwhile target market. The destination also needs to be confident they can be competitive with other destinations marketing to the same or similar target markets. Another important concern is to ensure the investment needed to offer the product(s)/service(s) to attract the target market and to market/promote to them is worthwhile. Finally, does the destination have sufficient financial and other services to design and promote at necessary levels.

Destinations should also consider internal marketing within the destination. This includes to members of a CVB and/or other businesses within the destination system. Other internal stakeholders should be included such as politicians and community leaders, service providers (e.g., police, fire, EMT/healthcare) who are included in the important infrastructure component of a destination system. External marketing should not only done for visitors, but also intermediaries, suppliers, media, and other potential groups who can help with a destination’s efforts.

Branding and Positioning

Branding is applied quite a bit for products and services. However, in tourism it is more complex to brand a destination. Until relatively recently, CVBs would use the full phrase and/or acronym in the name of the organization (e.g., Greater Houston Convention and Visitors Bureau). These long and often similar names for the organizations could make it difficult to differentiate from other destinations. Many CVBs began developing shorter, more attractive names such as Visit Houston and have various logos and other branding to differentiate themselves from competitors.

A key element of branding, logos “can facilitate many DMO marketing activities to establish brand image and identity, particularly relevant before the actual visitor experience” (Blain et al., 2005). Branding is critical for developing a destination’s image because of increased competition among destinations (Jetter & Chen, 2011). Branding and brand identity help a destination position themselves or establish an image as a travel destination.

All brands have a value generated by the name, icon, or other identification, which represent brand equity. Williams (2021) the brand equity concept is complex. For tourism with so many stakeholders involved it is way more complex than single brands. So, destinations need to figure out what represents the overall  tourism product of their destination. Kim and Lee (2018) found that characteristics such as price and work of mouth influence perceptions of perceived quality, brand awareness and image, which then help a destination’s brand equity.

Marketing Plan

Within a destination’s marketing plan should be both strategic and tactical elements (Morrison et al., 2018). Strategic activities are more related to long-term goals, which might include developing relationships and or partnerships with and between tourism related organizations (e.g., CVB, sports commission, hotel association, etc.). These types of strategies help a destination be cohesive and develop long-term value, which can lead to repeat visitation. The relationships and partnerships can help a destination manage the impacts (i.e., economic, environmental, social) as well. The tactical elements are shorter term, but help the destination with long-term goals. Examples include public relations campaigns, social media efforts, and the foci of convention and meeting sales, which can include booking short-term meetings to fill in the gaps for the destination around larger conventions, trade shows, and other large events that are booked and confirmed much further in advance.

The marketing planning process as explained by Morrison et al. (2018) should address the following questions:

• Use situation and or SWOT analysis (i.e., strengths, weaknesses, opportunities, threats). This analysis(es) should consider who current visitors are, what the destination offers. To reflect how all of the modules for this class interact, a destination might identify an opportunity to develop a new attraction. Also consider environmental scanning, which assesses legal (e.g., travel restrictions), technological (e.g., smartphones), accessibility to and within the destination, economic, and macro-level competition for consumers discretionary income.
• Evaluate the entire tourism system components (i.e., attractions, facilities, infrastructure, transportation, hospitality)
• Assess visitor market, including current target markets, as well as potential target markets.
• Compare and contrast the destination with competitor destinations, which can include but not limited to their image and their marketing plan.
• Through out all this process strengths and weaknesses should be clearly identified. Through weaknesses a destination might identify opportunities or things that can be done better.
• Vision and mission statement. The vision statement is very much future oriented. The mission statement is essentially what the organization does and its’ values.
• Establish marketing goals to get to where the destination would like to be, which might include number of visitors, economic impact, visitor satisfaction, and/or various other possible ways to measure if the destination gets there. Remember, most or all CVBs are at least partially funded by the hotel occupancy tax, so hotel tax might be a goal to set.
• Using the segmentation ideas and criteria (e.g., measurable, accessible, etc.) above, the destination needs to identify target markets.
• Create – if destination does not have a positioning approach.
• Change – if positioning has not resulted in the desired image the approach likely needs to be changed.
• Reinforce – perhaps target markets have forgotten or the image they have of the destination is not as strong as it used to be. In this case finding a way to reinforce or remind visitors is needed.
• Establish objectives that the destination can measure, including within target markets. These should be very specific and result from all the analysis performed throughout the marketing planning process.
• By implementing the marketing plan. Typically have sub-marketing plans for each target market because of various potential differences between them. The differences would include the marketing mix or 4-Ps of marketing (i.e., product, place, price, promotion).
• Monitor along the way so the destination can adapt if needed. Remember the objectives are stepping stones toward the longer term goals. So, if objectives are not being achieved something(s) likely need to be adapted.
• Research and statistics. It depends on what the measurable goals (and objectives) are as to how to measure.

Tourism Promotion

Promotion is essentially communicating or making consumers aware of a product, which can be verbal, written, and/or visual. Walker and Walker (2018) provide sequential steps of how promotion affects the buying process labeling each with one word descriptions:

• Provider creates awareness of the product to consumers (awareness).
• Consumer needs to become aware of how the product will fulfill or affect their needs (knowledge)
• Hopefully this knowledge creates a positive disposition for the product (liking).
• Hopefully the positive disposition lead to the consumer preferring the product over those of the competitors (preference).
• Finally, this should increase the probability of the consumer purchasing the product (probability).

Remember, the tourism product is very different and more complex than other products. One, the product is intangible and two it is derived of many aspects (i.e., attractions, accommodations, built facilities, transportation, infrastructure, hospitality).

Since promotion is a communication tool, there is a sender and a receiver. The sender for destinations as a whole are typically the CVB or DMO and the receivers are potential travelers/consumers. Messages/promotions can be sent through a variety of channels (e.g., billboards, television, newspaper, magazines, internet, email newsletters, etc.). However, not all promotions reach the intended recipient(s). Morrison et al. (2018) explains the following issues related to promotions and reaching the intended recipient(s):

• Barriers – ways consumers can block messages, such as Do Not Call Registry and recording television shows to be able to fast forward through commercials.
• Filters – deleting emails from companies and people not known to the recipient.
• Noise – any distraction keeping the recipient(s) from the promotional message.
• Permission – can be explicitly or implicitly. An example of explicitly is subscribing to a CVB e-newsletter. An example of implicitly is the organization pays for a message, such as on Facebook or a television commercial.

Morrison et al. (2018) also suggest even if the intended recipient(s) receives the promotion, it does not mean they hear, understand, and/or believe the message. It is important to send a message that people can understand and is realistic or believable. Ideally, the sender of messages will be able to receive feedback from the recipient(s). For example, number of recipients who click a link to get more information, number of sales of the product, a follow up survey to find out what the recipient(s) thought of the promotion to name a few.

Promotion Goals and Types

There might be various goals a CVB or DMO has for their promotions. One very obvious goal is to get consumers to purchase or book a trip. Other potential goals would be to entice travelers to upgrade to more expensive packages, stay longer, convert day visitors to overnight tourists, and be repeat visitors. In order to potentially achieve these goals it is important to understand the visitor buying process in order to establish goals and to influence purchasing behaviors. Inherently, consumers need information to consider any purchase, including travel. The general consumer decision-making process according to The Sales Optimization Company. (2009-2022) includes the following stages:

• Awareness – consumer becomes aware they need a product, in the case of leisure tourism it could be a weekend getaway, family vacation, a day trip to a community event or other activity in another destination than where they reside, and many other possibilities.
• Research – the consumer will search for information about possible options. A destination should have their promotional materials in multiple sources to be as visible as possible.
• Consideration – the consumer through the research stage may have numerous possibilities to consider.
• Conversion – the purchase decision is made. This could include deciding not the take the trip, perhaps for various reasons (e.g., do not have enough money for the desired trip).
• Re-purchase – consideration if the trip or product fulfilled their need and would buy again, or take a trip to the same destination again.

Morrison et al. (2018) suggest thee are three goals of promotions. You might also consider these strategies to try to modify consumers’ behaviors. The first is inform, which is relevant for the awareness and research stages of the consumer decision-making process. Next is persuade, which is relevant to the consideration and conversion stages of the consumer decision-making process. Last, remind is a strategy to use as consumers contemplate the potential re-purchase stage of the consumer decision-making process.

Promotional Tools

The ‘place’ component of the 4-Ps of marketing provide what Morrison et al. (2018) refer to as ‘the promotional toolbox’. Many references (e.g., Morrison, et al., 2018; Walker & Walker, 2018) regarding promotional tools highlight and explain the following

• Advertising -primary source for promoting to the mass market for leisure travel (e.g., television, magazines, newspapers, billboards, internet (banner ads).
• Personal selling – primarily used to promote a destination for the meetings and events sector where a small number of people decide on the destination and venue, but the event brings many people.
• Merchandising – travelers may purchase souvenirs when they travel. This is a good promotional tool where the traveler pays for it and is a reminder of the trip later one. For example, someone might use a coffee cup from a trip and be reminded of their experience. If it was a good experience it might influence them to consider visiting again. Another example, someone might wear a shirt or hat they purchase from a destination. A friend or even someone they do not know might ask them about their experience. This is free word-of-mouth promotion that a business or organization benefited financially since the tourist paid for it.
• Digital marketing – websites, social media, e-mail, e-newsletters.
• Sales promotion – a form of promotion that is typically separate from the broader advertising that takes place pretty much all of the time. Sales promotion offers an extra incentive to purchase and is more likely for a limited time.
• Public relations – this promotional tool is important because they deal with the media. Think about when large events have been announced for a city, like the Super Bowl or FIFA World Cup. The local news channels might interview someone from the planning committee. A public relations person would handle arranging that and any inquiry from the media.

Planning Promotions

Morrison et al. (2018) suggest there is a “big P” and “little p(s)”. The big P is the overarching promotional plan for the organization, which is derived of the little ps. Examples of little ps will be the convention sales team’s plan, the leisure sales plan, sporting events, any other categories a destination provides or focuses on. Convention sales might be trying to promote a period of time where they currently do not have conventions or meetings and need to fill in the gap. Sporting events might focus on a specific sport.

Promotions Planning Process

Tourism promotions planning process asks the same questions as marketing planning process. Essentially at this stage, you are implementing the marketing plan:

• Where are we now? – this question is guided by identifying target markets and the promotional tools a destination will use to promote to specific target markets. The target markets should include not only different visitor groups, but also travel trade intermediaries, local community, and media/press.
• Where would we like to be? – this question is used to identify or establish measurable objectives (e.g., number of people to click on the promotion icon, number of overnight stays generated). These objectives are specific to the little ps and include goals of the promotion (i.e., inform, persuade, remind).
• This question also identifies the budget for the specific promotion and potential partnerships to pool resources (e.g., funding, talent and knowledge of people).
• This question also helps determine the message idea, which may require research, focus groups, and other forms if feedback to assess consumers’ interest and refine the promotion.
• The message format needs to be created to ensure it is understandable, distinct from competitors, and believable (i.e., destination really can provide what it is promoting).
• In terms of financial resources, there are various measures that help to determine the promotional reach (e.g., cost per contact, cost per inquiry, geographic – how many people in a designated market area you might reach). (There are various others in the PowerPoint we will discuss in more detail, including tradeoffs with specific promotional tools.)

American Marketing Association. (2022). Definitions of marketing. https://www.ama.org/the-definition-of-marketing-what-is-marketing/

Blain, C., Levy, S. E., & Ritchie, J. R. B. (2005). Destination branding: Insights and practices from destination management organizations. Journal of Travel Research, 43 , 328-338.

Brochado, A. (2021). Cluster analysis. In R. P. S. Kaurav, D. Gursoy, & N. Chowdhary (Eds.), An SPSS guide for tourism, hospitality and events researchers (pp. 284-303). Routledge.

Jetter, L. G., & Chen, R. J. C. (2011). Destination branding and images: Perceptions and practices from tourism industry professionals [Article]. International Journal of Hospitality & Tourism Administration, 12 (2), 174-187. http://ezproxy.lib.uh.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=hjh&AN=60294280&site=ehost-live

Kim, H.-K., & Lee, T. L. (2018). Brand equity of a tourist destination. Sustainability, 10 . https://doi.org/10.3390/su10020431

Morrison, A. M. (2010). Hospitality & travel marketing (4th ed.). Delmar.

Morrison, A. M., Lehto, X. Y., & Day, J. G. (2018). The tourism system (8th ed.). Kendall Hunt.

Shoemaker, S. (1989). Segmentation of the senior pleasure travel market. Journal of Travel Research, 27 (3), 14-21.

Shoemaker, S., & Shaw, M. (2008). Marketing essentials in hospitality and tourism: Foundations and practices . Pearson Education, Inc.

Strategic Business Insights. (2009-2023). http://www.strategicbusinessinsights.com/vals/ustypes.shtml

The Sales Optimization Company. (2009-2022). Understanding the consumers decision-making process in sales . https://www.socoselling.com/understanding-the-decision-making-process/

Walker, J. R., & Walker, C. J. (2018). Tourism: Concepts and practices (2nd ed.). Kendall Hunt Publishing Company.

Williams, A. (2021, December 8). What is brand equity? The Branding Journal . https://www.thebrandingjournal.com/2021/02/brand-equity/

GHL 2365 - Tourism Copyright © 2024 by Jason Draper is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License , except where otherwise noted.

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5 Tourism Promotion Campaigns Hitting the Right Notes in a Crisis

Rosie Spinks, Skift

March 26th, 2020 at 11:00 AM EDT

It's a tough time for tourism marketers but going dark isn't necessarily required. Here are some examples of campaigns that are striking the proper tone.

Rosie Spinks

Destination marketing is in a seriously tough spot, as Skift has covered in recent weeks . A survey from MMGY Travel Intelligence and Destinations International found that 80 percent of destination organizations surveyed in North America have reduced or postponed sales and marketing spending. But tourism promotion doesn’t necessarily have to go totally dark now that most travel is grounded — and indeed, there’s an argument that it shouldn’t.

As the crisis has unfolded, we’ve been impressed by the creativity of some tourism boards and destination marketers that are finding ways to promote their destinations in a manner that’s not just tonally appropriate — but generous, inventive, and genuinely uplifting as well. Here are five examples of campaigns we’ve noted, as well as why we think they worked. Note that none of these campaigns explicitly encourage booking a trip right now.

Visit Portugal

A decidedly uplifting campaign, Visit Portugal’s ‘Can’t Skip Hope’ video tackles the issue of travel bans head-on its first few words: “It’s time to stop.” The sweeping vistas and charming scenes displayed in the two minute video certainly inspire one to visit Portugal in the future, but it does not come across as sales-y. The we’re-all-in-this-together tone feels uplifting in these trying times.

Visit Britain

Britain’s greatest export is arguably its culture, from literature and film to music. Visit Britain has capitalized on that during the crisis on its social media feeds. In addition to content that essentially says “we can’t wait to welcome you again soon,” the DMO has also been posting ways to engage with British culture right now — from a quarantine couch. What makes it truly clever is including call to actions with each post, from crowdsourcing tracks for a Spotify playlist of iconic British music, or inviting followers to explore the filming locations featured in The Crown and Harry Potter.

View this post on Instagram Stuck on the sofa flicking through Netflix and unsure what to watch? Get your Britain fix with the Crown! 👑 ❤️ Head to our bio to explore some of the filming locations featured, including magnificent @hatfield_house 🎥 #LoveGreatBritain #VisitEngland #HatfieldHouse A post shared by Love Great Britain 🇬🇧 (@lovegreatbritain) on Mar 23, 2020 at 10:30am PDT

Philadelphia Convention and Visitors Bureau

Philadelphia’s DMO has launched a “ Philadelphia from Home” webpage , which features ways to interact with the city’s offerings from home, which it’s promoting across social media. A Facebook Live from the Philadelphia Zoo, a list of restaurants open for takeout , and recipes for a famous Philly Cheesesteak are all ways would-be visitors and locals can interact with the destination. The offerings feel genuinely useful  — and likely to inspire a visit.

View this post on Instagram On #NationalCheesesteakDay, we encourage you to support your local cheesesteak shop while staying safe by placing delivery or pickup orders and by purchasing gift cards. Some Philadelphia favorites even ship nationwide, including Pat’s and Campo’s. You can also try your hand at making Philadelphia’s iconic sandwich with the help of a recipe in our Philadelphia From Home guide. Tap the link in our bio to learn more. #discoverPHL photo by @anthony.difilippo A post shared by PHLCVB (@discover_phl) on Mar 24, 2020 at 3:07pm PDT

Travel Saint Lucia

The Caribbean destination is inviting followers to experience the destination via Instagram Live, with its “7 Minutes in St Lucia” campaign. It kicked off on March 26 with a seven minute streamed yoga practice in view of the famous Pitons, world-famous volcanic spires. Other activities include a cooking class, a dance party, and a guided meditation. The offerings slot into the kinds of things many people are doing anyway while in social distance mode — cooking and working out — which means it feels less sales-y and more generous.

View this post on Instagram Welcome to the beautiful Island of Saint Lucia🌴 While travel may not be possible at this time we want to immerse you in our culture, music, dance, food and more, from your home. ⁠⠀ ⁠⠀ Join us on Instagram LIVE every Tuesday and Thursday for #7MinutesinSaintLucia⁠⠀ ⁠⠀ YOGA AT THE PITONS 🧘‍♀ ⁠⠀ Thursday March 26th, 11:00am – 11:07am EDT⁠⠀ Start your day with a mind-body connection as local yoga expert Monique Devaux kicks off the livestream series with breathtaking views of the world-famous Pitons in Saint Lucia.⁠⠀ ⁠⠀ ⏩ SWIPE for schedule⁠⠀ ⁠⠀ 📸: @stonefieldvillaresort ⁠⠀ #MySaintLucia #SaintLucia A post shared by Travel Saint Lucia (@travelsaintlucia) on Mar 25, 2020 at 2:30pm PDT

Discover Puerto Rico

Puerto Rico is inviting its followers and would-be visitors to a virtual getaway, with salsa classes, cocktail making, and cooking. As Discover Puerto Rico CEO Brad Dean told Skift last week , the DMO shifted from a “visit now” approach to a “visit later” one a couple of weeks ago, with the goal of keeping the destination top of mind for future visitors.

We’re inviting all #daydreamers to a #virtual Puerto Rican getaway this weekend! Immerse yourself in our Island’s #culture by tuning into virtual salsa, mixology & cooking classes this weekend with some of our best local talent! #DiscoverPuertoRico from🏠! https://t.co/EyKwD31F4l pic.twitter.com/J5AK0PxbmF — Discover Puerto Rico (@discover_PR) March 25, 2020

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The Importance of Tourism Advertising

Navigating today’s highly competitive and ever-changing tourism industry is no simple feat — you need to stand out from a constantly expanding crowd to be successful. That’s why effective tourism advertising is essential to any successful tourism brand. It’s not only important to create captivating ad campaigns and impactful messaging to engage potential customers but also to ensure that those campaigns reach the right audience. 

But how do you make sure your travel advertising is effective? While there is no one-size-fits-all solution for marketing for travel advertising, there are certain key elements to consider when advertising travel and tourism that can make all the difference. 

This blog will delve into the multifaceted realm of travel industry advertising, exploring the key components that make a campaign captivating and unforgettable. 

Understanding the Role of Advertising in Tourism Promotion

Advertising plays a pivotal role in tourism promotion, serving as the bridge that connects potential travelers with tourism products, destinations, and experiences. Its primary function is to generate awareness and interest in a specific location or service, ultimately influencing travel decisions and driving consumer action. 

Advertising in tourism promotion encompasses several key aspects:

• Increasing Visibility and Awareness: Advertising tourism destinations helps increase their visibility by promoting attractions, accommodations, activities, special events and other offerings to potential travelers. Creating memorable and engaging advertisements can capture your target audience’s attention and generate interest. This increased awareness can lead to higher demand and more bookings.
• Targeting Specific Audiences: Today’s adtech allows travel and tourism brands to target specific market segments based on demographics, interests, and travel motivations. Tailoring advertising campaigns to resonate with these specific groups enables businesses to attract the right type of visitors, increasing the likelihood of bookings and conversions. Recent advances in AI-driven data science tools enable you to gain deeper insights into your own data, target predictively modeled custom audiences, and optimize campaigns in real time to ensure you’re engaging with relevant, ideal audiences.
• Building Brand Image and Reputation: Effective advertising helps establish a strong brand image and reputation for a destination or travel brand. Businesses can create a lasting impression on potential travelers by consistently conveying a unique brand identity and promoting positive experiences. A strong brand image and reputation will then encourage travelers to choose you over competitors, leading to increased bookings and customer loyalty.
• Communicating Unique Selling Propositions (USPs):  Advertising enables you to highlight unique selling points and differentiate yourself from competitors. Showcasing the distinct features, benefits, and experiences that set you apart can entice potential travelers to visit or use your services.
• Educating Potential Travelers: With informative and engaging content, you can provide valuable information about tourist attractions, local culture, customs, and other considerations that are important to travelers planning their trips. This educational aspect helps travelers make informed decisions and increases the likelihood that they will choose a particular destination or business based on their interests and needs.
• Staying Competitive: The tourism industry is fast-paced and dynamic, making advertising crucial for businesses seeking to stay competitive. Staying up-to-date with the latest trends and adapting advertising strategies can help you maintain relevance and appeal to potential travelers. 
• Measuring Success and Optimizing Strategies: Digital advertising campaigns provide valuable data and insights that your business can use to measure the success of its tourism promotion efforts. You can evaluate the effectiveness of your advertising strategies by analyzing key performance indicators (KPIs) such as website traffic, social media engagement, and conversion rates. This analysis enables you to make data-driven decisions to optimize your campaigns, ensuring that you continue to effectively promote your offerings and attract potential travelers.

Why Is Tourism Advertising Important?

Effective advertising is obviously essential for any tourism business that wishes to stay ahead of its competition, promote its brand, and thrive. Here are a few reasons why it’s so important to keep your tourism advertising ahead of the curve today:

The Travel and Tourism Industry Is Extremely Competitive

With countless tourist destinations, hotels, resorts, tourism agencies, and attractions vying for the attention of potential travelers, differentiating yourself to stand out from the crowd and capture a share of the market is vital.

Since the COVID-19 pandemic, there is significantly increased demand for travel and experiences across all audiences – and brands are responding, saturating the market with messaging. In such a competitive environment, a sound advertising strategy can help you capture the attention of potential visitors and convince them to choose your destination or service over another. The ever-increasing popularity of digital platforms has also intensified the competition, as businesses now have access to a global audience and can target their advertising efforts more precisely than ever before.

Tourists Are Always on the Hunt for One-of-a-Kind Experiences

In an age where travelers are increasingly driven by a desire for unique, authentic, and memorable experiences, tourism brands must showcase their ability to provide these exceptional experiences to attract and retain visitors.

Tourism marketing plays a pivotal role in highlighting the distinctive offerings of a destination or service by showcasing its unique attributes, such as local culture, history, natural wonders, or exclusive activities. By effectively communicating these characteristics through advertising, you can spark the curiosity of potential travelers and persuade them to choose your offerings over those of competitors. Today’s formats and tech-enabled creative capabilities can help you convey the power of a destination or experience, with high-impact creative, augmented reality integrations, interactive video, and more.

Advertising Is a Must To Reach International Audiences

In an increasingly globalized marketplace, destinations and businesses within the travel industry must extend their reach beyond local markets to attract visitors from all over the world. While local tourists are an important source of repeat income, international travelers bring invaluable cultural exchange and can generate a much higher economic impact.

Tech-enabled creative and advanced targeting capabilities can be especially effective at targeting international audiences, finding behaviors and interests that help you determine the right channels, formats and messaging to resonate across cultural and geographical boundaries. By crafting compelling tourism-related marketing messages that resonate with a global audience, your business can create brand awareness and encourage potential visitors to choose your offerings.

Keeping Up an Active Online Presence Is Paramount to Business Success

Digital marketing is one component of an active online presence, which is crucial for business success in today’s digital landscape. With most travelers relying heavily on the Internet for researching, planning, and booking their trips, businesses in the tourism industry must prioritize their online presence to stay competitive, attract potential customers, and foster customer loyalty.

An active online presence ensures that your business remains visible and discoverable to potential customers. Being responsive and informative by engaging on organic social media and providing in-depth content about topics such as your specific offerings, destination, and local cultures will help establish trust and credibility among potential customers and encourage them along their customer journey. Showcasing positive reviews, testimonials, and engaging content demonstrates expertise, reliability, and commitment to providing exceptional experiences, encouraging potential customers to choose your business over competitors.

6 Tips for Successful Tourism Advertising

Here are a few tips to ensure that your campaigns capture the attention of potential travelers and stand out from the crowd:

1. Use the Right Advertising Tools and Services

Successful tourism advertising requires utilizing the appropriate tools and services to reach the right audience effectively. While traditional methods, such as print ads and billboards, still have value, digital channels like social media, search engine marketing, and programmatic advertising provide invaluable targeting capabilities and performance metrics to ensure you’re reaching precise audiences and getting the most out of every spend.

For example,  Google Ads allows businesses to target specific keywords and demographics, enabling them to reach an audience that is already actively interested in relevant destinations or services. Social media platforms like Facebook, Instagram, and Twitter offer advertising options that allow businesses to reach a wide range of users, including those who have shown interest in travel and tourism, by basing targeting on extensive demographic and interest-based behavioral data. Additionally, programmatic advertising enables placement on numerous relevant channels and outlets such as tourism-focused websites, blogs, apps, and even streaming video content and audio. On social media, working with travel influencers can also help you gain exposure to a highly engaged and relevant audience. 

Take, for instance, a hotel targeting young travelers. Partnering with a popular travel blog or influencer can help the hotel gain exposure to an audience of young, adventurous travelers who are likely to be interested. The hotel may also prioritize social media advertising on platforms like Instagram and Facebook, where their target audience is most active. They could use visually appealing images or video ads showcasing unique experiences they offer and collaborate with influencers to increase reach and engagement. 

On the other hand, a luxury resort catering to an older demographic may prefer to focus on display ads on high-end travel publication websites, complementing their print ads in related magazines, or launching targeted email marketing campaigns.

2. Have a Solid Marketing Strategy in Place

A well-defined marketing strategy is essential for successful tourism advertising. This involves setting clear objectives, identifying your target audience – ideally using data science methodology to ensure accurate, objective analysis – determining your USP, and choosing the most effective channels for reaching your audience. Adtech tools like the machine learning technology leveraged by AUDIENCEX strategists can simplify this process, ensuring accurate and unbiased analysis and channel mix recommendations.

This process begins with outlining your goals and objectives, including increasing bookings, driving website traffic, or raising brand awareness. Next, define your target audience by considering age, income, interests, and travel preferences. This is where AI-driven data science tools can help ensure you’re working from objective fact rather than assumptions or unconscious biases. Finally, your USP should highlight what sets your offerings apart from those of competitors: a unique location, exceptional service, exclusive experiences, etc.

Once these elements are in place, you can select the most appropriate advertising channels based on your target audience’s preferences and habits. This is where unbiased media recommendations can help, ensuring that you’re operating from objective performance data based on extensive historical and real-time analysis.

For instance, a  destination marketing organization (DMO) aiming to attract more international visitors may set specific goals for increasing website traffic, social media engagement, and visitor numbers. It would then conduct research and employ data science analysis to understand the preferences and motivations of its target audience and develop a USP that sets its destination apart with a relevant point of interest, such as highlighting unique cultural experiences, stunning natural tourist attractions, or exceptional culinary offerings.

3. Build Tourism Campaigns That Resonate With Your Target Audience

Creating tourism campaigns that resonate with your target audience is key to successful advertising. This involves understanding their needs, desires, and motivations and crafting messages that speak directly to them.

Spring Campaign Planning: Mother’s Day and Father’s Day 2024

One approach to achieving this is by developing buyer personas, which are fictional representations of your ideal customers. These personas can help you understand your audience’s travel preferences, pain points, and decision-making process, enabling you to create campaigns that address their needs and showcase your offerings in a compelling way. These can also be informed by data science to ensure they are accurate to your most valuable segments.

Using storytelling, personalization, immersion and interactivity in your campaigns can particularly help you connect with your audience on an emotional level. Share real-life experiences of previous guests, highlight the unique aspects of your destination, or showcase local culture and history to create memorable and engaging content that resonates with potential customers.

4. Stay on Top of Tourism and Travel Trends

Keeping up-to-date with the latest tourism and travel trends is essential for successful advertising. This helps you stay relevant in a rapidly changing industry and enables you to identify new opportunities and adapt your digital campaigns accordingly.

Some popular sources for staying informed about travel trends include industry reports, tourism conferences, tourism boards, travel-focused websites, blogs, and social media. Additionally, monitoring your competitors’ activities and analyzing their marketing strategies can provide valuable insights into what works and what doesn’t in your particular niche. 

5. Enhance the Customer Experience

A positive customer experience is paramount to the success of your tourism marketing efforts. This includes providing exceptional service from the moment potential customers encounter your ads to the point when they complete their trip.

To enhance the customer experience, ensure your website is user-friendly, visually appealing, and easy to navigate. Provide detailed information about your offerings, including high-quality images, video ads, and testimonials from satisfied customers. Offer multiple booking options and payment methods to cater to different preferences and make the process seamless.

Additionally, consider implementing customer relationship management (CRM) tools to track and analyze customer interactions and preferences. This data can help you personalize your marketing efforts, improve customer service, and anticipate the needs of your guests, and can be helpful to build your first-party data and inform future analysis, audience modeling, and optimization.

6. Highlight the Value of Your Offerings

Lastly, successful tourism advertising involves demonstrating the value of your offerings to potential customers. This means showcasing the features of your destination or services and the benefits and unique experiences they provide.

Communicate how your offerings can meet the needs and desires of your target audience, whether they seek relaxation, adventure, cultural immersion, or something else entirely. Ensure that the message is tailored to the audience you are speaking to, as different travelers have different reasons to employ your services or visit a particular destination. Use compelling visuals and descriptions, as well as engaging interactivity where possible, to paint a vivid picture of what customers can expect when they choose your destination or services. And, of course, consider offering special promotions, discounts, or added-value packages to entice potential customers and demonstrate the value of your offerings.

Grow Your Business With HolisticTourism Advertising Campaigns

The importance of tourism advertising cannot be overstated in today’s highly competitive market. Businesses must partner with proficient advertising partners to stand out in a crowded landscape, promote unique offerings and experiences, attract potential travelers, and drive revenue.

AUDIENCEX is built to be an adaptable partner to help marketers navigate the digital landscape, access emergent technology, and achieve meaningful, measurable performance throughout the digital landscape. Our team has extensive experience with numerous travel, tourism, and hospitality brands, and we pair that expertise with seamless media access, AI-powered data science, holistic strategy and award-winning, tech-enabled creative services. With an in-depth understanding of the full-funnel marketing and data-enabled insight into each unique customer journey, we can deploy impactful, engaging campaigns to reach your ideal audience across channels, screens, and devices.

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Please note you do not have access to teaching notes, the impact of tourism promotion in tourist destinations: a bibliometric study.

International Journal of Tourism Cities

ISSN : 2056-5607

Article publication date: 22 April 2022

Issue publication date: 9 December 2022

This paper aims to provide an assessment of tourism promotion in tourist destinations and airports (TPTDs) and to organize and classify the literature on tourism promotion, with the aim of staging the importance of this topic and encouraging future research in the projection of tourism and marketing sectors.

Design/methodology/approach

The paper uses the Social Sciences Citation Index (SSCI) database to analyze the bibliometric in TPTDs topic from 2000 to 2021. Additionally, the paper also uses the visualization of similarities (VOS) viewer software to map graphically the bibliographic material. The graphical analysis uses bibliographic coupling, co-citation, citation and co-occurrence of keywords.

This study provides an amended new definition of tourism promotion, which is the efficient management of a destination’s resources and strategic plans by destination marketing organizations (DMOs) to adapt the tourism supply to market trends and will empower tourists to visit such destinations. Furthermore, results also show a new paradigm applied to TPTDs topic and classified in five first-order research streams. Digital and mobile marketing, infrastructure, branding, quality, accessibility and information factors about a specific destination which are mostly demanded by tourists are considered as an important means of promotion for the tourism industry.

Originality/value

The contribution of this study is important to identify new challenges and opportunities for researchers, DMOs, airport and airlines operators and stakeholders, as disentangling existing contradictions and applying new theoretical framework to make better future decisions by researchers and organizations to provide higher quality to new research in the context of the TPTDs.

• Tourism promotion
• Bibliometric
• Tourist destinations
• Universities

Florido-Benítez, L. (2022), "The impact of tourism promotion in tourist destinations: a bibliometric study", International Journal of Tourism Cities , Vol. 8 No. 4, pp. 844-882. https://doi.org/10.1108/IJTC-09-2021-0191

Emerald Publishing Limited

Copyright © 2021, International Tourism Studies Association

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Opinion: In his 2020 book chapter, A Regenerative Journey: New Zealand Tourism Reinvented , journalist Rod Oram argued that, “To absolutely thrive, the tourism sector needs to radically rethink its role in our natural environment, society and economy. Its great opportunities lie in tackling its greatest liabilities.” In the wake of Rod’s recent and tragically sudden passing, and a significant change in government, these words have never held more resonance.

Oram was an early contributor and supporter of the Otago Tourism Policy School, which concluded its sixth annual assembly in Queenstown on March 22 with an address by the new Minister of Tourism, Matt Doocey.

The Otago Tourism Policy School is a unique two-day forum that brings together tourism academics, business leaders, policy makers, communities, industry organisations and other stakeholders to discuss key challenges and opportunities confronting New Zealand’s tourism industry.

Let's take this opportunity to reinvent tourism

Tourism's faltering recovery relies on foreign workers to sell nz.

This year’s theme, Connecting the Dots: Fostering a Cohesive and Connected Tourism System , was selected to encourage discussion of how our tourism system can function in a more integrated and cohesive way across the wide range of communities and organisations that tourism touches at local, regional, national and international levels.

The event culminated in a discussion with the Minister of Tourism. I had eagerly awaited this session and, in some aspects, it exceeded my expectations.

No previous tourism minister has spent so long engaging with delegates during a session or shown such willingness to address thorny tourism questions in an open forum. It was refreshing to see the minister taking advantage of this unique opportunity to engage directly with a diverse and highly experienced group of tourism stakeholders.

Notwithstanding, the minster’s message left many feeling disappointed and, in some cases, bereft.

The previous government funded our 31 regional tourism organisations to develop ambitious and “regenerative” destination management plans (DMPs) aimed at reinventing how Aotearoa approached and practised tourism post-pandemic.

Led by deeply committed communities and leaders across the country, New Zealand was unique globally in having an entire nation tasked with rethinking what we wanted from tourism and how we wanted to move forward.

Despite different articulations and perspectives on tourism across the country, the resulting 29 DMPs are remarkably aligned in terms of their desire to see tourism support thriving communities in ways that go beyond simple economic transactions.

Many of these communities expressed a desire for “high contributing” visitors who appreciate their unique destination values and enhance their overall quality of life, not simply their overall revenue.

The minister indicated that, rather than resourcing these plans that attracted wide-spread stakeholder engagement and consensus, the Government will revert to traditional tactics such as maximising the economic value of international tourism and spreading visitation regionally throughout the year.

While regional dispersal, seasonality and workforce issues are perennially important, the proposed approach to doing so appears outdated and myopic.

This raises a question: Rather than create the relatively meagre events promotion fund announced by the minister last week – which many target regions may struggle to secure with a 50 percent match – how could government better spend these, and other, funds to meaningfully deliver on the tourism priorities our communities have clearly articulated?

The minister also said that the Government prefers a devolved, localised approach to tourism management. While a localised approach is appropriate for many tourism functions, it does not operate in a vacuum – tourism is significantly impacted by national and global level actors, external events, and transport networks.

For instance, visitors do not see boundaries between the Queenstown Lakes District and Central Otago, despite these regions having distinct tourism offerings, aspirations, and regional tourism structures.

All regional tourism organisations and operators are also impacted by national level decisions, policies and funding allocations, to name a few. Tourism across our regions is inherently entwined. It follows that, while bottom-up regional level leadership is critically important, this needs to be complemented and supported by top-down, national-level strategy and leadership. 

Rather than simply devolving all responsibility for resourcing destination management and planning to already depleted and overburdened local and regional authorities, should the Government provide essential support for localised destination management? How can a devolved approach empower regional tourism organisations, rather than leaving them with noble ambitions and community expectations they are unable to deliver on?

We have the bottom-up, regional-level plans to reinvent tourism and help communities flourish holistically, not just economically. What is needed now is a macro-level strategic approach to tourism management that is vertically integrated and enables local delivery. We need a legislative approach with systems and organisations in place to oversee and coordinate the local and regional level activities of our diverse tourism destinations and actors.

We have this on the demand side at the national level in the form of our international tourism marketing agency, Tourism New Zealand. Regions leverage the government’s national-level investment in Tourism New Zealand to promote their distinctive tourism offerings. Such an approach on the supply side of tourism could, for example, take all the largely aligned sustainability aspirations outlined in our 29 DMPs and provide the national-level leadership needed for all regions deliver on these, rather than creating unnecessary inefficiencies and frustration of striving to do this in isolation.

We can learn from Ireland’s national tourism development authority, Fáilte Ireland, which is focused on supporting long-term sustainable growth across economic, environmental, social and cultural dimensions. They work in partnership with government, local authorities, tourism industry, and other stakeholders to holistically develop and support destination management, infrastructure investment, tourism products and events.

Fáilte Ireland represents an effective, cohesive model of tourism management that addresses many of the issues facing New Zealand tourism. Ireland’s similarities in geography, population, and positioning of the tourism industry make this a useful approach we can learn from and adapt for our unique context.

Tourism industry leader and strategist Glenys Coughlan, a long-time advocate for a national tourism development agency, notes how the New Zealand Infrastructure Commission is structured, with a private sector board of directors and empowered executive team focused on advancing the effectiveness and performance of infrastructure development and investment.

“There are a number of crossovers with tourism,” she says.

“Not only do tourists place demands on the same infrastructure that residents rely on (and pay for) – such as roading, energy, waste management, and public amenities – but the visitor industry also relies on long lead and capital-intensive investments, like hotels, air, and shipping services…If we want tourism to make a greater contribution to New Zealand, then we cannot leave it to chance. We need to work together to manage it.”

The Minister of Tourism has said he is “here to listen” and is still developing his vision for tourism in New Zealand.

Perhaps listening and learning about innovative supply-side solutions, such as Fáilte Ireland or the New Zealand Infrastructure Commission, coupled with communities’ strong desire for national-level support and leadership in delivering on the DMPs they have endorsed, will help inform this vision.

This is a unique opportunity for the new Government to provide the bold, innovative leadership that New Zealand is globally known for. Our communities and the global tourism sector are watching to see if we can deliver on the reinvention of tourism we have promised to deliver.

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Passing Thru Travel

15 Eco-Islands 2024 – Sustainable Island Retreats

Posted: February 24, 2024 | Last updated: February 24, 2024

In an age where sustainable travel is not just a preference but a necessity, islands around the world are leading the way in eco-friendly tourism. These destinations offer more than just stunning beaches and clear waters; they are committed to preserving their natural beauty and cultural heritage. From the remote corners of the Pacific to the vibrant ecosystems of the Caribbean, this guide explores 15 of the world’s most sustainable island getaways. Each of these islands offers a unique blend of responsible tourism practices and unforgettable natural experiences, ensuring that your visit leaves a positive impact.

1. Palawan, Philippines

Palawan, the Philippines’ ecological marvel, is a testament to sustainable island living. This lush paradise, with its crystal-clear waters and rich marine life, is a haven for eco-conscious travelers. The island’s efforts in conservation are evident in attractions like the UNESCO-listed Puerto Princesa Subterranean River National Park and the sustainable luxury resorts in El Nido. Community-based tourism initiatives here not only protect the environment but also support local livelihoods. Visitors can engage in snorkeling, island-hopping, and exploring hidden lagoons, all conducted with respect to the natural surroundings.

Insider’s Tip: Engage in community-led tours for an authentic and responsible exploration of the island.

When To Travel: The dry season from November to May offers the best weather.

How To Get There: Fly to Puerto Princesa or El Nido from major cities in the Philippines.

2. Galapagos Islands, Ecuador

The Galapagos Islands, a unique showcase of biodiversity, are a global model for sustainable tourism. The Ecuadorian government and local operators maintain strict controls to preserve the islands’ delicate ecosystems. Visitors can marvel at the unique wildlife and volcanic landscapes while contributing to conservation efforts. The islands offer a range of eco-friendly accommodations and tours that prioritize environmental responsibility. Activities include guided nature walks, snorkeling with sea lions, and observing the famous Galapagos tortoises in their natural habitat.

Insider’s Tip: Opt for smaller, eco-certified cruises to minimize your environmental impact.

When To Travel: Visit from June to December for cooler temperatures and active wildlife.

How To Get There: Fly to Baltra or San Cristobal from mainland Ecuador.

3. Maui, Hawaii, USA

Maui, the second-largest Hawaiian island, is a leader in sustainable tourism practices. The island’s lush landscapes, from the volcanic Haleakal? National Park to the Road to Hana, are maintained through eco-friendly initiatives. Visitors can enjoy organic farm-to-table dining, solar-powered water adventures, and cultural tours that respect the local heritage. Maui’s commitment to preserving its natural and cultural resources makes it a prime destination for eco-conscious travelers. The island’s diverse ecosystems, including rainforests and coral reefs, offer nature enthusiasts a wide range of activities.

Insider’s Tip: Participate in a beach clean-up to give back to the community.

When To Travel: The shoulder seasons of April to May and September to November offer great weather with fewer crowds.

How To Get There: Fly directly to Kahului Airport on Maui.

4. Dominica, Caribbean

Dominica stands out in the Caribbean for its commitment to eco-tourism. Known as the “Nature Island,” it boasts lush rainforests, hot springs, and a rich array of wildlife. The island’s eco-lodges and nature tours focus on conservation and community involvement, offering immersive experiences like whale watching and hiking to the Boiling Lake. Dominica’s rugged terrain and natural hot springs provide a unique backdrop for sustainable adventures, from birdwatching to exploring hidden waterfalls.

Insider’s Tip: Explore the island’s unique waterfalls and natural hot springs for a relaxing experience.

When To Travel: The dry season from December to April is ideal for exploring.

How To Get There: Fly to Douglas-Charles Airport, with connections from major Caribbean hubs.

5. Tasmania, Australia

Tasmania, an island state of Australia, is a treasure trove for eco-conscious travelers. Over 40% of its land is protected as national parks and reserves, offering a diverse range of pristine environments. From the rugged wilderness of the Tasmanian Wilderness World Heritage Area to the serene beauty of Wineglass Bay, Tasmania is a haven for nature lovers. The island is committed to sustainable practices, evident in its eco-lodges and conservation projects. Visitors can engage in eco-friendly activities, such as hiking in ancient rainforests, watching wildlife, and exploring the island’s unique geology.

Insider’s Tip: Visit the Tasmanian Devil sanctuaries to learn about conservation efforts for this iconic species.

When To Travel: The summer months of December to February are ideal for outdoor activities.

How To Get There: Fly to Hobart or Launceston from major Australian cities.

6. Azores, Portugal

The Azores, a group of nine volcanic islands in the North Atlantic, are a model for sustainable tourism. The islands’ stunning landscapes, from green pastures to thermal springs, are complemented by eco-friendly accommodations and activities. Whale watching, hiking, and diving in the Azores not only offer incredible experiences but also support conservation efforts. The islands’ commitment to sustainability includes renewable energy initiatives and the protection of marine life.

Insider’s Tip: Try geothermal cooking, a unique culinary experience on the islands.

When To Travel: Visit from April to October for the best weather and whale-watching opportunities.

How To Get There: Fly to Ponta Delgada on São Miguel Island from Lisbon or other European cities.

7. Kangaroo Island, Australia

Kangaroo Island, off the coast of South Australia, is a wildlife sanctuary and a leader in sustainable tourism. The island’s diverse habitats are home to many native Australian species, protected through eco-friendly practices. Visitors can enjoy guided wildlife tours, conservation experiences, and stays in eco-lodges. The island offers a unique opportunity to see Australian wildlife in their natural habitat, such as kangaroos, koalas, and echidnas.

Insider’s Tip: Join a nocturnal tour to see the island’s wildlife in their natural habitat, including kangaroos and echidnas.

When To Travel: Visit from September to March for the best wildlife viewing.

How To Get There: Fly to Kingscote Airport on Kangaroo Island or take a ferry from Cape Jervis.

8. Jeju Island, South Korea

Jeju Island, off the southern coast of South Korea, is known for its natural beauty and commitment to sustainability. The island’s UNESCO-listed Geopark showcases unique volcanic landscapes, waterfalls, and beaches. Eco-friendly initiatives across the island promote sustainable agriculture and tourism, making it a great destination for environmentally-conscious travelers. Activities include exploring lava tubes, hiking up Hallasan Mountain, and visiting traditional Korean villages.

Insider’s Tip: Explore the island’s lava tubes and craters for a unique geological experience.

When To Travel: Spring (April to June) is ideal for mild weather and beautiful cherry blossoms.

How To Get There: Fly to Jeju International Airport from various cities in South Korea and Asia.

9. Bonaire, Caribbean

Bonaire, part of the Dutch Caribbean, is a pioneer in marine conservation. The island’s surrounding waters are a protected marine park, offering some of the best diving and snorkeling experiences in the Caribbean. Sustainable practices on land and sea make Bonaire a top choice for eco-friendly island travel. Visitors can enjoy activities like windsurfing, kitesurfing, and exploring the island’s unique flora and fauna.

Insider’s Tip: Try windsurfing or kitesurfing in Lac Bay, known for its ideal conditions.

When To Travel: Visit year-round, with the best diving conditions from April to October.

How To Get There: Fly to Flamingo International Airport on Bonaire from the United States, Europe, or other Caribbean islands.

10. Seychelles

The Seychelles, an archipelago in the Indian Ocean, is a leader in environmental conservation. The islands offer stunning beaches, coral reefs, and nature reserves. Sustainable tourism practices here include eco-lodges, marine conservation projects, and guided nature tours. The Seychelles’ commitment to preserving its natural and cultural heritage makes it an ideal destination for responsible travelers.

Insider’s Tip: Visit Vallee de Mai on Praslin Island, a UNESCO World Heritage Site, to see the rare Coco de Mer palm.

When To Travel: April to May and October to November offer calm seas and pleasant weather.

How To Get There: Fly to Seychelles International Airport on Mahé Island from major international hubs.

Fiji, an archipelago in the South Pacific, is renowned not just for its breathtaking coral reefs and warm hospitality but also for its dedication to sustainable tourism. The islands are a paradise for eco-conscious travelers, offering a variety of eco-friendly resorts and activities that range from diving in vibrant coral reefs to engaging in cultural tours and participating in conservation initiatives.

Fiji’s commitment to sustainable practices ensures that your visit contributes positively to the local communities and the preservation of the environment. The islands’ lush landscapes and clear waters provide the perfect setting for various activities, including kayaking, snorkeling, and exploring traditional Fijian villages. Engaging with the local community and participating in environmental conservation projects offer a deeper understanding and appreciation of Fiji’s natural beauty and cultural richness.

Insider’s Tip: Participate in a reef conservation project for a hands-on experience in marine preservation.

When To Travel: The best time to visit is during the dry season, from May to October.

How To Get There: Fly to Nadi International Airport on Fiji’s main island, Viti Levu.

12. Isle of Skye, Scotland

The Isle of Skye, located off the west coast of Scotland, is a destination that captivates with its dramatic landscapes and rich cultural heritage. Known for its rugged coastlines, mystical mountain ranges like the Cuillins, and historical sites such as medieval castles, Skye is a haven for outdoor enthusiasts and history buffs alike. The island’s commitment to eco-friendly tourism is evident in its sustainable accommodations and practices that aim to preserve the natural environment.

Visitors can immerse themselves in the island’s beauty through activities like hiking, wildlife watching, and exploring the local folklore and traditions. The Isle of Skye’s enchanting scenery, from the famous Fairy Pools to the Old Man of Storr, offers endless opportunities for sustainable exploration and adventure.

Insider’s Tip: Visit the Fairy Pools, a series of clear, cold pools and waterfalls in the Cuillins.

When To Travel: May to September offers the best weather for outdoor activities.

How To Get There: Drive or take a bus from mainland Scotland to the Isle of Skye.

13. Vancouver Island, Canada

Vancouver Island, off Canada’s Pacific Coast, is a diverse ecosystem ranging from temperate rainforests to rugged beaches and mountainous terrain. The island is a model for sustainable tourism, offering a range of eco-friendly activities and experiences. Visitors can explore ancient forests, such as those in Cathedral Grove, go whale watching in the Pacific waters, or learn about the rich indigenous cultures of the island.

Vancouver Island’s commitment to environmental stewardship is evident in its conservation efforts and promotion of sustainable practices among local businesses and communities. The island provides a perfect blend of adventure and relaxation, with opportunities for hiking, kayaking, and enjoying the local culinary scene while focusing on ecological responsibility.

Insider’s Tip: Explore the island’s west coast for incredible wildlife viewing, including bears and whales.

When To Travel: Visit from June to September for the best weather and wildlife viewing.

How To Get There: Fly to Victoria International Airport or take a ferry from Vancouver.

14. Sardinia, Italy

Sardinia, nestled in the Mediterranean Sea, is an island that offers more than just stunning beaches and crystal-clear waters. It is where the preservation of natural landscapes and cultural heritage is paramount. Visitors to Sardinia can enjoy sustainable agritourism, explore archaeological sites like the Nuraghe, and hike in the island’s rugged interior.

The island’s approach to tourism balances enjoyment with conservation, ensuring its beauty is maintained for future generations. Sardinia’s diverse landscape, from the Costa Smeralda to the mountainous Barbagia region, provides a range of activities for travelers, including horseback riding, wine tasting, and discovering the unique traditions and crafts of the local communities.

Insider’s Tip: Visit the Nuraghe, ancient megalithic edifices, to glimpse Sardinia’s past.

When To Travel: April to June and September to October offer pleasant weather and fewer crowds.

How To Get There: Fly to Cagliari, Olbia, or Alghero airports from major European cities.

15. Chiloé Island, Chile

Chiloé Island, located in the southern region of Chile, is where myth and tradition blend seamlessly with the natural environment. Known for its distinctive wooden churches and rich folklore, Chiloé is committed to sustainable tourism practices. The island’s cultural heritage is deeply connected to its natural surroundings, offering visitors a chance to experience both.

Eco-friendly accommodations and activities such as bird watching, hiking, and exploring the island’s national parks are popular among travelers. The island’s cuisine, particularly its seafood and unique dishes like curanto, reflects its sustainable relationship with the sea and land. Chiloé’s rolling hills, dense forests, and coastal landscapes provide a tranquil setting for a sustainable and culturally enriching getaway.

Insider’s Tip: Try curanto, a traditional Chilote dish, to taste local cuisine.

When To Travel: The best time to visit is during the summer months of December to March.

How To Get There: Fly to Puerto Montt and then take a ferry to Chiloé Island.

The Bottom Line

Embarking on a sustainable island getaway allows you to responsibly enjoy some of the world’s most beautiful destinations. These eco-friendly islands offer breathtaking natural beauty and a commitment to preserving their environment and culture. Whether you’re snorkeling in Fiji’s coral reefs, exploring the ancient landscapes of Sardinia, or immersing yourself in the unique culture of Chiloé, your journey will contribute to the sustainability of these incredible places. As you plan your next island adventure, remember that your choices can help preserve these paradises for future generations.

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The post 15 Eco-Islands 2024 – Sustainable Island Retreats republished on Passing Thru with permission from The Green Voyage .

Featured Image Credit: Shutterstock / Grekov’s.

For transparency, this content was partly developed with AI assistance and carefully curated by an experienced editor to be informative and ensure accuracy.

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