best tourism campaigns of all time

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9 Brilliant Tourism Campaigns That Got the Most Views in Our Newsletter

October 29, 2019 by Laurie Jo Miller Farr Leave a Comment

Creative travel marketing campaigns that have stood out for readers of The Travel Vertical since we started publishing nearly four years ago.

Visit Seattle Breaks the Mold

How would an out-of-town artist describe this destination as a flavor of ice cream, a wallpaper design or an original song?  

Nebraska Tourism Shakes it Up with Hilarious New Campaign

Adopting a cheeky, self-deprecating point of view, with the attention-grabbing tagline, “Nebraska: Honestly, it’s not for everyone,” is the clever positioning for this “least likely to be visited state.” 

Tennessee Totally Crushes it with ‘Snap Your Way in’ Free Garth Brooks Concert

When the State of Tennessee launched its own Snapchat channel to engage Millennials, the destination needed a reason for them to want to follow, and a free Garth Brooks concert sent to smartphones via the platform was just the ticket.

Tennessee Department of Tourist Development: “The Colorblind Viewer “

The beauty of Tennessee fall foliage literally brought people to tears in emotional videos filmed in state parks. They were seeing color for the first time. Here’s how it worked and gained national attention, gaining hundreds of millions of views.

VisitLEX: A Horse Walks Into a Bar

Lexington, Kentucky is the Horse Capital of the World in the heart of bourbon country, so watch what happens when a horse wants a drink at the bar. The only thing that wasn’t big about this spring campaign idea was the 10K production budget.

You’ve Never Seen a Tourism Video Like This: Travel Oregon

Animated characters, fantastical sea creatures, mystical cloud people, and sky whales, accompanied by symphonic melodies in this 1:45–minute visual narrative for “Oregon. Only Slightly Exaggerated.”

Destination Pride Reimagines Rainbow Flag as Digital Dynamic

Canadian-based “Destination Pride” interprets the colored stripes on a rainbow flag as a bar graph to display the LGBTQ-related safety of a destination based on its equality laws.

‘I Am Not Wisconsin’ Says Michigan’s Upper Peninsula

Find out why @UpperPeninsula took to Twitter to challenge @MountainDew to customize a can for the region and the giant beverage company accepted the challenge.

“Come, But Please Don’t Tag Us,” Says Jackson Hole

Slowing the flow of Instagram hikers going off-trail and geo-tagging remote, fragile eco-locations at Delta Lake was the objective of #staywild and “Keep This Spot ‘Grammable.”

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Lessons from Creative DMOs: 11 Successful Tourism Marketing Campaigns

For DMOs, a new year and a new season are usually triggers for a fresh destination marketing campaign.

You’re always looking for a fresh angle, something new to try, and a new way to wow prospective travelers. You’re always looking for creative inspiration.

That’s why we’ve taken the time to create this list of 11 amazing travel marketing campaigns, look at what made them successful, and pull out what you can learn from them.

From horse-filmed promotional videos to talking bridges, there’s no limit to the ingenuity of DMOs when promoting their destinations —and to the campaigns you can create.

1 | South African Tourism: 24 Hours of Wow

Visitors to South Africa frequently focus only on going on safari, and don’t realize the wealth of other amazing activities that are available. To show just how varied and wonderful their country really is, South Africa Tourism developed a visually immersive microsite called “24 Hours of Wow” that featured 144 six-second video clips, each representing an activity or attraction. Visitors could then customize a personalized 24-hour South African adventure by selecting video clips that represented activities for each of the hours of the day, or let the shuffle option surprise them.

Lessons from this destination marketing campaign

Harnessing the popularity of video allowed the South African Tourism board to immerse web visitors with a plethora of possibilities — allowing visitors to browse and explore all the options made it interactive and engaging. Immediately after launching, the average time on site was close to ten minutes as visitors played with the variety of videos available. (If that isn’t evidence of the power of personalization, what is?)

The best part? 60% of the b-roll used was repurposed from what they’d already had on hand in their content library.

2 |  Visit Omaha: Bob the Bridge

Connecting Omaha and Iowa lies the bridge with the most personality that you’ll ever meet: Bob the Bridge. Locals were initially unhappy with the 3,000-foot curved suspension bridge, dismissing it as leading to nowhere and disregarding its value as an attraction in and of itself.

But rather than trying to change their minds, Visit Omaha decided to let the bridge speak for himself. By giving Bob his own social media accounts and video blog, in which his dry, humorous personality shines through, the team was able to completely change the public’s perception.

Sometimes the craziest ideas can really pay off. By creating a tongue-in-cheek personality for their bridge —something no other destination had done— Visit Omaha has effectively created their own tourist attraction and talk trigger . Plus, by showing off a gallery of the UGC people are sharing with Bob on their website, they amplify the social voices of happy visitors and continue to extend that conversation.

3 | Visit Lex: Horse-Filmed Commercials

You’ve heard of user-generated content, but what about horse-generated? In Lexington, Kentucky, home of the Kentucky Derby, every day revolves around the horse farms that have made them famous. However, getting visitors to take more than a casual interest in them can be a challenge.

So, Visit Lex decided to give them a horse’s-eye-view of what really happened on the farm. By strapping a GoPro to their thoroughbreds, they got hours of video footage — filmed entirely by the horses —that gave visitors the chance to put themselves in their horseshoes. The most popular was a video of a mother watching her foal —just like any human parent might film their child.

Lessons from this destination marketing campaign:

Horses are this city’s unique differentiator. By putting them on at the forefront of their campaign and letting them take the reins, it’s easy to create an emotional connection with these creatures and their homeland.  Showing visitors what you really love about your destination is the perfect way to get them as excited about it as you are!

4 | Explore Georgia: #ExploreGeorgiaPup

You’ve heard of family-friendly travel… But what about puppy-friendly? When Explore Georgia realized that a large portion of their target demographic were millennial pet owners, the perfect destination marketing campaign was born.

To draw dog owners from neighboring states in for a visit, they created the #ExploreGeorgiaPup campaign. They created travel guides for pet owners and featured images of visiting dogs, sharing it all on social media to show that Georgia was the perfect place to visit with your dog.

And the spotlight on man’s best friend paid off. They saw over 3,000 uses of the hashtag in under a year, leading over 14,000 visitors to their website. They also reached over 10,000 followers on their pet-friendly travel Pinterest board.

#ExploreGeorgiaPup is the perfect example of a campaign that’s both useful to travelers as well as being visually appealing (who doesn’t love a good puppy pic?). By sharing travel tips and making it easy for pet owners to visit, Explore Georgia was able to generate lots of love on social media —which in turn made it easier to source more and more great user-generated content to keep the social conversation growing.

5 | Explore St. Louis, STL.Live

Although Explore St. Louis was having no trouble attracting families to their city, they also wanted to reach out to millennials. When they realized that what this demographic was really looking for were lesser-known attractions that would help them get to know the city better, they harnessed a new content strategy, including a UGC-powered microsite and quick interviews with local influencers about their favorite places in St. Louis — completely unscripted.

Explore St. Louis knew that their target demographic wouldn’t be impressed by traditional marketing. By reaching out to influencers who resonated with millennials, they were able to give a portrait of their city that was described from the perspective of real people, rather than marketers.

That ties into another key factor in this campaign’s success: its authenticity. By showcasing user-generated content, they made their audience feel as though they were really part of the St. Louis community and could experience it like a local, rather than a tourist. To create a connection with visitors, take advantage of visual user-generated content, like Explore St. Louis did.

6 | Tourism Ireland: Doors of Thrones

Much of Game of Thrones was filmed in Northern Ireland, most particularly at the famous Dark Hedges trail. After a storm ripped through the country and knocked down a couple of trees, Tourism Ireland realized that they had the perfect opportunity to turn the lumber into something fans would love to see.

Through their exclusive partnership with Game of Thrones, they created “Doors of Thrones”, each one of which matched a specific episode in the upcoming season.

And it paid off. The videos they developed to unveil the doors were viewed a combined 17.5 million times, engaged with 250,000 times, achieving a combined total reach of 126 million. Even now that the season is long over, visitors still flock to see the doors and get stamps on their Game of Thrones tour passports —something they can’t do at any other destination.

The filming locations of Game of Thrones were already a big attraction in the area, so taking advantage of them allowed Tourism Ireland to increase their cachet even more. When thinking about your next campaign, it’s about not only knowing your destination, but knowing what other people are saying about it and associate with it.

7 | Visit Pittsburgh, UGC everywhere

Although Pittsburgh has long had a reputation as a smoky, industrial city, in modern days it’s anything but. To show how their city has been transformed in recent years, Visit Pittsburgh turned to the power of user-generated content. By getting local influencers to blog for them and sourcing authentic imagery through CrowdRiff of the wide variety of activities and events available, their site is always revealing new sides of their city.

Lessons from this destination marketing strategy:

Although this is more of an overarching strategy than a specific campaign, it’s one that’s well worth noting for all DMOs. Using CrowdRiff to source user-generated content for their website visuals significantly reduced time spent looking for pictures on the Visit Pittsburgh team’s part, and also allowed them to showcase a larger volume. They’ve been able to raise the profile of their brand and transform perceptions of their city, just by showing people the authentic photos of their changed destination with UGC.

8 | Visit Houston: Hola Houston

Although Houston never had a problem attracting visitors from within driving distance, they realized that to broaden their appeal, they’d need to adopt a new strategy. They already had quite a few visitors coming from Mexico, but to connect with them more deeply, they decided to create a Spanish-language website that would give Spanish speakers a more personalized glimpse into the city. The Hola Houston campaign involved painting murals in their key Mexican markets, and partnering with Mexican influencers, who shared their explorations through the city on social media as well as posting them on the site.

Hola Houston tapped into a previously overlooked market and created a better experience for them —getting a yearly increase of 300,000 visitors from Mexico in the time since their campaign. Realizing where your current visitors are underserved and developing a way to welcome them in, or simply developing a more personalized message for different market segments, is a great way to deepen your relationship with that particular demographic.

9 | Faroe Islands: Sheep View

The Faroe Islands, an archipelago located between Iceland, Norway, and Scotland, was so small that it wasn’t even included on most world maps or even Google Street View. However, they knew that to attract more visitors, they’d need to get on the map.

So, they turned to their most unique attribute: the fact that they have more sheep than people. To give visitors a glimpse of what awaited them on the islands, they strapped 360-cameras to some of their 80,000 sheep as they wandered around. The resulting “sheep map” did more than get Google Maps’ attention: it also won 3 Lions at the 2017 Cannes Advertising Festival, amongst several other awards.

The Faroe Islands might not have had much money… but they did have a lot of sheep and breathtaking scenery. They needed a way to show people visually what their collections of islands had to offer, and they did so by combining these two strengths. They dove into virtual reality video to visually captivate people from all over the world, and cleverly used their sheep to show off their charm while sparking conversation and the attention of the press.

10 | Nelson and Kootenay Lakes: #FindingAwesome Contest

The Nelson and Kootenay Lakes Tourism team has a very specific vision of the visitors they want to attract: “free spirits and well-rounded squares”, in the words of their positioning statement. However, figuring out how to market to this very specific personality type can be difficult, particularly given the wide variety of activities available in the area.

To group all of their pastimes together under one umbrella, they created the #FindingAwesome contest. Visitors to the area were invited to submit posts on social media using the hashtag, with winners receiving cash prizes and being posted on their blog. Even those that don’t win were featured on their “Finding Awesome” microsite, using CrowdRiff to request rights to photos and also to power a UGC gallery with numerous photos and videos to explore.

The campaign was so popular that local businesses even started running similar campaigns concurrently, such as the area microbreweries’ “Fermenting Awesome” event.

Focusing on their ideal visitor’s interests, rather than on their demographics, helped Nelson and Kootenay Lakes Tourism create a message that was directed specifically at them. By running a social media contest, they really spread that brand message and encouraged visitors and locals alike to adopt it, which was further amplified by using those UGC images in their own marketing and blog posts.

11 | Travel Wyoming: That’s WY Stories

Although Wyoming is already well-known for its natural wonders, visitors from beyond driving distance can sometimes fail to see what really makes it unique. Although Travel Wyoming ’s marketing already featured their gorgeous outdoor views, it wasn’t being told from the personal, individual perspective.

So, to convey more of Wyoming’s personality, they created a series of videos with some of the state’s most interesting experts —such as rope makers, ranch owners and dogsledders—that shared a more intimate view of the state.

Developing this human connection paid off. Sharing the stories of the people that make Wyoming special lead to a direct increase in visitors to the state and increased national awareness of just “wy” Wyoming was worth visiting.

Sometimes, just sharing beautiful photos of the landscape isn’t enough. Getting up close and personal with the people who truly make your destination great can help differentiate you from other locations. Combining unique, personal storytelling along with visually captivating , cinematic videos really resonated with viewers, with some videos getting over a million views.

Feeling inspired? There’s more to see.

Read what five forward-thinking DMOs like Visit Arizona and San Francisco Travel have done to create website content for travelers that is targeted, unique, and inspiring in our latest eBook: Making Your Website an Insider’s Guide to Your Destination.

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Top 10 Travel Marketing Campaigns & Innovations

Traveling is more than just a leisure activity; it's a massive global industry that contributes over $9 trillion to the world's economy. The competition among travel companies, airlines, and destinations is fierce, and standing out in the crowded market requires innovation and creativity. In this landscape, marketing campaigns have become vital tools for capturing attention and driving consumer behavior. From social media strategies to television commercials, successful campaigns have not only influenced travel decisions but also shaped travel trends and culture.

According to a recent study by the World Travel & Tourism Council, the right marketing campaign can increase destination visits by up to 20%. This has led to a surge in investment in creative and engaging campaigns that resonate with potential travelers. Some of the most iconic campaigns have transcended traditional marketing, turning into cultural phenomena, and inspiring a new wave of wanderlust. This article highlights the top 10 travel marketing campaigns that have done just that, analyzing the strategies and impact that put them ahead of the pack.

Top 10 Travel Marketing Campaigns

Campaign 10: "get out there" - kayak.

Kayak's "Get Out There" campaign aimed to inspire wanderlust among its audience. Through vibrant visuals, the ads showcased breathtaking destinations, from serene beaches to bustling cityscapes. Each advertisement carried a clear message – the world is vast, and every place holds a new experience waiting to be uncovered. The digital-first campaign was embedded with interactive tools: a user could click on an ad and immediately be led to flight and hotel options for the showcased destination.

Kayak's "Get Out There" campaign was a bold statement in the increasingly digital world of travel planning. By implementing an aggressive multi-channel strategy that reached over 20 million users, Kayak achieved a 12% increase in app downloads within the first quarter of the campaign's launch.

• Social Media Blitz: With targeted ads across Facebook, Instagram, and Twitter, they reached the millennial demographic, seeing a 30% growth in social media engagement.
• Influencer Partnerships: Collaboration with travel influencers provided authentic voices that resonated with potential travelers, resulting in a 15% increase in user-generated content tagged with their campaign hashtag.
• Interactive Website Features: A special landing page offered personalized travel suggestions, driving an 18% increase in site visits.

Campaign 9: "Travel Yourself Interesting" - Expedia

Expedia’s campaign took a playful and humorous angle. The core message was simple: Traveling makes you a more interesting person. Ads featured individuals recounting bland, everyday experiences, juxtaposed with their far more intriguing travel tales. One memorable ad showed a man boring his friends with tales of his lawn maintenance, only to later captivate them with stories of his trek in the Amazon Rainforest.

Expedia's "Travel Yourself Interesting" campaign became a sensation for its humorous take on self-improvement, leading to a 10% growth in global bookings during the campaign period.

• Television Commercials: The humorous ads were broadcasted in key markets, reaching an estimated audience of 50 million, with a 20% increase in brand recall.
• Digital Engagement: Interactive online quizzes and social media challenges contributed to a 25% spike in website traffic.
• Partnership with Travel Bloggers: Engaging bloggers added credibility and a personal touch, resulting in a wider reach and deeper connection with the target audience.

Campaign 8: "The Airbnb Concerts" - Airbnb

Airbnb wanted to emphasize that travel isn’t just about where you stay, but what you experience. This campaign married unique Airbnb accommodations with intimate live music performances. Think of a jazz concert in a historic New Orleans mansion or an indie rock performance in a sleek Tokyo loft. The campaign was about moments and memories, providing travelers not just a place to sleep but an experience to cherish.

Airbnb's "The Airbnb Concerts" was a revolutionary campaign that bridged the gap between travel, music, and community. Over 100 unique concerts were held in various Airbnb locations around the world, leading to a 40% increase in bookings among the participating properties.

• Live Concert Experiences: Hosting concerts in unusual Airbnb venues, such as treehouses and lofts, created unforgettable experiences, selling out 95% of the events.
• Social Media Engagement: Videos and photos from the concerts were shared widely, generating over 5 million views on YouTube and trending hashtags on Twitter.
• Influencer Participation: Collaboration with famous musicians and influencers added prestige and drew substantial media attention, reaching an estimated 60 million people through various channels.  

Campaign 7: "Do it for Denmark" - Spies Travels

With Denmark experiencing a declining birth rate, Spies Travels crafted a cheeky and bold campaign suggesting that Danes should travel more to romantic destinations to boost their chances of conceiving. The campaign videos humorously implied that being in a relaxed vacation mode away from the daily grind might lead to increased intimacy among couples, and thus, increase the country's birth rate.

Spies Travels' bold and unconventional "Do it for Denmark" campaign focused on Denmark's low birth rate, cleverly encouraging couples to travel and procreate. This campaign's success was reflected in:

• Media Coverage: Featured in over 300 international media outlets, generating buzz worth millions in free advertising.
• Sales Growth: A 10% increase in holiday bookings within the campaign period, especially in romantic travel packages.
• Viral Video: The campaign video was viewed over 10 million times on YouTube in the first month alone.
• Awards and Recognition: The campaign won several marketing awards, establishing Spies Travels as a creative leader in the industry.

Campaign 6: "Unborder" - Scandinavian Airlines (SAS)

The "Unborder" campaign showcased the power of travel to transcend boundaries, be they physical, cultural, or psychological. Using visually stunning videos and images, SAS celebrated the global citizen's mindset. Scenes showcased diverse landscapes and cultures, intertwined with travelers from various backgrounds meeting, sharing moments, and understanding one another's worlds.  

SAS's "Unborder" campaign celebrated cultural diversity and connectivity, aiming to break down borders in both a literal and metaphorical sense.

• Emotional Resonance: Surveys showed a 25% increase in positive brand perception among those exposed to the campaign.
• Global Reach: Multi-language content ensured an international reach, connecting with audiences in over 30 countries.
• Influence on Travel Patterns: The campaign contributed to a 7% growth in international flight bookings through SAS.
• Social Media Engagement: User-generated content and shared stories reached over 5 million social media users, strengthening community engagement.

Campaign 5: "Spend Your Days Off" - Project: Time Off

Addressing the widespread issue of burnout and the tendency of many individuals, especially in high-pressure jobs, to skip vacations, this campaign was a clarion call to prioritize well-being. Using a mix of stark statistics about unused vacation days and heartwarming content showing families and individuals rejuvenating through travel, the campaign's central message was clear: Time off is essential, not just a luxury.

The "Spend Your Days Off" campaign from Project: Time Off tackled a significant societal issue, encouraging people to value their vacation time and prioritize well-being.

• Impact on Public Opinion: The campaign reached over 100 million people, contributing to a shift in public opinion about the importance of taking time off.
• Partnerships with Major Brands: Collaboration with several travel and lifestyle brands increased the campaign’s visibility, contributing to a 15% increase in associated travel package sales.
• Social Media Activism: Through hashtags and viral challenges, the campaign mobilized social media users, generating over 1 million shares and comments.
• Research Integration: By incorporating research data on work-life balance, the campaign positioned itself as an authoritative voice, leading to numerous mentions in major media outlets.

Campaign 4: "You’re Not You When You're Hungry" - Snickers Australia

A delightful twist on Snickers' global campaign message, the Australian edition juxtaposed the idea of being 'hungry and irritable' with the fatigue of long travels. Strategically placed in airports and travel hubs, ads humorously showcased how hunger could transform a calm traveler into a frantic, disoriented mess, suggesting that a Snickers bar could save the day.

Travelers, already familiar with the global "You're Not You When You're Hungry" slogan, appreciated the localized twist and situational humor. The relatability of being hungry and irritable during travels struck a chord. 

• Location-specific Advertising: By targeting travelers at airports, Snickers saw a 15% increase in sales within these locations during the campaign.
• Social Media Impact: Shareable content reached 2 million online engagements within the first two weeks.
• Brand Alignment: Maintained Snickers' global campaign message, resulting in a 10% rise in brand recognition among the travel audience.

Campaign 3: "Live There" - Airbnb

Instead of being a mere tourist, Airbnb's "Live There" campaign invited travelers to live like locals. It showcased real Airbnb hosts sharing genuine experiences with guests — from cooking together to exploring hidden neighborhood gems. The campaign was a departure from cliched travel ads, focusing on authentic local interactions over touristy hotspots.

Airbnb's "Live There" encouraged travelers to immerse in local cultures, shifting focus from accommodations to experiences.

• User Engagement: The campaign’s app features increased user interaction by 20%, enabling travelers to customize their experiences.
• Global Reach: Spanned 18 different markets, contributing to a 12% increase in international bookings.
• Media Partnerships: Collaborations with travel magazines and influencers created a 25% uplift in media coverage and online discussions about Airbnb's experiential travel offerings.

Campaign 2: "Shot on iPhone 6" - Apple

Apple showcased the powerful camera of its iPhone 6, not through technical jargon, but by spotlighting stunning user-generated travel photos taken on the device. Billboards, print ads, and digital campaigns proudly displayed these images with the caption "Shot on iPhone 6," turning everyday users into celebrated photographers.

Apple's "Shot on iPhone 6" brilliantly transformed travel photography, showcasing breathtaking landscapes captured on the iPhone.

• User-generated Content: Over 10,000 user submissions in the first month, creating a vast community of iPhone photographers.
• Sales Impact: A 9% increase in iPhone 6 sales was attributed directly to the campaign during its running period.
• Awards and Recognition: Several accolades for marketing excellence affirm Apple's position as an innovator in both technology and marketing.
• Influence on Industry: The campaign set a trend in mobile photography, with other brands following suit.

Campaign 1: "It's More Fun in the Philippines" - Department of Tourism Philippines

This vibrant campaign used catchy slogans, colorful visuals, and infectious local music to promote the Philippines as a top travel destination. It showcased everything from the country's pristine beaches and natural wonders to its rich cultural festivities and the warmth of its people.

The slogan "It's More Fun in the Philippines" became an anthem for both locals and travelers. It captured the heart of what the Philippines offers — an unparalleled blend of beauty, culture, and hospitality. The country saw a significant surge in tourist arrivals, rejuvenating local businesses and attractions. The slogan found its way onto merchandise, social media trends, and even local parlance, truly marking the campaign's success in engraining itself into the global traveler's psyche.

• Tourism Growth: A staggering 20% increase in international tourist arrivals in the year following the campaign's launch.
• Economic Impact: An estimated $1 billion boost to the local economy, benefiting various sectors tied to tourism.
• Social Media Virality: The hashtag #ItsMoreFunInThePhilippines trended worldwide, with over 5 million uses on various platforms.
• Cultural Promotion: The campaign promoted local culture and natural beauty, creating a sustainable and responsible tourism model.

Break away from the common marketing tactics: Try Stories

One look at the top travel campaigns we've explored showcases a truth that cannot be ignored: individuality is a cornerstone of successful marketing. From Airbnb emphasizing local experiences to the vibrant charm of Philippine adventures, brands that present a unique, authentic message are the ones that resonate most powerfully with audiences.

As a brand, how do you craft a message that stands out in a saturated market? It's about making it personal. And in the digital age, personalization comes from interactive, engaging, and relatable content.

Try Mobile App Stories from InAppStories!   We take your user engagement and essential mobile metrics under control with our digital toolkit. But why does this matter for travel marketing?

• Immersive Experiences : Showcase your destinations with full-screen visuals and engaging narratives. Let your potential travelers experience a 'sneak peek' of their journey right from their mobile devices.
• Real-Time Engagement : With features like polls, sliders, and quizzes, you can gauge traveler preferences instantly. Want to know if they prefer beach holidays over mountain trekking? Just ask!
• Tailored Recommendations : Using the engagement data, offer personalized travel packages or deals that cater to individual preferences. If a user frequently interacts with beach holiday stories, send them a special offer on a seaside resort package!
• User-Generated Content : Encourage travelers to share their experiences through Stories within your app. There’s nothing more convincing than real travelers sharing authentic experiences.
• Stay Updated : Travel advisories, new destination launches, or special discounts – share time-sensitive information instantly through Stories.

InAppStory doesn’t just allow you to share content; it empowers you to create a dialogue, making your marketing efforts a two-way street. By leveraging this powerful tool, your travel brand can achieve a unique voice, one that listens as much as it speaks. Try them now and see how your mobile or web app will change.

10 Tourism Marketing Campaigns that Work Despite Difficult Times

Table of Content

1. visit britain lockdown initiative – showing love for gb, 2. visit portugal – it’s time to stop, 3. discover puerto rico – virtual gateway, 4. visit maldives – keep dreaming but postpone trips, 5. visit abu dhabi – a tribute to the capital, 6. visit saudi – thrilling adventures are timeless, 7. switzerland – dream now, travel later, 8. thai airlines – stay home miles exchange, 9. lonely planet – keep dreaming, 10. special mention: the wild detectives.

The Covid-19 outbreak continues to affect the tourism sector while causing long-lasting hardships experienced by thousands of businesses around the world. As the crisis has unfolded, consumer behavior has changed dramatically in terms of search, planning, and demand. This impacted a number of common industry practices that would have otherwise been successful. Among them, principles of conventional marketing are still being challenged in a struggle to adapt to the new trends.

In spite of the disturbances, some tourism pros actually came up with fantastic strategies that performed beyond expectations.

To inspire your next creative move, we are sharing our top 10 tourism marketing campaigns that work despite coronavirus. Have a look through to explore some inventive and compelling ways to adopt in your own strategy.

Love Great Britain: Official British Tourist Board

Instagram: https://www.instagram.com/lovegreatbritain/

Tag: #LoveGreatBritain

The exciting Instagram account of Visit Britain shares user-generated content featuring the beauty and uniqueness of Great Britain. During the coronavirus pandemic, they come up with an inventive approach aiming to bring a little bit of Britain to international visitors facing travel bans and a life under lockdown. The current campaign is exclusively promoting every aspect of British pop culture and national heritage. From beautiful landscapes, gardens, and architecture to literature, film, and music, they were all under the spotlight on social media feeds.

In addition to the inspirational content, Love Great Britain offers even more ways to engage people staying at home. They feature local recipes, pub quizzes, playlists, complemented with the appropriate call to action and hashtag for each post.

Visit Portugal: Official resource for travel and tourism in Portugal

Instagram: https://www.instagram.com/visitportugal/

Tag: #CantSkipHope

Visit Portugal demonstrated support while still engaging with the local culture and values.

To do that, the DMO changed its usual marketing message from #CantSkipPortugal to #CantSkipHope. This was further strengthened by a video they released along with the campaign saying: It’s time to stop. It’s time to take a break, for the good of the world. In the meantime, we can dream for the great days to come. We’re in this together.

While calling all people to continue dreaming for the amazing days to come, they implied that now is a time to stop and take a break. The video attracted over 590K viewers in less than 3 months and continues to gain traction. Through a mixture of rural landscapes and cheering crowds, it clearly narrates the idea of appreciating privacy while dreaming for togetherness.

Discover Puerto Rico: Official resource for travel and tourism in Puerto Rico

Instagram: https://www.instagram.com/discoverpuertorico/

Tag: #dreamingofpuertorico

To demonstrate empathy in tough times , Discover Puerto Rico shifted their online message from visit now to visit later. Still, by utilizing a novel marketing approach and offering virtual getaways, classes, and experiences they managed to keep the destination top of visitors’ minds.

The DMO was regularly inviting people to one of a kind virtual classes and weekend escapes to Puerto Rico. The above examples showcase a tour in the country’s famous tropical rainforest, as well as an energizing Pilates class. Hosted on Instagram Live and Zoom, they allowed people to engage without leaving their homes. Furthermore, by featuring local guides, instructors, cooks, and dancers, they totally nailed the concept.

Visit Maldives: The official Instagram account of Maldives tourism

Instagram: https://www.instagram.com/visitmaldives/

Tag: #VisitMaldivesLater

Visit Maldives encouraged travelers to postpone their trips until it’s safe. Like others, they adopted a new hashtag saying #VisitMaldivesLater. The word later was invariably a part of all their posts following the Covid-19 outbreak.

To remain true to themselves, Visit Maldives continued sharing outstanding visuals featuring the outstanding pristine beaches and adorable spots around the islands in the Maldives archipelago. They even engaged the Instagram audience with an “all things Maldives” crossword puzzle competition. People were invited to like the page and DM the answers for the chance of winning a surprise from Visit Maldives.

Visit Abu Dhabi: Your extraordinary story, captured #InAbuDhabi.

Instagram: https://www.instagram.com/visitabudhabi/

Tag: #StayHome, #StaySafe but #StayCurious

The UAE’s capital appreciated the silence in their own way, beautifully captured by Visit Abu Dhabi’s Instagram account. Taking viewers through the highlights and outstanding landmarks, the DMO paid tribute to the capital while making a promise – it is ready to welcome visitors when the right time comes. Until then, it is all about appreciation and reflection.

Throughout the months of self-isolation, the message of Visit Abu Dhabi remained Stay home, stay safe but stay curious. Therefore their campaign successfully kept people engaged while demonstrating the appropriate level of responsibility and care.

Visit Saudi: The official tourism page of Saudi Arabia

Instagram: https://www.instagram.com/visitsaudi/

Tag: #WelcomeToArabia

Even though Saudi Arabia has opened its doors to foreign tourism just lately, they had to go through yet another episode of isolation. To keep the Arabian Nights spirit live, their Instagram posts were complemented with beautiful tale-like captions. Among them, ‘Our thrilling adventures are timeless. They’re not going anywhere’, ‘Our heritage has been centuries in the making. It’s not going anywhere’.

Visit Saudi kept showcasing the cultural and historical heritage from around the kingdom. They called potential visitors to keep dreaming while staying at home and protecting others. From the very beginning of the outbreak in mid-March, they committed to spreading the message #StaySafe and #StayHome.

My Switzerland: Switzerland Tourism #inLOVEwithSWITZERLAND

Instagram : https://www.instagram.com/myswitzerland/

Tag: #neverstopdreaming

This outstanding campaign by My Switzerland quickly became viral with its heartwarming message: Dream now, travel later . To further strengthen this message, My Switzerland released a short video inspiring people to dream and plan. The same was later projected on Matterhorn mountain, symbolizing that light is hope.

Similarly to Visit Britain, they undertook the approach to celebrate local culture as one of their greatest assets. Their social media feeds aimed to bring Switzerland to people’s homes through beautiful pictures, emotional videos, and entertaining stories.

Now moving away from DMO creative endeavors, there are some more campaigns that caught our attention.

Although being at the heart of a lockdown and travel bans, some airlines managed to make the most out of the time. A great example are Thai Airlines who came up with a very wise and generous approach to stay close to their customers. They encourage their members to stay at home by giving away a reward of 3 million free air miles .

How does this work? Firstly, members need to own an active frequent flyer membership (Royal Orchid Plus) with Thai Airways. Then they need to download the Stay Home Miles Exchange app and register their home to allow the airline to track their location. Finally, every 4 hours spent at home are subsequently awarded 1 mile worth of travel redeemed through the app.

This way, Thai Airlines encourage government guidelines while promoting their membership program.

Lonely Planet: For 45 years we’ve been helping travelers to explore every day.

Instagram : https://www.instagram.com/lonelyplanet/

Tag: #lonelyplanet

Remaining true to their vision of the piece, Lonely Planet committed to helping people feel better during isolation. They continuously engaged their extensive audience with beautiful landscapes from around the world.

While suggesting nature is the best remedy for the soul, they invited people to embrace its beauties and richness. The Lonely Planet even supported the practice of hugging a tree for 5 minutes, popular in Iceland. Their Instagram account promoted it as a great way to feel better and less lonely during the months of lockdown.

This truly outstanding idea by a Dallas book shop called The Wild Detectives is one of our favorites for a reason. They became a travel agent by launching Book a trip – an online platform offering “holidays” to a range of destinations worldwide. You might be wondering what’s so special about this idea so here’s the answer.

Book a trip is a remarkable campaign aiming to help the shop keep going during the pandemic. The holidays they offer are actually books that could transport people to different countries and worlds. And the mission – to inspire people to keep reading and exploring the world through the magic of books.

Taking an inspirational approach that breaks the stereotypes has proven to be the key to success in tough times. And the memorable campaigns we shared with you once again demonstrate that.

In conclusion, it is never too late to share your special cause and inspire others about it. After all, bold ideas and a clear mission are what create value that will last beyond any crisis and future uncertainty.

You might also like:

• 10 Ideas to Help Differentiate Your Tours in 2021
• Four Ways to Promote Your Tours to an International Audience
• 5 Ways to Offer an Innovative Tourism Experience to Your Clients

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Category: Travel

Date: August 18, 2023

Innovative Travel Marketing Campaigns From Around The World

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

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

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

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

Best Travel Marketing Campaigns From Around The World

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

14 Best Examples of Travel Video Marketing Campaigns

Here are some of the most innovative travel videos.

1. KLM – Live Hologram Bar

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

2. Turkish Airlines – The Journey

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

3. Iceland – Explore the a-ö of Iceland

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

4. Cheapflights – Drag, Drop and Go

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

5. Van Gogh’s Bedroom – Let Yourself In

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

6. Switzerland – Yodel Ay Hee Hoo

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

7. Tourism Ireland – Fill your Heart

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

8. Airbnb – Let’s Keep Travelling Forward

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

9. Hong Kong Tourism Board – VR Time Travel

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

10. British Airways – Safety Video

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

11. Easyjet – Imagine

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

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

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

13. Tourism Quebec – Blind Tourist

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

14. Northern Ireland – Doors Of Thrones

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

15. Helsinki Airport – Life In Hel

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

11 Best Examples of Creative Travel and Tourism Print Ads

Here are some of the most innovative print ads.

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

2. Norwegian Airlines utilized the Brangelina split to its advantage

3. Kielo Travel – Dreaming of a Holiday?

4. Detroiter Travel Center – You Made It

5. CVC – The World Is Outside

6. Cruise Ship Centers – Dreaming of a cruise?

7. Flight Center – Forget Work

8. WWF – Exploring the ecosystem also threatens lives

9. TBWA Buenos Aires – Medical assistance for travelers

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

11. Staedtler – Where it begins

13 Best Examples of Travel Social Media Campaigns

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

1. Eurostar

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

2. Alaska Airlines

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

3. Hawaii Tourism Department

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

4. WOW Airlines

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

5. National Geographic

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

6. Kenya Tourism Board

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

7. Cheapflights Facebook Messenger

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

8. Hotels.com

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

10. Visit PA

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

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

12. Air Canada

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

13. Explore Georgia

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

7 Best Examples of Travel Email Marketing Campaigns

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

1. Air Canada

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

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

2. Virgin Atlantic

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

3. Fairmont Hotels

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

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

4. Flight Centre

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

5. Southwest Airlines

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

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

7. Memphis CVB

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

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

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

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

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

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

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

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About the Author - Anjana

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

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Table of Contents

The Best Tourism Campaigns of 2023

• December 20, 2023
• Tourism Video Marketing , Travel Marketing

Now that the year is over, it’s time to reflect and draw inspiration for a new year of tourism marketing.

The Philadelphia-based video and digital marketing team at Forge Apollo has worked in the tourism industry for years. In no particular order, we’ve gathered some of the best tourism campaigns we saw in 2023 to inspire your next year of campaigns.

1. IcelandAir – Easy to Stop, Hard to Leave

IcelandAir is an airline offering flights to Iceland and Europe, with the option for free stopovers in Iceland. They created a humorous campaign about how easy it is to stop in Iceland between destinations but how hard it is to leave because of how wonderful the country is. 

Our favorite videos in this campaign include one trying to track down a passenger and another featuring their “polite bouncer.”

2. Visit California – Keeping Up With The Canadians

Visit California is a non-profit organization that creates marketing programs to promote California tourism activity. They created a tourism campaign called “Keeping Up With the Canadians,” in which Canadians who have relocated to California share their favorite Californian spots and activities.

Honorable Mention:

Visit California also celebrates unleashing your inner child with this fun video campaign .

3. Travelodge – Better Get a Travelodge

Travelodge operates a range of hotels throughout the UK and Ireland. In their “Better Get a Travelodge” travel marketing campaign, they shared humorous videos of people imagining the outcome of not getting a hotel for their trip.

4. Bonjour Quebec – Summer All Out in Quebec

Bonjour Quebec promotes tourism within Quebec. They run campaigns about all of the things visitors can do in Quebec, and one of them was this stunning video that highlights that summer is the time to go all out.

5. Secrets Resorts – Showcasing Tranquility

Secrets Resorts & Spas showcased the serene beauty of their Bahia Real Resort and Lanzarote Resort in a series of video advertisements produced by Forge Apollo. Each ad oozes their resorts’ beautiful, luxurious, and tranquil nature in a way that leaves viewers longing to book their next getaway.

We Can Help With Tourism Marketing Ideas

If you’re struggling to develop creative ideas for your tourism campaigns, Forge Apollo is here to help. Our creative strategists host collaborative Writers’ Rooms in which we brainstorm the best ideas for your next campaign. Then, our experienced video production company brings the concepts to life in stunning quality. Contact us today to get started.

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3 New Tourism Ad Campaigns Striking the Right Tone for These Times

Lebawit Lily Girma, Skift

April 20th, 2021 at 1:00 PM EDT

The rise of responsible travel messaging in marketing is a welcome next step, as destinations prepare for the return of large summer crowds locally, and international travelers keep a close eye on their favorite locales. Now's also the time to warn the ugly tourists.

A year ago, the global pandemic left destination marketing organizations scrambling to pause their promotional messaging. What started out as a wait-and-see approach evolved into advice to stay home and dream , while keeping favorite destinations top of mind for when safe travel eventually returns.

A year later, there’s a clear shift happening in marketing messaging as vaccines in the U.S., Europe and Asia continue rolling out and travelers are vacation planning and booking.

It’s the rise of the responsible travel marketing campaign, encouraging travelers to be more respectful in their behavior — to enjoy outdoor places but remain conscious of their choices once they begin to explore again, whether in their respective vaccinated backyards or when the time comes, on their international vacations.

From Portugal’s push to get consumers to think of the preservation of our planet long-term, to Florida’s Manatee County’s appeal to vacation responsibly by minding one’s trash on its island beaches, these three campaigns strike the right note at this evolving time in our industry’s recovery.

Portugal: Hello World — It’s Me, Tomorrow

Portugal’s high level message speaks to the world directly, marveling at its natural wonders, vibrant colors and ecosystems while evoking in “tomorrow’s traveller” — shown through the face of locals — the importance of doing better for the planet, to which humans are inherently connected. It’s a forward looking message at how we can do better once Portugal, and the world, reopens. “Let’s change today and we will keep visiting tomorrow,” the campaign says.

Scotland: Yours to Enjoy — Responsibly

“Let’s keep Scotland special now and for generations to come,” Visit Scotland ‘s new campaign says, urging travelers to respect Scottish communities and wildlife as they roam. The message to slow down and immerse echoes the “build back better” sentiment that the industry has been pushing since the pandemic forced a rethink on overtourism and climate change impacts.

FLorida’s Bradenton Gulf Islands: Love it Like a Local

As larger numbers of Americans begin to vacation in their backyards again, the majority continue to flock to outdoor mountain and beach destinations  — particularly in Florida.

In anticipation of an even bigger surge this summer and in time for Earth Day 2022, the Bradenton Area Convention and Visitors Bureau launched a new “Love It Like a Local” campaign to guide visitors in enjoying their destination — including the increasingly popular and small Ana Maria Island — but also caring for it. The campaign comes on the heels of increasing resident complaints about visitor noise and trash on beaches.

“The video is from a child’s perspective so that way it resonates with children — we want this to be good for people of all ages,” Kelly Clark, marketing and communications director at Bradenton CVB, said. “We’re also hoping that hey, if this 11-year-old girl can tell you to respect the rules, then the adults will too.”  

As the U.S. braces for a busy summer of travel and the industry remains on a path to slow recovery at a global level, all while rethinking what it means to build back better, these responsible travel marketing campaigns gracefully tackle the other side of the safety coin: protecting communities and the environment from the inevitable impact of returning tourists.

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Our daily coverage of the global travel industry. Written by editors and analysts from across Skift’s brands.

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Tags: destination marketing , responsible travel , tourism campaigns

Photo credit: Florida Bradenton County's Anna Maria Island is one of several destinations that recently launched a responsible travel campaign. Carol VanHook / Flickr Commons

10 Apr 15 BEST TRAVEL MARKETING CAMPAIGNS

The human spirit craves exploration. From the earliest voyages to uncharted territories to the modern-day weekend getaway, travel has woven itself into the fabric of our existence. But in a world saturated with stunning destinations and endless travel options, how do travel companies capture attention and convert that yearning for adventure into actual bookings? Enter the captivating world of travel marketing.

15 Best Travel Marketing Campaigns

Yodel Ay Hee Hoo – Switzerland Tourism (2017)

100% Pure New Zealand – New Zealand Tourism (1999 – Present)

Inspired by Iceland – Visit Iceland (2010)

Hello World, It’s Me, Tomorrow – Portugal Tourism (2017)

Live There – Airbnb (2017)

The Swedish Number – Sweden The Swedish Tourist Association (2016)

Best Job in the World – Queensland Tourism (2009)

Your Singapore – Singapore Tourism Board (2013)

Fly Emirates. Keep Discovering – Emirates (2016 – Present)

 Alaska – Built for Adventure – Alaska Travel Industry Association (2018)

  Malaysia – Truly Asia – Tourism Malaysia (2008 – Present)

Wilderness Safaris – &Beyond – AndBeyond (Ongoing)

Icelandair – Stopover in Iceland

#BeautifulDestinations – Booking.com (2016 – Present)

G Adventures – Make Travel Matter

What is Travel Marketing?

Travel marketing encompasses a broad range of activities aimed at promoting travel experiences and igniting the spark of wanderlust within potential travelers. It’s a multi-faceted strategy that can be broken down into three key areas:

• Destination Marketing:

This focuses on highlighting the unique appeal of a specific location, be it a bustling city, a secluded island paradise, or some country rich in history and culture. It’s about showcasing what makes that destination special and why it should be on a traveler’s bucket list.

• Product Marketing:

Here, the focus shifts to specific travel offerings provided by a company. This could include tours and activities, curated travel packages, unique accommodation options (like luxury cruises or boutique hotels), or even transportation services like airlines. The goal is to paint a picture of the incredible experiences a traveler can have by choosing a particular product.

• Brand Marketing:

This broader approach aims to build brand awareness and establish a positive image for a travel company. It’s about creating a feeling of trust, reliability, and excitement associated with the brand, making it the go-to choice for potential travelers planning their next adventure.

What is a Travel Marketing Campaign?

A travel marketing campaign is a focused, multi-channel effort designed to achieve specific marketing goals. It’s more than just throwing out a catchy slogan or a beautiful travel photo. Successful campaigns are meticulously planned and executed, utilizing a strategic mix of channels to reach the target audience and deliver a compelling message.

Here are some of the key goals travel marketing campaigns aim to achieve:

• Increasing Brand Awareness:

Sometimes, a company needs to get its name out there and establish itself within the travel industry. Campaigns aimed at brand awareness focus on making potential travelers aware of a specific destination or travel company, piquing their interest and keeping them top-of-mind for future travel plans.

• Generating Leads:

Not every person who sees a travel ad is ready to book a trip immediately. Lead generation campaigns aim to capture the interest of potential travelers, collecting their contact information (like email addresses) so that further marketing efforts can be directed towards them, nurturing their travel dreams and guiding them towards booking a trip.

• Driving Sales:

The ultimate goal of most travel marketing campaigns is to convert interest into bookings. This might involve promoting a limited-time offer on a specific travel package, highlighting seasonal travel deals, or offering exclusive discounts to incentivize immediate booking decisions.

A successful travel marketing campaign will possess three key characteristics:

Gone are the days of generic travel marketing messages. Modern campaigns are laser-focused, speaking directly to the interests, needs, and travel preferences of a specific demographic. This targeted approach allows for more relevant and impactful messaging, resonating deeply with the intended audience.

The travel industry is a visually stunning one. Standing out requires creativity in both visuals and messaging. Eye-catching imagery, engaging video content, and clever storytelling can capture attention, spark wanderlust, and differentiate a campaign from the rest.

• Measurable:

In today’s data-driven world, measuring the success of a marketing campaign is crucial. Metrics like website traffic, engagement rates, lead generation, and ultimately, conversion rates (bookings) help marketers understand how well their campaign is performing and whether it’s achieving its goals. This allows for adjustments to be made mid-campaign, ensuring optimal performance.

By focusing on these core principles, travel companies can craft compelling campaigns that not only grab attention but also translate into real-world results – more people booking dream vacations and exploring the wonders of our world.

15 Examples of Best Travel Marketing Campaigns: Case Studies in Inspiration

Travel marketing is a dynamic field, constantly evolving with new trends and technologies. To illustrate the effectiveness of various approaches, let’s delve into 15 of the most inspiring travel marketing campaigns in recent years:

1. Yodel Ay Hee Hoo – Switzerland Tourism (2017):

The “ Yodel Ay Hee Hoo ” campaign by Switzerland Tourism in 2017 is a prime example of how a travel marketing campaign can be successful by going beyond traditional advertising and creating a unique, interactive experience. Here’s a deeper look at why this campaign was so effective:

• The Element of Surprise:

Imagine your daily commute being unexpectedly interrupted by a man yodeling a catchy tune and inviting you on a day trip to the breathtaking Swiss Alps. This element of surprise is what made the Yodel Ay Hee Hoo campaign so memorable. It broke through the monotony of daily life and sparked curiosity, making people stop and pay attention.

• Highlighting the Ease and Beauty of Travel:

The campaign didn’t just showcase stunning scenery; it demonstrated how easy and accessible a trip to Switzerland could be. By whisking participants away on a whim, it emphasized the spontaneity and potential for adventure that Switzerland offers.

• Experiential Marketing:

This campaign transcended traditional advertising. It wasn’t just about showing beautiful pictures; it was about creating a real-life experience that allowed people to feel the beauty and excitement of Switzerland firsthand. Participants got to experience the yodeling culture, breathtaking scenery, and traditional Swiss activities, creating a lasting impression that a simple commercial could not.

• Social Media Buzz:

The campaign was filmed and shared online, creating a viral sensation. People were captivated by the unexpected adventure and the stunning visuals of Switzerland. This social media buzz generated significant earned media, further amplifying the campaign’s reach and impact.

• Targeting the Right Demographic:

While the surprising nature of the campaign could appeal to a broad audience, it likely resonated most with younger travelers and those seeking active, adventurous experiences. The focus on escaping the daily routine and immersing oneself in a new culture aligned perfectly with this target demographic.

The success of the Yodel Ay Hee Hoo campaign lies in its ability to move beyond static advertising and create a truly engaging experience. It captured the essence of Switzerland – a place of adventure, natural beauty, and a touch of surprise – in a way that resonated with potential travelers worldwide. This case study serves as a reminder of the power of surprise, experiential marketing, and social media in crafting truly impactful travel marketing campaigns.

View this post on Instagram A post shared by Switzerland Tourism (@myswitzerland)

  2.  100% Pure New Zealand – New Zealand Tourism (1999 – Present):

The “ 100% Pure New Zealand ” campaign, launched in 1999 and still ongoing, is a masterclass in destination marketing. It’s a testament to the power of a consistent, well-defined brand message that resonates with travelers seeking adventure and connection with nature. Here’s a deeper dive into why this campaign has been so successful for over two decades:

• Simple Yet Powerful Messaging:

“100% Pure” is a clear, concise tagline that effectively captures the essence of New Zealand. It conveys a sense of clean, unspoiled nature, an ideal for travelers seeking an escape from the hustle and bustle of everyday life.

• Stunning Visuals:

The campaign is heavily reliant on breathtaking visuals that showcase New Zealand’s diverse landscapes. From snow-capped mountains and pristine beaches to lush rainforests and geothermal wonders, the visuals paint a picture of a country offering something for every adventure seeker.

• Emotional Storytelling:

Beyond just showcasing scenery, the campaign weaves emotional storytelling into the visuals. It shows people enjoying activities like kayaking through crystal-clear waters, bungee jumping over dramatic canyons, or simply soaking in the serenity of a geothermal hot spring. This emotional connection taps into viewers’ desires for adventure, relaxation, and connection with nature.

• Focus on Activities:

The campaign doesn’t just depict idyllic landscapes; it highlights the activities travelers can experience in New Zealand. This caters to the modern traveler seeking an immersive experience beyond just sightseeing.

• Consistency and Longevity:

One of the key strengths of this campaign is its consistency. For over two decades, “100% Pure” has remained the central message, creating brand recognition and building trust with potential travelers. This consistency has allowed New Zealand to establish itself as a top destination for nature lovers worldwide.

• Adaptability:

While the core message remains consistent, the campaign has adapted over time to incorporate new trends and target audiences. The rise of social media has seen the inclusion of user-generated content, further enhancing the campaign’s authenticity and reach.

The “100% Pure New Zealand” campaign is a shining example of how travel marketing can be both simple and effective. By focusing on a clear brand message, stunning visuals, and emotional storytelling, the campaign has successfully positioned New Zealand as a must-visit destination for adventure travelers for over two decades. This case study highlights the importance of consistency, adaptability, and a deep understanding of the target audience in crafting a successful long-term travel marketing strategy.

View this post on Instagram A post shared by Travel New Zealand With Me (@travelnewzealandwithme)

3.   Inspired by Iceland – Visit Iceland (2010):

The “ Inspired by Iceland ” campaign by Visit Iceland in 2010 is a prime example of how travel marketing can leverage the power of user-generated content (UGC) to achieve remarkable results. Here’s a closer look at why this campaign was so successful:

In April 2010, the Eyjafjallajökull volcano in Iceland erupted, causing significant travel disruptions and negative media coverage. Tourism to Iceland plummeted, leaving the travel industry facing a significant challenge.

Campaign Strategy:

To combat the negative perception and reignite interest in Iceland, Visit Iceland launched the “Inspired by Iceland” campaign. This innovative approach focused on empowering travelers to become brand ambassadors for Iceland.

• Call to Action:

The campaign encouraged travelers to share their photos, stories, and videos inspired by their Icelandic adventures. Visit Iceland provided a dedicated website and social media channels for sharing this content.

• Harnessing the Power of Authenticity:

By using UGC, the campaign showcased Iceland through the eyes of real travelers. This approach fostered a sense of authenticity and credibility that resonated more deeply with potential travelers than traditional advertising.

• Building Community:

The campaign fostered a sense of community among travelers who shared their love for Iceland. This online community engagement helped keep Iceland top-of-mind and create a positive buzz.

• Turning Negatives into Positives:

The campaign cleverly used the volcanic eruption as a starting point. They encouraged people to share photos not just of Iceland’s beauty but also of the ash plume, highlighting its natural wonders even during challenging times. This approach helped turn a negative event into a conversation starter and ultimately, a positive marketing opportunity.

The “Inspired by Iceland” campaign was a resounding success. The website received over 3 million visits, and user-generated content flooded social media platforms. This positive online buzz helped restore Iceland’s image and reignite interest in travel to the island nation.

This case study highlights the power of user-generated content in travel marketing. By empowering travelers to share their stories and experiences, the “Inspired by Iceland” campaign created a sense of authenticity and community that resonated deeply with potential travelers, ultimately leading to a successful recovery of the Icelandic tourism industry.

View this post on Instagram A post shared by Inspired by Iceland (@inspiredbyiceland)

4.   Hello World, It’s Me, Tomorrow – Portugal Tourism (2017):

The “ Hello World, It’s Me, Tomorrow – Portugal Tourism ” campaign, launched in 2017, showcased Portugal’s unique appeal to a specific and growing demographic – digital nomads. Here’s a deeper look at why this targeted approach was so effective:

Campaign Goal:

Portugal Tourism aimed to attract digital nomads, location-independent professionals who work remotely while traveling the world. The campaign focused on highlighting features that cater to this specific travel style.

Creative Concept:

The campaign took a creative approach with a video showcasing Portugal as an ideal haven for remote workers.

•   Visual Storytelling:

The video featured stunning visuals of Portugal’s diverse landscapes, from charming coastal towns and historic cities to breathtaking countryside and vibrant co-working spaces.

• Focus on Practicalities:

Beyond showcasing beauty, the video emphasized the practicalities of working remotely in Portugal. It highlighted reliable internet connectivity, affordable living costs, and a relaxed lifestyle, all essential for digital nomads.

• Emotional Connection:

The video fostered an emotional connection by portraying a sense of community and productivity in Portugal. It depicted digital nomads enjoying a healthy work-life balance, exploring the country, and connecting with other remote workers.

Targeted Message:

The campaign’s tagline, “Hello World, It’s Me, Tomorrow,” cleverly addressed both the digital communication aspect of remote work and the idea of Portugal being a place for a fresh start and a productive work environment.

Campaign Impact:

While specific data on the campaign’s impact on attracting digital nomads is limited, it received positive industry recognition and media coverage. It successfully positioned Portugal as a viable option for remote workers, potentially influencing a segment of the travel market experiencing significant growth.

This case study highlights the importance of targeted marketing in the travel industry. By focusing on a specific demographic and their needs, the “Hello World, It’s Me, Tomorrow” campaign effectively resonated with digital nomads, showcasing Portugal as a destination that caters to their unique lifestyle and work requirements.

View this post on Instagram A post shared by Visit Portugal (@visitportugal)

5. Live There – Airbnb (2017):

The “ Live There ” campaign by Airbnb in 2017 exemplifies the power of experiential travel marketing. It went beyond showcasing rentals and instead focused on the immersive experience of living like a local while traveling. Here’s a breakdown of the campaign’s success:

Airbnb aimed to differentiate itself from traditional hotels by highlighting the unique experience of staying in unique rentals and immersing oneself in local culture.

• Focus on Storytelling:

The campaign relied heavily on visual storytelling through videos and photos.

• Authentic Experiences:

The content showcased travelers staying in various Airbnb rentals, from charming apartments in bustling cities to rustic cabins nestled in nature. This emphasis on unique accommodations fostered a sense of authenticity and connection to the local environment.

• Activities and Culture:

The stories went beyond just the rentals. They depicted travelers participating in local activities, indulging in authentic cuisine, and interacting with local residents. This approach highlighted the opportunity to experience a destination like a local, not just a tourist.

The campaign aimed to evoke an emotional response in potential travelers. The visuals and stories captured the feeling of belonging, immersing oneself in a new community, and having a more meaningful travel experience.

Targeted Messaging:

The “Live There” tagline succinctly conveyed the campaign’s essence – experiencing a destination from the perspective of a resident, not just a visitor.

Impact on Airbnb:

The “Live There” campaign is considered one of Airbnb’s most successful marketing initiatives. It is credited with significantly boosting brand awareness and highlighting the unique value proposition of Airbnb rentals compared to traditional hotels.

This case study showcases the power of experiential travel marketing. By focusing on authentic experiences, local interaction, and a deeper connection to the destination, the “Live There” campaign resonated with travelers seeking more than just a sightseeing vacation. It successfully positioned Airbnb as a platform that facilitates an immersive and enriching travel experience.

View this post on Instagram A post shared by Airbnb (@airbnb)

6. The Swedish Number – Sweden The Swedish Tourist Association (2016)

The “ Swedish Number ” campaign launched by the Swedish Tourist Association (STA) in 2016 is a unique example of how travel marketing can leverage human connection to spark interest in a destination. Here’s a closer look at what made this campaign so innovative and successful:

• The Core Concept:

The campaign offered a phone number that, when called from abroad, connected people to a random Swede. This unexpected human connection aimed to create a more personal and engaging experience compared to traditional advertising.

• Breaking Down Barriers:

The campaign bypassed traditional tourist information centers and guidebooks. It allowed potential travelers to ask questions, get recommendations, and hear firsthand stories about Swedish life and culture directly from a resident.

• Authenticity and Transparency:

By connecting with a real person, travelers gained a more authentic perspective on Sweden. This approach fostered trust and a sense of genuine connection, potentially surpassing information found in brochures or online.

•         Spark Curiosity:

The unexpected nature of the campaign undoubtedly sparked curiosity. People were intrigued by the opportunity to talk to a random Swede and uniquely learn about their country. This sense of novelty helped the campaign gain significant media attention.

•   Building Emotional Connection:

The human element played a crucial role. Hearing personal stories and recommendations from a resident could evoke a stronger emotional connection to Sweden compared to traditional marketing materials.

Campaign Results:

The “Swedish Number” campaign garnered international recognition and media coverage, generating significant earned media value. While the exact impact on tourist arrivals is difficult to measure, the campaign undoubtedly boosted Sweden’s profile as a tourist destination and highlighted the warmth and hospitality of its people.

Limitations:

It’s important to acknowledge the campaign’s limitations. The reliance on volunteers meant limited call center hours and potential language barriers. Additionally, the campaign’s effectiveness depended on the enthusiasm and communication skills of the participating Swedes.

Overall Impact:

Despite these limitations, the “Swedish Number” campaign remains a groundbreaking example of human-centric travel marketing. It successfully leveraged the power of personal connection and authentic storytelling to create a memorable experience for potential travelers, sparking their interest in visiting Sweden. This case study highlights the potential of innovative approaches that go beyond traditional advertising to create a more engaging and emotionally resonant connection with target audiences.

View this post on Instagram A post shared by Sweden (@toursweden)

7. Best Job in the World – Queensland Tourism (2009):

The “ Best Job in the World ” campaign launched by Queensland Tourism in 2009 is a prime example of a travel marketing campaign that captured global attention and achieved remarkable success. Here’s a deeper dive into what made this campaign so groundbreaking:

• Unique Job Offer:

The campaign offered a seemingly idyllic job – caretaker of a tropical island in Australia (Hamilton Island) for six months. This unique opportunity resonated with people’s desire for escape, adventure, and a beautiful work environment.

• Viral Marketing Potential:

The campaign cleverly leveraged the power of social media and online applications. The job listing attracted widespread online attention, generating significant buzz and media coverage.

• Global Reach:

By offering the job to applicants worldwide, the campaign transcended geographical boundaries and captured the imagination of people from all corners of the globe.

• Positive Brand Image:

The campaign associated Queensland with paradise, relaxation, and a laid-back lifestyle. It showcased the beauty of the Great Barrier Reef and the appeal of island living, boosting Queensland’s image as a dream vacation destination.

• Public Relations Success:

With over 34,000 applicants from around the world, the campaign generated significant earned media value. The global media frenzy surrounding the job selection process further amplified the campaign’s reach and impact.

Impact on Tourism:

While it’s difficult to isolate the exact impact on tourist arrivals, the campaign undoubtedly boosted awareness of Queensland and the Great Barrier Reef. It successfully positioned Queensland as a top travel destination for those seeking adventure, relaxation, and stunning natural beauty.

Legacy of the Campaign:

The “Best Job in the World” campaign remains a landmark example of creative and effective travel marketing. It showcased the power of a unique concept, social media engagement, and global reach to generate excitement and significantly increase brand awareness for a travel destination.

The Winner:

The lucky winner of the “Best Job in the World” was Ben Southall from the United Kingdom. His experiences as a caretaker were documented and shared online, further fueling the campaign’s success.

View this post on Instagram A post shared by Queensland Tourism Industry Council (@theqtic)

8. Your Singapore – Singapore Tourism Board (2013):

The “ Your Singapore ” campaign launched by the Singapore Tourism Board (STB) in 2013 focused on personalization and catering to diverse traveler preferences. Here’s a breakdown of the campaign’s approach:

• Shift from Mass Marketing:

This campaign marked a shift from traditional mass marketing strategies. Instead of a one-size-fits-all approach, “Your Singapore” aimed to provide potential travelers with personalized recommendations and itineraries based on their interests.

• Interactive Platform:

The campaign utilized an interactive online platform where visitors could answer questions about their travel preferences. This information was then used to suggest personalized itineraries, attractions, and experiences aligned with their interests.

• Focus on Diversity:

Singapore’s diverse cultural tapestry and range of attractions were central to the campaign. The platform highlighted options for history buffs, foodies, nature lovers, adventure seekers, and families, catering to a broad range of traveler types.

• Content Marketing:

The campaign went beyond just recommendations. It offered rich content like blog posts, videos, and interactive maps showcasing the various facets of Singapore. This content provided valuable information to potential travelers and helped them plan their personalized Singapore experience.

• Social Media Integration:

The campaign leveraged social media platforms to encourage user-generated content and foster a sense of community. Travelers were encouraged to share their “Your Singapore” experiences using a designated hashtag, further amplifying the campaign’s reach.

Impact of the Campaign:

While specific data on the direct impact on tourist arrivals for 2013 might be limited, the “Your Singapore” campaign was well-received within the travel marketing industry.

• Increased User Engagement:

The interactive platform reportedly saw significant user engagement, suggesting a growing interest in personalized travel experiences.

• Positive Industry Recognition:

The campaign earned recognition for its innovative approach and its focus on catering to diverse traveler needs.

The “Your Singapore” campaign serves as an example of how travel marketing can adapt to the evolving needs of travelers. By prioritizing personalization, user interaction, and rich content, the campaign aimed to empower travelers to create their own unique Singapore experience. This approach remains relevant in today’s travel landscape, where travelers increasingly seek customized and authentic experiences.

Voir cette publication sur Instagram Une publication partagée par Singapore Tourism Board (@stb_sg)

9. Fly Emirates. Keep Discovering – Emirates (2016 – Present):

The “ Fly Emirates. Keep Discovering ” campaign, launched in 2016 and still ongoing, is a successful example of an airline marketing strategy that goes beyond simply selling flights. It focuses on inspiring wanderlust and positioning the Emirates as the gateway to exploring the world in style.

Campaign Pillars:

• Luxury Travel Experience:

The campaign emphasizes the luxurious travel experience offered by Emirates. This includes showcasing their spacious cabins, award-winning in-flight entertainment systems, and impeccable service.

• Global Network and Destinations:

Emirates boasts an extensive global network, connecting travelers to a wide range of exciting destinations. The campaign highlights this vast network, showcasing the diverse cultures and experiences awaiting travelers at their chosen Emirates flight’s end.

• Experiential Focus:

While luxurious travel is a key theme, the campaign doesn’t stop at onboard comfort. It also focuses on the experiences travelers can have at their destinations. This can include showcasing iconic landmarks, cultural activities, and breathtaking landscapes, all accessible through Emirates flights.

The campaign aims to evoke an emotional response in potential travelers. Vivid visuals and captivating storytelling inspire viewers to dream about exploring new destinations and create lasting travel memories.

• Slogan – “Keep Discovering”:

The campaign’s tagline, “Keep Discovering,” encourages a sense of exploration and the joy of uncovering new places. It positions Emirates as the travel partner that facilitates this continuous exploration of the world.

 While measuring the campaign’s direct impact on bookings can be challenging, it has undoubtedly achieved positive results for Emirates.

• Brand Awareness:

The long-running campaign has helped maintain Emirates’ brand recognition as a premium airline globally.

The focus on luxury, diverse destinations, and enriching experiences fosters a positive brand image for Emirates, appealing to travelers seeking a sophisticated and enriching travel experience.

• Social Media Engagement:

The campaign is likely integrated with Emirates’ social media channels, potentially encouraging user-generated content and fostering a community of passionate travelers who choose Emirates for their journeys.

Overall, the “Fly Emirates. Keep Discovering” campaign demonstrates the effectiveness of airline marketing strategies that go beyond selling flights. By appealing to travelers’ desire for luxurious experiences, diverse destinations, and the joy of exploration, Emirates positions itself as the preferred choice for globetrotters seeking unforgettable adventures.

View this post on Instagram A post shared by Emirates (@emirates)

10. Alaska – Built for Adventure – Alaska Travel Industry Association (2018)

The “ Alaska – Built for Adventure ” campaign launched by the Alaska Travel Industry Association (ATIA) in 2018 aimed to position Alaska as the ultimate destination for adventure travelers. Here’s a breakdown of the campaign’s strategy:

• Target Audience:

This campaign targets thrill-seekers and adventurous tourists. The tagline “Built for Adventure” and the focus on outdoor activities leave no room for doubt.

• Highlighting Alaska’s Unique Landscape:

Alaska boasts stunning natural beauty with mountains, glaciers, forests, and diverse wildlife. The campaign likely showcased these breathtaking landscapes to entice potential travelers seeking adventure amidst untouched wilderness.

• Focus on Outdoor Activities:

Alaska offers a plethora of adventure activities like hiking, kayaking, fishing, glacier climbing, and wildlife viewing. The campaign presumably highlighted these activities, appealing to travelers who enjoy an active vacation.

• Action-Oriented Messaging:

The campaign’s title itself is action-oriented, using verbs like “built” to suggest that Alaska is specifically designed for adventure. This messaging likely resonated with travelers seeking a physically and mentally stimulating vacation.

• Potential Marketing Channels:

The campaign details from 2018 are limited, but it likely utilized a combination of marketing channels to reach its target audience. This could have included online advertising, travel brochures, social media marketing, and partnerships with adventure travel companies.

Campaign Effectiveness:

While specific data on the campaign’s impact on tourist arrivals might be difficult to find, it likely resonated with adventure travelers seeking an active and adrenaline-filled vacation.

• Positioning Alaska:

The campaign likely helped solidify Alaska’s image as a premier adventure travel destination.

• Appeal to a Specific Niche:

By focusing on adventure, the campaign effectively targeted a specific audience segment within the broader travel market.

Overall, the “Alaska – Built for Adventure” campaign serves as an example of a travel marketing campaign that caters to a specific niche. By highlighting Alaska’s unique natural beauty and its abundance of adventure activities, the campaign effectively targeted thrill-seekers and positioned Alaska as a must-visit destination for those seeking an active and unforgettable vacation.

View this post on Instagram A post shared by Allen Marine Tours (@allenmarinetoursak)

11. Malaysia – Truly Asia – Tourism Malaysia (2008 – Present)

The “ Malaysia – Truly Asia ” campaign, launched in 2008 and still ongoing, is a successful example of a travel marketing campaign that captures the essence of a destination’s rich cultural tapestry. Here’s a deeper look at why this campaign has resonated with travelers for over a decade:

• Celebrating Diversity:

Malaysia is a multicultural nation with a blend of Malay, Chinese, Indian, and indigenous influences. The “Truly Asia” tagline effectively conveys this diversity, highlighting the unique cultural experiences awaiting travelers in Malaysia.

• Appeal to a Broad Audience:

By celebrating its multicultural heritage, the campaign appeals to a broad range of travelers interested in exploring different cultures, cuisines, and traditions. This inclusivity allows Malaysia to attract visitors seeking experiences beyond just beautiful beaches and rainforests.

• Authentic Cultural Experiences:

The campaign likely goes beyond just slogans and showcases authentic cultural experiences in Malaysia. This could involve traditional festivals, performances, cuisine, and historical landmarks, allowing travelers to immerse themselves in the rich tapestry of Malaysian culture.

• Visual Storytelling:

Vivid visuals showcasing Malaysia’s diverse landscapes, cultural celebrations, and friendly people likely play a key role in the campaign. These visuals can spark curiosity and entice potential travelers to experience the beauty and vibrancy of Malaysia firsthand.

• Long-Term Consistency:

One of the key strengths of this campaign is its consistency. For over 15 years, “Truly Asia” has remained the central message, creating brand recognition and establishing Malaysia as a destination offering a true Asian experience.

Attributing a specific number of tourists to the campaign is difficult. However, “Truly Asia” has undoubtedly played a significant role in boosting Malaysia’s tourism industry:

• Increased Tourist Arrivals:

Malaysia has seen a steady increase in tourist arrivals since the campaign’s launch, solidifying its position as a top tourist destination in Southeast Asia.

The campaign has fostered a positive brand image for Malaysia, highlighting its cultural richness, hospitality, and diverse offerings for travelers.

Overall, the “Malaysia – Truly Asia” campaign serves as a successful example of destination marketing that celebrates diversity. By effectively capturing the essence of Malaysia’s multicultural heritage, the campaign has resonated with travelers worldwide, positioning Malaysia as a must-visit destination for those seeking a truly Asian experience.

View this post on Instagram A post shared by Tourism Malaysia (@malaysia.truly.asia)

12. Wilderness Safaris – AndBeyond (Ongoing):  

Wilderness Safaris is leading provider of luxury safaris in southern Africa, known for its commitment to conservation and responsible tourism.  &Beyond was launched to offer  unique travel experiences in Africa, Asia, and Central and South America.

Here’s a breakdown of their marketing approaches:

Wilderness Safaris:

• Focus on Sustainability and Conservation:

Wilderness Safaris prioritizes responsible tourism practices and actively contributes to conservation efforts in Africa. This might be reflected in campaigns that showcase their commitment to protecting wildlife and their habitats.

• Luxury Safari Experiences:

They offer high-end safari experiences in pristine wilderness locations. Their marketing might emphasize the exclusivity, personalized service, and luxurious accommodations offered on their safaris.

• Unique Destinations and Activities:

Wilderness Safaris operates in various African countries, offering diverse safari experiences. Their marketing could highlight specific destinations, wildlife viewing opportunities, and unique activities like walking safaris or cultural encounters.

&Beyond might utilize storytelling to connect with potential travelers. This could involve sharing stories from guests, guides, and local communities, fostering an emotional connection with the destinations and experiences offered.

While there might not be a specific joint campaign between Wilderness Safaris and &Beyond, both companies are leaders in luxury travel and responsible tourism. Their marketing strategies likely focus on similar themes of luxury, adventure, and a deep connection with nature.

View this post on Instagram A post shared by Marion Payr | Austria | ladyvenom (@marionpayr)

13. Icelandair – Stopover in Iceland:

Icelandair’s “Stopover in Iceland” program is a brilliant marketing strategy that capitalizes on the airline’s geographical location to offer travelers a unique travel opportunity. Here’s a breakdown of why this program is so successful:

• Turning Layovers into Adventures:

For many travelers flying between Europe and North America, Icelandair offers the chance to extend their journey and explore Iceland for up to seven days at no additional airfare. This transforms a layover into a potential vacation destination.

• Showcasing Iceland’s Beauty:

Icelandair likely leverages marketing campaigns to showcase the stunning natural beauty of Iceland, from glaciers and waterfalls to geothermal wonders and the Northern Lights. This entices travelers to break up their journey and experience Iceland’s unique landscapes.

• Appealing to Diverse Interests:

Iceland offers a variety of activities for travelers, from hiking and glacier walks to exploring historical sites and soaking in geothermal pools. The marketing might highlight these diverse offerings to cater to a broad range of interests.

• Cost-Effective Option:

The fact that travelers can explore Iceland at no additional airfare makes this program a highly cost-effective way to add another destination to their trip. This is a significant advantage, especially for budget-conscious travelers.

• Convenience and Flexibility:

The program’s flexibility allows travelers to customize their Iceland stopover to fit their schedule and interests. They can choose the duration of their stay and potentially book tours or activities directly through Icelandair.

• Increased Revenue:

While offering a stopover at no extra flight cost might seem counterintuitive, Icelandair benefits by potentially selling additional services like checked baggage, seat upgrades, or in-flight meals. Additionally, travelers exploring Iceland might spend money on accommodation, tours, and activities, boosting the local economy.

Overall, Icelandair’s “Stopover in Iceland” program is a win-win situation for both travelers and the airline. Travelers get the chance to explore a breathtaking destination at a minimal cost, while Icelandair benefits from increased revenue and potentially attracting new customers to fly with them.

View this post on Instagram A post shared by Icelandair (@icelandair)

14. #BeautifulDestinations – Booking.com (2016 – Present)

Booking.com’s “ #BeautifulDestinations ” campaign, launched in 2016 and still ongoing, is a prime example of leveraging user-generated content (UGC) for successful travel marketing. Here’s a breakdown of the campaign’s strategy:

• Platform for User-Generated Content:

The campaign encourages travelers to share photos and videos of their travel experiences on social media platforms using the hashtag #BeautifulDestinations. This user-generated content becomes a valuable marketing tool for Booking.com.

• Showcasing Diverse Destinations:

By relying on user-generated content, Booking.com showcases a vast array of beautiful destinations worldwide. This allows them to cater to a broad audience with diverse travel interests.

• Authenticity and Trust:

User-generated content is often perceived as more authentic and trustworthy than traditional advertising. Seeing real travelers enjoying themselves in various locations can be more convincing than staged promotional photos.

• Engaging with Travelers:

The campaign encourages user participation and fosters a sense of community among travelers. Booking.com might curate and repost user-generated content, creating an engaging social media presence.

• Increased Brand Awareness:

A steady stream of user-generated content with the #BeautifulDestinations hashtag increases Booking.com’s brand awareness and social media reach. This can potentially attract new users to their platform.

• Data Collection and Targeting:

Booking.com might leverage the user-generated content and hashtags to collect valuable data on travel trends and user preferences. This data can then be used for targeted marketing campaigns, suggesting destinations and accommodations likely to appeal to specific user segments.

Quantifying the campaign’s direct impact on bookings is difficult. However, it has likely yielded positive results for Booking.com:

• Enhanced Social Media Presence:

The campaign has likely contributed to a more active and engaging social media presence for Booking.com.

• Valuable User-Generated Content:

The user-generated content provides Booking.com with a vast library of authentic visuals and potentially valuable customer insights.

The campaign fosters a positive brand image for Booking.com, portraying them as a platform that connects travelers with beautiful destinations worldwide.

Overall, Booking.com’s “#BeautifulDestinations” campaign demonstrates the power of user-generated content in travel marketing. By encouraging user participation and leveraging the beauty and diversity captured by travelers themselves, Booking.com has created an engaging and effective marketing strategy for the digital age.

View this post on Instagram A post shared by Booking.com (@bookingcom)

15. G Adventures – Make Travel Matter

G Adventures’ “ Make Travel Matter ” campaign isn’t just a catchy tagline; it’s a core philosophy that underpins their approach to travel. Here’s a breakdown of what makes this approach unique:

• Focus on Community Tourism:

G Adventures prioritizes experiences that benefit local communities. They partner with local businesses for tours and accommodations, ensuring a larger portion of tourist dollars stays within the destination.

• Sustainable Practices:

The company is committed to minimizing its environmental impact. This might involve using local transportation, supporting eco-lodges, and promoting responsible waste management practices.

• Cultural Sensitivity:

G Adventures aims to foster genuine cultural exchange. They educate travelers about local customs and traditions, encouraging respectful interactions with local communities.

• Giving Back:

The company supports various social and environmental initiatives in the destinations they operate in. This could involve partnering with local NGOs, supporting conservation efforts, or contributing to community development projects.

• Small Group Tours:

G Adventures is known for its small group tours, which allow for more personalized experiences and minimize environmental impact compared to larger tour groups.

• Appeal to the Modern Traveler:

Many modern travelers are increasingly conscious of the impact of tourism. G Adventures’ focus on responsible travel resonates with this segment, offering a way to explore the world while giving back.

Benefits of G Adventures’ Approach:

Travelers gain a deeper understanding of local cultures and connect with local communities in a meaningful way.

• Positive Impact:

Tourism dollars directly benefit local economies and support initiatives for a more sustainable future.

• Memorable Travel Experiences:

G Adventures aims to deliver unique and enriching experiences that go beyond typical sightseeing tours.

• Brand Differentiation:

Their commitment to responsible tourism sets G Adventures apart from traditional travel companies and appeals to a specific niche of eco-conscious travelers.

Overall, G Adventures’ “Make Travel Matter” campaign is more than just marketing. It’s a philosophy that creates a win-win situation for travelers, local communities, and the environment. By offering responsible travel experiences that give back, G Adventures caters to the growing demand for sustainable and meaningful travel experiences.

View this post on Instagram A post shared by G Adventures (@gadventures)

What is the importance of a Travel Marketing Campaign?

In a world overflowing with stunning destinations and endless travel options, travel marketing campaigns play a vital role in the success of the travel industry. Here’s why they’re so important:

• Igniting Wanderlust and Inspiring Travel:

Effective travel marketing campaigns go beyond just showcasing locations. They use creative storytelling, captivating visuals, and targeted messaging to spark the spark of wanderlust in potential travelers. They paint a picture of unforgettable experiences, igniting a desire to explore and discover new places.

• Standing Out in a Crowded Marketplace:

The travel industry is fiercely competitive. Travel marketing campaigns help companies differentiate themselves from the crowd. By highlighting unique offerings, focusing on specific niches, and utilizing creative approaches, campaigns can grab attention and make a lasting impression on potential travelers.

• Driving Sales and Bookings:

Ultimately, the goal of most travel marketing campaigns is to convert interest into bookings. Campaigns can achieve this by promoting special offers, highlighting seasonal travel deals, or offering exclusive discounts that incentivize immediate action

• Building Brand Awareness:

Travel marketing campaigns aren’t just about immediate bookings. They also play a crucial role in building brand awareness for travel companies and destinations. Consistent, well-executed campaigns keep a company or location top-of-mind for potential travelers, influencing their travel decisions down the line.

• Understanding Target Audiences:

Travel marketing campaigns allow companies to gain valuable insights into their target audience. By analyzing user engagement with campaigns, travel companies can learn about traveler preferences, interests, and booking behaviors. This data can then be used to refine campaigns and ensure they resonate more effectively with the right people.

• Creating a Community:

Travel marketing campaigns can foster a sense of community around travel. Utilizing social media and encouraging user-generated content creates a platform for travelers to connect, share experiences, and inspire one another. This fosters a sense of belonging and excitement around travel, further fueling the desire to explore.

In conclusion, travel marketing campaigns are the engine that drives the travel industry. They play a crucial role in inspiring travel dreams, promoting destinations and companies, and ultimately, turning those dreams into reality. As travel continues to evolve, marketing campaigns will undoubtedly continue to adapt and innovate, ensuring a future filled with exploration, discovery, and unforgettable travel experiences.

These 15 travel marketing campaigns showcase the creativity and innovation employed to capture attention and inspire wanderlust. They demonstrate the importance of understanding your target audience, crafting a compelling message, and utilizing the right channels to reach potential travelers. By following these principles and staying abreast of the evolving marketing landscape, travel companies can craft campaigns that not only win awards but also achieve their ultimate goal – inspiring people to explore the world and create unforgettable travel experiences.

In today’s interconnected world, travel marketing plays a crucial role in fueling our collective desire to explore. As technology continues to evolve and consumer preferences shift, travel marketing campaigns will undoubtedly continue to adapt and innovate, inspiring us to dream, discover, and embark on life-changing journeys.

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The Best Marketing Campaigns for Travel and Tourism

An in-depth guide to the best-performing digital campaigns for marketers in the travel and tourism industry to drive engagement, conversion, and long-term relationships with their customers.

By Michael Lee

15 min read

Introduction

Almost every industry was transformed by the pandemic, but none so much as the travel and tourism industry.

Now that the world has opened back up, people are making plans with renewed enthusiasm and new priorities. Staying home left people with a lot of time to daydream about their next travel destination and the lingering items on their bucket lists. Generic travel excursions are out and unique, personalized experiences are in as consumers search for more meaningful vacations. That search usually begins and ends online, and your digital marketing must keep up with this quick-moving audience motivated by pent-up demand.

How do you stand out from the crowd with your digital marketing strategies and tap into what this hungry audience wants? Your competitors are vying for their attention too, and you don’t want to be left behind.

If you're considering an upcoming tourism campaign, upgrading your social media marketing, or just looking for something other than traditional marketing strategies, you're not alone. Companies across the world have come to the realization that now is the time to use every tool possible to attract and retain new customers in their target audience.

Here’s a guide on the best-performing travel marketing campaigns and tourism marketing campaigns and how you can use them to your advantage to take your digital advertising to new heights.

Campaigns That Increase Conversion Rates

Travel and tourism campaigns that increase conversion rates, automated price drop notifications.

Customers want to find the best price without having to constantly monitor your site for updates.

Give deal hunters and budget-conscious travelers an enticing reason to become a subscriber (and eventually a customer) by providing them with the option to watch their desired flights and bookings. Automatically send a price drop notification or availability update as soon as there is a change. Plus, you can use your visitors’ preference data to offer them relevant recommendations as alternatives in case there are no new updates regarding their desired destination.

AI-powered Personalized Recommendations

Sub-par, irrelevant search experiences are incredibly frustrating. Visitors want recommendations of products and services they would actually want to purchase.

Using native AI recommendations, you can make your customers feel like you’re reading their minds by serving them personalized offers on flights, hotels, car rentals, and more based on their past behavior, then matching them with real-time, available inventory. You can choose a model that suits your needs, such as collaborative filtering, which harnesses user and product data to provide recommendations based on customers with similar interests.

Contextual Personalization

Providing the best possible customer experience is dependent on you truly understanding your visitors. What are their purchase drivers? Is it price? Convenience? Exclusivity, perhaps? Without understanding each visitor’s context, you can’t deliver true real-time 1:1 personalization.

AI-driven contextual personalization provides a major edge in A/B testing by determining which offer a customer is most likely to convert with from the very start of the testing. Whether it’s a discount, a free service, or a service upgrade, AI can help you match the right promotion to the right customer at the right time, offering a faster path to valuable insights and results than traditional A/B testing.

Personalized Newsletters

Newsletters typically have lower engagement and conversion rates — mostly because they are automated and on batch-and-blast schedule

Email is a noisy place to attempt to reach potential travelers, so it’s no surprise that newsletters typically have low engagement and conversion rates — mostly because they’re usually generic. Grab your prospect’s attention with personalized emails that feel so relevant to their interests that they have to click. For example, to engage a potential customer who has a clear affinity for Spain, customize the email to lead with a header image of Barcelona followed by trip ideas to Mallorca and Ibiza. This can be done through advanced customer segmentation, combining zero- and first-party data to come up with a list of criteria for your customer to be added to a segment.

Abandoned Bookings Retargeting

Your visitors are thinking about booking with you and even take the step of adding to cart or getting to the reservation page. Then…nothing happens.

An abandoned booking is an excellent opportunity for conversion. Using a variety of channels, you’ll want to get in front of your prospect everywhere they go online to remind them (“hey, you forgot something”) and sweeten the deal with special discount offers. Your retargeting campaigns should include email, SMS, push notifications, and paid ads on social media, where you can use Facebook Conversion API to serve prospects dynamic information about their unfinished bookings. Personalize your ad content to get higher conversion rates and reduce customer acquisition costs.

Prediction-based Goals

How do you really know you’re targeting the right customers and not wasting valuable ad spend?

Using AI prediction models, you can determine which visitors are most likely to book a trip or identify those unlikely to. From there, you should create a different set of goals for each of these two segments. For prospects likely to book, provide an immediate bonus during their session and increase in-session goal completions; for those unlikely to make a purchase during the session, offer an incentive for them to subscribe to your email newsletter and focus on converting them further down the line.

Zero-party Data Collection

Expectations for data privacy continue to rise, which means companies need a better approach to gathering traveller data and preferences.

The best data is data you can trust. Using zero-party data collection , ask your visitors to tell you their preferences directly. Allow them to configure their own experiences by providing you with their preferred destinations, price ranges, number of travellers, and more. Use personalization tools to collect these directly on your website and app, and adjust their offers in real time.

Local Social Proof Recommendations

Travellers tend to trust recommendations from other travellers, but how do you surface these to them in a meaningful way?

Showing the most popular destinations for those in your subscriber’s region can act as social proof and inspiration to choose the next trip. What are other Berliners looking for? Where are your neighbours spending their vacations? What experiences are people closest to you looking for? Use this info to present relevant offers on your website and app or via email.

Campaigns That Increase Long-term Customer Lifetime Value (CLTV)

Campaigns that increase customer lifetime value (cltv), omnichannel welcome flow.

Your ideal prospects have recently subscribed, but they’re not yet ready to make a booking.

Go beyond email in welcoming new subscribers. In addition to launching an automated welcome email series — designed to introduce customers to your brand and ultimately incentivize them to make a purchase — create an omnichannel campaign that helps you stay top of mind. Using SMS/MMS, push notifications, in-app messages, and paid ad content, you can stay visible at multiple points of a prospect’s buying journey. When they’re finally ready to book a trip, they’ll be more likely to choose your brand.

Find Customers on Social Using High-intent Lookalike Audiences

You’ve had success gaining valuable customers, but now you want to win over more high-value travellers. How can you target your ideal audience?

Once you’ve incorporated a solid social media strategy into your omnichannel approach, you can create lookalike audiences to find high-intent prospects with similar purchasing potential. Based on a seed list of your own first-party customer data — which can include past behavior, customer attributes, and predictions — you can target new customer segments with the highest lifetime value on social media platforms such as Facebook, Instagram, and Snapchat.

Best Channel Prediction

The nature of digital media and the modern buyer journey means your customers interact with your brand across multiple channels and touchpoints. How do you know which channel your customer is likely to show up on and convert?

In the travel industry, the decision-making process is longer than it is in general retail, so it’s important to find the channels where your customers are active to stay top of mind in the long term. Using AI predictions, you can determine the channels where a customer is most likely to engage with your content, which makes your distribution more effective and increases conversion rates.

Upsell Campaigns

You’ve already spent valuable marketing dollars to get visitors to choose your brand. Now, you need to maximize booking value to increase ROI.

After all the hard work of acquiring a new customer, it’s time to show them what else you can offer. Using the information from their purchase and the zero- and first-party data you’ve been collecting, hook them again as they prepare for their trip and increase the booking value. Create an upsell/cross-sell campaign featuring engaging content about recommendations of places to visit and activities to do, combined with additional services such as room upgrades, extra luggage, car rentals, and more. Emails are the most effective way to do this, as they can be seamlessly integrated with transactional communication.

Transactional and Marketing Communications Combines

Visitors expect consistent and personalized communications from travel companies to make their experience a good one.

Some of the most effective travel email campaigns combine savvy storytelling and stunning visuals with transactional calls-to-action — and, as a best practice, the more personalized, the better. By using the same email service provider (ESP) for both transactional and marketing communication, you can maintain consistency in messaging, branding, and templates. But most importantly, you can also combine the information a customer is looking for with additional offers to capitalise on high engagement.

Seasonal Promotions

Travellers seek to plan ahead by searching for the best deals during holidays or festive periods, and don’t want to be disappointed with a lack of availability or unaffordable prices.

Many people travel for events or have event-based travel on their bucket list, and it’s advantageous to find those customers and appeal to this desire. Start by identifying audiences who frequent seasonal events — for example, a music festival such as Tomorrowland or a cultural event like Oktoberfest — using data available from browsing behavior, past purchases, and recent views. Then, target them well in advance of the event with available inventory and the most up-to-date pricing ahead of the peak rush. Your customers will feel you’re looking out for them and their interests and you’ll drive repeat bookings — a win-win.

Build Customer Loyalty

Campaigns that build customer loyalty, thank your customer campaigns.

The most loyal visitors want to feel appreciated. If you don’t do enough for them, you won’t be able to push them to be brand ambassadors.

Nurture and thank your most loyal visitors — your “customer champions” — with rewards and special offers. You can find these customer champions by using RFM (recency, frequency, and monetary) segmentation, which will keep your loyal customers list up to date. Then, create a loyalty email series using loyalty tiers segmentation. Use data about average time between bookings to find the perfect time to email them and offer a special bonus for their next journey. Your customer champions will love it and it’ll grow your CLTV.

Win-back Campaigns

When customers haven’t made a booking in a while, it’s easy for them to completely lapse and never interact with your brand again.

Don’t let a customer forget about you, which can be common in the crowded travel landscape. Using RFM segmentation, you can target customers who have made a purchase in the past, but haven’t purchased recently. Launch a personalized win-back campaign using data from their past and current preferences and purchases to provide them with recommendations of similar offers, as well as new offers to discover.

Gamify Loyalty Programs and Rewards

Customers are increasingly choosing brands that provide meaningful experiences with their personal data and reward loyalty in an interesting way.

Take your loyalty program to the next level by incorporating games that incentive customers to purchase more frequently and trade their loyalty points for rewards. Spin-to-win games, friend-referral challenges, and more tap into multiple aspects of psychology including reward-seeking behavior and competitiveness. Using personalized content, create special offers for achieving new loyalty levels and reward long-term champions with discounts based on their point totals.

Feedback Campaigns

Not knowing what your customers liked or didn’t like about their visit will only lead to making the same mistakes in the future.

Close the loop on each booking by following up with a feedback email campaign that asks your customers to fill out a survey about their experience. Use the feedback data to score your customers based on their experience and create customer segments based on that feedback score. With real-time connection to your CRM or help desk systems, you can filter out customers who have a booking issue (cancellation, delay, change, etc.) and send them automatically to the help desk. The same can be done with those who provide negative feedback to immediately take action.

Reengagement Campaigns

The people in your database who have been inactive for a long time provide a great opportunity to regain revenue and create new loyal customers, but it’s not always easy to know how to start reengaging them.

When customers go dark — as in not clicking on any of your emails or other content — it’s time for a reengagement campaign. Track down these customers where they are online using omnichannel orchestration , targeting them through email, SMS, push notifications, in-app, or paid ad campaigns on Google or social media. Ask them clearly and simply why they stopped engaging. It helps to incentivize them by offering a gift or prize for providing feedback. This best practice strengthens your relationship with customers and also improves your lists. Reengagement campaigns should be used as a last attempt before unsubscribing an inactive user yourself — a healthy database brings a better customer experience, as you only send content to those who are interested in it.

Don't Settle For Less Than The Best With Travel Marketing Campaigns

With travellers both eager to get out and more particular than ever with who they purchase from, you’ll need to take advantage of a marketing campaign like the ones mentioned above to inspire travelers to establish loyalty with your brand.

If you’re ready to put some (or all) of these into practice, then look no further than Bloomreach Engagement . Our powerful platform unifies your customer data into a single customer view, making it easy to launch omnichannel campaigns across 13 channels. Plus, our AI makes it possible to personalize content and recommendations for your customers in real time, so you can drive faster ROI in a competitive industry.

Learn more about how Bloomreach Engagement can facilitate the best travel marketing campaigns today.

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Top Tourism Campaigns of 2021

Happy 2022! At BTI, we typically end our year with a round-up of the top tourism campaigns of the year. Reviewing those destinations and hospitality businesses going above and beyond to share their creative approaches to visitor attraction. This year, we flipped that on its head and decided to kick off the new year with our annual round-up blog of the top tourism campaigns of 2021 instead. New year, new ideas.

Here are our five favorites, standing out over the last 12 months in another challenging year:

#1 Visit Iceland: Icelandverse

There shouldn’t be any surprise about our first “Top Tourism Campaign” of the year. Mark Zuckerberg made national news with Facebook’s name change to Meta in 2021 and the unveiling of his virtual Metaverse . Riding quickly on the coattails of the announcement, Visit Iceland news-jacked the story with their own version – the “Icelandverse.”

Featuring a Zuckerberg lookalike as the host, the “Icelandverse” shares “how to connect our world without being super weird,” which pretty much sums up public reaction to the Metaverse and accompanying video. It talks about the lights you can see, waterfalls you can visit (for real) and horses you can ride … with real hair you can touch. While striking a sarcastic tone and poking fun at the virtual world – it also does a nice job reminding us that nothing can truly replace reality. Travel offers the chance to have real, meaningful and memorable experiences.

#2 Visit Scotland: Yours to Enjoy – Responsibly

We’ve seen a shift in tourism marketing over the last several years from some of the most popular travel destinations. Even as visitation has slowed due to COVID, many are still struggling with the effects of overtourism on their wildlife, natural resources and within their communities.

In inviting travelers back, Visit Scotland’s 2021 campaign strikes a delicate balance – a welcome and a request to travel responsibly. Stunning drone and nature footage are set against messages of conservation and sustainable tourism with peaceful background music. The video does a nice job of demonstrating what responsible travel looks like (e.g. “take only pictures and leave only footprints”) and the impact it can have, while still making visitors feel like this is the Scotland of their dreams.

#3 Visit Israel: Welcome Back to Israel!

The pandemic remains a huge topic of conversation in the global travel sphere – and destinations would be remiss if they didn’t address health and safety in their tourism campaigns in 2021. Visit Israel’s newest campaign “Welcome Back to Israel!” brings the topic to the forefront of their message to travelers – while still making the destination sound open, active, and full of fun.

The video calls attention to Israel’s “new landmark” as one of the most vaccinated countries on the planet. It highlights masks, green (vaccinated) passports and sanitization methods, while also showing off the local beaches, historical landmarks, cuisine and shopping. By employing upbeat music and a charismatic host, the campaign plays like a special on the travel channel. It’s easy to forget you are watching a piece of brilliant marketing, while imagining yourself lounging with a drink in hand.

#4 Airbnb: Made Possible by Hosts

Pet travel is poised to be one of the major travel trends of 2022. Airbnb saw the signs and hopped on the bandwagon early. Unveiling a series of commercials set to familiar songs (like Dolly Parton’s rendition of “I Will Always Love You” or “Wild Thing” by The Troggs) and featuring real trips, the brand showcased some of its gracious hosts and unique properties – and the two- and four-legged guests who came to enjoy them.

The videos are masterfully done in the sense that they aren’t overly produced – in fact, they feel more like going through vacation photos with a good friend. The slow pace reminds travelers that pets are travel partners as well as at-home companions and that Airbnb hosts are more than willing to accommodate. The cute kitty in one video and adorable golden retriever featured in another doesn’t hurt the brand’s cause either.

See the full “Made Possible by Hosts” series in this playlist:

#5 Visit Sweden: Discover the Originals

It seems that Sweden has a bit of a branding problem when it comes to the names of its towns, lakes, mountains and communities. The problem being that Ikea has commandeered them and assigned these names to some less desirable products – everything from a gaming chair to a toilet brush. In the digital age, this causes a true SEO nightmare – and quite the conundrum for a destination trying to stand out among the conveniently priced furniture.

In Visit Sweden’s 2021 campaign, they encourage travelers to “Discover the Originals” and go beyond the Ikea names to learn more about the country that they came from. While the video is masterfully done, the destination goes beyond a one-minute spot with a companion website and map that breaks down the name (“Stubbarp – more than IKEA cabinet legs”) and then shares the special meaning behind each place in a tongue-in-cheek way (“If you’re happy to use your own legs to explore…”). Not only does it bring attention to the destination in a hilarious way, but it also truly makes you want to explore each and every stop on the map firsthand.

See Sweden’s “Discover the Originals” website and start shopping for a Sweden getaway .

These are the top tourism campaigns of 2021, now go back in time for more inspiration! Check out our Top Tourism Campaign round ups from 2018-2020 and our blog where we break down the elements of a Top Campaign:

Top Travel Campaigns of 2020: Tourism Marketers Get Creative in the Face of Adversity

The 5 Top Tourism Campaigns of 2019

2018’s Best Tourism Campaigns: Our Five Favorites

Elements of Top Tourism Campaigns

Sarah martin.

Related Posts

Top Tourism Campaigns of 2023

Once again, we’ve taken a look back at the tourism marketing campaigns of the past year. We found upbeat and exciting ideas that simultaneously express…

You know them when you see them. Standout tourism campaigns can be big and flashy, or subtle but powerful – or some combination of these…

• Collaboration (53)
• Content Development (6)
• Facebook Advertising (4)
• Industry News (1)
• Destination Leadership (31)
• Crisis Communications (1)
• Influencer Marketing (7)
• Travel PR (32)
• Strategic Planning (7)
• Destination Marketing (140)
• Group Travel (27)
• Virtual Events (139)

Collaboration Toolkit

Our first research study confirmed that collaboration is a constant in the travel, tourism and hospitality industry. It is not a matter of if, but when and how, organizations will collaborate together. Our latest study reveals how organizations are putting collaboration into operation and how they are setting up systems and processes so that collaboration becomes a strategic part of the organization.

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Break the Ice Media & Travel Alliance Partners have merged to offer you more as Travel Alliance Partnership.

Elements of Top Tourism Campaigns

You know them when you see them. Standout tourism campaigns can be big and flashy, or subtle but powerful – or some combination of these traits. But even before the results are revealed, it seems like there is something special about them. For the past four years, we’ve covered the top campaigns of the year that caught our attention. Now, we’re going to take a closer look at their makeup to see what emotional elements they have in common.

Go big or go home attitude

You’re guaranteed to turn heads when you ask “how big can we go with this?” in a brainstorming session. When destinations and attractions decide to maximize their ideas and take it all the way to launch – it’s a make-or-break campaign. These four top tourism campaigns from 2017 and 2018 went over-the-top:

• Helsinki Airport Presents #LIFEINHEL (2017) . When the airport was voted best in the world, it ran with the concept and documented a 30-day stay in the airport by Chinese actor and TV personality Ryan Zhu. In this case, going big meant taking one small idea (receiving an award) and building on it to the point of the extreme, and it’s extremely entertaining.
• Visit Oslo Rescues Couple from Doomed Vacation Experience (2017) . Visit Oslo whisked a couple away on a more desirable vacation after they complained about the line at the Mona Lisa on Instagram. In addition to making a grand gesture, this campaign has elements of surprise and delight, user-generated content (UGC) and news-jacking.
• Visit Sweden Lists Entire Country on Airbnb (2017) . Sweden decided to focus on their “freedom to roam” principle and the fact that anyone can camp on public land, for free. Right around the time the hospitality industry was figuring out how Airbnb factored into the accommodation landscape, Visit Sweden listed the entire country there. Now that’s a big move.
• Tourism Australia ’s Super Bowl Commercial (2018) . What’s bigger than airing your tourism ad during the Super Bowl? That’s what Tourism Australia did, and they made it look like an adventure movie that would premier soon. Bonus points for using celebrities Danny McBride and Chris Hemsworth.

Watch the videos for these campaigns in this Go Big or Go Home playlist:

• #GetNZonYourMap (2018) . New Zealand created a funny series of videos addressing the real problem of the country not appearing on official maps. They brought in world-famous comedian Rhys Darby (a New Zealander) to star in the series and get people thinking of NZ as a desirable destination.
• OUIGO : 20 Years (2019) . The French train system sold its affordable fares as part of a lifestyle for people in their 20s in a funny ad that featured the “unique” ways young people save money while living on their own. It’s funny because it’s relatable!
• Air Canada : Travel Like a Canadian (2019) . Air Canada also brought in a celebrity to promote their airline. In their 2019 ads, the airline had Sandra Oh as a spokesperson, spouting the positive stereotypes of Canada and how they’re part of the airline’s culture.

Watch the videos for these campaigns in this Humor playlist:

Tongue-in-cheek

You might argue that this is still humor, but tongue-in-cheek is a very special type of funny. It takes something unexpected or seemingly negative and turns it around.

• Snowbird Ski Resort ’s One Star Review (2017) . A negative review for this ski resort claimed that it was too challenging. What better way to invite the adventure-seeking skiers in the target audience for this resort than to boast about that fact?
• Nebraska “Honestly, It’s Not For Everyone” (2018) . This imaginative campaign takes the idea of a state that is thought of less for travel, and turns it into a state that is only for a select few. Similar to the Visit California ads at the time, it juxtaposes myths about the state over myth-busting visuals in contrast.
• Experience Kissimmee, Florida : Vacation to Remember (2020) . Now here’s a standout campaign. It’s the only one in our 2020 top tourism campaigns that falls in this category and not the heartfelt category below. Their ad travels to the future to reminisce about their vacation in Kissimmee that was mom’s work-from-vacation spot.

The top tourism campaigns that aim to strike a chord with their audience have serious messages, in a big way.

• Visit Las Vegas LGBTQ Video (2018) . The CVA’s ad follows two people on vacation in Vegas, with a bit of a twist. At the end of their trip, the two women get married. The tourism message is underneath the whole story, but the overarching sentiment is of welcoming and acceptance.
• Discover Ireland : Fill Your Heart with Ireland (2019) . Ireland connected to the hearts of two people – literally, with a heart rate monitor and video camera. The campaign shows off the moments of their video where their hearts were most full.
• Faroe Islands : Closed for Maintenance (2019) . A campaign geared to mitigate the effects of overtourism, the Faroe Islands asked for tourists to take part in voluntourism (visiting and volunteering). On the flip side of overtourism, the Faroe Islands also made our list in 2020 for their Remote Tourism campaign.
• Visit Portugal : Can’t Skip Hope (2020) . Visit Portugal did what many, many destinations did in 2020 and encouraged people to pause travel for the pandemic. This, and the other top tourism campaigns of 2020 , stand out as examples in a year filled with these kinds of messages. The important element to remember here is not necessarily the message, but that they stayed top-of-mind even when they couldn’t welcome visitors.

Watch the videos for these campaigns in this Heartfelt playlist:

Of course, we have to give honorable mentions to collaboration and strategy. Top tourism campaigns don’t get off the ground without great minds working together, and doing that work with a solid gameplan. For the original writeups, visit the original posts:

• 5 Destination Marketing Campaigns That Blew Us Away in 2017
• 2018’s Best Tourism Campaigns: Our Five Favorites
• The 5 Top Tourism Campaigns of 2019
• Top Travel Campaigns of 2020: Tourism Marketers Get Creative in the Face of Adversity

Camille Zess

Related Posts

Top Tourism Campaigns of 2023

Once again, we’ve taken a look back at the tourism marketing campaigns of the past year. We found upbeat and exciting ideas that simultaneously express…

Top Tourism Campaigns of 2021

Happy 2022! At BTI, we typically end our year with a round-up of the top tourism campaigns of the year. Reviewing those destinations and hospitality…

• Collaboration (53)
• Content Development (6)
• Facebook Advertising (4)
• Industry News (1)
• Destination Leadership (31)
• Crisis Communications (1)
• Influencer Marketing (7)
• Travel PR (32)
• Strategic Planning (7)
• Destination Marketing (140)
• Group Travel (27)
• Virtual Events (139)

Collaboration Toolkit

Our first research study confirmed that collaboration is a constant in the travel, tourism and hospitality industry. It is not a matter of if, but when and how, organizations will collaborate together. Our latest study reveals how organizations are putting collaboration into operation and how they are setting up systems and processes so that collaboration becomes a strategic part of the organization.

" * " indicates required fields

Digital Marketing

5 Killer Tourism Marketing Campaigns That Make Us Want to Travel

May 9, 2022

Chasing wonder; seeking escape; seizing the chance to spread your wings and get away from digital devices for a week or two — that’s what the best vacations are all about.

But where to go on vacation? A romantic getaway to Bora Bora? The Grand Canyon trip you’ve planned with your sibling since childhood? Machu Picchu with your old college roommates? Or a visit to grandma in Albuquerque? As the world slowly spins back to normal, we all have so many choices about where to travel; it can be tough to decide. The best tourism marketing campaigns help turn travelers’ indecision into action, showing off the beauty of a destination or showcasing the legacy of the local culture. Here are a few of our favorites.

The Wonder Remains

With its world-class theme parks, sizzling nightlife, and close access to the natural beauty of Central Florida, it’s no surprise that Orlando is the most popular travel destination in the United States for summer 2022. In 2021, Visit Orlando launched the stirring tourism advertising campaign The Wonder Remains to welcome travelers back to The City Beautiful. 

Set to a soothing piano track and featuring video footage of some of the best experiences to be found at the Walt Disney World Resort, Universal Orlando Resort, SeaWorld Orlando, and Discovery Cove, The Wonder Remains instills a sense of calm and normalcy following a hectic and frightening pandemic. This great tourism campaign shows that Orlando is as it always was, and always will be — an oasis of excitement for travelers and dreamers of all ages to discover.

#VisitCancun

Visit Cancun hasn’t produced any tourism video advertising in years — but that hasn’t stopped Cancun, Mexico from becoming the world’s top travel destination in summer 2022. Instead of video ads, Visit Cancun relies on social media for its destination marketing campaigns.

With more than 606k followers on Facebook , 169k followers on Instagram and 64k followers on Twitter , Visit Cancun inspires wanderlust with daily posts that highlight the natural wonders, vibrant nightlife, and unique character of Cancun. Followers are invited to join in the fun through the hashtag #VisitCancun, and Visit Cancun often shares posts from influencers.

Some of the best tourism advertising has a clear social conscience and Visit Cancun is no exception. In addition to sharing beautiful photos of crystal-clear waters and romantic beachside weddings, Visit Cancun puts a guide for responsible travel front and center to help ensure that travelers experience Mexico safely. A guide like this can be a great content marketing opportunity, and the best tourism advertising makes the most of it.

Mālama Hawaii

Honolulu, Oahu and Kahalui, Maui are America’s third and fourth most-frequented tourist destinations, respectively. With so many travelers preparing to say “Aloha” to Hawaii this summer, Go Hawaii created the moving Mālama Hawaii tourism advertising campaign to welcome them to the islands.

Beginning with Hawaii Is Our Home , Mālama Hawaii is a sweeping campaign with many beautiful and inspiring videos on safe and responsible travel, land and ocean conservation, and the rich legacy of Hawaiian cultural traditions. On the tourism campaign website , travelers can discover various ways to give back to Hawaii while vacationing on the islands.

In Hawaiian, “mālama” means to “take care.” Encouraging travelers to “Take a Trip that Gives Back,” Mālama Hawaii is proof that the most meaningful vacations are those taken with deep respect for your destination — and that the most meaningful tourism advertising campaigns are those that deeply respect their audience.

Named for and featuring Lenny Kravitz’s iconic 1998 funk rock hit Fly Away , The Islands of the Bahamas ’ new tourism campaign Fly Away shows off the majesty of the Bahamian landscape and the thrills of Bahamian culture — at a time when Nassau is the 7th most-visited tourist destination in the world.

Kravitz himself even makes appearances throughout the multi-video campaign, riding a horse on the beach in the central ad and discussing the resilience of Junkanoo music in a featurette. Fly Away is an excellent example of subtlety in celebrity endorsement. Kravitz is featured in logical ways, but the star of the tourism campaign is still the Bahamas.

Sometimes, the best tourism advertising campaigns practically write themselves. Who doesn’t want to fly away to the Bahamas right now?

Basecamp Denver

Produced as a miniature reality show, Basecamp Denver is a three-part tourism video campaign that invites viewers to “Use Denver as your basecamp for all your Rocky Mountain adventures.” In the first video, a family learns about fly fishing; in the second, a young woman discovers mountaineering; and in the third, a group of friends goes mountain biking.

What we love most about Basecamp Denver is its uniquely grounded approach to tourism advertising. Structuring these ads in a reality show style makes them feel human and accessible in ways that some tourism campaigns aren’t. Following these families’ and friends’ journeys through Denver makes us want to book a flight to the 303 — which is America’s 10th most-traveled-to destination for summer 2022 — and tag along.

Not into Leaving on a Jet Plane?

If you’re staying in the U.S. for the summer and looking for something a little closer to home, the National Park Service’s enduring Find Your Park tourism campaign can help you find an exciting state or national park to explore nearby. Check out Parks Project for a new outfit to wear on your visit; this company is a great example of the power of brand collaboration in marketing, and how fashion can help make once-staid brands feel vibrant and exciting again. 

Wherever you roam in the months to come, we at TrendyMinds wish you safe travels from Kokomo to Havana — and all around the world. And if you're a marketer planning a tourism ad campaign for an international audience, read our blog post about the importance of cultural sensitivity in advertising .

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12 of the best "virtual tourism" campaigns around the world

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written by Helen Fanthorpe

updated 12.05.2020

It’s true that many of us are still stuck at home, reminiscing about swinging in a hammock and sipping a cocktail from a coconut. But tourist boards around the world have been hard at work, creating a range of imaginative virtual campaigns to keep travellers engaged and getting us excited about future trips. Here are 12 of the best “virtual tourism” campaigns to while away the sofa-bound days.

2. The Algarve, Portugal

3. bristol, uk, 4. virginia, usa, 5. dubai, uae, 7. cape town, south africa, 8. california, usa, 10. faroe islands, 11. alabama, usa, 12. scotland.

Bring a slice of the Caribbean to your living room with the fantastic #GrenadaDreaming campaign. There’s plenty to love, from positive news straight from the island – where the rum distilleries have been producing hand sanitizer and luxury hotels have been putting up key workers – to Spotify playlists that will have you feeling chilled and Caribbean in no time. When the sun comes out, it’s the perfect way to get tropical.

Sharon Bernstein, the Grenada Tourism Authority’s UK Director, says that “#GrenadaDreaming aims to provide positivity and hope in the lockdown days and beyond” – a sentiment we can all get behind!

The Algarve is the Portugal of the popular imagination: golden sands, crashing surf breaks and enough sunshine hours to make you dig out that straw sunhat. Though you might not be able to visit in person, that’s no reason not to visit at all. A range of online videos and photos showcase the best of the region, while Visit Portugal’s #CantSkipHope campaign reminds us that Covid-19 can be an opportunity: a reason to pause, reimagine our future and dream, dream, dream. And if it’s some calming exercise you’re after, join the Campus at Quinta do Lago’s live-streamed yoga classes.

Prepping for when you can visit in person, the Algarve is also working on a “Good Practices – Covid Free” stamp to help guide travellers to safe places in the region.

Beautiful bay near Lagos town in the Algarve © Shutterstock

For something a bit closer to home, the Bristol from Home campaign will keep you busy for days. As well as a superlative collection of online visits and tours – including a Banksy street art trail – there are games and activities to do at home, with plenty of resources to amuse young ones, too. Bristol bingo anyone? Or perhaps you’d prefer to design a new hat for Brunel.

Visit Bristol’s Marketing Manager, Jon Chamberlain, says, “Bristol From Home is a reflection of the creative and open city that we love and is being added to all the time. Whilst we can’t welcome visitors in person just yet we are loving sharing all the creative ways that we can stay in touch, from "paying it forward" to a Bristol lockdown bingo game. Our aim is to bring a bit of the city into people’s living rooms.”

Virginia’s We’ll be Waiting For You campaign is helping to keep travellers dreaming. Its main video serves as a brilliant reminder to visitors of all the best reasons to visit the state, from its stunning, empty landscapes to its neat vineyards and dazzlingly starry skies. Several of the state’s attractions have introduced virtual visits and other resources to keep you busy, too, from the Virginia Museum of History & Culture to the Chrysler Museum of Art .

Rita McClenny, CEO of Virginia Tourism says, “ What do you say as a tourism brand when it’s irresponsible to ask people to travel? During this extraordinary and challenging time, we wanted to offer some comfort, and encourage everyone to take a deep calming breath. All of the incredibly beautiful places throughout the world, including those in Virginia, will still be there when we get through this. The welcoming people; the dynamic, educational, attractions; the fun and laughter; and the time spent with those we love, those are all still there. For now, we are sharing our love from a distance. But we are here, waiting for that day when everyone is ready and able to travel again.”

There’s always something new in Dubai, and now is no exception. Dubai 360 is an online platform with a range of panoramic video and photo content, taking in a whole host of city sights. You can pay a virtual visit to the Etihad Museum and the Al Fahidi Historical Neighbourhood, and even take a look inside the sky-kissing Burj Al Arab. Art lovers are in for a treat too: while this year’s Art Dubai fair had to be cancelled, you can view all the content online – for free – instead.

Shahab Shayan, Senior Manager for UK & Ireland International Operations, commented, "Right now, like so many of you, residents in Dubai have had to slow down, take a breath, and stand still. We have to take a moment to pause. While we can’t welcome guests at the moment, through our video, you can explore our city. Meet us, hear our words, see our treasures and discover hidden gems. We hope these places, these words, our people, will inspire you for the future, for when we can all travel and meet again."

A view over Atlantis, The Palm hotel via Dubai 360

Croatia’s Long Distance Love campaign is another that will tug at the heartstrings and leave you longing for a trip to the country’s craggy shores and turquoise seas. A range of online videos and articles cover everything from foodie highlights to scenic splendour and even a spot of virtual kayaking. Sofa sports never felt so good.

Croatia Long Distance Love Youtube video

Over in Cape Town, meanwhile, a new campaign has been launched, titled We Are Worth Waiting For! – and here at Rough Guides, we couldn’t agree more. The campaign paints playful parallels to a long-distance relationship – from falling for the city at first sight to remembering that absence makes the heart grow fonder. “Postcards from Cape Town” – posted across Love Cape Town’s social platforms – highlight the city’s standout spots, while an inspirational video will be sure to fuel your wanderlust. And in preparation for your reunion with Cape Town, when it’s safe to travel once more, you can pin images and ideas onto your very own “vision board”.

There are lots of fantastic virtual tourist campaigns across the USA, but California is – laptops down – one of the best. There’s a whole host of virtual events to choose from, while the Oakland From Home campaign offers “behind-the-scenes” virtual visits and videos showcasing everything from local music to “how-to” craft tutorials. Hop over to Santa Cruz and you’ve got the captivating Until We Cruz Again campaign, with yet more material to see you through those sofa hours. You’ll find recipes and a 2020 travel guide, and you can even tune in to watch Wednesday night sailboat races!

Santa Cruz Breakwater Lighthouse © Andrew Zarivny/Shutterstock

Hospitality is central to Greece: one in five Greeks is employed in the tourist industry, which generates as much as twenty percent of the country’s GDP. It’s not surprising then that the beautiful country is hoping to welcome tourists back to its shores as early as July, nor that it’s invested in a captivating campaign – #Greecefromhome – in the meantime. Its inspirational YouTube channel has videos ranging from morning yoga classes (complete with a stunning beach backdrop) to wine tastings, Greek recipes and even local make-up tutorials). There’s plenty to whet the appetite: Greece is the word, after all.

Flung in the North Atlantic between Iceland and Norway, the Faroe Islands’ remote location can make the archipelago tough to get to at the best of times. And while any travel here is currently banned due to coronavirus, the island group has launched one of the most creative and exciting virtual tourism campaigns we’ve seen. Visitors around the world can now join a virtual tour of the islands – in real time – led by a local Faroese, who will “act as your eyes and body” for the duration. You are in full control of you guide’s movements (they will jump on demand!), who can travel on foot, by boat and even take to the skies by helicopter. Each trips starts from a different location, but all offer up an array of hauntingly beautiful volcanic landscapes. Virtual travel doesn’t come better than this.

A tour guide on the Faroe Islands

Sweet Home Alabama , or sweet Alabama from home? Alabama’s got a lot going for it – just watch the videos created as part of the state’s When the Time is Right campaign and you’ll be hooked. The tourist board has also dedicated 2020 as the “Alabama Year of Natural Wonders”, releasing a list of 20 of the state’s most magnificent scenic spots – browse the places that have made the list to see if you agree. Speaking about the campaign, Lee Sentell, Director of the Alabama Tourism Department commented, “We are looking forward to the days when all travellers can again enjoy the beauty of Sweet Home Alabama in person. Until then, we hope guests will welcome these virtual experiences that are available from the safety of their home”.

VisitScotland, in collaboration with Google and Scotland is Now partners, has utilized the latest technology to bring you a superb Augmented Reality (AR) app to keep you exploring at home. Portal AR allows keen travellers to roam around Scotland, with dazzling 360-degree videos and images that will make you feel like you’re on Scottish soil. Well, what are you waiting for? Step inside Edinburgh Castle, see how Scotch whisky is made or coast through the Highlands by motorbike.

Vicki Miller, Director of Marketing at VisitScotland, said: “There are so many exciting and innovative virtual experiences that are keeping potential visitors connected with Scotland during this time. The Portal AR app has been hugely popular and allows users to immerse themselves in Scottish culture with locals as their guides – giving an insight into how we live, work, invest and study throughout the country. It’s a chance to experience Scotland from the palm of your hand and the comfort of your home, where you can dream of visiting when the time is right.”

Scotland's Portal AR

Helen worked as a Senior Travel Editor at Rough Guides and Insight Guides, based in the London office. Among her favourite projects to work on are inspirational guides like Make the most of your time on Earth , the ultimate travel bucket list.

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The Swedish Tourist Association recently announced the launch of a new phone number anyone in the world can call to be connected to a "random Swede." 

The Best Tourism Gimmicks of All Time

In the wake of the "Dial-a-Swede" campaign, here are seven tourism gimmicks that give this instant classic a run for its money.

If you’ve ever found yourself wondering what kind of person eats lutefisk , you’re in luck, because now you can call and ask. Sweden has a new phone number .

In early April, to celebrate 250 years since the country became the first in the world to abolish censorship, the Swedish Tourist Association created a line anyone can call to “get connected to a random Swede and talk about anything.” (It’s +46 771 793 336, for those who want to test that claim.)

Sweden’s new number is a great gimmick, but it follows a grand tradition of hilarious and occasionally bizarre publicity stunts aimed at luring visitors to destinations around the world.

Here are seven that give this instant classic a run for its money:

1. In 2009, police officers in Kalona, Iowa —population 2,500—started pulling over cars with out-of-state license plates and inviting them to stay overnight in their town with free room and board. On their way out of town, takers were given a gift basket and T-shirt that said, “Ask me about Kalona, Iowa.” We checked with the Kalona Chamber of Commerce. This actually happened.

2. Tourism to Japan tanked after the 2011 Fukushima nuclear disaster . To save the industry the country turned to icons of its feudal past: ninjas. In 2015, government officials, dressed as spies and assassins, announced the "Ninja Council"   to promote all things ninja in Japan, including an actual university course in “ninja studies.” (Teenage Mutant Ninja Turtle Council? Just think about it, New York City.)

3. In December 2007, the hotel chain Travelodge began   offering a free night's stay   to married couples with the names of Mary and Joseph during the   Twelve Days of Christmas . (It’s unclear if the offer comes with barn animals or a virgin birth.) Turns out there was room at the inn, at least at the company's U.K. locations.  

4. Icelandair has been offering transatlantic travelers the chance to extend their layover in Reykjavík for free—well, at no additional airfare cost—since 1960. (The latest iteration of the program even promises to hook you up with your very own Icelander, a “ stopover buddy ,” to show you around the land of elves, vikings, and Björk.) Finnair and Air Canada are two of the latest airlines to take Icelandair's ingenius lead.  

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5. In 2014, the U.K. budget airline Jet2 sent its staff—clad, for some reason, in red Morphsuits —out on the streets of Derby, England ,   to hand out free travel packages. What could possibly go wrong? If you guessed that a mob of overeager would-be holidaygoers chased a handful of terrified airline employees through the streets, you’d be right .

6. The Province of Guizhou in southwestern China is one of relatively few places in the country not plagued by hazardous smog. To capitalize on this selling point, the province hatched a new scheme to draw tourists: manufacturing cans of "fresh air."

7. “What happens in Vegas, stays in Vegas,” represents one of the most successful marketing campaigns of all time. But despite being instantly recognizable, it isn't the original slogan. That would be “What happens here, stays here.” Yet the idea behind the initial tagline, which debuted in 2003, was so spot-on it took on a life of its own. It also worked: The campaign, in all its variations, has driven millions of tourists to Sin City over the years.

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Forbes Ranks Pure Michigan One of All-Time Best Tourism Campaigns

June 30, 2009

LANSING - The award-winning Pure Michigan tourism campaign has received another accolade, this one from Forbes, naming it among the 10 all-time best travel campaigns.  On the heels of an incredibly successful national cable television campaign that launched March 30, this recognition is further proof Michigan is making its mark when it comes to travel and tourism.

"The showcasing of Michigan's vast beauty, from our world-class beaches to top-ranked golf courses, creates local business activity and jobs for our workers," Governor Jennifer M. Granholm said.  "This campaign is helping travelers choose Michigan while diversifying and growing our economy."

Forbes ranked the Pure Michigan campaign sixth best, saying, "this campaign sells with its simple and universal message:  that sometimes we all need to get away from life's stresses and relax a bit."  Clearly, the three judges agreed.  Ranking the campaigns were Peter Greenberg, travel journalist; Rudy Maxa, contributing editor with National Geographic Traveler magazine; and Tom Parsons, publisher of BestFares.com

"Having the Pure Michigan campaign recognized as one of the best campaigns ever is quite gratifying," said George Zimmermann, vice president of Travel Michigan, a business unit of the Michigan Economic Development Corporation.  "This award-winning campaign has produced a dramatic increase in the number of travelers seeking Michigan tourism information."

The Pure Michigan tourism campaign went national for the first time this year and ran through June on 15 cable channels:  Golf Channel, Travel Channel, A&E, Bravo, Style, Fine Living, HGTV, Food Network, TLC, E!, DIY Network, CNN, MSNBC, CNBC and Fox News.

"There are millions of Americans who know little or nothing about the vibrancy, heritage, culture, arts and entertainment in our great cities, our sandy beaches and stunning overlooks along America's longest fresh-water coastline, or the majesty and recreation in our 19 million acres of magnificent forests," Zimmermann said.  "The Pure Michigan campaign is designed to introduce to the nation the attributes that make Michigan such a popular and unique destination."

For each dollar Michigan spent on out-of-state advertising from 2004 through 2008, new visits to Michigan stimulated by that advertising created more than $40 of spending at Michigan businesses and generated $2.86 in new state tax collections.

Created by the Birmingham, Michigan, office of McCann Erickson, the Pure Michigan campaign is accomplishing exactly what it was designed to do, showcasing Michigan's greatest assets, activities and attractions.  McCann's Chief Strategy Officer Mark Lantz explains their approach:  "The campaign is intended to entice out-of-state travelers from neighboring states about one place that still feels magic, mythic, authentic, untamed, unspoiled, uncompromised, timeless and true.  It's pure Michigan.  We wanted to communicate to consumers what makes Michigan special and identify experiences you get here that you can't get anywhere else."

To view the Pure Michigan campaign go to michigan.org and click on "View our Ads" at the top of the page.

Travel Michigan, a division of the Michigan Economic Development Corporation, is the state of Michigan's official agency for the promotion of tourism.  Travel Michigan markets the state's tourism industry and provides valuable visitor information services.  For Michigan travel and golf news, go to michigan.org.

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The Best Tactical Shooters Of All Time, Ranked

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Every Gears Of War Game, Ranked

Payday 2: 14 tips for creating the ultimate stealth build, 10 of the best "wild wasteland" encounters in fallout new vegas.

• Tactical-based shooters require communication and teamwork for success in online gameplay.
• The inventory management in Escape from Tarkov is a standout feature in the game.
• Tom Clancy's Rainbow Six Siege offers a smart blend of tactical gameplay and first-person shooting.

The tactical-based shooter subgenre contains progressive gameplay that is continually developing. The genre often involves using multiple gadgets, breaching doors with a squad, or planning the attack method before a match starts. Routinely found in online tactical-based games is a need for communication.

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First-person shooters are a tough genre to get into if someone has never played them before. Some get so hard that they are nearly impossible.

Regardless of a player's experience level with tactical shooter games , it's never too late to delve into one of these hit games. It can be quite challenging to get into these titles (especially if players are too used to FPS titles where individual skill is more important than teamwork), but patient players who take their time to learn how the game works will be more than pleased with what these games have to offer when everything finally clicks into place.

Updated on May 7, 2024, by Ritwik Mitra: Tactical shooters occupy a niche that compels many players to check out games in a genre that actually promotes realism and stops players from becoming a one-man army. This power fantasy is engaging in its own right, but players who want this gameplay to emulate what would actually happen in a real-life combat scenario will love tactical shooters that bring something new to the table and force players to seek out alternate strategies to ensure that their enemies bite the dust, instead of the other way around.

26 Escape From Tarkov

Metascore: n/a, escape from tarkov.

It's worth noting that Escape from Tarkov isn't widely available. It uses a unique launcher explicitly made for the game, along the lines of Fortnite . However, for those who can do so, it's worth trying out.

The inventory management of Escape from Tarkov is one of its highlights. While the game is tactical-based, it has an inventory system similar to survival games like PUBG and Z1 Battle Royale. The game is still in its beta stage, which has been active since July 2017.

25 Operation Flashpoint: Cold War Crisis

Metascore: 64, operation flashpoint: cold war crisis.

Operation Flashpoint: Cold War Crisis was developed by Bohemia Interactive Studio and was first released in 2001 before being re-released in 2011 under the name ARMA: Cold War Assault . Bohemia Interactive Studio's tactical shooter was the first in the Operation Flashpoint series and was considered to be a spiritual successor to Suma's 1995 release Gravon: Real Virtuality , which was ported to PC by Bohemia Interactive.

Operation Flashpoint: Cold War Crisis stood out in 2001 with its team-based gameplay, an abundance of drivable vehicles, and Real Time Tactics mechanics . It's a shame that Bohemia Interactive and Codemasters ended up in legal battles over this IP, leading to the series slowly becoming less and less relevant over time as other better tactical shooters came to take its place.

24 Project I.G.I.: I'm Going In

Metascore: 70.

• Available Platforms: PC
• Release Date: December 8, 2000
• Developer(s): Innerloop Studios

A unique tactical shooter that promotes stealth more than outright combat, Project I.G.I. is a game where a covert approach and sneaking into bases make for a tense time as players try not to mess up while using the wealth of tools in their arsenal. It's a unique title that more people need to check out if they like tactical shooters and don't mind something that feels more retro.

A single mistake can lead to catastrophic results, and full-on combat should be left for desperate situations and the like. It'll take a few failures for players to get into the groove of the game, but Project I.G.I. can captivate tactical shooter fans in no time.

23 Tom Clancy's Ghost Recon Wildlands

Tom clancy's ghost recon wildlands.

Although most of its content takes place in an open world, Tom Clancy's Ghost Recon Wildlands contains a significant tactical component. The player's objective is to prevent the rise of the Santa Blanca Cartel, which seeks to create a Narco-State.

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For those who merely want strategic gameplay, Tom Clancy's Ghost Recon Wildlands contains online 4v4 tactical fights called Ghost War. The close-quarters of Ghost War's maps are ideal for using tactics.

22 Tom Clancy's Rainbow Six Siege

Metascore: 73, rainbow six: siege.

When it comes to tactical-based shooting games, Tom Clancy's Rainbow Six Siege takes the cake. It's a smart blend of tactical and first-person shooting. In Rainbow Six Siege, players can use a host of gadgets to achieve objectives, usually involving defusing bombs or rescuing hostages.

Rainbow Six Sieg e is one of those games players can't put down. The next-gen version of this title improves the game's graphics and helps extend the game's longevity even more.

21 ARMA: Armed Assault

Metascore: 74.

• Release Date: May 4, 2007
• Developer(s): Bohemia Interactive Studio

ARMA: Armed Assault was released in 2006 and was the first game in the ARMA series, serving as a spiritual successor to Operation Flashpoint: Cold War Crisis . The game emphasized realism and authenticity , with players taking on the role of soldiers in a fictional conflict set in a realistic, harrowing world.

The game featured a vast range of vehicles, weapons, and equipment, as well as a mission editor that allowed players to create their custom scenarios. The game was praised for its attention to detail, open-world gameplay, and modding support, which helped to foster a strong and active community of fans.

20 Insurgency

• Release Date: January 22, 2014
• Developer(s): New World Interactive

The tactical-based first-person shooter game Insurgency lets players engage in street battles or find themselves caught in close-quarter action. It takes plenty of different tactics to achieve objectives like securing strongholds.

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Insurgency boasts an abundance of weapons to choose from and 16 playable maps with day and night options for each. There's a ton of content in the game, so it's always a great time to hop into the action and have a great time as players engage in some tight and rewarding tactical shooting gameplay.

ARMA 3 takes place in a vast military sandbox. It contains over 20 vehicles and 40 weapons, providing a wealth of opportunities on how to approach the game. Using tactical-based combat is highly recommended in ARMA 3, although it can be played in single-player or multiplayer.

The game is a wonderful display of what a good military simulation can achieve, with ARMA 3 attracting a loyal fanbase courtesy of its malleable engine. Many fully-fledged games like DayZ and PUBG started out as mods in the ARMA 3 engine.

18 Hidden & Dangerous 2: Courage Under Fire

Metascore: 75.

• Release Date: October 23, 2003
• Developer(s): Illusion Softworks

Most tactical shooters let players approach enemies from the shadows instead of going all out with the shooting, which is why Hidden & Dangerous 2 is a gem that more players need to check out. Serving as an operative behind enemy lines is as tense as they come, and a single mistake can have horrid consequences for the player.

It's important to be as covert as possible and not attract any unwanted attention. With the extensive suite of options, players have to accomplish their objectives, it's easy to see why fans of tactical shooters will love what Hidden & Dangerous 2 brings to the table.

Metascore: 77

• Release Date: July 7, 2009

ARMA 2 , released in 2009, is a great sequel that continued the series' focus on simulating real-life combat encounters. The game featured a new, highly detailed game engine and a wide range of new vehicles, weapons, and equipment. The mere fact that footage from ARMA 2 has been mistaken to be real military footage is a testament to how realistic this video game is.

It also added new features such as a day/night cycle and improved AI, as well as a comprehensive mission editor and modding support. ARMA 2 was praised for its attention to detail, complex gameplay, and highly immersive environments. It also had a dedicated multiplayer community, with players competing in large-scale battles and missions that are still a blast to get through to this day.

16 Insurgency: Sandstorm

Metascore: 78, insurgency: sandstorm.

One of the most engaging tactical shooters around that will feel right at home for fans of Counter-Strike , Insurgency: Sandstorm lets players join one of two groups and complete an objective while taking out the opposing squad. This makes for a great time as players coordinate their assault to ensure that the second team never even gets a chance.

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Rounds are short and tense, forcing players to really hone their placement, shooting skills, and teamwork if they want to string together a bunch of wins. Trying to be a solo hero in Insurgency: Sandstorm is strongly discouraged and will end a player's winning streak in no time.

15 Star Wars: Republic Commando

Star wars republic commando.

When Star Wars: Republic Commando was released back in 2005, it was considered ahead of its time. Fast-forward to now, and the game is beginning to show age. This tactical-based first-person shooter deserves a remaster or remake from the ground up.

Players take on the role of a Republic commando, the leader of his elite squad. They can control party members to tactfully annihilate enemies. Despite its age, S tar Wars: Republic Commando is an exceptionally unique Star Wars game worth playing for tactical-based game fanatics.

14 The Finals

Metascore: 79.

The newest live-service shooter on the market right now, The Finals combines everything that has worked well in this department to make for a shooting experience that is refined, competitive, and exciting. Made by several ex-DICE developers, The Finals does a great job of combining the great movement from Mirror's Edge with the impeccable shooting of the Battlefield series.

Given how early the game is in its life cycle, some problems still hold The Finals back from reaching its true potential. Thankfully, given how positive people are about this game, it'll take a spectacular catastrophe to stop this game from becoming one of the biggest successes in the modern live service market.

13 Payday 2

For players who enjoyed Grand Theft Auto 5 's heist content and would like to play new heists over and over, Payday 2 fits the description. This game was released in 2013 and can be purchased for a bargain on the Steam Store. The gameplay has hardly aged, so there's little reason not to get into this four-player cooperative game.

Payday 2 gives players all sorts of methods of execution. Here's how to create the perfect stealth build for the game.

Players step into the shoes of the original crew from the first Payday , using tactics to achieve unlawful objectives. Expect to visit Washington DC on a crime spree unlike any other game. Given how disastrous the launch of Payday 3 has been, fans are more than happy to stick with what works.

Metascore: N/A (Average of 80 From Two Reviews)

Squad was developed by Offworld Industries and first released in early access back in 2015 before being fully released in September 2020. The game separates players into two teams of 50 (which are divided into 9-person squads with 1 commander role) and gives them a handful of classes to choose from.

Like any great multiplayer tactical shooter , the game emphasizes the necessity of communication between teammates, leading to some gripping and immersive battles. Without adequate teamwork, it's not surprising that these players are blamed by their team members for ruining the game before eventually being kicked out if they fail to understand how this game works.

11 SWAT 3: Close Quarters Battle

Metascore: 81.

• Release Date: November 23, 1999
• Developer(s): Sierra Northwest

SWAT 3: Close Quarters Battle is a tactical shooter released in 1999 by Sierra Studios. The game is set in Los Angeles and allows players to control the Los Angeles Police Department Metropolitan Division SWAT team as they conduct a variety of missions, such as rescuing hostages, disarming bombs, and arresting suspects.

The game was praised for its realism and attention to detail, including accurate depictions of real-world SWAT tactics and equipment. It also featured a strong emphasis on team coordination and communication, with players needing to work together to complete their objectives, as every tactical shooter should.

10 Ready Or Not

Metascore: 82, ready or not.

Taking on the role of a member of a SWAT team, players in Ready or Not need to be tactical and careful about their approach across a wealth of hostage scenarios. It's important to be quiet and minimize casualties, with the act of killing innocents considered an instant failure.

The tense atmosphere and high-stakes gameplay of Ready or Not make it a great tactical shooter for fans to sink their teeth into. Fans who loved the SWAT games and are missing this franchise in gaming's modern landscape will find Ready or Not to be an absolute blast.

9 Tom Clancy's Rainbow Six: Vegas 2

Tom clancy's rainbow six: vegas 2.

In the world of tactical first-person shooters, Tom Clancy's Rainbow Six: Vegas 2 stands out as one of the best games of all time. The game places players in a squad leader's shoes who must prevent a terrorist organization from taking over Sin City.

Wild Wasteland is a perk in Fallout: New Vegas that allows the courier to see unusual things. Here are the best encounters.

The gameplay of Tom Clancy's Rainbow Six: Vegas 2 was a significant step up over its predecessor. Merely rushing to a firefight is ill-advised. Using the game's groundbreaking tactical-based combat is recommended.

8 Counter-Strike 2

Metascore: 83, counter-strike 2.

Counter-Strike 2 is the latest entry in a series recognized for team cooperation. The series is going strong even now, with dedicated fans loving the sudden nature of this upgrade and how much fun the game is to play.

The game was lambasted at launch by fans for feeling like a step down in some ways, and the de-listing of CS:GO didn't help things. Thankfully, it didn't take too long for Valve to fix things and turn it into an excellent game where cheaters are the only thing stopping fans from truly enjoying the game.

7 Tom Clancy's Ghost Recon (2001)

Metascore: 84, tom clancy's ghost recon.

Much like Brothers in Arms: Road to Hill 30 , Tom Clancy's Ghost Recon is the first entry in a well-known tactical shooter IP that would receive numerous releases throughout the 2000s. Unlike Brothers in Arms , the Ghost Recon series is still going strong today.

For those who want to relive the series's glory days, the first entry is a great starting point. It doesn't have the visuals or gameplay depth of some of the latest entries; however, its tactical gameplay is extremely well-balanced, which made the game a pioneer of the subgenre.

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A huge solar storm is slamming into the Earth. Scientists say you should look up

Geoff Brumfiel

The solar flare as captured by NASA's Solar Dynamics Observatory on Thursday. The flare has triggered a severe geomagnetic storm watch for the first time in nearly 20 years. AP hide caption

The solar flare as captured by NASA's Solar Dynamics Observatory on Thursday. The flare has triggered a severe geomagnetic storm watch for the first time in nearly 20 years.

Planet Earth is getting rocked by the biggest solar storm in decades.

Late Friday, the National Oceanic and Atmospheric Administration declared that the Earth was experiencing a G5, or "Extreme," geomagnetic storm. This is the first G5 storm to hit the planet since 2003.

NOAA Issues First Severe Geomagnetic Storm Watch Since 2005

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NOAA warns several waves of flares will slam into the Earth over the next few hours and days, potentially disrupting communications and navigation, triggering power outages and damaging satellites. The 2003 event briefly knocked out power in part of Sweden and damaged electrical transformers in South Africa.

NOAA's Space Weather Prediction Center says that this latest storm may induce auroras visible as far south as Northern California and Alabama.

On social media, posters were putting up photos of bright auroras visible across Russia , Scandinavia , the U.K . and continental Europe . Some reported seeing the aurora as far south as Mallorca, Spain .

my cat just experienced the aurora borealis, one of the world's most radiant natural phenomena... and she doesn't care pic.twitter.com/Ee74FpWHFm — PJ (@kickthepj) May 10, 2024

The source of the solar storm is a cluster of sunspots on the sun's surface that is 17 times the diameter of the earth. The spots are filled with tangled magnetic fields that can act as slingshots, throwing huge quantities of charged particles towards our planet. These events, known as Coronal Mass Ejections, become more common during the peak of the Sun's 11-year solar cycle.

Usually, they miss the Earth, but this time, NOAA says several are headed directly towards our planet.

Extreme (G5) geomagnetic conditions have been observed! pic.twitter.com/qLsC8GbWus — NOAA Space Weather Prediction Center (@NWSSWPC) May 10, 2024

"We have high confidence that a series of coronal mass ejections ... are directed right towards Earth," says Shawn Dahl, service coordinator for the Space Weather Prediction Center told reaporters early Friday.

NOAA's GOES-16 satellite captured a flare erupting occurred around 2 p.m. EDT on May 9, 2024.

While they expect the storm to be large, there's still a lot of uncertainty about what the other effects could be, Dahl says.

"I wouldn't want to speculate on that," Dahl says.

Shocking problems

The most disruptive solar storm ever recorded came in 1859. Known as the "Carrington Event," it generated shimmering auroras that were visible as far south as Mexico and Hawaii. It also fried telegraph systems throughout Europe and North America.

While this geomagnetic storm will not be as strong, the world has grown more dependent on electronics and electrical systems. Depending on the orientation of the storm's magnetic field it could induce unexpected electrical currents in long-distance power lines — those currents could cause safety systems to flip, triggering temporary power outages in some areas.

Stronger activity on the sun could bring more displays of the northern lights in 2024

The storm is also likely to disrupt the ionosphere, a section of Earth's atmosphere filled with charged particles. Some long-distance radio transmissions use the ionosphere to "bounce" signals around the globe, and those signals will likely be disrupted. The particles may also refract and otherwise scramble signals from the global positioning system, according to Rob Steenburgh, a space scientist with NOAA. Those effects can linger for a few days after the storm.

What Causes The Northern Lights? Scientists Finally Know For Sure

Steenburgh says it's unclear just how bad the disruptions will be. While we are more dependent than ever on GPS, there are also more satellites in orbit. Moreover, the anomalies from the storm are constantly shifting through the ionosphere like ripples in a pool. "Outages, with any luck, should not be prolonged," Steenburgh says.

The radiation from the storm could have other undesirable effects. At high altitudes, it could damage satellites, while at low altitudes, it's likely to increase atmospheric drag, causing some satellites to sink toward the Earth.

The changes to orbits wreak havoc, warns Tuija Pulkkinen, chair of the department of climate and space sciences at the University of Michigan. Since the last solar maximum, companies such as SpaceX have launched thousands of satellites into low Earth orbit. Those satellites will now see their orbits unexpectedly changed.

"There's a lot of companies that haven't seen these kind of space weather effects before," she says.

The International Space Station lies within Earth's magnetosphere, so its astronauts should be mostly protected, Steenburgh says.

In a statement, NASA said that astronauts would not take additional measures to protect themselves: "NASA completed a thorough analysis of recent space weather activity and determined it posed no risk to the crew aboard the International Space Station and no additional precautionary measures are needed," the agency said late Friday.

People visit St Mary's lighthouse in Whitley Bay to see the aurora borealis on Friday in Whitley Bay, England. Ian Forsyth/Getty Images hide caption

People visit St Mary's lighthouse in Whitley Bay to see the aurora borealis on Friday in Whitley Bay, England.

While this storm will undoubtedly keep satellite operators and utilities busy over the next few days, individuals don't really need to do much to get ready.

"As far as what the general public should be doing, hopefully they're not having to do anything," says Dahl. The largest problem could be a brief blackout, so keep some flashlights and a radio handy, he says.

I took these photos near Ranfurly in Central Otago, New Zealand. Anyone can use them please spread far and wide. :-) https://t.co/NUWpLiqY2S — Dr Andrew Dickson reform/ACC (@AndrewDickson13) May 10, 2024

And don't forget to go outside and look up, adds Steenburgh. This event's aurora is visible much further south than usual.

A faint aurora can be detected by a modern cell phone camera, he adds, so even if you can't see it with your eyes, try taking a photo of the sky.

The aurora "is really the gift from space weather," he says.

• space weather
• solar flares
• solar storm