Creating a Successful Tourism Marketing Campaign

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

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

What is Tourism Marketing?

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

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

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

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

Why Are Tourism Marketing Campaigns Important?

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

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

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

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

How to Craft a Strong Tourism Marketing Campaign

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

1. Select Your Markets and Audience

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

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

2. Partner with Local TV News Stations

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

3. Focus on Deals and Staycations

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

4. Take Advantage of Influencer Marketing

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

5. Leverage Video

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

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

6. Create a Cross-Channel Campaign

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

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

Common Challenges of Tourism Marketing Campaigns

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

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

Examples of Tourism Marketing Campaigns

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

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

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

Get Your Tourism Marketing Campaign Off the Ground with TEGNA

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

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

Let’s get in touch to explore how we can help your tourism brand attract travelers, boost your local economy, and create unforgettable experiences for visitors to your destination.