At one point, destination marketing meant glossy brochures, billboard space, and hoping for the best. Fast-forward to now, and the battleground for attention has shifted — it’s digital, fast-moving, and full of people daydreaming about their next escape while scrolling on their phones in the queue at the supermarket.
If you’re a travel brand, destination marketing isn’t just about showing off pretty beaches anymore (although yes, we still love a good beach). It’s about building an emotional connection with your audience — showing them where to go and why they should care. And that’s where digital channels like social media and email come into play. Done right, they can help you inspire, engage, and convert.
Let’s dig into how to make destination marketing actually work in today’s digital-first world.
Make Your Destination Social (and Tag-Worthy)
Let’s start with social media! When people imagine a getaway, they no longer begin with a Google search. They start with a Reel of someone jumping off a boat in Greece, or a TikTok of the best street food in Hanoi. You’re already one step behind if your content isn’t part of that first wanderlust hit.
Create Tag‑Worthy, Save‑Now Content
What works? Content that makes people want to tag their friends, save it for later, and comment with “This is SO us.” Think short, punchy videos with wow-factor visuals. Think “you had to be there” moments captured in 15 seconds. And don’t underestimate the power of a caption. Humour, done right, travels just as fast.
You don’t need a full film crew or a videographer either. Some of the best-performing content is shot on a smartphone and thrives because of its unpolished, authentic vibe.
Take VisitScotland, for example. Their TikTok content is all about useful tips — like “5 things to do in [destination]” — with no glossy filters or swooping drone shots. It feels like your friend giving you the lowdown, not a brochure.
Team Up with Creators & Influencers
But you don’t have to do it alone. Content creators and influencers can help you show off a destination in a way that feels authentic. Partner with people who align with your brand (not just anyone with a blue tick) and let them take the reins.
Discover Puerto Rico nails it by collaborating with creators who genuinely love the destination.
Make the Most of UGC
User-generated content (UGC) is another goldmine. Real people, real experiences, real impact. Reposting traveller content (with their permission, of course) adds credibility and relatability to your brand. It shows potential visitors that your destination isn’t just photogenic — it’s lived-in, loved, and full of shareable moments.
Build Community, Not Just Followers
Lastly, it’s important to build a community, not just a following. That means responding to comments, reposting UGC, asking for recommendations, and generally showing up like a human, not an advertisement. People want to feel like they’re chatting with someone who gets it, not being sold to by someone who doesn’t.
Destination Marketing in Action
Here are a few travel brands bringing their A-game on social:
- Expedia creates montage-style clips that feel like they came from a traveller’s own camera roll. Relatable, real, and instantly transportive.
- Intrepid Travel partners with creators whose values align with theirs — sustainability, authenticity, adventure — which makes their content trustworthy and on-brand.
- JetBlue keeps things witty and on-trend, jumping on viral sounds and formats while keeping their tone light and funny. This is a great reminder that travel content can also just be fun.
These brands aren’t just promoting a place, they’re building a vibe and a community.
Power Up Your Reach with Paid Social Ads
Organic reach on social media can sometimes feel like you’re talking to someone who isn’t actually listening. That’s where paid social ads come in.
Paid social ads let you zoom in on your audience with laser precision. Want to target solo travellers aged 25-35 who’ve recently liked hiking pages? Or families interested in beach resorts within a 100-mile radius? You got it. Platforms like Facebook, Instagram, and even TikTok offer powerful targeting tools that help you find your perfect crowd. No more hoping the right people stumble on your posts.
But it’s not just about who sees your ads, it’s about what they see. Use your best visual assets. Vibrant Reels, swipeable carousel ads, or short, punchy videos, these are all potential options. And don’t forget the CTA (call to action) – make it clear and easy for them to take the next step.
Retargeting is another game-changer. Someone visits your website and checks out your Tuscany villa but leaves without booking? No worries — retargeting ads can gently nudge them back, showing them the same villa with maybe a limited-time discount or glowing reviews from past guests. It’s like a friendly tap on the shoulder saying, “Hey, remember us? We’re still here, and ready to help you book that dream trip.”
So, while organic content builds community and sparks interest, paid social ads turbocharge your reach and conversions — the perfect tag team for destination marketing success.
Slide into the Inbox (Strategically)
Once someone’s dream destination is on their radar, it’s time to keep them warm. Email is still one of the best ways to do that. The key is to treat your emails like personalised travel guides, not sales flyers.
Start with segmentation. Not every subscriber is at the same stage. Some are daydreaming, some are planning, and some are two clicks away from confirming a booking. The content you send should reflect that. Someone who just signed up might love a “Top 10 Hidden Gems” round-up, while someone who’s clicked on a hotel package should probably be getting an itinerary builder or a cheeky discount code in their inbox.
And don’t forget — your emails should look and feel like your social content. Same tone, same design style, same energy. That consistency builds trust.
Stitch It All Together
Social media gets people’s attention with scroll-stopping content that sparks curiosity and excitement. Paid social ads then take that interest further, putting your destination in front of exactly the right crowd at the right time.
Once you’ve got their attention, email marketing steps in to nurture those leads with personalised tips, exclusive offers, and timely reminders — gently guiding them from “maybe someday” to “booked and ready to go.”
Retargeting ads work hand-in-hand with email, giving a friendly nudge to anyone who’s shown interest but hasn’t quite pulled the trigger yet.
Together, social, paid ads, and email create a smooth, connected journey that turns daydreamers into travellers, making your destination marketing work smarter, not harder.
But Does It Work?
Short answer: yes — when you measure the right things.
Forget vanity metrics. Look at how many people are saving your Reels, how much UGC you’re getting tagged in and how many email subscribers turn into bookings. Get nerdy with your data and use that insight to do even better next time.
Conclusion
At the heart of all great destination marketing is this: you’re not just promoting a place. You’re inviting someone into a story. One where they make memories, take photos, and (ideally) tag your brand while sipping something cold with a view.
Whether you’re selling solo getaways, family adventures, or romantic escapes, the digital experience should feel just as good as the real one.
Need a travel marketing agency who understands how to bring destinations to life online? The Hummingbird team can help. Let’s chat before your next campaign takes off.
Recommended read: 6 Simple Steps for Better Travel Agency Advertising
