Tourism marketing is a noisy space. Everyone’s shouting about “breathtaking views” and “hidden gems” while hitting boost on the same generic posts. If you want to stand out and not just blend into the sea of sandy beaches and hotel breakfast buffets, you need to get a little smarter with your marketing strategy.
Here are the tourism marketing tips your competitors haven’t clocked yet. (And if they have? You’ll still do it better.)
1. Don’t Just Follow the Seasons—Create New Demand
Most travel brands go quiet in the off-season. Huge mistake. This is your time to get noticed. Create buzz around unexpected times to travel: autumn wine tours in Italy, spring hikes in the Scottish Highlands, or spa breaks in January (because, well, life and no one likes January).
Quick win: Optimise for terms like “best time to visit [destination]” or “off-peak holidays in [location].”
Bonus points: Run a paid social campaign promoting your off-season content.
2. Use Social Media as a Magnet, Not a Megaphone
Posting pretty photos of sunsets? That’s cute. We can all appreciate a sunset pic. But social media is way more powerful when you use it to attract, engage, and convert.
Start conversations. Share local tips from your team. Post behind-the-scenes clips of your team (Yes, employee-generated content is a thing). People love people. Even Luxury airlines like Emirates are doing ‘spend the day with me videos.’ And don’t forget about hopping on the trends. Don’t wait around, if a trend suits your brand, don’t miss the opportunity.
Don’t forget: TikTok trends, Reels with trending audio, and location-specific hashtags. Social media is keyword research in disguise.
Top tip: Repurpose a viral post into a blog (e.g. “The Most Instagrammable Cafés in Lisbon”). Hello, traffic.
3. Email Marketing Is the Underdog That Keeps Winning
Yes, Gen Z loves TikTok. But email is still where the money is.
Done right, email marketing delivers great ROI. Think personalised itineraries, seasonal offers, abandoned cart nudges, and even surprise-and-delight re-engagement emails (“We miss you! Here’s 10% off your next stay in Santorini.”)
Jet2 does this well—sending timely discounts via email to tempt past travellers with fresh deals. Because honestly, who doesn’t love a discount?
Tripadvisor nails it too. They often send curated recommendations tailored to specific audience segments. Outdoorsy traveller? You’ll get a list of top-rated hikes, outdoor activities, and nature escapes.
Smart move: Share new blog content in your newsletters. It drives traffic and shows Google your site is alive and well.
4. Paid Ads Shouldn’t Just Burn Budget
If your paid ads strategy is “Boost post, hope for the best,” we need to talk.
Instead, get intentional. Direct traffic to tailored landing pages that mirror the ad’s message—think specific packages, time-sensitive deals, or unique experiences. The more relevant your landing page, the more likely someone will convert.
Use retargeting to stay top of mind. If someone browsed your city break offers, follow up with an enticing discount or itinerary ad a few days later.
Top Tip: Bid on long-tail keywords your competitors aren’t targeting. They’re less expensive and more likely to bring in ready-to-book leads.
5. Stop Chasing Vanity Keywords
Sure, “beach holidays” gets a million searches. But so does “how to boil an egg.” That doesn’t mean you should rank for it.
Your real audience is asking specific questions. Your job? Answer them.
Create content for things like:
- “Is Malta good for a solo trip?”
- “What to pack for Iceland in November”
- “Best wine regions near Barcelona”
Google loves specificity. So do your future guests.
6. Niche Down Before Everyone Else Does
Pet-friendly stays. Accessible travel. Remote working retreats. Digital detox getaways. If you serve everyone, you serve no one. But if you serve a niche well, they’ll find you.
Create dedicated content and campaigns for rising travel trends. Build tailored landing pages. Showcase content and testimonials from real guests. And yes, make it SEO-friendly.
Example:
Blog: “Why Our Treehouses Are Perfect for Digital Nomads.”
Reel: Come with me to the perfect remote work treehouse
Email: exclusive treehouse discounts.
7. Refresh, Repurpose, Repeat
Your content shouldn’t be one-and-done. Reuse the good stuff. Update old blogs with new stats, images, or offers. Turn blog tips into social posts. Pull data from your email campaigns into a TikTok. Cross-pollinate like a pro.
Conclusion:
Tourism marketing in 2025 isn’t about shouting louder. It’s about being smarter, faster, and way more fun to follow. Blend your content marketing strategy with SEO, social media strategy, email, and paid. Keep an ear to the ground for what travellers actually want. And serve it up with relevance, personality, and precision.
Need help building your tourism marketing strategy? Get in touch with Hummingbird today. We’ll help you turn browsers into bookers.
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