The 10 Best Tourism Campaigns of 2021 - (2024)

The COVID-19 pandemic may continue to curb travel plans, but it has not curbed the creativity of the tourism industry. 2021 brought a bevy of innovative tourism marketing campaigns to set the tone for an exhilarating future.

Here are some of our favourite tourism marketing moments of this past year, and the themes we thought struck the most on-the-money tone for eager adventurers. As you brainstorm for your marketing in 2022? Look no further for sublime inspiration.

Campaigns that speak directly to locals

Civic pride is a huge motivator, and some tourism campaigns focus almost exclusively on attracting locals.

1. The Children’s Museum of Manhattan’s “Tie-Dye July” campaign

In New York City, the Children’s Museum of Manhattan partnered with Rit Dye and Bombas to invite local families to “Tie-Dye July” events. Every Saturday in July 2021, families were invited to come make a tie-dye creation to take home –a nice way to support local families who’ve been cooped up for a long time, and a smart way to loop in partners with deeper marketing pockets.

2. The New York Historical Society’s “History Responds” campaign

Just a few blocks away, the New York Historical Society has been curating an ongoing exhibit collecting materials related to the COVID pandemic, with a focus on New York that’s dear to the hearts of local citizens. As part of its “History Responds” initiative, the museum reached out to New Yorkers for seemingly mundane artifacts such as flyers that reference the pandemic, COVID-19-related mass emails, face masks with slogans, and protest signs. This ambitious effort has been praised in the press, including the New York Times and ArtNet News.

Not all heroes wear capes.⁣

To show their gratitude for frontline workers, artist Beñat Iglesias López & his four-year-old son Teo worked for 2 weeks creating this sculpture of a young superhero holding a thank you sign.

On view in our new #HistoryResponds installation.

— New-York Historical Society (@NYHistory) August 28, 2021

The post-pandemic tourism campaign theme

Visitors may be eager to get back to travel and adventure, but it’s not as simple as saying “Welcome back!” People are still nervous about their health and safety, so the brands and venues addressing concerns head-on have an advantage. They send a reassuring message that they have the wellbeing of visitors in mind.

Here are two of the best 2021 tourism campaigns that addressed safety and wellbeing:

3. Israel’s “Welcome Back to Israel!” tourism campaign

Israel isn’t just a country with “thousands of years of history”. It’s hit “a new landmark” as one of the most vaccinated countries on the planet. While this campaign video, with its upbeat background track, shows people enjoying themselves, you’ll note that they’re conspicuously outside – at the beach, rollerblading, walking through marketplaces and historical sites. There’s no beating around the bush with this message. The narrator notes that Israel is “one of the safest destinations in the world,” offering fully vaccinated people a “green passport” so they can freely enter indoor spaces and return home without quarantining.

4. New York City’s “NYC Reawakens” tourism campaign

In this earnest video, NYC & Company President and CEO Fred Dixon and restaurateur Danny Meyer talk candidly about New York City’s return to tourism. The city that was hit hard in the early days of the pandemic is “re-awakening all around us” and “very much alive and thriving” according to Dixon. The video shows fast-paced clips of people on the streets, on the subway, and in restaurant parklets, with a special focus on welcoming back international visitors: “We’re going to show them a whole new side of New York they never even knew existed!”

Make it your own: The pandemic is not over, but cities, countries, museums, and attractions that have the right policies in place are safely welcoming back visitors who’ve been cooped up for a long time. Don’t shy away from this subject in your marketing campaign. While these examples are about entire places, even the smallest venue can take advantage of the “welcome back” theme.

Escapism: Get away from your woes

Look, it’s been stressful. We’ve all slogged through the last two years. You deserve to unwind! So, what do you want? This is the question asked at the beginning of Greece’s 2021 tourism marketing campaign.

5. Greece’s “All You Want Is Greece” tourism campaign

The question is asked, and the answer is supplied: “All you want is Greece.” Hedonism is given the respect it deserves in a series of five short videos promoting the many beauties of this Mediterranean country.

6. Tiqets’ “Summer of a Lifetime” tourism campaign

Spain! Italy! France! The UK! The USA! The Netherlands!

These were the destinations featured in Tiqets’ own campaign “Summer of a Lifetime,” which received press coverage in all of these countries and more with its upbeat messaging: “You know you’ve been waiting for this moment, and it’s time to get your spark back at the most iconic museums and attractions.” This campaign theme tapped into a feeling many experienced during lockdown: a yearning for the good old days. The campaign encourage people to take full advantage of summer 2021 and do all the things they missed most during lockdown.

Make it your own: Having fun and getting away from it all will never go out of style, but in a time when we’ve all been suffering just a little more than usual, it’s a particularly apt marketing message. Emphasize the ways in which your venue helps visitors escape –either because they get lost in the fun or because you offer a serious opportunity for R&R.

The theme of environmental awareness

Fun is great, but of course, what we do today affects tomorrow. This is an environmental truth, but it’s also the first line of a moving marketing campaign video from Scotland, one of a handful of 2021 tourism campaigns that tackled the theme of environmental awareness and respect for the land.

7. Scotland’s “Yours to Enjoy. Responsibly” tourism marketing campaign

“Let’s keep Scotland special,” urges the narrator of this peaceful video, which urges the visitor to “Take only pictures, and leave only footprints,” while simultaneously showing the visual splendour of the northern country and its culture.

8. Portugal’s “Hello World – It’s Me, Tomorrow” tourism marketing campaign

A hopeful-sounding child’s voice opens this video about the beauty of Portugal’s landscape –its patterns and textures, and its hues “from blue to green, and all the colors in between,” as the camera pans over stunning vistas.

Make it your own: While tourism campaigns have historically been about the visitor experience, these examples pivot to being about the land, and their message is a beautiful one. Environmentalism isn’t just a trendy marketing theme right now; it’s extremely important to the tourism industry. Marketing campaigns that are transparent about this fact win points with travelers for being candid and real. At the same time, you don’t have to make a hard sell about coming to visit. Just offer a glorious glimpse at what a visit now and in the future could be like.

Tourism campaign themes full of irreverence and humor

If there are two universal truths right now, they might be:

  • We could all use a good laugh
  • We’re spending a lot more time online than ever before

Why not take advantage of these fundamental properties of being human in 2021?

Social media is obviously one of the best ways to promote your attraction on a budget and reach a potentially enormous audience, but to attract attention in a crowded online space, you need a creative idea.

9. The Black Country Living Museum’s TikTok campaign

TikTok is a great platform for getting irreverent, and the Black Country Living Museum is good at TikTok. All through 2021, the museum in the historic Black Country of Dudley, England, taught mini history lessons with actors dressed in Victorian garb juxtaposed against modern hip-hop music.

10. The Met’s “MetTwinning” campaign

There’s been a social trend recently of people imitating classic works of art, and the Metropolitan Museum of Art in New York City (“The Met”) capitalized on this rage with its #MetTwinning social media campaign in 2020 and 2021. The campaign has been very successful, and The Art Newspaper commended the Met for using smart marketing to gain hundreds of thousands of followers and a huge bump in engagement throughout the lockdown days of the pandemic. Other museums, like the Getty Museum, followed suit.

Make it your own: Social media is the ideal forum for irreverent, humorous tourism campaign marketing, and it can be quite low effort in terms of production cost to produce fun original content. Lean into the more social-savvy members of your team for original ideas for fresh content.

These are just a few of the dominant themes of tourism campaigns in 2021, and we can’t wait to see what 2022 has in store. Will your museum, attraction, or tourism agency make next year’s list?

Ready for even more of our favourite tourism campaign ideas? Check out 8 of the Best Museum Marketing Campaigns from 2020.

The 10 Best Tourism Campaigns of 2021 - (2024)


What is tourism campaign? ›

The Best responsible tourism campaign category looks to award a tourist board, tour operators, or tourism organisation or other individual or organisation which has developed a campaign successfully promoting a more responsible way to travel, educating travellers, and changing travel behaviour.

What is incredible India campaign? ›

The Ministry of Tourism has launched the “Incredible India 2.0” Campaign which marks a shift from generic promotions across the world to market specific promotional plans and content creation.

How do I attract tourists to our region? ›

By creating partnerships with local hotels, restaurants, tour operators, travel agencies, entertainment venues, and your local tourism board, you'll be able to generate tourists' interest on a larger scale.

How can I promote my tourist spot? ›

5 Ways to Promote Your City or Town to Increase Tourism
  1. Highlight the history and culture. Every destination has its own unique story. ...
  2. Share your tasty tips. ...
  3. Offer visitors a breath of fresh air. ...
  4. Suggest local stores and businesses. ...
  5. Include your personal testimony.
5 Feb 2021

How do you create a tourism campaign? ›

6 Steps to Building a Successful Tourism Marketing Campaign
  1. Design a Strong Website. ...
  2. Use Email Marketing Strategically. ...
  3. Be Social on Social Media. ...
  4. Attend Trade Shows. ...
  5. Emphasize Brand Centric Customer Relationship Management. ...
  6. Measure Your Success.

What are examples of tourism promotion? ›

Tourism marketing is the collective name given to the various marketing strategies used by businesses within the tourism industry. This includes, for example, hotels and other forms of accommodation, along with airlines, car rental services, restaurants, entertainment venues, travel agents and tour operators.

What is the tourism slogan of India? ›

The phrase "Incredible India" was adopted as a slogan by the ministry. Before 2002, the Indian government had regularly formulated policies and prepared pamphlets and brochures for the promotion of tourism, however, it had not supported tourism in a concerted fashion.

Why is India the best? ›

A unique land of vibrant colours, breathtaking landscapes and rich history, India is unlike any other. From the writhing streets of Mumbai to the idyllic shores of the Andaman Islands, this remarkable country offers a diverse feast for the senses.

Who is the brand ambassador of Indian tourism? ›

Brand Ambassadors in India for Government-Led Campaigns & Others
Government Schemes/Campaigns Brand Ambassadors In India
Brand AmbassadorsGovernment schemes/Campaigns/Misc.
Salman KhanArunachal Pradesh Tourism Ambassador
Madhuri DixitMAA- Mothers Absolute Affection'
Amitabh Bachchan and Priyanka ChopraIncredible India
15 more rows

How do I get tourism clients? ›

With these tips, you can stand out from the rest and sustain a profitable travel business.
  1. Create an Engaging Website. ...
  2. Make Sure your Website is SEO-Optimised. ...
  3. Start Blogging. ...
  4. Use Promotional Videos. ...
  5. Build a Strong Social Media Presence. ...
  6. Use Influencers to Attract Customers. ...
  7. Email Marketing. ...
  8. Run Digital Advertisem*nts.
20 May 2020

What makes a tourist attraction successful? ›

A touristic attraction can be made successful through continuous excellent marketing of the attraction and provision of positive experiences to the visitors. I personally feel that the comfortless and ease of pleasure to the tourist is most essential.

How can social media be used to promote tourism? ›

By curating positive reviews and encouraging social shares, hospitality brands can leverage social media to build positive brand awareness, increase brand loyalty, and display just how much their accommodations and activities have to offer.

What are the four broad strategies for attracting visitors? ›

Marketing for Hotels: 4 Strategies to Attract Customers
  • #1 Use Storytelling to Differentiate Yourself from Your Competition.
  • #2 Register Your Hotel in the OTAs Your Target Audience Uses.
  • #3 Promote Direct Reservations Through Your Website.
  • #4 Manage Your Reviews Online Through TripAdvisor.
14 Jul 2018

How can we improve tourism visitor experience? ›

  1. Stimulate the senses. We experience our world through sight, sound, smell, taste and touch. ...
  2. Authenticity. Make the visitor experience authentic. ...
  3. Learning. ...
  4. Balance familiar and unfamiliar. ...
  5. Participation. ...
  6. Match the visitor's mental and behavioral script. ...
  7. The symbolic level. ...
  8. Holistic approach.

How do you write a tourism essay? ›

Tourism is the largest and fastest-growing industry across the world. It is a source of revenue and employment. It also gives the opportunity for people to understand the culture, civilization, and religious aspects of a country. There are many countries whose main source of revenue is Tourism.

What is Destination Campaign? ›

16 May 2022. Destination marketing is a type of marketing which advertises a particular country, town or region so that people are inspired to visit the area. The purpose of destination marketing is to encourage audiences to travel to a particular location after they're exposed to related advertisem*nts.

What is the tourism marketing? ›

In a nutshell, Tourism Marketing is a marketing strategy that uses specific marketing plan and techniques to promote touristic products and services such as destinations, hotels and transport services, etc.

What is promotional strategy in tourism? ›

Like any other marketing activity, the purpose of tourism marketing is to promote the business, make it stand out from rivals, attract customers, and generate brand awareness. It also uses the same marketing channels. Digital channels such as social media, search engine marketing, affiliate marketing, etc.

How can we promote tourism product and services? ›

  1. Forming Tourism Partnerships. Partnerships help maximize your marketing dollars and reach a broader and more desirable audience when promoting tourism for a given destination. ...
  2. Travel and Tourism Trade Shows. ...
  3. Advertising in Trade Publications. ...
  4. Sponsoring Events and Giveaways. ...
  5. Social Media and Influencer Marketing.

How does the campaign help the tourism industry? ›

There are three major roles that advertising plays in the tourism industry: To inform tourists to visit a destination and everything tourists need to know about the place. Persuade tourists to visit a destination. To remind tourists about a destination and where to do all the bookings from.

What does campaign mean in marketing? ›

A marketing campaign is a strategic sequence of steps and activities that promote your company's product or service, with a specific goal in mind. Campaign efforts may involve a range of media, such as radio, television, in-person events, and digital media.

What are the challenges in tourism campaign? ›

Top 5 Challenges Confronting Tourism and the Travel Industry
  • Globalisation. Globalisation is leading to the creation of uniform standards and protocols. ...
  • Taxation. Tourism is one of the most taxed sectors. ...
  • Travel Marketing. ...
  • Infrastructure. ...
  • Security.
29 Aug 2017

What is the tourism marketing? ›

In a nutshell, Tourism Marketing is a marketing strategy that uses specific marketing plan and techniques to promote touristic products and services such as destinations, hotels and transport services, etc.

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