Updated March 2023 – In today’s competitive travel industry, having a strong travel marketing strategy is crucial for success. And one of the key components of a successful travel marketing strategy is a well-executed tourism destination marketing strategy.

Tourism destination marketing strategy involves promoting a destination as a desirable travel location for potential visitors. It aims to create awareness and generate interest in the destination, ultimately leading to increased visitor numbers and revenue.

In this article, we’ll showcase effective tourism destination marketing strategies that can help attract more travelers to your destination. From leveraging social media to partnering with local businesses, these strategies are designed to help you stand out in a crowded marketplace.

What is destination marketing?

destination marketing strategies

A destination marketing strategy is a plan that is developed to promote an entire region or destination. The importance of destination marketing in the tourism industry cannot be overstated, as it unlocks further growth for your business by reaching new and untapped audiences. As a tour and activity provider, you should partner with travel professionals in your area in order to create strategies that attract a variety of travelers. For instance, you could work with your local visitor information center, local hotels, and several other tour and activity providers who offer complementary services to yours. 

What makes a good destination marketing strategy?

Here are the things your tourism destination marketing strategy needs to address and accomplish:

It showcases what makes the destination unique

There’s probably a general atmosphere or vibe that people will experience when they travel to your part of the world. You need to create an identity for your destination based on the local culture and then showcase to potential travelers the unique opportunities available where you are located. For instance, if you are a beach town with an artistic flair, promote the art galleries, the local restaurants, and the water activities that can be enjoyed while traveling to your city.

It speaks to customer expectations

Travelers have a certain expectations of their trips, and they want to choose destinations that will allow them to enjoy a new experience. A solid tourism destination marketing solution will utilize integrated product development and promotions that encourage people to explore the region. As a tour operator, you could partner with a local hotel in order to create a package deal that will entice travelers to book during a certain time of the year. By combining products and allowing agents to resell your packages, you are showcasing the beauty and potential of the entire destination.

tourism destination marketing

It taps into demand from specific traveler personas

Photographers, religious organizations, fitness clubs, and a variety of other special interest groups love to travel together. If your destination offers unique experiences for a specific type of special interest group, be sure to include that in your destination marketing strategy. Work with other travel providers in your area in order to create special tours, activities, and events for these types of travelers. For example, you could create a scenic tour for photographers, and offer camera rental equipment to your travelers. You could partner with a local restaurant in order to include lunch in the middle of the tour as a way to help promote the entire destination.

Our 4 destination marketing strategies for attracting more travelers

By implementing these strategies, you can increase your visibility, engage potential visitors, and ultimately drive more bookings and revenue for your destination.

1. Conduct market research

Conducting market research is an essential aspect of any successful tourism destination marketing strategy. Market research helps you understand your target audience, their travel preferences, and what motivates them to visit a destination. By understanding these factors, you can tailor your marketing efforts to be more effective in attracting tourists to your city or even country. Market research can also help you identify gaps in the market, allowing you to develop unique selling points and differentiate your destination from competitors. This in turn allows you to make more informed decisions and allocate your resources more efficiently, leading to a more successful and profitable tourism destination marketing strategy.

2. Create your destination brand

Your destination brand should communicate your destination’s unique value proposition and what sets it apart from other destinations.

To create your destination brand, you need to first identify your target audience and what they are looking for in a travel destination. Once you have a clear understanding of your audience, you can then develop a brand identity that speaks to their interests and desires.

Your destination brand should encompass all aspects of the visitor experience, from attractions and activities to food and accommodations. It should also be reflected in your marketing materials, website, and social media presence.

By creating a strong destination brand, you can differentiate your destination from competitors, build a loyal following of repeat visitors, and attract new visitors who are looking for a unique and memorable travel experience.

3. Craft your destination’s story

Crafting a compelling destination story is a powerful way to engage potential visitors and create a sense of emotional connection with your destination. Your destination story should convey the unique cultural and natural assets of your destination, and why visitors should choose to experience it.

To craft your destination story, start by identifying the key elements that make your destination unique. This could include historical landmarks, natural beauty, local cuisine, or cultural festivals. Once you have recognized these key elements, think about how they can be woven into a narrative that captures the essence of your destination.

Your destination story should also be consistent with your brand identity and be reflected in all of your marketing efforts. Ideally, it should be told through a variety of mediums, such as website content, social media posts, and videos.

4. Leverage digital marketing

With so many potential visitors using digital platforms to plan and book their travels, having a solid digital marketing presence can help you reach a wider audience and attract more visitors to your destination.

One of the most effective digital marketing channels is social media platforms such as Instagram or TikTok. Both TikTok and Instagram are visual platforms that allow you to showcase your destination’s natural beauty, local cuisine, and cultural attractions through stunning imagery and videos. By sharing high-quality content that showcases your destination’s unique features, you can attract the attention of potential visitors and inspire them to book a trip.

travel marketing strategy

Another effective digital marketing channel is search engine optimization (SEO). By optimizing your website for search engines, you can improve your search engine rankings and increase your visibility to potential visitors who are actively searching for travel destinations.

In addition to social media and SEO, there are many other digital marketing channels that can be used to promote your destination, such as email marketing, influencer marketing, and online advertising.


Once you’ve set up your destination marketing strategy, it’s best to have an online booking software in place that will help you easily manage your reservations.

For instance, Rezdy is an online booking software for tour and activity operators that equips your business to handle bookings seamlessly. With the advanced features that Rezdy provides such as real-time availability viewer, automatic communication, and payment gateway integrations, your admin and duties are automated, thus, streamlining your business and customers’ booking processes.

Furthermore, as a Rezdy booking software customer, you’ll have instant access to the industry’s biggest operator marketplace, Rezdy Channel Manager. With over 25,000 active resellers ready to resell your products, broadening your distribution channels has never been easier.


Curious to see how Rezdy can fit within your business? Start your FREE 21-day trial today, or book a demo to understand our products in greater detail.

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