Destination marketing campaigns are the powerhouse behind tourism growth, creating buzz around cities, countries, and hidden gems across the globe. The best campaigns don’t just show off breathtaking landscapes or vibrant cities—they build a story, evoke emotions, and inspire travellers to pack their bags. Whether it’s a compelling video ad, a social media campaign, or an experiential project, these initiatives play a pivotal role in shaping travel decisions.
But what makes a tourism campaign successful? It’s all about connecting with the audience on a deeper level—invoking wanderlust, addressing needs, and making the destination irresistible. To add to your toolkit, Touch Stay’s digital guidebooks are a fantastic resource for destination marketing, providing travellers with all the information they need to fully explore their chosen spot. These guidebooks not only enhance the visitor experience but can also play a significant role in marketing destinations, showcasing what makes each unique.
Let’s dive into the 10 best destination marketing campaigns that have left a lasting impression on travellers and continue to inspire tourism around the world.
1. Tourism Australia: “Dundee – The Son of a Legend Returns Home”
In 2018, Australia grabbed global attention with a campaign that tricked audiences into thinking there was a new Crocodile Dundee movie in the works. What started as a faux trailer for the supposed blockbuster was revealed to be a genius tourism ad for Australia, promoting the country’s vast outback, stunning beaches, and vibrant cities.
Watch the trailer for a film that never existed:
Key takeaways:
- Storytelling matters: Australia hooked viewers by playing into nostalgia and using humour.
- Cultural connection: the ad tapped into global recognition of the original Crocodile Dundee movie, making it instantly relatable.
Biggest wins:
The campaign generated more than 12 billion impressions and saw a significant spike in tourism enquiries following the Super Bowl ad. It’s a prime example of how creative storytelling can significantly boost tourism.
2. New Zealand: “100% Pure New Zealand”
Since its launch in 1999, New Zealand’s “100% Pure” campaign has been an incredible long-term success, positioning the country as an untouched, natural paradise. The campaign emphasises New Zealand’s pristine landscapes, from its fjords to mountain ranges, appealing to adventure-seekers and nature lovers alike.
Key takeaways:
- Consistency is key: this campaign has stood the test of time due to its consistent messaging and focus on authenticity.
- Targeting nature enthusiasts: New Zealand leans into its strengths—stunning natural beauty—and attracts tourists who seek that experience.
Biggest wins:
The campaign helped New Zealand hit record visitor numbers, with tourism becoming a key driver of the country’s economy, contributing nearly $40 billion NZD annually pre-pandemic.
3. Visit Iceland: “The Icelandverse”
Riding on the global buzz around Facebook’s rebranding to Meta, Iceland poked fun at the tech giant with their own version—the “Icelandverse.” The campaign humorously contrasted Iceland’s real-world natural wonders with the virtual world Mark Zuckerberg was promoting.
This quirky and humorous approach highlighted the country’s unique landscapes, positioning Iceland as an outdoor adventurer’s dream.
Key takeaways:
- Clever timing: Iceland capitalised on a trending global topic, gaining instant attention.
- Humour works: the playful tone made the campaign shareable and engaging.
Biggest wins:
- The video went viral, amassing millions of views within days and reaffirming Iceland’s position as one of the must-see travel destinations for nature lovers and explorers.
4. Norway: “Powered by Nature”
Norway’s campaign, “Powered by Nature,” celebrated the country’s incredible natural resources and breathtaking landscapes. It focused on showcasing Norway’s deep connection to nature, emphasising sustainability and eco-friendly travel experiences. The campaign encouraged travellers to explore Norway’s outdoors while respecting and preserving the environment.
Key takeaways:
- Eco-tourism appeal: this campaign focused on the growing interest in sustainable and eco-friendly travel.
- Emphasising local identity: Norway leaned into its core identity—its untamed wilderness—and attracted nature enthusiasts.
Biggest wins:
- Norway saw a surge in eco-conscious travellers interested in outdoor activities like hiking and fjord exploration, aligning with global trends toward more sustainable travel.
5. Japan: “Come See the Real Japan”
In 2020, Japan took a unique approach to tourism marketing by focussing on its lesser-known areas and hidden cultural treasures. Instead of spotlighting major cities like Tokyo and Kyoto, the “Come See the Real Japan” campaign highlighted rural towns, local festivals, and traditional crafts, offering a more authentic travel experience.
Key takeaways:
- Showcasing hidden gems: focussing on off-the-beaten-path locations can attract travellers looking for unique, undiscovered experiences.
- Cultural immersion: promoting deeper cultural engagement can differentiate a destination from competitors.
Biggest wins:
- The campaign successfully promoted lesser-known regions of Japan, leading to increased travel to rural areas and fostering a sense of cultural preservation.
6. Visit Portugal: “Can’t Skip Portugal”
Visit Portugal’s campaign “Can’t Skip Portugal” focuses on the country’s diverse offerings, from scenic coastlines to historic cities. The campaign showcases Portugal as a must-visit destination for every type of traveller, whether they’re looking for adventure, culture, or relaxation. It blends beautiful visuals with a catchy slogan that sticks with audiences.
Key takeaways:
- Universal appeal: the campaign targets a broad audience by highlighting multiple aspects of Portugal.
- Catchy messaging: memorable slogans can significantly enhance a campaign’s reach and recall value.
Biggest wins:
- The campaign has helped Portugal position itself as one of Europe’s top travel destinations, particularly among millennials and digital nomads.
7. Dubai: “Dubai Presents”
Dubai took a cinematic approach to tourism with its “Dubai Presents” campaign, producing Hollywood-style movie trailers starring international actors like Jessica Alba and Zac Efron. Each trailer highlighted a different aspect of Dubai—from the luxury lifestyle to adventurous desert safaris—framing the city as a destination for all types of travellers.
Key takeaways:
- High-quality production: investing in high production value can elevate a tourism campaign’s appeal.
- Star power: featuring well-known celebrities helps draw global attention.
Biggest wins:
- The campaign resonated with luxury travellers and adventure seekers alike, contributing to Dubai’s continued rise as a global tourism hub.
8. Colombia: “Colombia, the Most Welcoming Place on Earth”
This campaign turned Colombia’s tumultuous past into a powerful narrative of transformation, focusing on the warmth and hospitality of its people. By changing the narrative from its history of conflict to its current status as a vibrant, welcoming destination, the campaign successfully repositioned Colombia as a must-visit travel destination.
Key takeaways:
- Changing perceptions: reframing a destination’s narrative can attract new visitors.
- Focus on people: highlighting the local population’s friendliness can create a personal connection with potential travellers.
Biggest wins:
- The campaign played a major role in shifting global perceptions of Colombia, leading to a sharp increase in tourism, especially among adventurous travellers and cultural explorers.
9. “#WanderlustGermany” by the German National Tourist Board
Germany tapped into social media with their #WanderlustGermany campaign, which encouraged travellers to share their favourite German travel experiences on Instagram. By leveraging user-generated content, Germany turned tourists into brand ambassadors, effectively spreading the word about the country’s diverse attractions, from the Black Forest to Berlin’s buzzing nightlife.
Key takeaways:
- User-generated content: encouraging travellers to share their experiences builds authentic engagement.
- Social media leverage: tapping into social platforms like Instagram can boost a destination’s visibility to younger audiences.
Biggest wins:
- The campaign successfully engaged younger, social media-savvy travellers, resulting in increased online exposure and a boost in millennial tourism.
10. Greece: “All You Want is Greece”
In the wake of the COVID-19 pandemic, Greece launched the “All You Want is Greece” campaign, positioning itself as the perfect post-pandemic getaway. The campaign highlighted Greece’s pristine beaches, historical sites, and laid-back island lifestyle as the ideal remedy for travellers craving relaxation and cultural immersion.
Key takeaways:
- Pandemic recovery focus: highlighting safe, rejuvenating travel experiences can tap into post-pandemic wanderlust.
- Lifestyle appeal: Greece effectively sold a lifestyle—one of relaxation, history, and natural beauty.
Biggest wins:
- The campaign saw a significant increase in tourism in 2021 and 2022, particularly among travellers looking for safe, sun-soaked destinations after pandemic restrictions were lifted.
Touch Stay digital guidebooks: the perfect tool for destination marketing
Each of these campaigns demonstrates the power of creative storytelling, cultural connection, and strategic timing in drawing travellers. However, once those travellers arrive, ensuring they have a seamless experience is equally important—and that’s where Touch Stay digital guidebooks come into play.
Whether used by short-term rental hosts or by tourism boards for destination marketing, these guidebooks provide an organised and interactive way to showcase local attractions, eateries, activities, and hidden gems.
Touch Stay’s digital guidebooks allow destinations to offer a personalised touch to every visitor, ensuring they have easy access to everything they need to explore and enjoy their trip. This modern tool helps tourism campaigns transition from simply promoting a destination to enhancing the overall visitor experience, ensuring repeat visits and positive word-of-mouth recommendations.
Conclusion
The best destination marketing campaigns share common traits: they evoke emotion, create a narrative, and resonate with the target audience. Whether through clever storytelling, leveraging social media, or addressing post-pandemic desires, these campaigns succeed in inspiring people to visit.
As the tourism industry continues to evolve, integrating digital solutions like Touch Stay’s guidebooks will further enhance visitor experiences and solidify a destination’s appeal.
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