tourism advertising case studies

Case Studies

Here you can find all our case studies covering destination topics from digitalisation, sustainability and research. This content is available exclusively to DTTT Members.

Designing Inclusive Tourism Experiences for Neurodivergent Travellers

Small adaptations make a massive difference to the overall visitor experience, opening up opportunities to travel for neurodiverse individuals.

Aligning Visitor Activities with Resident Needs

The objective of this campaign was to showcase that despite the fragility of the region, visitors can still have authentic, high-quality experiences.

Discovering Authentic Experiences Through Local Tourism

This is Athens sets the tone for an authentic destination experience, utilising the power of locals to share their stories about the city.

The Art of Viral Campaigns for Destinations

Visit Finland identified a unique opportunity to leverage Finland's distinct identity. Drawing on the country's renowned reputation for happiness.

Transformation of the Catalan Tourism Brand Towards Responsible Tourism

Through persuasive storytelling in a diverse range of marketing campaigns, the Catalan Tourist Board has driven more responsible visitor behaviour.

Boosting Domestic Tourism Through the Heritage of the Hanseatic League

MarketingOost used multimedia experiences to promote the heritage of the Hanseatic League through educational storytelling and inspire creativity.

Radical Transparency Through Sustainable Practices

Bob W isn't just a short-stay apartment provider, they're a beacon of transparency and action in the often-murky world of hospitality sustainability.

Maximising the Potential of Generative AI in Tourism

The conversation swirled around generative AI's transformative potential for tourism, from personalised travel itineraries to immersive virtual tours.

Boosting Destination Success: The Power of Effective Partnerships

The tourism industry is undergoing a dynamic shift, demanding closer collaboration between DMOs and travel brands like Skyscanner.

Emerging Digital Content Trends for 2024

In this Roundtable, we discussed the major developments happening right now and how technology will define brand experiences in the coming years.

Exploring Shifting Digital KPIs from Volume to Value

In this roundtable participants discussed how DMO strategies have shifted significantly over the past five years.

Creating Content that Resonates With the Audience

Google shed light on the science behind creating compelling content that truly resonates with its intended audiences.

The DMO Website Reimagined

In an era of digital transformation, the Visit Norway website holds immense significance in shaping the country's tourism landscape.

Using Generative AI for Impactful Marketing

#UnArtificialArt is an exciting new initiative created by DTTT Member, Vienna Tourist Board.

Nourishing the Spirit of Norway with Responsible Tourism

In a world where the tourism industry faces numerous challenges, Visit Norway stands as a beacon of innovation and responsible travel.

Fostering Data-Driven Innovation in the Tourism Industry

The Austrian National Tourist Office delved into the insights gained from building a platform-based ecosystem for data-driven applications.

Understanding the Driving Forces Shaping Travel Choices

Skyscanner reveals the key trends that are influencing travel decisions and shares practical guidance for destinations to refine their strategies.

A Holistic Approach to Omni-channel Marketing

Fáilte Ireland explore the approach to omni-channel marketing and how they produce connected, consistent and contextually relevant content.

Marketing on a Budget: Tips for Organic Social Media Growth

The tourism industry grapples with economic and political fluctuations and evolving traveller preferences, impacting DMOs' promotional endeavours.

Strategies for Effectively Promoting Hidden Gems

Marketing Greece aim to promote lesser-known, off-the-beaten-path destinations within Greece, showcasing their attractions to a wider audience.

Destination Canada's Transformative TED Partnership

In the dynamic world of travel and tourism, standing out from the crowd requires a bold approach to garnering top-of-funnel brand awareness.

Cost of Living Crunch: How Travel Adapts

The travel industry is showing strong signs of recovery following the pandemic. People are eager to reconnect and explore new destinations.

Santa Bárbara's Sustainable Focused Luxury Resort

In this case study, we will discuss the steps hospitality businesses can take to become more sustainable.

Museums Partner for The Wild Escape

The Wild Escape is a project connecting schools with museums in the UK to teach the importance of biodiversity in a creative manner.

The Colors of Ticino

Ticino Turismo worked with the Pantone Institute to develop a range of colour schemes that represent the destination's touristic assets.

Dinner on the Lake Gastronomic Experience

Dinner on the Lake is a unique gastronomic experience in Belgium. Guests indulge in a six-course dinner while surrounded by idyllic views.

MarketingOost's Approach to Data Management

MarketingOost shares its data management strategy and the process of developing new social and environmental impact indicators.

Lessons Learned from Helsinki's Digital Journey

Chiara Loos shares how Helsinki built a brand centred upon the My Helsinki platform and bold and diverse marketing campaigns.

Estonian Tourist Board's Service Design Masterclass

Ave Pill and Küllike Tint talk about the Estonian Tourist Board's Service Design Masterclass and how it helps businesses, such as Guidio.

Driving Place-Based Innovation Through the "How to Athens" Campaign

Marketing Greece's "How to Athens" campaign helped visitors get the most out of their trip by promoting lesser-known locations in the city centre.

Destination Transformation in Finland

Kaisa Kosonen shared Visit Finland's approach to destination transformation, focused on digitalisation, data management and sustainability.

Find your Freedom - Gamified Marketing Campaign

Find Your Freedom is a well-designed strategic campaign, centred on an interactive travel adventure highlighting the beauty and culture of Cape Town.

Bring Yourself, We'll do the Same

The Netherlands Board of Tourism & Conventions show how the tourism sector can align and adapt its marketing efforts to reflect national branding.

SeatBoost Live Upgrade Auctions

Lufthansa has turned to live auctioning technology to attempt upselling premium seating on their international flights.

Astrotourism at Dark Sky Alqueva

The Dark Sky Reserve Alqueva was the first to be recognised as a "Starlight Tourism Destination", with a focus on sustainability and innovation.

Instant Booking in the MICE sector - Marriott International

Marriott International has added Instant Booking features for its MICE offering, simplifying the booking process and improving efficiency.

The Power of Voice Search with Aerin

Aertrip enabled Aerin - a personal travel assistant - which allows users to find the best flight deals with simple voice commands within seconds.

Journee Trips - Looking to be surprised?

Journee Trips sends people on holiday to surprise destinations and they plan everything for the traveller - stress-free planning.

Loodusega Koos - Estonia/Finland Hiking

The Estonian and Finnish Forestry Management Organisations teamed up to promote hiking tourism routes, through storytelling and a simple website.

Celebrity Cruises Wonderverse Virtual World

Celebrity Cruises has diversified its marketing approach and branched out into the metaverse to showcase the cruising sector to new audiences

Swisstainable Veggie Day

The Swisstainable Veggie Day promoted Swiss cuisine and encouraged chefs to source local produce and better serve the needs of vegetarian travellers

Selling a Road Trip In Greece - The Digital Experience

In this case study, we will explore the digital user experience on this website through different lenses - design, strategy and functionality.

A Collective Dream Experience

The Dream Tapestry experience is powered by DALL·E, an AI model that takes the text and turns it into images - that never existed before.

Bingewatching in Zwolle

MarketingOost recently developed an amazing domestic campaign around binge-watching.

What does a Successful Website Redesign Look Like?

Visit Jersey has recently gone through a significant digital transformation with the redesign of their website.

How can Destinations Thrive in Placemaking?

'Here is SG' represents Singapore's tourism strategy and it has increased brand preference for the Passion Made Possible (PMP) Brand.

The Key Role of Indigenous Communities in Tourism

To succeed in such a competitive environment as digital, it is critical to remain true and at the same time be excellent when executing.

When a Vegan Restaurant is no Longer Vegan-Only

What is remarkable is the way the restaurants appeal not only to vegans but to everyone who likes good food.

How to Create Compelling Experiences Inside and Outside Galleries

Art has no borders - with digital, artwork becomes global. This turns art into a key element of destination marketing.

How to Reinvent Artwork? The Casa Batlló Example

Arts and culture have become digital and destinations must understand how these changes can be turned into opportunities to attract visitors.

The Virtual Reality Restaurant

Technology can play a key role in creating immersive experiences, by pushing people's senses to the limit.

Are Destination Websites Still Relevant?

All agree that in a few years all destination websites will have different roles - even if all have made huge investments in these platforms.

The Challenges of Sustainable Certifications

The speakers agree that destinations still don't see the value in destination certification.

Becoming a Smart Destination

It is key to involve everyone in the process - share with everyone and spread smart tourism impact to neighbourhoods.

Succeeding with Co-Operative Marketing

Creativity is the most relevant determinant of ROI - it's key to understand how can destinations leverage creativity when creating their campaigns.

Policy Leadership for Sustainable Transformation

The risk of the negative narrative on social is that companies simply do nothing out of fear of acting out of step or will face criticism.

Ensuring Diversity in Travel Storytelling

Communities can teach us a lot, taking time to learn from others whether it's the LGBTQI+ community or indigenous communities.

Driving Sustainable Tourism Collaboratively

The co-lab initiative can become a clear catalyst for change, but it will never be a model that can be replicated everywhere.

The New Role of DMOs

Katarina believes this new role of DMOs is as the mediators as well as the hub for knowledge and the one who initiates innovation.

Driving Sustainable Innovation

As startups, working to achieve the SDGs is truly something that they recognise is a direction they have to work towards.

Strengthening Digital Products & Experiences

Data Hub allows Finnish travel companies to register and add marketing content reallocated to their company, services and products.

Live & Work Anywhere: Attracting Remote Workers

Features like workspace availability are critical so remote workers can continue to work whilst travelling.

Embarking on a Literary Tour

Based on the book "Journey to Portugal" written by Saramago, the places described by Saramago, the landscapes and the communities, were revisited.

Live & Work Anywhere: From Idealism to Realism

If we want to consider the wider shift in tourism, we need to look deeper into how people are travelling, living and working today.

Why UGC is a Game Changer for Destination Marketers

There are 4.7 billion active social media users, so if only half of those post just once that's still 2.35 billion pieces of user-generated content.

Adapting to New Tourism Ecosystems

The shift from a Management Organisation to a Social Enterprise was a successful transformation.

Sustainable Cities of the Future

NEOM will be more than a destination - people will live there. Their vision is to create a destination that is net-positive.

From Consumer Insights to Effective Marketing

YouGov's data is all about having connected data that allows marketers to explore, plan, activate and track.

Training Hospitality Staff in a Post-Pandemic Context

The Learning and Development pillar of INSETE organises and delivers educational actions to support, promote and enhance capabilities.

Creating a Better Work Environment for Hospitality Staff

Sweeply is not only trying to improve efficiency and productivity but also ensuring that this improvement finds its way back to service excellence.

Highlighting Women Leading Tourism

Understand what sits at the heart of the success of these three impressive women.

Milan on Attracting Talent in the Destination

Falling in love with Milano was the key thinking behind the campaign concept, which started with the message "it could be just for a date".

Ensuring Wellbeing and Inclusion In Tourism

With the right insights on destination wellbeing, destinations can use their funding and marketing activities to address weakness at a product level.

Voice Marketing in a First-Party Data World

Lottie starts out by explaining that working in the sexy and innovative realm of voice marketing has been a journey, not a sprint.

How is UX Shaping Destination Websites?

Why is user experience (UX) important for destination websites? For Slovenia, the main aim of the website is awareness.

Developing Experiences Through Technology

Olaf Schlieper starts by building on his long experience in tourism and how today it has arrived at the Metaverse.

Using gamification to attract travellers & encourage in-destination exploration

Helen Berg, CEO of the Smålands Turism, shares how they created this app and which were the main challenges during the development process.

Experimenting with Digital Technologies: Becoming a Smart Destination

Lucho explained their journey to become a smart destination with five pillars: Innovation, Technology, Sustainability, Governance and Accessibility.

Experience Overijssel: Tourists Will go Where you Point Them

In this session, Rajneesh and Ondrej provided us with insights on the technology, its prospects and its advantages.

Sparks of Various Appearances of XR and its Potential for New Approaches in Tourism

Sven and Camillo joined us to discuss the various sparks of AR and XR for new approaches in Tourism and Travel.

Exploring Opportunities of Gaming in Destination Strategy

Johannes and Nadia joined us for a panel discussion on gamification opportunities in destination strategy.

Sparking Innovation with Design Experiences

On day 3, Josefine and Tirsa discussed Design Thinking initiatives and projects for sustainability.

Circular Destination Experiences

Adriana and Olivér joined us for a fireside chat sharing their perspectives on circular destination experiences and sustainability initiatives.

Reading Travellers' Mind with AI

Tiago and Sveinn joined us to discuss their views on digitalisation and Artificial Intelligence frameworks, connecting and understanding travellers.

DAOs and NFTs - Everything Considered

The panellists share their digitalisation journeys and provide a synopsis of their projects in different sectors.

The AI Consultation Hour

Florian began by explaining that AI for computers is similar to a child learning a new language and speaking.

Next Generation City Guides with AR

Viktor and Wiebke joined us for a fireside chat on immersive city guides and opportunities to unlock destination potentials for travellers.

Digital Culture Transformation - Looking into the Future

Tim joined to discuss the rausgegangen.de platform, a website for people to find events and activities.

Azores Leading Sustainable Tourism

Carolina, the DMO Coordinator at Azores Regional Government, delivered the first DMO talk at X Design Week on the topic of sustainable tourism.

Reimagining the 30 Second Ad to Break Through the Clutter

Nadia Aniff, Head of Marketing at Cape Town tourism, joined us at X Design Week, introducing the 'Find Your Freedom' campaign.

Pop-up Festivals, Fringe Culture and the Urban Revival

In this panel discussion, we hear how pop-up and urban experiences, creativity and innovation could have a transformative impact on the destination.

Popular Music Tales: Creating Unique Urban Discovery Trails

Following a panel discussion on urban experiences, we were joined by Stefan Liehr and Markus Scholz from Modularfield Records.

The TimeRide Case: Re-Experiencing City History with Virtual Reality Time Travels

Jonas Rothe, Founder and CEO of TimeRide, joined us at X Design Week for a fireside chat on re-experiencing history with VR time travels.

Discovering the possibilities of Tourism 4.0

Daniel Ferrer, CEO of eXplorins joined us for a fireside chat on Tourism 4.0 and emerging digital solutions in tourism and travel.

Co-Op Marketing for Destinations: The Path Forward for Covid-19 Recovery

Covid-19 is creating a make or break moment for destination marketing.

A Branding and Communication Story

Miguel Angel Pérez, from Visit Valencia, presented how a branding and communication story can be successfully developed and transmitted.

Accelerating Domestic Tourism Through Marketing

Claire Cadogan, from Fáilte Ireland, joined us for a keynote on how they have accelerated domestic tourism in Ireland.

Becoming Data Agnostic

We were joined by Tiago Relvão, from GTS Altitude, to explore how destinations can make use of data to be much more competitively positioned.

How Brands Inspire Travel

In this short keynote, Ashish Arya, from Pinterest, guided us through how brands can inspire the return to travel.

How Local Ambassadors and Influencer can help you tell your Brand Story

During his keynote, Laurie, guided us through how local ambassadors and influencers can help us tell our brand story.

Marketing Tourism and Hospitality pp 447–484 Cite as

Marketing Tourism Destinations

• Richard George 2  
• First Online: 09 May 2021

2839 Accesses

This chapter discusses explores the key issues in the marketing of tourism destinations. The chapter begins with a discussion on why the concept of destination marketing is more complicated than the marketing of individual tourism product offerings. Next, the role of destination marketing organisations (DMOs) and discuss the challenges they face is described. Further, this chapter presents the various stages of the destination marketing campaign and the components of a destination marketing plan. Next, the concept of destination image, one of the crucial factors that prospective visitors take into account when choosing a holiday is discussed. Then the concept destination branding is considered. The tourism area lifecycle model as well as the various promotional techniques used by DMOs such as social media and other digital marketing tools are discussed. Finally, the role of events to attract visitors to destinations is considered. The chapter’s in-depth case study applies the concept of destination branding to the central African country Rwanda.

• Destination marketing
• Destination marketing organisation
• Tourism area lifecycle model
• Destination marketing campaign
• Destination branding

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George, R. (2021). Marketing Tourism Destinations. In: Marketing Tourism and Hospitality. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-64111-5_14

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When the Paris Olympic and Paralympic Games kick off in July 2024, the millions of global fans watching will see far more than just athletes.

LVMH brands such as Louis Vuitton, Dior and Berluti will provide uniforms for select teams, while the medals will be the work of its high jewellery label, Chaumet. For the first time ever, the games will feature LVMH-sponsored athletes, including world-champion swimmer Léon Marchand, European champion in artistic gymnastics Mélanie de Jesus dos Santos and Olympic gold-medalist fencer Ezno Lefort.

The “premium” partnership between LVMH and the Olympics marks the biggest indication to date of sport’s newfound importance to fashion. Until recently, sport was one of the remaining cultural arenas in which fashion, with a few exceptions, had failed to forge long-lasting and meaningful relationships. That has changed.

Fashion brands are waking up to the commercial value of sports like basketball, football, tennis and Formula 1 as they look to be part of the booming sports-sponsorship market, which is projected to grow from $63.1 billion in 2021 to $109.1 billion by 2030 , according to PwC.

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“Sport is now the only by-appointment thing to watch on TV or tune into live at that point in time — everything else is on demand,” said Clive Reeves, PwC’s UK sports leader. “To be in the conversation, you need to watch sport at that point in time, which makes it the only thing left in society that really drives a huge volume of people at specific moments, which for brands is very special and valuable.”

A New Playing Field

The scope for fashion’s ability to tap into sports has been blown wide open. Beyond competing with large corporations for traditional sponsorship on jerseys or around stadiums, brands can target niche areas where they may have a more natural impact. For example, they can partner with athletes on clothing lines, dress them for the “tunnel walk” that occurs as they enter an arena — images of which are instantly shared online by dedicated social media accounts — or even create clothing for their avatars in video games.

“There is still so much untapped potential and uncharted territory for brands to explore across so many different sports,” said Kenny Annan-Jonathan, a sports marketing veteran and founder of London-based agency The Mailroom, who was appointed creative director of the Premier League’s Crystal Palace Football Club in August 2023. “We’re only at the outset of seeing where the world of sports can take fashion brands.”

While sportswear companies like Nike, Adidas and Puma have long since aligned their brands with fashion, this case study unpacks opportunities for non-sportswear brands and retailers. The companies profiled — German luxury brand Boss, Swiss watchmaker Tag Heuer and UK-based sneaker marketplace start-up The Edit Ldn — each have placed sports marketing at the heart of their growth strategies and brand identities, either to deepen connections with existing consumers or as a means to effectively and authentically target new audiences.

Disclosure: LVMH is part of a group of investors who, together, hold a minority interest in The Business of Fashion. All investors have signed shareholders’ documentation guaranteeing BoF’s complete editorial independence.

Daniel-Yaw Miller is Senior Editorial Associate at The Business of Fashion. He is based in London and covers menswear, streetwear and sport.

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