Top Destination Marketing Trends
With rising costs, safety concerns and an overwhelming number of options, today’s travelers are more intentional than ever with their money and PTO. But make no mistake, they’re still hitting the road (or skies)—they’re just doing it differently.
In fact, capturing the attention of potential travelers is the trickiest part of destination marketing. How do you showcase your offerings and stand out? What will make your destination a must-experience for visitors? Our team of destination marketing experts outlined 6 strategies you can adopt this travel season. Bon voyage!
Instead of jumping at the first good deal, consumers are doing their homework; they’re looking for experiences that feel personal, meaningful and curated just for them. They’re looking for experiences that say, “We see you. We know you. Here’s exactly what you’re going to something you’ll love.”
And honestly? They’re not wrong to expect that level of care. With the right tools, brands and destination marketing organizations (DMOs) can deliver. From emails based on past behavior to AI-powered itineraries that feel custom-built, personalization is no longer a nice-to-have—it’s the new baseline.
Even though we’re talking data and algorithms, personalization works best when it feels… well, personal. Add local language, reference recent events and keep your tone friendly. After all, it’s about genuinely connecting with your target audience.
Pro tip: Think like a travel buddy, not a billboard. “We thought you might love this arts district crawl” will always beat “Click here to book now.”
If your destination isn’t showing up on TikTok or YouTube Shorts, does it even exist? Okay, maybe that’s dramatic, but not by much. Travel inspiration happens in 30-second clips; if you’re not part of the scroll, you’re missing out. Today’s travelers are discovering new places through quick, engaging videos and real-time recommendations from people they trust.
User-generated content (UGC) is at the heart of this shift. The unscripted, authentic experience of someone at a destination or event is way more persuasive than a traditional ad. That’s why brands are leaning into creator partnerships and encouraging travelers to share their moments.
Embracing the platforms and formats where your audience already spends time is critical for discovery. Use trending sounds and collaborate with local creators. Show off more than just the sights—capture the surprise and the “I can’t believe this place exists” moments.
Consumers use tools like ChatGPT, Google’s Search Generative Experience (SGE) and AI-powered itinerary builders to plan their vacations and they’re getting clear, tailored answers in seconds. This is where destination marketers need to rethink how they show up in search and level up—because AI is the new travel agent.
It’s no longer enough to inspire; now, you must inform. That means creating content that’s structured, scannable and built for how AI systems find and serve information. Include FAQs, optimized metadata, clear headlines and concise answers to real questions because brands that understand how AI works can craft content that gets seen.
Today’s travelers want more than just scenic views—they want to know their visit has a positive impact. They're seeking destinations that align with their values, whether protecting the environment, uplifting local communities or preserving cultural heritage.
One standout example is Copenhagen’s new “CopenPay” initiative. The capital is rewarding tourists for making sustainable choices. Travelers who bike, use public transportation or participate in eco-friendly activities can unlock perks like free museum entry, kayak rentals, coffee and more. It’s a brilliant move—not only because it promotes sustainability, but because it turns conscious travel into a rewarding (and Instagram-worthy) experience.
Efforts like this show how purpose-driven tourism doesn’t have to be preachy, in fact, it can be creative and fun. The key is authenticity; travelers can spot greenwashing from a mile away. So if you’re going to position your destination as sustainable, make sure you’re showing real initiatives and inviting visitors to participate.
Scrolling through photos is nice, but consumers want the full vibe check. They’re craving content that pulls them in, not just pretty postcards. That’s where immersive and interactive media come in.
Travelers aren’t planning trips around your marketing calendar—they’re researching and booking year-round. That’s why your content strategy can’t rely solely on seasonal campaigns. You need to be always on. However, an always-on content strategy doesn’t mean publishing nonstop! It means creating a steady rhythm that keeps your destination discoverable and ready whenever travelers are.
Here’s how to make that happen:
Ready to elevate your destination marketing strategy? With over 20 years of experience in travel and tourism, thunder::tech knows how to drive results. Explore our work with Jet Express and Destination Cleveland.
From content creation to digital strategy and beyond, we work with DMOs and tourism brands to turn travel dreams into booked trips. Let’s work together!
In fact, capturing the attention of potential travelers is the trickiest part of destination marketing. How do you showcase your offerings and stand out? What will make your destination a must-experience for visitors? Our team of destination marketing experts outlined 6 strategies you can adopt this travel season. Bon voyage!
Personalized experiences are the future of destination advertising
Instead of jumping at the first good deal, consumers are doing their homework; they’re looking for experiences that feel personal, meaningful and curated just for them. They’re looking for experiences that say, “We see you. We know you. Here’s exactly what you’re going to something you’ll love.”
And honestly? They’re not wrong to expect that level of care. With the right tools, brands and destination marketing organizations (DMOs) can deliver. From emails based on past behavior to AI-powered itineraries that feel custom-built, personalization is no longer a nice-to-have—it’s the new baseline.
What personalization actually looks like:
- Behavior-based messaging: Target a foodie with restaurant guides, not zip-lining promos. The data’s there and can be used to speak directly to travelers' interests.
- Dynamic content and offers: Send beach getaway deals to snowbirds, and cozy cabin options to those dreaming of flannel.
- AI-powered itineraries: Tools like ChatGPT and Google’s AI integrations can now help suggest fully customized trips. Destination marketers who optimize their content for these platforms will win.
Bonus points for being human
Even though we’re talking data and algorithms, personalization works best when it feels… well, personal. Add local language, reference recent events and keep your tone friendly. After all, it’s about genuinely connecting with your target audience.Pro tip: Think like a travel buddy, not a billboard. “We thought you might love this arts district crawl” will always beat “Click here to book now.”
Short-form & UGC for destination marketing
If your destination isn’t showing up on TikTok or YouTube Shorts, does it even exist? Okay, maybe that’s dramatic, but not by much. Travel inspiration happens in 30-second clips; if you’re not part of the scroll, you’re missing out. Today’s travelers are discovering new places through quick, engaging videos and real-time recommendations from people they trust.
User-generated content (UGC) is at the heart of this shift. The unscripted, authentic experience of someone at a destination or event is way more persuasive than a traditional ad. That’s why brands are leaning into creator partnerships and encouraging travelers to share their moments.
Embracing the platforms and formats where your audience already spends time is critical for discovery. Use trending sounds and collaborate with local creators. Show off more than just the sights—capture the surprise and the “I can’t believe this place exists” moments.
AI search and discovery
Consumers use tools like ChatGPT, Google’s Search Generative Experience (SGE) and AI-powered itinerary builders to plan their vacations and they’re getting clear, tailored answers in seconds. This is where destination marketers need to rethink how they show up in search and level up—because AI is the new travel agent.
It’s no longer enough to inspire; now, you must inform. That means creating content that’s structured, scannable and built for how AI systems find and serve information. Include FAQs, optimized metadata, clear headlines and concise answers to real questions because brands that understand how AI works can craft content that gets seen.
Sustainability and purpose-driven travel
Today’s travelers want more than just scenic views—they want to know their visit has a positive impact. They're seeking destinations that align with their values, whether protecting the environment, uplifting local communities or preserving cultural heritage.
One standout example is Copenhagen’s new “CopenPay” initiative. The capital is rewarding tourists for making sustainable choices. Travelers who bike, use public transportation or participate in eco-friendly activities can unlock perks like free museum entry, kayak rentals, coffee and more. It’s a brilliant move—not only because it promotes sustainability, but because it turns conscious travel into a rewarding (and Instagram-worthy) experience.
Efforts like this show how purpose-driven tourism doesn’t have to be preachy, in fact, it can be creative and fun. The key is authenticity; travelers can spot greenwashing from a mile away. So if you’re going to position your destination as sustainable, make sure you’re showing real initiatives and inviting visitors to participate.
Immersive and interactive media
Scrolling through photos is nice, but consumers want the full vibe check. They’re craving content that pulls them in, not just pretty postcards. That’s where immersive and interactive media come in.
- Drop them right into the action with virtual tours: Let travelers walk your cobblestone streets, peek inside that boutique hotel or check out the view from the trail—without leaving their couch. 360° video and interactive walk-throughs help people imagine themselves there (and get excited about making it real).
- Play with AR—yes, really: Augmented reality filters and effects aren’t just for Gen Z dance trends. Let users snap a selfie “at” your destination’s most iconic spot, or build a digital postcard with local flair. Bonus points if it’s so fun they share it unprompted.
- Make it a game: Interactive passports, scavenger hunts or local bingo cards—gamification makes exploration more fun and gives visitors a reason to stay longer (both on your site and in your city).
- Turn planning into play: Quizzes, clickable maps or “build your dream weekend” tools let travelers actively shape their experience. Plus, they stick around longer and remember your destination better.
Always-On Content
Travelers aren’t planning trips around your marketing calendar—they’re researching and booking year-round. That’s why your content strategy can’t rely solely on seasonal campaigns. You need to be always on. However, an always-on content strategy doesn’t mean publishing nonstop! It means creating a steady rhythm that keeps your destination discoverable and ready whenever travelers are.
Here’s how to make that happen:
- Create evergreen content that works year-round: Think “Top 10 Hikes Near [City],” “Weekend Itinerary for First-Time Visitors” or “Best Local Eats You Can’t Miss.” These pieces should be optimized for SEO and searchable long after they’re published.
- Layer in seasonal refreshes and timely updates: Update popular blog posts with fresh events, seasonal tips or new photos.
- Repurpose content across platforms: Turn blog posts into Instagram carousels, TikToks or email newsletters. Reuse high-performing social content with small tweaks throughout the year.
- Lean into real-time storytelling: Use Stories, Reels or live video to capture what’s happening right now. This builds FOMO and gives your destination a living, breathing presence.
- Stay top of mind during the “daydream” phase: Not everyone is ready to book, but they’re saving posts, sending links to friends and building Pinterest boards. Show up with content that inspires and informs without the hard sell.
- Measure what matters and adapt: Track engagement, saves, clicks and search performance to understand what resonates. Adjust your always-on strategy based on real data, not just seasonal instincts.
Ready to elevate your destination marketing strategy? With over 20 years of experience in travel and tourism, thunder::tech knows how to drive results. Explore our work with Jet Express and Destination Cleveland.
From content creation to digital strategy and beyond, we work with DMOs and tourism brands to turn travel dreams into booked trips. Let’s work together!
About the Author
Gabriella Caldwell is a Digital Marketing Strategist at thunder::tech. Outside of the office she can be found in a ceramics studio sculpting away, or visiting local art galleries.