Unlocking the Power of Content Marketing for Tourism Providers
Image Credit: Ionad Cultúrtha an Phiarsaigh from the #GaeilgeagusFailte project we worked on with Fáilte Ireland
In the bustling world of tourism, where choices are abundant and competition fierce, effective content marketing can be the key to standing out. It’s about more than just selling a destination; it's about telling a story that resonates, inspires, and ultimately converts.
2023 research by Statista shows that social media has the greatest influence on travel destination choices, where 75% of people surveyed say they use social media as their primary source for travel inspiration.
A December 2022 survey from Skyscanner affirmed that half of respondents made travel plans inspired by social with 40% citing Instagram as the go-to platform, followed by Facebook at 33% and TikTok at 25%.
Here’s how destination management organisations (DMOs) and tourism providers can craft content that captivates and converts.
1. Create a Plan
Image: Wander Wild, Festival, Kerry via Ireland’s Content Pool
1. Decide which audiences you’re trying to reach; you’re not for everybody.
2. For each of those audiences create a list of USPs your service offers.
3. Then create a list of images and videos that showcase those USPs
4. Get hints from online reviews and staff feedback
– Create visual content to showcase they things they like e.g. the top photo spot on your tour
– Check online reviews on Google and TripAdvisor – what do your visitors enjoy most, create content posts for these
– Use Google Search to see what people are looking for e.g. things to do in the Gaeltacht
2. Leverage User-Generated Content
Your visitors are your best ambassadors. Encourage them to share their experiences on social media, and feature this content on your channels. User-generated content not only provides social proof but also engages potential visitors by showcasing authentic experiences.
Example: Check out the @TheWildAtlanticWay insta channel where most of the content is user generated. The trick is to ensure you always ask permission and credit the content owner.
3. Create Engaging Visual Content
Wild Atlantic Way 10 Year Anniversary Video
In tourism, visuals are crucial. High-quality photos and videos can transport potential visitors to your destination before they even book a trip. Invest in professional photography and videography to highlight your location’s unique aspects.
Where to get content:
Ireland’s Content Pool: Fáilte Ireland’s Ireland's Content Pool is an online library of free promotional images, video copy and other marketing assets.
Crowdsource your images and video – check hashtags, tags & mentions. Always credit.
Run a competition with customers e.g. best photo of summer
4. Collate your Best Stories & USPs
A unique selling proposition refers to attractions and benefits only one destination can offer. Destination marketing campaigns focused on USPs will showcase the unique selling points of a destination.
Destination marketing strategy based on USPs is good because it can help you:
Make travelers realize why the destination stands out from other popular destinations.
Attract more people to visit it.
Focus more on target customers and destinations to discover more USPs.
The best real-life example for this strategy is the marketing campaign “Sheep View” by the Faroe Islands.
The goal was to put the islands on the map of tourism. The campaign helped generate 2 billion impressions and over $56m in PR value.
You need to devote time and effort to discovering USPs in a specific destination. USPs can be specific or borderline crazy as long as they highlight the quality of a location. Once you have USPs, you need to decide the best content and channel to use.
5. Find the best in your industry and learn from them
Create content that adds value to your audience. Travel guides, itineraries, tips for travellers, and cultural insights can position your brand as a helpful resource, encouraging visitors to return to your site for information and inspiration.
Following others is a great way to learn how to do good content; you could follow:
Businesses in your industry
Influencers in your sector
Competitors you admire
Other inspiring accounts
Example: Rozanna Purcell’s Insta account is a treasure trove of travel tips, destination guides, and cultural insights, providing immense value to readers and establishing the brand as a go-to resource for travellers.
6. Use Social Media Effectively
Social media platforms are powerful tools for reaching a wider audience. Tailor your content to each platform’s strengths, whether it’s breathtaking visuals for Instagram, engaging videos for TikTok, or detailed articles for Facebook. Consistency and interaction are key.
Top Social Media Content Planning Tips:
Plan three months in advance
It’s better to be really great on one channel e.g. Instagram
Be the Purple Cow (see Seth Godin’s seminal book for more); try to stand out and not be samey, same.
Don’t try to oversell
Have fun
Example: The “Inspired by Iceland” campaign, launched in 2024, uses short-form video content to showcase Iceland’s diverse experiences and foster a sense of personal discovery for potential travelers., using a mix of user-generated content, professional photography, and engaging captions to showcase the country’s unique landscapes and experiences.
7. Collaborate with Influencers
According to Statista, the global influencer marketing market value stood at 21.1 billion U.S. dollars as of 2023, having more than tripled since 2019.
PhocusWright research shows 55% of travelers prefer recommendations from influencers/others when seeking inspiration on social media about where to go.
Influencer partnerships can amplify your reach and credibility. Collaborate with travel bloggers, vloggers, and social media influencers who align with your brand values and have an engaged following.
You could consider working with micro-influencers who offer marketing solutions at a low cost with a high return on investment.
Example: Pure Cork’s collaboration with renowned travel influencers helped to highlight the county’s stunning landscapes and vibrant cities, reaching a broader audience through trusted voices.
Conclusion
Effective content marketing for tourism providers is about creating a narrative that resonates, engages, and inspires action. By leveraging authentic stories, engaging visuals, SEO, valuable information, social media, and influencer collaborations, you can craft a content strategy that not only attracts visitors but also fosters a deep connection with your audience. In the ever-evolving landscape of tourism, those who tell the best stories will always stand out.