Top Tourism Campaigns of 2025

Each year, destination marketers are challenged to do more than inspire travel. They’re expected to entertain, connect culturally, reflect values, and show up where audiences already are. In 2025, the most successful tourism campaigns leaned into sensory storytelling, accessibility, cultural relevance, and smart partnerships, proving that creativity and strategy go hand-in-hand. 

From immersive soundscapes and inclusive design to pop-culture moments and global celebrity storytelling, these campaigns stood out not just for how they looked, but for how they made people feel. Here are the tourism campaigns that impressed us most in 2025. 

Inspired by Iceland’s “Join the AURORAs” 

With Join the AURORAs, Inspired by Iceland once again proves that humour can be a powerful tourism tool. The campaign introduces a fictional group — the Alliance of Ultra Reliable Observers Ready for Aurora Spotting — dedicated to chasing the Northern Lights with almost cult-like enthusiasm. Through a mockumentary-style video, the campaign blends self-aware comedy, local personality, and genuinely useful travel tips about aurora viewing in Iceland.

Why we love it: This campaign feels more like entertainment than marketing. By leaning into absurdity while still delivering real travel information, Inspired by Iceland creates a memorable, shareable concept. It taps directly into the bucket-list appeal of seeing the Northern Lights without taking itself too seriously.

Destination Canada’s “OpenHome”

Destination Canada flipped traditional culinary tourism on its head. OpenHome, a first-of-its-kind initiative invites American travelers to book dinners inside real Canadian homes across the country. From Vancouver to Montréal to Halifax, dinners were hosted by everyday locals eager to share food, stories, and genuine hospitality. Rather than steering visitors toward restaurants or landmarks, the campaign created an intimate, human-to-human experiences that turned dinner reservations into cultural exchange.

Why we love it: OpenHome taps into a deeper desire for authenticity in travel by transforming shared meals into memorable, personal connections; while sending a timely message of welcome. At a moment when many Americans are hesitant to travel, the campaign emphasizes openness, warmth, and connection. It reminds audiences that the best way to experience Canada isn’t through a guidebook, but around a shared table.

Tennessee Tourism’s “Sound Sites”

Accessibility took center stage in Tennessee Tourism’s Sound Sites campaign. They partnered with professional songwriters to transform alt-text into rich, emotional audio descriptions of destinations. Designed for travelers using screen readers, particularly those with visual disabilities, the campaign reframed accessibility as a creative opportunity rather than a compliance checkbox.

Why we love it: Sound Sites proves that inclusive design can also be powerful storytelling. By making accessibility poetic, immersive, and intentional, Tennessee Tourism created a campaign that invites everyone to experience the emotion of place — not just see it. 

Switzerland Tourism’s “Swiss Sounds”

Switzerland Tourism took destination storytelling beyond the visual as well. Their striking sound-led campaign transformed the country’s landscapes into an immersive auditory experience. Instead of relying on sweeping alpine visuals alone, the campaign invited audiences to listen to Switzerland — from echoing mountain valleys to the subtle rhythms of daily life. 

Why we love it: By prioritizing sound as the main storytelling device, Switzerland Tourism tapped into a deeper emotional response, proving that destinations don’t need to be seen to be felt. The campaign stood out for its originality and for pushing tourism marketing into a truly multi-sensory space. 

Campaigns That Capitalized on Pop Culture & Celebrity Influence 

In 2025, some of the most effective tourism campaigns didn’t try to create culture — they joined it and did it flawlessly. By tapping into existing pop culture moments and trusted public figures, destinations positioned themselves as culturally fluent, timely, and human. Whether through global ambassadors or viral music moments, these campaigns show how relevance can drive resonance. 

Tourism Australia’s “Come & Say G’Day” featuring Robert Irwin

Tourism Australia’s long-running Come & Say G’Day campaign stayed culturally relevant by tapping into the growing global popularity of Robert Irwin. Robert captured new audiences last year through his appearance on Dancing with the Stars. Building on the campaign’s established storytelling platform, Irwin’s role reinforced Australia’s connection to nature, optimism, and authenticity while introducing the destination to a younger, pop-culture-engaged audience. 

Why we love it: Rather than reinventing the campaign, Tourism Australia smartly refreshed it with a timely cultural figure. Leveraging Irwin’s mainstream moment allowed the brand to stay current, extend reach, and maintain consistency. This proves that longevity and relevance don’t have to be mutually exclusive.

Tourism Saskatchewan’s Chappell Roan Pop Culture Moment 

Tourism Saskatchewan demonstrated the power of cultural agility by embracing its unexpected mention in Chappell Roan’s hit song “The Subway.” In the breakout track, Roan playfully sings she might leave the Big Apple for Saskatchewan — a quirky lyric that quickly became a viral tourism moment. The destination leaned in, amplifying the buzz with social content and even travel ideas inspired by Roan’s music.

Why we love it: This felt less like advertising and more like genuine participation in a conversation. By creatively connecting Roan’s cultural moment with real travel inspiration, Saskatchewan turned a lyrical shout-out into a memorable, authentic tourism story that reached new audiences.

Explore Minnesota – “Bring Ya A** to Minnesota“

Explore Minnesota turned a viral sports moment into one of 2025’s most buzz-worthy tourism hooks. The phrase “Bring ya a**” originated during an NBA Inside the NBA post-game interview. Minnesota Timberwolves star Anthony Edwards responded to Charles Barkley’s remark that he hadn’t visited Minnesota in years with “Bring ya a**!” — instantly sparking memes and social shares nationwide.

Quick to lean into the moment, Minnesota’s tourism agency adopted the phrase across its homepage and social channels. Web traffic surged as the remark spread far beyond typical destination marketing.

Why we love it: This campaign shows the power of cultural agility. Rather than crafting a slogan from scratch, Explore Minnesota seized an unfiltered cultural moment and turned it into an authentic, hilarious invitation that reached audiences well outside traditional travel channels. A great campaign idea can comes at any time from viral culture.

Abu Dhabi Diaries

Abu Dhabi Diaries elevated influencer-style destination storytelling by featuring high-profile celebrity couples experiencing the destination together. Some of those were Bollywood stars Deepika Padukone and Ranveer Singh, and Chris Hemsworth and his family. By placing globally recognizable figures into intimate, lifestyle-driven narratives, the campaign blended star power with authenticity, making luxury travel feel personal, aspirational, and emotionally grounded.

Why we love it: The use of celebrity brand ambassadors added cultural relevance and global reach without feeling overly polished or promotional. By showing these figures as partners, parents, and travelers — not just celebrities — Abu Dhabi Diaries made it easier for audiences to imagine themselves in the experience.

Can’t Get Enough? More Top Tourism Campaigns

Take a look at our Top Tourism Campaigns from past years and see how destination marketing continues to evolve!

• Three Trends that Rule the Top Tourism Campaigns of 2024
• Top Tourism Campaigns of 2023
• 2022 Top Tourism Campaigns Bring Typing Ponies & Talking Kangaroos
• Top Tourism Campaigns of 2021
• Top Travel Campaigns of 2020: Tourism Marketers Get Creative in the Face of Adversity
• The 5 Top Tourism Campaigns of 2019
• 2018’s Best Tourism Campaigns: Our Five Favorites
• Elements of Top Tourism Campaigns