Elements of Top Tourism Campaigns

You know them when you see them. Standout tourism campaigns can be big and flashy, or subtle but powerful – or some combination of these traits. But even before the results are revealed, it seems like there is something special about them.

At TAP, we’ve reviewed hundreds of these campaigns over the years through our Top Tourism Campaigns round-ups. While the visuals, platforms, and cultural moments change, the core ingredients that make a campaign unforgettable tend to stay the same.

Here’s what the world’s top tourism campaigns have in common, and how you can apply these timeless elements to your own destination marketing strategy.

Top Tourism Campaigns: Themes that Resonate

Whether it’s humor or heart, boldness or authenticity, the best tourism campaigns all share one thing: they make us feel something real about a place, and that feeling is unforgettable.

Emotional Connection: Heartfelt Campaigns

At the heart of every memorable tourism campaign is emotion. It’s not the drone footage, celebrity endorsement, or clever slogan that lingers—it’s how the campaign makes people feel. When travelers feel a place, they’re more likely to remember it, talk about it, and choose it. Emotional storytelling gives destinations a human heartbeat and invites audiences to picture themselves inside the story.

Discover Ireland’s “Fill Your Heart with Ireland” (from our 2019 round-up) strapped heart-rate monitors to a real couple and let genuine moments lead the narrative—proof that emotion is more persuasive than any itinerary.

The Philippines’ “LOVE, The Philippines” (2023) delivered two minutes of vivid, word-light visuals that let connection and color do the talking; and the connection between people, scenery, culture, and experiences tells travelers all they need to know about the destination.

These campaigns strike a chord because they see travelers not as tourists, but as humans searching for connection. When a destination taps into that feeling, it becomes more than a pin on the map—it becomes part of someone’s story.

Bold Creativity: The “Go Big or Go Home” Attitude

You’re guaranteed to turn heads when you ask “how big can we go with this?” in a brainstorming session. The most iconic tourism campaigns think outside the box, embrace risk, and make some noise—in the smartest, boldest way possible.

Visit Sweden’s “Sweden on Airbnb” (from our 2017 round-up) turned an entire country into a place anyone could “book.” The campaign, created in partnership with Airbnb, invited travelers to explore Sweden’s public lands — celebrating the country’s “freedom to roam” principle. It was bold, unexpected, and brilliantly simple: a tourism message disguised as a global invitation to step outside.

Meanwhile, Tourism Australia’s “Dundee” Super Bowl teaser (2018) transformed what looked like a Hollywood movie trailer into a clever tourism promotion. Millions of viewers tuned in expecting an action-comedy revival; what they got was an invitation to visit Australia.

These top tourism campaigns prove that bold creativity isn’t about budget—it’s about bravery. Taking calculated risks, leaning into storytelling, and breaking conventions often lead to the most talked-about moments in travel marketing.

Humor and Playfulness: The Secret to Shareability

Humor is one of the fastest ways to make a destination feel human. It disarms, entertains, and creates instant rapport with audiences across cultures. In the age of social sharing, playful campaigns spread organically because they feel like something worth passing along.

Iceland’s “Out-Horse Your Email“ (from our 2022 round-up) campaign website introduces three Icelandic Ponies, each with their own personality. The assistant ponies are trained to “answer your emails” while you explore Iceland. (They are quick to respond, but no promises that their responses will be intelligible.) The site gives you all the great destination information as well: where to go, what to see/do, and where to stay while the horses handle your workload.

Mount Pearl’s “The Mount Pearl Anthem” (from our 2019 round-up) leaned into local quirks with a music video that plays up its assets, unique selling points – and great sense of humor.

Tongue-in-Cheek Humor: Winking at the Audience

Another effective form of humor in tourism marketing is the tongue-in-cheek approach—campaigns that playfully poke fun at themselves, their audiences, or even the clichés of travel advertising. This kind of humor works because it feels authentic and self-aware. It shows that a destination understands its own stereotypes and isn’t afraid to laugh at them—and audiences love being in on the joke.

Air Canada’s “Travel Like a Canadian” (from our 2019 round-up) played up Canadian tropes with Sandra Oh. In the one-and-a-half-minute video, visitors can follow Sandra through the airport and onto an Air Canada flight as she gives you tips and tricks to “travel like a Canadian.” This includes saying sorry to everyone, pulling poutine out of her purse to settle some rowdy children, and accepting the cultures of all people – complete with skater secret handshake.

People love destinations that don’t take themselves too seriously: another case in point, Nebraska’s “Honestly, It’s Not For Everyone” campaign. A touch of humor and self-awareness can turn a static marketing message into a shared moment of delight.

Authentic Storytelling: Showing the Real Destination

Audiences today are savvy. They can spot stock footage and over-polished advertising a mile away. The best tourism campaigns focus instead on authenticity—showing real people, real stories, and the genuine soul of a place.

Colombia’s “Book of Warmth” (from our 2022 round-up) collected hundreds of resident stories into a 212‑page digital book—turning community voices into the hero of the brand.

Tourism Toronto’s “The Views are Different Here” (2017) paired music‑video energy with an inclusive message that reflected the city’s spirit. Part promotional video and part acceptance video, it shows the open-minded culture of Toronto, Ontario, and showcases the diversity of people, activities, and energy found within the city. 

Authenticity connects because it honors what makes each destination unique. It tells the truth beautifully—and travelers respond to that truth.

Bonus Trend: Sustainability and Purpose-Driven Travel

Travelers are increasingly drawn to destinations that care—not just about attracting visitors, but about protecting what makes them special. Sustainability and purpose are no longer side notes; they’re central to the story. Today’s top tourism campaigns weave social and environmental responsibility into their core message.

Faroe Islands: “Closed for Maintenance” (from our 2019 round-up) paused tourism for a volunteer weekend of trail and site restoration—turning visitors into caretakers.

Visit Scotland: “Yours to Enjoy – Responsibly” (2021) paired stunning nature with clear, positive guidance on conservation.

Both prove that stewardship messaging can inspire, not scold. When destinations lead with values and authenticity, travelers don’t just visit—they align with a cause.

Strategies for Successful Campaigns

Every top tourism campaign has one thing in common: strategy. Behind the creativity lies a solid understanding of audience, timing, and positioning. The smartest tourism campaigns use data and insight to shape stories that resonate, choosing moments that matter instead of shouting into the void.

Travel Iowa’s “State Park Passport” (2020) anticipated outdoor demand during the pandemic and built a scalable, trackable program to turn intent into action – encouraging Iowa residents to travel the state, enjoy the outdoors, track progress and even win prizes by visiting all 61 State Park locations.

Smart campaigns know who they’re talking to and why the message matters. Strategy is what transforms creativity into impact.

Collaboration and Community: Stronger Together

The tourism industry thrives on connection, and so do the best campaigns. Collaborative efforts—whether between local businesses, neighboring regions, or entire nations—tend to deliver richer storytelling and wider reach. From regional alliances to city‑wide mobilizations, collaborative campaigns invite residents, businesses, and visitors to co‑create the story—and they often unlock bigger earned media.

Thinking Big: Practical Tips for Staying Creative and Agile

Even the most well-planned campaigns leave room for the unexpected. Some of the world’s top tourism campaigns didn’t start as grand strategies—they began as quick, clever responses to what was happening in the world. Setting aside time to think outside the box helps keep your marketing team inspired, nimble, and ready for opportunity.

Take a page from Travel Alberta’s “Wildly Interesting Strategic Council”, a monthly meeting devoted solely to fresh ideas—not status updates or campaign reviews, but true brainstorming. Every month, the team comes together to pitch bold or unconventional concepts, debate them, and identify which ideas are worth testing. It’s a space designed for curiosity rather than perfection.

This intentional pause for creative thinking led to spontaneous hits like Alberta’s “Last of Us Filming Locations” map—created in real time as the show aired—and the award-winning “Alberta’s Least Liked” video, which turned the overtourism conversation into a clever promotion of lesser-known spots.

Another lesson: keep a flexible budget line for unplanned moments. Not every great idea needs a major spend—sometimes, a small, timely investment can generate enormous visibility. Building agility into your workflow allows you to join cultural conversations, celebrate surprise moments, and connect with travelers when inspiration strikes.

Learn more in Destination on the Left podcast episode 451, How Travel Alberta’s Wild Side is Bringing International Visitors to Canada, with Tannis Gaffney

Explore More Top Tourism Campaigns

Want more inspiration? Explore our yearly round-ups of the top tourism campaigns from around the world:

• https://travelalliancepartnership.com/5-destination-marketing-campaigns-blew-us-away-2017/
• https://travelalliancepartnership.com/5-top-tourism-campaigns-of-2019/
• https://travelalliancepartnership.com/top-travel-campaigns-2020/
• https://travelalliancepartnership.com/top-tourism-campaigns-of-2021/
• https://travelalliancepartnership.com/2022-top-tourism-campaigns/
• https://travelalliancepartnership.com/top-tourism-campaigns-of-2023/
• https://travelalliancepartnership.com/top-tourism-campaigns-of-2024/