Tourism Advertising Ideas: Creative and Bold Paid Media Moves

Sure, Meta and Google Ads have their place, but let’s not stop at the obvious. Today’s travelers are everywhere: pinning dream trips at midnight, binge-watching vacation inspiration between Spotify playlists, and turning to TikTok as their go-to travel guide. If your media plan stops at search and social, you’re missing chances to spark wanderlust in powerful new places.

Paid media isn’t a solo act; it’s part of a bigger, balanced strategy. At TAP, we align our efforts with the PESO Model (Paid, Earned, Shared and Owned media tactics) to ensure every message works harder and smarter across channels. Not familiar with PESO? Here’s our quick primer on how this model powers integrated marketing magic.

Here are a few creative paid media tactics that go beyond the basics and help you connect with modern travelers in ways that feel natural, fun and unforgettable.

Pinterest: Turn Inspiration Into Itineraries

Let’s clear this up: Pinterest isn’t just pretty pictures, it’s where trip dreams take root. When users are saving future travel inspo by the billions, this platform becomes a powerful way to connect early, before decisions are even made.

Travel Starts Here

According to Pinterest’s 2024 Summer Travel Report, users conducted over 1 billion travel-related searches and saved more than 10 billion pieces of content in just one year. That’s not just scrolling, that’s planning in motion. And with women making 80% of travel decisions—and also making up 70% of Pinterest users—you’re speaking directly to the planners who make things happen.

How to Spark Wanderlust on Pinterest

Treat Pinterest like the visual search engine it is. Bold images, vertical video, carousels, whatever tells your destination’s story in a way that stops the scroll. Travelers on Pinterest aren’t just browsing, they’re building blueprints for real trips. Your content needs to inspire and inform, all while showing up in the moments they’re searching for “next summer getaway.”

TikTok: Travel Trends Meet Gen Z

TikTok isn’t just dance trends and recipes; it’s the new search engine for a generation that values authenticity over polish. Gen Z makes up nearly 40% of global travelers, and they’re turning to TikTok to find what’s fun, fresh and worth booking.

From Discovery to Decision-Making

Every day, travelers search TikTok for ideas on where to go, what to do and who to follow. They want videos that feel real, relevant and share-worthy, something they’d send to a friend with “Let’s go here” energy. If you’re still relying on polished sizzle reels, it’s time to pivot.

Be TikTok-Ready

Think less polished promo and more personality-driven storytelling. Use trending sounds, playful captions and real-life experiences to showcase your destination or attraction’s vibe. Your ads should be authentic, fun and full of charm. Remember: TikTok is where personalities shine, so don’t be afraid to show yours.

Spotify: Let Them Hear Your Destination

When travelers are commuting, working out, or cooking dinner, they’re streaming, and that’s your moment to chime in. Spotify isn’t just background noise; it’s a space for emotional resonance and daydream-worthy messaging.

Why Audio Packs a Punch

Spotify has over 678 million active users, and listeners spend more than 32 hours a month on the platform. Better yet, 75% of listeners say they remember audio ads better than video on social media. That’s powerful recall and prime territory for storytelling.

How to Get in Their Ears (and Their Feels)

With Spotify, you can target your audience by mood, activity, and demographic, so your 30-second ad hits just as they’re gearing up for their next adventure. Whether it’s a voiceover on a “summer road trip” playlist or a custom jingle in a “vacay vibes” mix, think beyond the visual and tap into imagination.

Spotify provides creative support too: brands can draft a script, select voice talent, and fine-tune the ad with Spotify’s in-house team, which eliminates the cost of audio production.

Your Next Bold Move

Tourism marketing isn’t one-size-fits-all. As platforms evolve and travelers crave connection over perfection, it’s time to shake up your strategy. Experiment with the new, lean into what’s trending and show up where travelers are already dreaming.

Looking for more fresh ideas and paid advertising strategies? Tune into Episode 437 of Destination on the Left, you’ll walk away with even more ways to make your paid media mix matter.