The key to destination marketing strategies that spark wanderlust
Destination marketing has the power to spark curiosity, fuel adventure, and transform daydreams into real plans. But standing out in a crowded travel market takes more than eye-catching photos and clever slogans. Marketers have to work around seasonal slowdowns, tight budgets, and ever-changing consumer behaviors to attract potential travelers at the right time.
Whether you’re showcasing a scenic small town, a lively downtown district, or a hidden gem attraction, a well-crafted marketing strategy makes all the difference. It helps you capture attention, create excitement, and drive bookings.
Below, we’ll dive into what makes this strategy effective, explain how social media and influencerpartnerships can amplify reach, and highlight key travel marketing trends through real-world success stories.
What is a destination marketing strategy?
A destination marketing strategy is a targeted approach to promoting a specific location — whether it’s an amusement park, beach, or historic neighborhood — to attract visitors and boost tourism. It involves leveraging multiple marketing channels, from social media and digital ads to billboards and content collaborations, to connect with different demographics and inspire travel.
While often confused with regional marketing, the two serve different purposes. Regional marketing promotes an entire geographic area — like a state or multi-city region — highlighting a variety of attractions, industries, and experiences to appeal to different audiences. A regional campaign might target CEOs scouting locations for corporate retreats, families looking for weekend getaways, or remote workers seeking a new home base.
In contrast, destination marketing hones in on a single place — such as a city, resort, or attraction — positioning it as a must-visit spot. For example, a tourism board might create a TikTok series showcasing a city’s nightlife to attract younger travelers, while a sustainable tourism initiative could highlight eco-friendly public transportation through Instagram campaigns.
To make the biggest impact, marketers often collaborate with trusted voices in the community — whether through partnerships with local businesses, social media engagement, or compelling storytelling that resonates with potential visitors.
How to build a destination marketing strategy
Destination marketing follows the same general principles as any marketing strategy: setting specific KPIs, identifying target markets, analyzing competitors, and selecting the best marketing channels. As the campaign progresses, you’ll use performance data to refine and optimize your approach for better results.
For example, if you’re promoting an indoor botanical garden during the winter season, you might aim to increase ticket sales by 25% compared to last year. After conducting market research, you decide to run a Facebook and Instagram campaign targeting local Millennials looking for family-friendly weekend activities.
Popular destination marketing efforts include:
Paid ads: Pay-per-click (PPC) and sponsored email marketing campaigns can put your destinations in front of the right audience, ensuring visibility at key decision-making moments.
Strategic partnerships: Collaborating with local businesses, hotels, or tourism boards can expand your reach and create mutually beneficial promotions.
Social media marketing: Social media platforms like Instagram and TikTok illustrate what makes your destination unique through bold visuals, engaging storytelling, and influencer collaborations.
Brochures: A well-designed brochure provides visitors with essential details, helping them plan their experiences and explore everything your travel destination has to offer.
Your audience and location should shape how you promote your destination. A roadside attraction might benefit from high-visibility billboards for spontaneous pit stops, while a trendy restaurant district might rely on influencer marketing and social media. But regardless of the channels you choose, your messaging should be as compelling as it is authentic.
Why social media and influencers are important for success
Social media influencers don’t just rack up followers — they create engaging content that sparks curiosity, builds trust, and brings the travel experience to life. Whether they specialize in the tourism industry or another niche, they know how to showcase destinations in a way that’s both personal and exciting.
Many travelers — especially younger generations — turn to social media to discover new places, drawn to creators who make travel feel accessible and inspiring. Whether an influencer has 500 or 5 million followers, their content can take a “maybe someday” trip and make it feel like the perfect getaway — transforming online inspiration into real-world travel plans.
Where local content creators fit into destination marketing
Local content creators don’t just live in a city — they immerse themselves in it. Their followers aren’t faceless accounts but rather friends, neighbors, and coworkers who trust their recommendations. Instead of a scripted sales pitch, their content comes across like a friend saying, “You have to check this place out!”
Because their perspectives are authentic and personal, they make destinations more inviting by sharing real experiences that travelers can relate to. A Columbus-based influencer partnering with a destination marketing organization (DMO) in Cleveland might document a spontaneous weekend getaway, proving just how simple it can be to plan a trip without a complicated itinerary.
The best local partners also tailor their content to their audience’s interests. A budget-savvy mom might share off-season hotel deals for a stress-free family escape, while a foodie zeroes in on must-try dishes around town.
Unlike many polished brand campaigns, their content is refreshingly real. Local creators may not have the glossiest edits or picture-perfect staging, but that’s exactly what makes their insights more compelling. They help people experience a destination’s unique selling points in a way that big-budget ads often can’t.
8 successful destination influencer marketing campaigns
Successful influencer campaigns create buzz and spark valuable user-generated content (UGC). When travelers see real people enjoying a destination, they’re more likely to add it to their must-visit list and share their own experiences.
1. Sipping and socializing in Grand Rapids
Experience Grand Rapids, the city’s DMO, teamed up with local influencers — known as hummingbirds — for the Flights of Flavor event. Each creator visited one or two participating restaurants or bars to sample signature cocktails, wines, and appetizers.
Through photos and videos, the birds captured everything from stylish interior decor and lively atmospheres to mouthwatering dishes, painting Grand Rapids as a top destination for a night out. Their content created excitement around the city’s culinary experiences, inspiring both locals and visitors to explore.
The campaign was a success because it amplified local businesses and made it easy for potential diners to discover standout restaurants and bars. For anyone planning an outing with friends, the hummingbirds provided a genuine, firsthand look at the city’s best places to eat and drink.
2. Stepping into history at Brucemore Mansion
Brucemore Mansion in Cedar Rapids is a historic home with a rich legacy. To promote its tours, the mansion invited hummingbirds to visit and share their experiences.
In their posts, the birds captured Brucemore’s timeless charm, from grand staircases and colorful gardens to meticulously preserved rooms. Some even visited during the holiday season, highlighting the estate’s family-friendly activities over winter break.
The campaign succeeded by emphasizing Cedar Rapids’ architectural charm and scenic beauty. Whether visitors were looking for an educational outing, a romantic stroll, or a picturesque place to explore with friends, the birds demonstrated how the estate had something for everyone.
3. Exploring Madison like a local
Destination Madison invited nearby birds to experience the city with a relaxed, go-at-your-own-pace itinerary — just like any weekend traveler would. With perks like gift cards and gear rentals, these Midwest influencers got to plan their own adventures, capturing the unique ways Madison blends outdoor exploration with urban charm.
Some birds hopped on bikes or boats, cruising the city while taking in the sights, sounds, and unexpected moments that make Madison special. Many loved the city’s electric bikeshare program, showing how easy it was to grab a ride and go. Their followers loved seeing Madison through a fresh perspective, with many commenting that they couldn’t wait to plan their own trip.
Madison was already a welcoming destination — the hummingbirds simply brought it to life. By documenting their authentic experiences, they gave potential travelers an effortless blueprint for their next getaway.
4. Taking adventure to new heights at Zip KC
Zip KC, a zipline park in Bonner Springs, KS, wanted to increase brand awareness and conversion rates by getting more thrill-seekers to book an experience. To do that, they invited hummingbirds to take flight — offering a free tour for themselves and a guest.
The birds zipped through the treetops at up to 50 miles per hour, capturing stunning views of Kansas’ bluffs, forests, and rolling hills. They were further entertained by Zip KC’s themed nights, like the Sunset Date Night Tour and Night Flight Tower Tour, which added an extra layer of adventure. Their followers engaged by commenting on how they couldn’t wait to bring friends or family along for their own high-flying experience.
One bird documented her fear of heights and how she overcame it — proving that Zip KC wasn’t just for adrenaline junkies but for anyone looking to challenge themselves. By reaching new audiences with relatable content, the campaign drove engagement and sparked genuine interest.
5. A fresh look at a Des Moines favorite: Adventureland
Adventureland, a beloved thrill park in Des Moines, has been a go-to attraction since the 1970s. The park wanted to show off its latest renovations and attract new and returning visitors, so it partnered with hummingbirds — offering them a free ticket plus a discounted one for a guest.
The birds embraced the experience, exploring the roller coasters, water park, entertainment, and food offerings. Their posts went beyond simple snapshots and reflected fond memories, with many followers reminiscing about past visits and sharing plans to return. Some even recalled working at the park in their younger years, reinforcing its deep roots in the local community.
The campaign succeeded because it balanced nostalgia with fresh excitement. Adventureland already had a strong reputation, and with new updates to explore, the influencers helped reintroduce it as a must-see destination for a new generation of visitors.
6. Hilton, Des Moines Downtown: Redefining the hotel dining experience
The Hilton in Des Moines isn’t just a place to stay — it’s home to Park Street Kitchen and Bar, a restaurant connected to the Iowa Events Center. But like many hotel restaurants, it faced a common challenge: convincing locals that it wasn’t just for overnight guests. To change that perception, Hilton invited hummingbirds to experience the restaurant firsthand.
The birds dove into the menu, raving about the locally sourced ingredients, creative dishes, and budget-friendly Happy Hour. Their content showcased the food, vibrant atmosphere, and unbeatable location — perfect for grabbing a bite before an event or unwinding after a night out. Followers who had already dined there chimed in, reinforcing the restaurant’s appeal and adding to the buzz.
This campaign worked because Hilton positioned Park Street Kitchen and Bar as a destination in its own right. By tapping into trusted content creators, they showed that the restaurant was worth the visit — whether diners were staying at the hotel or not.
7. Downtown Davenport’s festival-fueled excitement
Downtown Davenport is a hub of creativity, culture, and community. To generate buzz for the Alternating Current (AC) festival, the city invited hummingbirds to experience the event and share their adventures. Each bird received a swag bag of festival-themed goodies, setting the stage for an immersive experience.
As they explored, they captured the energy of AC fest — sampling local food and drinks, enjoying live performances, and admiring art displays. Their content showcased the festival as well as the vibrancy of downtown Davenport. Followers chimed in, sharing their own experiences or adding the event to their list of future plans.
The campaign resonated because the AC fest is just one piece of what makes Davenport special. The birds effortlessly featured the city’s storefronts, restaurants, food trucks, and museums — demonstrating that downtown had plenty to offer long after the festival wrapped up.
8. First Avenue: A venue for every music fan
First Avenue is an iconic music venue in Minneapolis, best known for hosting unforgettable performances and supporting emerging artists. It also operates several other venues in the area, offering a diverse lineup of live shows. To spread the word about its wide range of events, hummingbirds were given two tickets to attend a performance of their choice.
With multiple locations and an ever-changing roster of acts, it was easy for the creators to find a performance that suited their tastes and style. Whether they were looking for a kid-friendly show or experimental rock, First Avenue had something for everyone. Their content captured the energy of the venues, from the electric atmosphere inside to the excitement of a night out in the Twin Cities.
This was a successful campaign because First Avenue was already a cultural institution — Prince even featured it in the “Purple Rain” music video! By showcasing the variety of venues and performances, hummingbirds reminded locals that there was always a show worth experiencing, no matter their taste in music.
Turn local buzz into lasting travel appeal
Successful destination marketing isn’t just about putting a location on the map — it’s about making it feel accessible, exciting, and worth the trip. The best campaigns attract long-distance travelers and engage locals, encouraging them to explore what’s right in their backyard.
By tapping into local content creators, DMOs can promote immersive experiences, support local economies, and promote sustainable tourism, turning everyday destinations into must-visit spots for potential customers.
The Hummingbirds platform makes it easy to connect with hyperlocal influencers who know exactly how to help your destination stand out, so you can reach your target audience. Whether you’re promoting a weekend getaway, a city-wide event, or a thriving restaurant scene, our platform helps you partner with influencers who can turn interest into action.
Ready to see how influencer collaborations can take your destination marketing strategies to the next level? Get started with our travel marketer’s guide today!