Crafting Ad Creatives for the Tourism Industry: A Journey with Quickads

August 13, 2023

Nitin is the CEO of He has 25+ years of experience in the field of marketing, advertising, and growth hacking. Previously, he was a partner at McKinsey & Co and MD at Accenture, where he advised multiple large clients (such as Lazada, DHL, Amazon, etc.) on their marketing and advertising strategy


While discussing this particular blog's topic internally, our team at and 88 Ventures realized one thing. That is, in the fast-paced world, the Tourism Industry is a testament to the power of creativity and captivating visuals. So, for our readers, we decided to list some unique ideas and best practices, that we follow too.

At, we understand the importance of enticing and engaging travelers through compelling ad creatives and strategic marketing practices. 

In this blog, we embark on an exciting adventure, exploring the best ad creative practices for the tourism industry, ways to achieving it, and unveiling the secrets to successful marketing strategies

With the assistance of, the ultimate AI-powered ad creation platform, you can unlock the wonders of this vibrant realm and craft campaigns that leave a lasting impact on the hearts of wanderers.

Best Ad Creatives and Marketing Practices

Searching for what works best for your travel company? Or are you a marketing enthusiast scouting for direction to lead the best campaigns? Keep reading below as we unravel the best practices you should follow in this industry.

Emphasize Experiences, Not Just Destinations

The key to captivating ad creatives in the Tourism Industry is to focus on the experiences travelers can cherish rather than merely promoting destinations. Capture the thrill of adventure, the serenity of a sunset on the beach, or the joy of immersing in new cultures. Create an emotional connection that ignites wanderlust and compels travelers to embark on their dream journey.

Ever come across ads by Airbnb? A pioneer in the tourism industry, it excels at emphasizing experiences in their ad creatives. Their "Live Anywhere" campaign showcased unique stays in different locations, inspiring travelers to immerse themselves in local culture - definitely an experience we would like to delve into.

Visual Storytelling

Visual content generates 94% more views and is shared 40 times more on social media than other types of content.

So, always remember to weave a compelling narrative through visuals that transport viewers to new horizons and awaken their imagination. Utilize high-quality images and videos that showcase the essence of each destination, enticing travelers to explore the beauty that awaits them. From awe-inspiring landscapes to cultural experiences, let the visuals tell a story that sparks curiosity and wanderlust.

After all, a picture is worth a thousand words. In the world of travel marketing, visuals have the power to ignite wanderlust and inspire dream vacations.


Create authentic connections with potential travelers through personalization and user-generated content (UGC). Encourage your audience to share their travel experiences using branded hashtags, and feature their content in your ads. This not only builds trust but also inspires others with real-life stories of wanderlust.

Tourism Australia's "There's Nothing Like Australia" campaign integrated UGC, showcasing travelers' photographs and experiences across social media platforms. The campaign successfully promoted Australia as a diverse and exciting destination.

Harnessing the Power of Storyboarding

Storyboarding is a vital tool in crafting captivating ad creatives. It allows you to visualize the sequence of scenes, ensuring a coherent and engaging narrative. By planning each frame, you can align the ad creative with the brand's message and evoke the desired emotions in viewers.

VisitScotland, the national tourism organization of Scotland, created a visually stunning ad campaign showcasing the country's picturesque landscapes, castles, and cultural experiences. The ad's storyboard seamlessly connected each scene, taking viewers on a virtual tour of Scotland's breathtaking beauty.

Nailing the First Few Seconds

In the digital age, attention spans are shorter than ever. It's crucial to capture the audience's attention within the first few seconds of your ad creative. Engage them with a striking visual or an intriguing question that piques their curiosity.

Tourism New Zealand's ad campaign, "100% Pure New Zealand," begins with a captivating shot of the country's pristine landscapes, instantly grabbing viewers' attention and enticing them to explore more.

Emotional Appeal and Aspirational Messaging

What kind of traveler is your target audience? Seeking thrilling adventures or longing for cherished family memories?

74% of American travelers prioritize experiences over material possessions.

The Tourism Industry thrives on emotions and aspirations. Use emotional appeal in your ad creatives to evoke feelings of joy, excitement, or relaxation. Aspirational messaging inspires travelers to fulfill their dreams of exploring new destinations.

Highlight Unique Experiences

Showcase the unique experiences each destination offers to stand out from the competition. Whether it's a cultural festival, a culinary adventure, or a once-in-a-lifetime wildlife encounter, highlighting these distinctive experiences will attract travelers seeking something extraordinary.

The Faroe Islands' tourism campaign, "Closed for Maintenance, Open for Voluntourism," invited travelers to help maintain and preserve the stunning landscapes of the islands. This unique approach not only attracted environmentally conscious tourists but also garnered significant media attention.

How to Create the Best Ad Creative

Know Your Audience

What kind of travel experience would make your audience feel truly alive and fulfilled? 46% of travelers say they are interested in adventure travel experiences.

Thus, understanding your target audience is paramount in crafting impactful ad creatives. Identify their preferences, interests, and pain points. Adventure-seeking travelers may be drawn to adrenaline-pumping experiences, while family-oriented tourists seek safe and enjoyable activities for all ages.

Tell a Compelling Story

Look at Expedia's "Find Your Story" campaign. It showcased the journeys of different travelers, each with a unique story to tell. The ad creatively highlighted the personal transformations that occur during travel - exactly what we need for our campaigns.

"Travel stories are not just about the places we visit, but the emotions and memories that become etched in our hearts forever."

So make sure to weave a captivating story that engrosses the audience from the first frame to the last. Start with a hook or an intriguing question, and gradually build the narrative to create an emotional connection with viewers. A well-told story lingers in the hearts and minds of the audience, leaving a lasting impression.

Call-to-Action (CTA) that Inspires Action

Every ad needs a compelling call to action that encourages viewers to take the next step. Whether it's "Book Now for Your Adventure," "Discover Your Dream Destination," or "Embark on a Journey of a Lifetime," the CTA should be clear, concise, and ignite a sense of urgency.

Seen how Marriott's "You Are Here" campaign includes a strong CTA that encourages viewers to book their stay directly on the Marriott website, enticing them with exclusive benefits.

Unleashing the Power of Emotion

"In travel marketing, emotions are the passports that lead to unforgettable journeys."

Emotions have the ability to sway decision-making and evoke action. Emphasize emotions that resonate with your target audience - from awe and excitement to joy and nostalgia. Emotions create a lasting impact and foster a connection with the brand.

Turkish Airlines' "Widen Your World" campaign evokes a sense of wonder and curiosity, inspiring travelers to explore new horizons and experience different cultures. See below.

Harnessing the Power of Words

While visuals are essential, don't underestimate the power of words in your ad creatives. Craft compelling headlines and copy that complement the visuals and reinforce the brand's message. Use persuasive language to entice travelers to take action.

What about something like, "Embark on a Voyage of Discovery - Unveil the Hidden Gems of [Destination]"?

With these crucial nuances in mind, we build our ads at Join us for your ad campaigns.

What strategies to use to promote tourism business?

Multi-Platform Approach

Implement a multi-platform marketing strategy to reach a wider audience. Leverage social media platforms, search engine marketing, email marketing, and content marketing to engage with potential travelers at different touchpoints in their customer journey.

Look how TripAdvisor utilizes a multi-platform approach to provide travelers with comprehensive reviews, recommendations, and booking options, making it a one-stop-shop for all travel planning needs.

Geo-Targeting and Personalization

Geo-targeting allows you to tailor ads based on the user's location, enabling more relevant and personalized content. Use this strategy to showcase travel deals specific to a user's location or to promote experiences available in nearby destinations.

Airbnb uses geo-targeting to display available accommodations in the user's selected city or region, making the booking process more convenient, thereby ensuring greater retention of customers.

Collaborate with Influencers

Influencers have become an integral part of the tourism landscape, using their platforms to showcase destinations, experiences and products to their followers. Avid travellers are forever looking for recommendations and niche destinations enabling opportunities for influencers to promote domestic tourism, local experiences and health and wellness travel. 

Influencer collaborations can significantly impact your marketing efforts. You can partner with travel influencers who align with your brand's values and target audience. Their recommendations and experiences can inspire a loyal following of potential travelers.

Brands and marketers have also found it easy and cost-effective to use influencer marketing. Many of them have reported a significant ROI for their influencer campaigns. So, a profitable market has emerged for influencers during the last decade. For example, Social Tradia says there is a trend of selling Instagram accounts, which will skyrocket. Niche influencers are at the core of this billion-dollar business, and many brands try to make them their company’s advocate.

Tourism Fiji has been partnering with travel influencers to showcase the beauty and culture of Fiji, attracting adventure seekers and beach lovers alike, thereby helping it maintain traction throughout the year.

User-Generated Content (UGC) Campaigns

Have you ever participated in National Geographic's "Your Shot" campaign that invites travelers to submit their stunning travel photographs for a chance to be featured in the magazine and on their website?

UGC campaigns foster a sense of community and provide authentic testimonials from real travelers. Encourage users to share their travel experiences with branded hashtags, and feature the best content in your marketing campaigns.

Strategic Partnerships and Cross-Promotions

Collaborate with airlines, hotels, and local businesses to offer exclusive travel packages and cross-promote each other's services - a way effectively deployed by Hawaiian Airlines. 

Strategic partnerships expand your reach and provide added value to travelers.

So, as the journey through the best ad creative practices for the Tourism Industry continues, we explored real-life examples of successful marketing strategies. 

So, do we now have the key to tap the market in tourism industry?

By harnessing the power of captivating visuals, emotional appeal, and strategic planning, tourism companies worldwide have forged connections with travelers and inspired them to embark on unforgettable journeys. 

Let help you embrace the boundless possibilities of travel marketing and create ad creatives that invite travelers to dream, explore, and experience the world in all its splendor. Together, let's shape a future where wanderlust knows no bounds and every destination beckons with promise. Join us on this exhilarating expedition, and let your brand's story unfold in the hearts of adventurers everywhere.

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