6 digital marketing trends for tourism businesses in 2024

May 16, 2024

6 digital marketing trends for tourism businesses in 2024

May 16, 2024

Gone are the days of static brochures and generic tourism marketing campaigns. Travellers today are bombarded with digital content, making it crucial for tourism businesses to adopt innovative strategies to stand out. Now more than ever, travel providers must enhance their digital marketing strategies to stay competitive.

In 2024, understanding and adapting to the latest digital marketing trends is crucial for success. Here’s a glimpse into the hottest trends shaping tourism digital marketing this year:

Immersive technologies: enhanced online booking systems and AI chatbots

Enhanced online booking systems and AI chatbots

Having an efficient, transparent, and flexible online booking system is essential. As of 2024, travellers expect not just convenience but also a seamless integration of technology throughout their travel experience. Virtual reality (VR) tours and augmented reality (AR) experiences transport potential travellers directly into your destination, sparking wanderlust and boosting bookings. This includes everything from initial research to booking and managing their trips. Implementing advanced booking solutions that provide real-time availability, easy rescheduling options, and immediate confirmation will help you stay ahead.

Furthermore, travellers are increasingly expecting more from conversational marketing, including 24/7 customer support and personalised recommendations powered by AI chatbots.

💡Fun Fact: According to Google, 83% of mobile business travellers make bookings after doing research on their smartphone.

Authentic storytelling on social media

Authentic storytelling

The power of authentic storytelling shouldn’t be underestimated in attracting and engaging potential travellers. Platforms like Instagram and TikTok are ideal for sharing user-generated content (UGC) that highlights real traveler experiences. Encourage your guests to share their stories, videos, and photos using your unique hashtags and tagging your account, which not only enhances your content but also builds trust and authenticity. Travellers today are more discerning than ever, seeking experiences that are enriching, adventurous, and oftentimes, eco-friendly and contributing to positive social impact.

💡 4 examples of authentic travel storytelling:

  • Honest reflections: Authentic travel stories, showing the challenges and issues at destinations instead of just the highlights and glamorising only the good side.
  • Cultural sensitivity: These stories honour local cultures and traditions by engaging respectfully, understanding customs, and sharing local experiences empathetically.
  • Environmental awareness: Ethical storytelling in travel includes promoting sustainability, conservation efforts, and eco-friendly practices during journeys.
  • Human connection: True travel stories emphasise relationships with locals, featuring personal interactions and the impactful stories of community members.

Niche influencers

Niche influencers

In the world of social media, real stories are everything, and that’s where influencer partnerships shine! They’re a secret weapon for tourism businesses looking to drum up genuine excitement and trust while tapping into new crowds. Forget the big celebs; it’s the niche influencers with their loyal and engaged followers who are changing the game in travel. These niche influencers are increasingly influential in travel decisions, particularly among younger travellers.

💡 Fun Fact: According to a study by Travelresearchonline.com, 86% of people felt compelled to visit a destination after seeing it featured by influencers on their social media feeds.

Embrace short-form video marketing

Short-form video marketing

In 2024, video content continues to reign supreme in the travel industry. Attention spans are shrinking. With consumers spending significant time on mobile devices, short, engaging, and genuine video tours and stories are more effective than ever. Platforms like TikTok, YouTube Shorts, and Instagram Reels offer a fantastic opportunity to showcase destinations in short, captivating clips that can quickly go viral, showcasing the essence of your destination in a digestible format.

Utilize these platforms to post geo-tagged videos and join in on trending challenges or create original content that shows off your destination from unique perspectives. This approach not only increases visibility but also engages a younger, dynamic audience ready to explore new destinations.

💡Fun Fact: Did you know our attention span is only 8.25 seconds? That’s less than a goldish! That’s why short-form videos are taking over as the go-to marketing hit on platforms like Instagram Reels, TikTok, and YouTube Shorts!

Local SEO enhancement and niche markets

Local SEO

First up, what’s local SEO all about? It’s your secret weapon for boosting your rankings and getting noticed in local search results, from Google and Bing to TripAdvisor and Yelp. Dive into local SEO to make sure your business stands out right where it matters!

Local SEO is becoming increasingly important as travellers look for destinations closer to home. Optimise your online content to target local audiences by focusing on area-specific keywords, which will help attract visitors looking for nearby experiences and increase direct bookings. Target local staycationers and niche travel enthusiasts with strategic keyword research and location-specific content.

💡Fun Fact: You might ask, why target just a local audience? Well, it turns out 97% of people go online to find nearby businesses, and a whopping 26% of all Google searches are local. That’s why focusing locally can really pay off!

Impactful blogging and SEO

Impactful Blogging and SEO

Maintaining a blog with rich, valuable content can significantly boost your SEO efforts, leading to increased site traffic and higher search engine rankings. Focus on creating content that speaks directly to your audience, providing them with all the information they need to make informed decisions. Optimise your posts with long-tail keywords and maintain a robust network of internal links to enhance user engagement and search visibility.

💡 Travel blog ideas in 2024:

  • Sustainable travel and ecotourism: As travellers become more environmentally conscious, consider blogging about how your destination supports conservation and enhances community well-being.
  • Digital nomad travel and workcations: With more people working remotely, there’s a growing trend of digital nomads. Showcase in a blog post why your destination is ideal for those looking to mix travel with work.
  • Hyperlocal travel and staycations: There’s a renewed interest in local exploration. Write about staycations, local experiences, and discovering hidden treasures right in your own backyard, while supporting local businesses through your blog.


By embracing these trends, you can create a dynamic and engaging digital presence that attracts the modern travellers and propels your tourism business to new heights.

Curious about how these trends can be applied to enhance your travel business? Contact us today to discover how our digital marketing solutions can elevate your brand and attract more travellers in 2024 and beyond.


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Since 1995, Globally Cool has trained and coached thousands of professionals, in over 45 emerging markets. Want to know more about what Globally Cool can do for you? Check out our services and join us!