5 Top Digital Marketing Strategies for Tourism Destinations

People are ready to travel. Domestic tourism has rebounded to pre-pandemic levels, the U.S. Travel Association reports.

That’s great news — but competition is fierce. Countless destinations are vying for attention, making it harder to stand out and get travelers to book.

At Zoe Marketing & Communications, we help tourism bureaus reach the right audiences through strategic digital marketing.

Here are some best tactics, from audience and seasonal considerations to digital ads, email marketing and content strategies.

5 effective tactics in marketing your tourism destination

1. Find out who connects with your audience

Who is your ideal traveler? Think about their location, travel preferences, income and interests. Are they flying or driving? Do they have kids?

Once you define your audience, look at who’s reaching them. Are influencers or media outlets already reaching them? Aligning with the right marketing partners — whether through paid ads or collaborations — can make a major impact.

2. Consistency is key; seasonality matters

When do people visit your destination? More importantly, when do they plan their trips? The lead time varies by season and traveler type.

• Identify key booking times and launch campaigns 1-2 quarters in advance.
• Consider both planners and last-minute bookers. Some travelers plan months ahead, while others jump on spontaneous deals.
• Maintain year-round marketing efforts to stay on travelers’ radars.

3. Digital ads on the web and social media

Digital advertising ensures your destination appears when potential visitors are researching and planning.

Search engine marketing (SEM)

Google Ads help target travelers based on their search queries. You can filter by:

• Location (state, ZIP code, city)
• Radius targeting (within a certain number of miles)
• Affinity segments (interests like “travel” or “vacations”)
• Demographics (age, income, etc.)

SEM retargeting

Many travelers browse before committing. Retargeting ads remind them of your destination after they visit your site, keeping you top of mind.

Social media ads

Facebook and Instagram ads can reach highly targeted audiences, such as:

• People interested in travel and activities at your destination
• Parents looking for family-friendly getaways
• Travelers who have engaged with similar destinations

Pair ads with organic social media posts showcasing your destination’s best features and upcoming events.

4. Emails that plant seeds and push decisions

Email marketing delivers travel inspiration directly to inboxes. Work two angles:

Paid email lists

Reach new prospects by partnering with media companies or agencies that offer targeted email lists. Consider:

• Display emails with compelling images and a strong call to action.
• A/B testing to see which subject lines generate more opens.
• Follow-up sequences to re-engage those who opened but didn’t click.

Your own email list

If you have a subscriber list, use it to promote seasonal events, travel deals and hidden gems. Since these readers already know you, messages can feel more personal.

5. Content marketing for long-term SEO

Blogs and video boost your organic search rankings over time. Create content that highlights what makes your destination unique.

• Answer common questions: Cover topics like the best local attractions, seasonal events and insider travel tips.
• Maintain consistency: Aim for at least one blog per month.
• Be helpful: Directly answer questions. Aim for 300-600-word blogs and 30-second videos.

Once you have a library of content, consider creating a pillar page that groups related articles together, positioning your website as a go-to resource.

What are the next steps to marketing my tourism destination?

Effective tourism marketing requires a mix of audience targeting, seasonal strategy, digital ads, emails and strong content.

Need expert guidance? Talk to us at Zoe Marketing & Communications. Our team has experience in marketing travel destinations, with proven strategies to help you attract more visitors.

Either way, get more perspective with these resources:

• Why multichannel marketing or layering tactics is important
• Why marketing to families is essential for destinations