Travel. It’s something everybody loves, and one thing people always wish they did more of.  

As marketers working with travel and tourism clients, it’s important to understand why people travel. What are their motivations? What do they want to get out of their trip? What will be memorable?  

And most importantly, what can your destination provide them? This is key in creating content and messaging that will resonate with them, and hopefully get them pick up their phone and look at travel options and hotels at your destination.  

The list is endless, but as a starting point ask yourself which of these boxes do you check. 

Leisure and recreation 

Many people travel to explore new places, experience different cultures, relax, and have fun. This could involve activities such as sightseeing, visiting attractions, enjoying nature, or participating in adventure sports. 

Education and learning 

Travel provides opportunities for learning about history, art, architecture, cuisine, and other aspects of various destinations. It can also involve attending workshops, language classes, or cultural events. 

Adventure and exploration 

Some travelers seek out new and exciting experiences, such as trekking through remote landscapes, diving in exotic waters, or embarking on wildlife safaris. 

Rest and relaxation 

Traveling to resorts, spas, or wellness retreats allows people to unwind, recharge, and escape from their everyday routines. 


Business travelers often travel for meetings, conferences, training sessions, or to establish and maintain business relationships. But who says that the trip must be limited to the boardroom? Tacking on a few extra days to a trip allows a chance for travelers to expand their experience in new places. 

Very few places can check all of these boxes, so knowing your destination and brand is crucial for attracting visitors. When developing a messaging strategy, keep these things in mind:  

  • Identify which of these buckets are a natural fit and lean into it. From the initial placement that sparks the interest to the trip itself, represent the authentic side of your destination. 
  • Content creation should lean into the strengths and natural personality of the region.  
  • Messaging should have legs to create a consistent narrative around the destination. 

Every destination changes over time, so it is important to constantly pay attention to what your campaigns are promoting. At the start of each year, be sure to review what your strengths and weaknesses are and develop your narrative accordingly.