World Tourism Day: How to Create a Captivating Story About Your Destination

Does your place offer something unique that deserves to be experienced? Are you struggling to communicate its distinct heritage, history, and culture in a way that attracts visitors? 

Many places around the world rely on tourism, which is not just about sun-soaked holidays - it encompasses everything from mountain camping to immersing in local history and culture. 

World Tourism Day is celebrated each year on September 27. The World Tourism Day was initiated by the UN World Tourism Organisation (UNWTO) in 1980 and promotes awareness about the tourism’s role in social, cultural, and economic development. This year’s theme is “Tourism and Peace” and the event is being held in Georgia’s capital, Tbilisi. The theme focuses on the link between tourism and global peace, while also highlighting the importance of promoting sustainable tourism and fostering cultural understanding.

With this blog, we want to celebrate World Tourism Day and take a deep dive into how you brand and communicate the story about your place. We will also explore how you can address sensitive subjects such as sustainability and overtourism on your social media platforms. 

What is place branding?

Identifying what makes a place unique may seem simple, but crafting a strategy to turn those elements into a compelling story that grabs attention and inspires people to choose it as their next travel destination can be challenging.

Place branding, also known as destination or location branding, involves crafting stories that capture the essence of a specific area. A good slogan or catchphrase cannot stand alone without a comprehensive strategy. We have previously written a blog about creating place branding strategies in the built environment sector, which you can check out here. A strategy includes aspects like celebrating history, architecture, culture, ethical travel, and more. 

In your place branding strategy, it is also important to consider how you approach hot topics that are frequently covered by the media and debated by the public. This includes staying informed about the latest trends and incorporating them into your messaging, as well as discussing how to navigate more political and sensitive issues like sustainability and overtourism. 

Source: Pixabay

Addressing Sustainability and Overtourism

Social media is a powerful marketing tool, but it can also be intimidating. When addressing sustainability and overtourism, it is important to ensure your content is authentic.

If you choose to include sustainability in your content, be specific about what that entails: Has the city taken a stance on climate change, and if so, how?

Engaging with the local community is also important to honour their culture and stories. Involving locals in your campaigns and collaborating with them can help create a more genuine narrative. They can also offer insights into lesser-known attractions, encouraging tourists to explore areas beyond the typical hotspots and in that way avoid overcrowding and overtourism.

If you receive negative feedback on your social media posts, we recommend responding promptly and responding by encouraging private conversations. Invite them to DM you and continue the conversation there. Always maintain calm and respond with respect and professionalism.

5 successful tourism campaigns 

In today's digital landscape, engaging visual content is key to successful tourism campaigns. 

Here we share five of our favourite standout campaigns that effectively use strong video content to engage audiences and promote their places:

1. Introducing the Icelandverse (2M views)

Source: Inspired By Iceland

In this video, Inspired By Iceland challenges common stereotypes and explores perceptions of the destination. What do people really think about Iceland? Are there any preconceived notions? 

By incorporating humour, the video contrasts the bustling tourist spots with the serene, idyllic landscapes. It sets a calming tone that reflects Iceland’s appeal as a place to unwind, surrounded by nature, wellness, and soothing music.

2. Is it even a city? (801K views)

Source: Visit Oslo

In this video, Visit Oslo uses Nordic dark humour to engage visitors, with a local jokingly downplaying the city's excitement, suggesting life is "too easy" compared to larger cities and tourist hotspots.

This "anti-advertising" approach takes a relaxed, understated tone rather than promoting aggressively. Its unique, humorous angle grabs attention and sparks curiosity, attracting those looking for a laid-back, stress-free getaway.

3. Grand Train Tour of Switzerland: The ride of a lifetime (83M views)

Source: MySwitzerland

My Switzerland’s campaign video features former professional tennis player Roger Federer and comedian Trevor Noah on a scenic train journey, highlighting both the breathtaking Swiss landscape and the benefits of travelling by public transport.

Similar to the other two campaign videos, it playfully challenges stereotypes and misconceptions about Switzerland. By featuring Roger Federer and Trevor Noah, who are both famous and half Swiss, the video brings a personal and relatable element to the story.

4. Let’s Do London (20,822 views)

Source: Visit London, London & Partners

This video by Visit London is one of several campaign clips designed for social media. Short, fun, and to the point, these snappy videos are an effective way to consistently capture the audience's attention while showcasing all that London has to offer. 

Creating a series of quick videos can also be a great way to engage a younger audience and connect with them where they spend most of their time.

5. G’day, the short film (38M views)

Source: Tourism Australia

This 9-minute film offers a unique and creative twist on destination marketing, blending live-action and animation to showcase tourism, local culture, and heritage.

The story follows a stuffed animal souvenir and a unicorn as they travel through iconic Australian landmarks, from the Sydney Opera House to Uluru. With a classic narrative structure, the film introduces obstacles and a climactic moment, keeping viewers engaged throughout. Similar to the Swiss campaign, the film concludes with a familiar face, actress Rose Byrne, adding a personal touch.

Want to attract tourists to your destination? 

While these are great examples of effective marketing video campaigns, your business might require a different approach.

At Concept Culture, we specialise in place branding for the Built Environment sector. Our expert team will work with you to develop authentic branding that sets your place and your destination apart from the competition.

Get in touch today to have an initial chat about how we can elevate your place brand together.