Destination Marketing Campaigns That Converted on Social

The world of destination marketing is evolving faster than a plane taking off for a tropical getaway. With social media driving the charge, it’s no surprise that the global market for social media-driven travel is set to balloon from a healthy $120 billion in 2025 to a whopping $250 billion by 2035.

And let’s talk about influencer marketing—it’s not just a trend; it's becoming a $32.55 billion juggernaut, more than tripling since 2020. So, what's making this shift so powerful? It’s the rise of authentic, user-generated content (UGC). Today, travelers trust their peers over polished brand ads, and they’re turning to TikTok, Instagram, and YouTube to get the real deal.

As TikTok fills your screen with scroll-worthy clips, Instagram reels your heart in with jaw-dropping visuals, and YouTube invites you to dive deeper with travel vlogs, one thing is clear—destination marketing is getting more personal, interactive, and engaging than ever before.

Take the Japan National Tourism Organization (JNTO) campaign, for example. By teaming up with Canadian influencers to showcase Japan’s lesser-known destinations, JNTO created authentic, personalized content that resonated with travelers looking for true cultural experiences. This cross-platform strategy, using TikTok, Instagram, and YouTube, is a perfect example of how destination brands are tapping into the trends that are changing the game.

So, how exactly are brands leveraging these trends? Well, buckle up, because we’re about to dive into some standout campaigns that are shaping the future of travel marketing. Keep reading!

1. Japan National Tourism Organization (JNTO) - Exploring Japan's Hidden Gems

• Reach: 1.9M
  
• Engagement Rate: 8.0%
  
• Content Generated: 153 pieces

Let’s talk about an influencer campaign that truly embraced the magic of Japan, and no, it didn’t just stop at the famous cherry blossoms or Mount Fuji selfies. In 2023, the Japan National Tourism Organization (JNTO), in collaboration with Anorak, decided to do something extraordinary—bring Japan’s lesser-known gems into the spotlight.

This wasn't your average sushi roll of a campaign. No, this was a full-on, immersive journey into the heart of Japan's culture, outdoor wonders, and culinary treasures, all through the eyes of three hand-picked Canadian influencers. And boy, did it make an impact.

The Execution: Tailored and Thrilling

Instead of a one-size-fits-all approach, Anorak curated three bespoke itineraries that perfectly matched each influencer's unique brand. This strategy wasn’t just a “vacation with a hashtag”—it was a well-thought-out exploration, giving followers the chance to see Japan as it’s never been seen before.

• Outdoor Adventurer: Scott Bakken (@scottcbakken) brought his family along for the ride through Western Japan’s most picturesque spots. From the Shimanami Kaido Cycling Road to the scenic beauty of Hiroshima and Miyajima Island, Scott’s trip was packed with family-friendly activities that showcased Japan’s outdoor offerings. This wasn’t just sightseeing; it was a family vacation on steroids.

• Food Lover Extraordinaire: Katie Cung (@katiecung) gave us all serious FOMO by touring Japan’s culinary hotspots. From Tokyo’s street food to the hidden gems of Kyoto, Katie’s trip was a foodie's fantasy come to life. No surprise, her content had over 56,000 Canadians practically licking their screens. Her vlog? A must-watch for anyone who thought sushi was the pinnacle of Japanese cuisine.

• Cultural Enthusiast: Tiffany Lai (@lai_tiffany) soaked up the spiritual atmosphere of Koyasan while staying in a traditional Buddhist temple. Her experience? Think Eat Pray Love, but in Osaka and Kyoto, as she delved into the deep history of Japan. Her YouTube vlog? Zen on the go.

Impact: A Global Success

Let’s break down the numbers. A reach of 1.9M? Check. An 8% engagement rate that’s as high as a Mount Fuji view on a clear day? Check. A wealth of content, including 153 posts across Instagram, TikTok, YouTube, and blogs? Absolutely. By leaning into personalized storytelling through influencer-driven content, JNTO hit all the right notes.

And let’s not forget—this campaign didn’t just speak to wanderlust-filled individuals. It spoke to those looking for authenticity, something fresh. Tiffany, Scott, and Katie’s audiences didn’t just watch—they engaged, they shared, and they felt like they were traveling right alongside them.

The Verdict?

With this campaign, JNTO didn’t just tick the “influencer marketing” box. They redefined it, creating content that was both deeply personal and culturally rich. This wasn’t just about Japan’s famous spots—it was about showing what happens when you step off the beaten path.

And let's face it, if your dream vacation is just one scroll away on TikTok or Instagram, this campaign’s influence is a game-changer.

2. Beyond the Inca Trail: Promperú’s Epic TikTok & Instagram Journey

• Global Impressions: 1.7M
  
• Reach: 1.2M
  
• Engagement Rate: 6.11%
  
• Content Generated: 128 pieces

If you’ve ever thought about Peru, you probably imagined Machu Picchu (and the selfies that come with it). But in 2023, Promperú Canada flipped the script by partnering with Anorak to showcase the hidden treasures of Peru—those magical spots beyond the postcard-perfect views.

The mission? To position Peru as the ultimate destination for Canadian wanderlusters, aged 25-55, who are looking for adventure, culture, and that undiscovered vibe.

The Execution: A Journey Well-Crafted

Anorak and Promperú didn’t just pack influencers for a trip; they designed an adventure that would turn heads on TikTok and Instagram. With Julia Weber and Sahil Kumar (Travel Mowgly) leading the charge, the influencers explored Peru over eight immersive days, giving their audiences an authentic glimpse into everything Peru has to offer.

• The Itinerary: Forget just Lima and Arequipa. These influencers ventured into the heart of Peru’s lesser-known gems: the Ica Valley, Colca Canyon, Puno, and Lake Titicaca. Think of it as the "hidden playlist" of travel destinations—unforgettable but not on everyone's radar.

• Content Strategy: Instagram stories, Reels, TikToks, and photo carousels—this wasn’t just a post-and-go approach. It was an experience that invited followers to virtually travel. From luxury hotels to gourmet dining, the content highlighted Peru's richness, both in culture and culinary delights.

• The Power of Amplification: Anorak didn’t just stop at organic reach. By amplifying influencer content, they ensured it traveled further, beyond just their follower base. The result? A campaign that extended its reach beyond Peru enthusiasts to a broader audience of potential travelers.

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A post shared by Julia Weber (@juliaxweber)

Impact: A Data-Driven Success

Here’s the punchline: The campaign generated over 1.7M impressions and reached over 1.4M people. With an average engagement rate of 6.11% and some content going past the 14% mark, it’s safe to say that Promperú struck gold.

The engagement wasn’t just driven by the influencers’ loyal followers, either. It was the result of sharing authentic, immersive content that resonated emotionally with viewers—think "I need to go there" energy.

The Verdict?

Promperú didn’t just use influencers—they strategically selected them, creating content that felt like a personal invitation to discover the real Peru. By focusing on authentic experiences and reaching the right audience with engaging, diverse content, they showed that sometimes, the best destination marketing isn’t about flashy headlines.

It’s about getting your audience to fall in love with a place they never thought of, and this campaign nailed it.

3. OnePlus X See Monterey – Capturing California’s Beauty Through the Lens

• Reach: 2.7M
  
• Impressions: 553K
  
• Engagement Rate: 7.19%
  
• Content Generated: 21 posts

When tech meets travel, the result can be a snapshot of pure brilliance—literally. That’s exactly what happened when OnePlus teamed up with See Monterey to showcase California’s stunning central coast through the power of the OnePlus 12 Hasselblad camera.

The campaign, crafted by MODERNSPEAK, took content creation to a whole new level, blending top-tier tech with an unforgettable destination. And let’s just say, it’s a match made in Instagram (and YouTube) heaven.

The Execution: A Picture-Perfect Strategy

This campaign wasn’t your typical influencer play. OnePlus didn’t just toss a phone at influencers and call it a day. They orchestrated an experience. Four notable photographers were selected to embark on a journey through the picturesque Monterey Bay and Big Sur, each using the OnePlus 12’s Hasselblad camera to capture the essence of these iconic locations.

• The Creators: Each photographer brought their own unique flair, from intimate landscapes to jaw-dropping aerial shots. Their audiences were taken on an interactive journey where tech and nature collided, with each post more stunning than the last.

• The Platforms: Instagram and YouTube were the perfect playgrounds for this type of visual storytelling. The use of YouTube allowed for long-form content that dived deep into the creators’ processes, while Instagram was a perfect canvas for those Insta-worthy shots that leave you saying, “I need to go there... like yesterday.”

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A post shared by Daniel Battersby (@danielbattersby)

The Impact: More Than Just Eye-Candy

It’s not all about pretty pictures (though it helps). The partnership seamlessly blended the launch of the OnePlus 12 with the marketing goals of See Monterey. By showcasing the destination through the lens of cutting-edge technology, the campaign created a desire to not only own the product but also experience the beauty of Monterey firsthand.

The Verdict?

This campaign isn’t just a lesson in influencer marketing; it’s a masterclass in combining brand storytelling with the power of visual content. By leveraging the OnePlus 12’s superior camera and pairing it with the breathtaking landscapes of Monterey, the brand managed to create an experience that felt genuine and aspirational. Whether you’re a tech geek or a travel junkie, the campaign spoke to everyone.

4. Discover Your South Africa: The Interactive Quiz That Transformed Travel Marketing

• Impressions: 1.5M
  
• Consumers Reached: 824,440
  
• Quiz Participants: 17,850
  
• Year-on-Year Increase in Bookings: 57%

Move over, traditional travel ads—there’s a new way to “sell” destinations, and it’s interactive, personalized, and visually captivating. South African Tourism’s Discover Your South Africa (DYSA) campaign, created in collaboration with Ginger Juice, is a masterclass in how to engage modern travelers.

Using the power of social media and a fun quiz, South Africa was no longer just a place on a map—it became an experience. And it was the kind of experience you could take part in while lounging on your couch, phone in hand.

The Execution: Interactive Magic Meets Instagrammable Fun

At its core, DYSA was all about discovering what kind of South African traveler you are. Forget static brochures or one-size-fits-all itineraries—this campaign delivered a customized experience that was as engaging as it was shareable. Here’s how they did it:

• The Quiz: Participants were invited to take a fun, interactive quiz based on their gut reactions to 36 handpicked images representing the beauty of South Africa. Think of it as a BuzzFeed quiz, but with the bonus of a potential dream vacation at the end. By the time participants were done, they received their unique travel persona (e.g., “Authentic Adventurer” or “Nature Lover”), complete with a bespoke South African itinerary.

• The Digital Magic: The quiz wasn’t just a fluffy experience. South African Tourism brought it to life through colorful, Instagram-friendly visuals. It was the kind of content that had you saying, “Hold up, I need to share this!” The quiz, hosted on a branded mini-site, was accessible on mobile and desktop, making it easy for anyone to jump in and start their journey to South Africa from anywhere.

• The Incentives: To sweeten the deal, participants were given a discount code to book with Trailfinders, entered into a prize draw for a personalized itinerary, and encouraged to share their results. With this viral element, the campaign spread like wildfire, giving everyone in your friend group a reason to take the quiz and share their results.

The Impact: More Than Just Clicks

Now, let’s talk numbers because this campaign delivered:

• 57% increase in bookings year-over-year with Trailfinders.

• Over 1.5 million people reached, with 824,440 consumers exposed to the campaign.

• Nearly 18,000 quiz participants during the campaign, with an additional 2,000+ continuing to take the test post-campaign.

The results? An overwhelming success. The personalized experience resonated with travelers, sparking curiosity and excitement about South Africa. Plus, the added element of social sharing turned this into more than just a campaign—it became a conversation starter.

The Verdict?

DYSA wasn’t just a successful campaign—it was a blueprint for how destination marketing can adapt to today’s digital-first, experience-driven world. By using interactive quizzes, gamification, and a heavy dose of visual appeal, South African Tourism turned a simple quiz into a must-share experience.

The campaign not only met but exceeded expectations, delivering tangible results in the form of bookings, increased awareness, and new leads.

5. Turning the Tide: Visit the Outer Banks’ 79% Conversion Boost with Social Media Magic

• Engagements: 6.9M
  
• Intent to Visit Actions: 28K+
  
• Conversions Increase: 79%
  
• Engagement Growth: 80%

When it comes to off-season tourism marketing, most destinations are as forgotten as last year’s beachwear. But Visit the Outer Banks didn’t just sit back and wait for the crowds to return. With the help of Ignite Social Media, they launched a campaign that turned the off-season into the new season. In fact, they made the Outer Banks so enticing, even the seagulls wanted to stick around.

The Execution: Smart Strategy Meets Stunning Content

The challenge was clear: Get people to think of the Outer Banks even when the summer sun had long set. To tackle this, the team deployed a series of strategies that perfectly blended the best of Instagram and Facebook with an intelligent, data-driven approach. Here’s how they did it:

• Strategic Paid Media Plan: Instead of throwing money at generic ads, the team used advanced audience targeting and geo-targeting. Essentially, they found the people who were most likely to book a beach getaway during the cooler months—think of it as finding the perfect surfboard for the perfect wave.

• High-Impact Social Media Content: They didn’t just rely on your average stock photo of the beach. With stunning imagery and a mix of video content, they created an irresistible visual narrative that made the Outer Banks look as stunning in the off-season as it did in peak summer.

• Optimizations & Media Buying: The key to any successful campaign isn’t just running ads—it's running the right ads. Ignite’s team optimized and adapted the media plan, ensuring that each dollar spent went toward reaching the right audience at the right time. This wasn’t a spray-and-pray approach—it was precision-targeting at its finest.

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A post shared by The Outer Banks (@theouterbanksnc)

The Impact: Results That Speak Volumes

The stats are as impressive as a perfect sunset over the Atlantic:

• 79% increase in conversions compared to last year, proving that off-season travel isn’t just a dream—it’s a reality.

• With over 6.9M engagements, the campaign ignited a 90% increase in “Intent to Visit Actions,” meaning people weren’t just liking posts—they were ready to pack their bags.

And perhaps most impressively, the Outer Banks became a go-to off-season destination. Through smart content creation and a hyper-targeted media plan, they turned the “off-season slump” into an opportunity for growth.

The Verdict?

This campaign is proof that with the right strategy, even off-season travel can be a hit. Visit the Outer Banks didn’t just focus on attracting visitors during the peak months; they crafted a compelling narrative that kept the region in people’s minds year-round.

6. Voyage Privé x Clark – Last-Minute Luxe, Served on a Silver

• Reach: 434K
  
• Impressions: 475K
  
• Redirects to Site: 5,500
  
• Average View Rate: 16%

Who said luxury travel had to be planned months in advance? In 2020, the travel world went from book-a-year-in-advance to spontaneous-weekend-getaway mode—and Voyage Privé (in collaboration with Clark) was right on the money with their influencer marketing campaign.

If there’s one thing that can get people to book a luxurious vacation yesterday, it’s the combination of exclusive deals, timely promotions, and a sprinkle of influencer magic.

The Execution: Last-Minute Luxe with Influencer Flair

Voyage Privé isn’t your average travel booking service. They specialize in high-end offers at beautiful hotels around the world—but who has time for planning when you can get a last-minute deal on a luxury escape? The campaign worked like a charm, thanks to a clever blend of influencer storytelling and timely, enticing content. Here's how they did it:

• The Power of Stories: This campaign was 100% story-driven. Each influencer used Instagram Stories to engage their audience with captivating visuals of dreamy destinations and exclusive offers. The beauty of Stories? They’re ephemeral, just like that last-minute vacation you need to book, which made the campaign all the more urgent and irresistible.

• Three Key Messages: The influencers delivered a trifecta of essential messages that made the campaign stand out:

  • Quality of Voyage Privé & Partners: Showing that luxury doesn’t mean compromise.

  • Deals All Year Round (Even Last-Minute): This was the secret sauce for last-minute planners.

  • Limited-Time Offers: That urgency was real, and influencers kept the hype rolling with time-sensitive posts.

• Stage 02 & 03: The second stage saw an influencer sharing their own Voyage Privé experience, complete with stories and the hashtag #MerciVoyagePrivé. For stage three, a travel influencer took it a step further, pushing an unmissable offer over two days with a series of stories, creating a "don’t miss this" atmosphere that worked wonders.

The Impact: Conversions and Traffic Galore

This wasn’t just about pretty pictures of fancy resorts—it was about driving action. The stats speak for themselves:

• 5,500 redirects to the site, showing that these influencers didn’t just inspire wanderlust—they got their audience to take action.

• 16% average view rate is a solid indicator that people were engaged and excited to hear about these travel deals.

And let’s not forget the 434K reach and 475K impressions. These influencers didn’t just speak to their followers—they spoke to thousands of potential travelers, all ready to jump on those exclusive deals.

The Verdict?

Voyage Privé and Clark nailed the art of spontaneous luxury. By tapping into influencer credibility and a sense of urgency, they transformed last-minute travel planning into something that felt just as luxurious as a fully planned getaway. In a year that rewrote travel rules, this campaign proved that you don’t have to wait for months to plan your next great adventure.

Innovative Strategies That Are Redefining Destination Marketing

Across the six campaigns reviewed, we see common threads: leveraging influencer trust, utilizing hyper-targeted media, and driving urgency through time-sensitive content. Brands should tap into the growing influence of platforms like TikTok and Instagram, where authenticity, interactivity, and visual storytelling are paramount.

As social media evolves, future trends like AI-driven content and immersive experiences are set to take destination marketing to the next level. Embrace innovation and adapt quickly to stay ahead!

About the Author

Kalin Anastasov

Writer

Kalin Anastasov plays a pivotal role as an content manager and editor at Influencer Marketing Hub. He expertly applies his SEO and content writing experience to enhance each piece, ensuring it aligns with our guidelines and delivers unmatched quality to our readers.