Winning TikTok & Instagram Marketing Strategies for Destination Marketing

Destination marketing has gone from postcards and glossy brochures to something far more dynamic: TikTok and Instagram. With the industry expected to skyrocket from $110 billion in 2024 to a whopping $250 billion by 2035, it's clear that social media is taking the lead in shaping travel decisions.

Travelers no longer just scroll through endless images—they now want real experiences, authentic content, and interactive stories that spark their wanderlust.

And this is where TikTok’s Branded Missions and Instagram’s creator-inspired content come into play. TikTok’s ability to tap into crowdsourced content gives brands the chance to leverage user-generated stories that feel personal and relatable, while Instagram thrives on creator-driven authenticity.

Singapore Tourism Board's #MadeInSingapore campaign is the perfect example of this shift. By inviting TikTok creators to share their genuine experiences, STB reached 95 million views and cut their cost per acquisition by 33%.

Want to know how they did it? Keep reading to uncover the strategies behind this successful campaign and discover how TikTok and Instagram are transforming the future of destination marketing.

1. Leverage TikTok’s Branded Missions to Amplify Authentic Destination Marketing

Destination marketing in today’s fast-paced world requires more than just catchy slogans or pretty pictures. To stand out, you need to capture the authentic experiences of the destination—something that resonates deeply with audiences.

TikTok’s Branded Missions are the perfect tool for this. They enable brands to tap into crowdsourced content, allowing the community to become a part of the campaign itself. By asking users to create and share content that aligns with a destination’s story, you can amplify real, relatable experiences while still maintaining a consistent brand narrative.

The real genius of Branded Missions lies in their ability to create viral moments that feel organic and genuine. TikTok users are more likely to engage with content that feels like peer recommendations rather than slick, polished advertisements. This crowdsourced approach strengthens community engagement and builds excitement, all while encouraging users to actively participate in promoting the destination.

Take Singapore Tourism Board’s (STB) campaign as an example. They launched the #MadeInSingapore initiative, which centered around showcasing authentic moments in Singapore, from iconic spots like Jewel Changi Airport’s Rain Vortex to the unexpected air show at Mandai Bird Paradise. The campaign wasn’t just about promoting landmarks—it was about telling the real stories of Singapore.

The STB tapped into TikTok’s Branded Missions, encouraging TikTok creators across eight key markets to share their unique experiences of Singapore, with the hashtag #MadeInSingapore.

@greapaxcherri Sigma Girl in Singapore @visit_singapore #VisitSingapore #MadeInSingapore ♬ 오리지널 사운드 - 그레빠체리

Creators were tasked with showcasing how Singapore’s experiences were often unexpected, highlighting hidden gems and local culture. By utilizing TikTok’s community, STB was able to feature content from over 1,500 creators.

Results & Analysis

The campaign exceeded expectations, driving over 95 million views and 14 million impressions, engaging millions of people from multiple countries. This authentic approach led to a 33% lower cost per acquisition (CPA) than other platforms, proving that crowdsourced, creator-driven content can be a highly effective tool for driving engagement in destination marketing.

Key Takeaway

For destination marketers looking to create authentic, engaging content at scale, TikTok Branded Missions are a game-changer. They not only allow you to tap into the creativity of the TikTok community but also drive massive engagement with real stories that resonate with potential visitors. When you empower creators to share their own experiences, the result is organic excitement that drives both awareness and conversion.

2. Drive Upper-Funnel Engagement with Interactive Features and Creator Partnerships

When it comes to promoting a destination, reaching potential visitors at the upper-funnel, where awareness and curiosity start, is key. TikTok’s interactive features are perfect for this because they engage viewers early in their journey, before they’ve even decided on a destination.

By integrating TikTok’s Story Selection, interactive video ads, and creator-led content, you can capture the interest of travelers and fuel their wanderlust. It’s not just about showing them your destination; it’s about making them choose their adventure and feel involved in the exploration process.

Creator partnerships are a powerful tool in this strategy. By collaborating with creators who have a strong connection to their audience, you can ensure your message is both authentic and relatable. TikTok users are highly receptive to creator-driven content, especially when it invites them to participate—whether that’s selecting the next step in the video or discovering what makes your destination special through personalized storytelling.

Destination Toronto nailed this approach with their “You Gotta See What We See” campaign. Partnering with Destination Ontario and Air Canada, they wanted to drive curiosity and increase consideration for visiting Toronto among affluent US travelers. They did this by using TikTok’s interactive features, including Story Selection ads, where viewers could choose between options like Dining, Arts, or Adventure in Toronto.

The campaign didn’t just show Toronto as a city—it let viewers explore the city on their terms. Creators filmed content based on their experiences at various Toronto hotspots, creating a choose-your-own-adventure feel that gave viewers a personalized connection to the destination.

@destinationtoronto You Gotta See our attractions and indulge in these luxury experiences for yourself, just like @danielromeohh did — discover the unparalleled charm waiting just a short journey away! #SeeTorontoNow ♬ original sound - Destination Toronto

Destination Toronto also introduced the TikTok Out of Phone feature on Times Square’s DIVE billboard, giving the campaign a physical presence that further fueled excitement.

Results & Analysis

The results were exceptional: a 296% higher CTR than the benchmark, 44% higher impressions than projected, and 3.4 million unique reach. This proves that interactive engagement coupled with creator partnerships can generate buzz and drive conversions.

Key Takeaway

When aiming to capture travelers’ attention early, TikTok’s interactive features and creator partnerships are essential tools. Story Selection ads and engaging content allow viewers to connect with the destination in a personalized way, sparking curiosity and excitement. Interactive ads provide a fun, immersive experience that encourages action, whether it’s booking a trip or just following for more inspiration.

3. Incorporating Gamification to Spark Engagement and Drive Virtual Tourism

In a digital-first world, travelers are no longer just consuming content—they’re looking to interact with it in ways that feel personal and entertaining. Gamification is the perfect way to achieve this.

By blending interactive gameplay with destination marketing, you can engage travelers in an immersive way that’s both fun and informative. Gamification allows users to experience your destination virtually, giving them a taste of the adventure and excitement they could expect, without leaving their homes.

Incorporating elements of gaming—such as virtual walkthroughs, interactive challenges, and engaging in-game rewards—keeps travelers actively participating while simultaneously showcasing what your destination has to offer. By making the process of discovering your destination fun and rewarding, you turn passive viewers into active participants who are more likely to consider booking a trip.

Tourism New Zealand leveraged this strategy with their PLAY NZ campaign, aimed at attracting Aussie gamers during the COVID-19 travel restrictions. They created an online game walkthrough of New Zealand’s best attractions, allowing users to explore the country in the style of a video game.

Through TikTok, Tourism New Zealand partnered with influencer William Waiirua, who mimicked a character selection screen to introduce the virtual tourism game.

@w_cribb Celebrating the launch of #PLAYNZ the largest open world, in the world...kinda. #playnz #newzealand #chooseyourcharacter ♬ PLAY NZ Dance Challenge - Alejandro Gomez and Lukas Farry

The campaign used TikTok’s video format to make the gameplay feel native to the platform while maintaining engagement through humor and creativity. It was a playful way to show off New Zealand’s best features, using the gaming community’s passion to spark interest in real-world visits once borders opened.

Results & Analysis

The campaign garnered 2.7 million impressions, a 3.73% engagement rate, and a 2.64% view-through rate. This gamified approach brought New Zealand’s offerings to life in a unique way, offering viewers a taste of adventure while encouraging them to explore more. The humorous, playful nature of the content resonated deeply with TikTok’s young audience, creating a strong emotional connection to the brand.

Key Takeaway

For destination marketers, gamification is an effective way to engage travelers in a playful and interactive way. Creating virtual experiences that allow users to explore your destination not only generates buzz but also builds anticipation for future visits. Use TikTok’s creative capabilities to make your destination feel immersive and fun, sparking the desire to travel.

4. Building Brand Awareness Through Organic and Paid TikTok Campaigns

When it comes to destination marketing, building a strong, authentic connection with potential travelers is crucial. One of the most effective ways to do this is by leveraging TikTok as a platform for both organic and paid campaigns. TikTok’s ability to reach a wide audience, paired with its engagement-driven features, makes it the ideal tool for destination marketers looking to showcase the heart and soul of a location.

For a destination marketing campaign to succeed on TikTok, the content needs to feel native to the platform. This means creating genuine, relatable content rather than overly polished, corporate-style ads. A combination of organic content, where creators naturally engage with the location, and paid ads targeted to specific demographics can elevate your destination’s visibility and encourage travelers to engage with your content.

With TikTok’s insightful metrics, brands can track engagement in real-time and make data-driven decisions to optimize campaigns. One powerful aspect of TikTok’s paid solutions is the TopView ad, which enables you to put your content in front of users as soon as they open the app, creating instant brand awareness.

Switzerland Tourism serves as a brilliant example of how to mix organic and paid TikTok content to boost a destination’s appeal. Switzerland Tourism already had a strong organic following on TikTok, where they shared relatable content that resonated with their audience. After several months of building an engaged community, they decided to take things a step further by launching paid campaigns.

They used TikTok’s TopView ads to showcase stunning Swiss landscapes and iconic locations.

The #INeedSwitzerland hashtag became a key driver for audience engagement, inspiring users to share their experiences and content related to Switzerland. The TopView ads featured dramatic natural scenery and encouraged users to explore Switzerland’s diverse offerings. To amplify the reach, Switzerland Tourism also leveraged TikTok’s Reach & Frequency tools to ensure their content reached the right audiences, particularly younger demographics.