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
- 2. Drive Upper-Funnel Engagement with Interactive Features and Creator Partnerships
- 3. Incorporating Gamification to Spark Engagement and Drive Virtual Tourism
- 4. Building Brand Awareness Through Organic and Paid TikTok Campaigns
- 5. Harnessing the Power of Creator Partnerships for Destination Promotion
- 6. Showcasing the Destination’s Uniqueness Through Aesthetic, Storytelling Content
- Unlocking the Power of TikTok and Instagram in Destination Marketing
- Frequently Asked Questions
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.
The campaign was a massive success, both in terms of organic engagement and paid media performance. Switzerland Tourism was able to gain significant traction in a relatively short period, thanks to a combination of authentic creator-driven content and strategic paid ads.
Results & Analysis
In just 12 months, Switzerland Tourism garnered 35.5 million hashtag views, achieved a 20% engagement rate on ads, and saw 700,000+ likes across its posts. The engagement rate from their TopView campaign was impressive, demonstrating that when you create content that aligns with what users want to see, brand love and engagement follow naturally.
Key Takeaway
To succeed in destination marketing, blend organic TikTok content with strategic paid campaigns. Create genuine, relatable content that resonates with your audience, and use TopView ads and Reach & Frequency to target the right people. By tapping into TikTok’s engaging features and real-time insights, you can maximize brand awareness and drive actionable results.
5. Harnessing the Power of Creator Partnerships for Destination Promotion
In the world of destination marketing, influencer and creator partnerships are goldmines for building awareness and engagement. Travelers today don’t just trust advertisements—they trust the opinions and experiences of real people who share their adventures online. By collaborating with creators who are authentic and whose values align with your destination’s brand, you can spark wanderlust and encourage viewers to take the leap and visit.
The key is to ensure that the creators you partner with are passionate about travel and can authentically share their personal experiences. Whether it’s a YouTube vlogger showcasing the best beaches of your island or an Instagram influencer capturing the hidden gems of your city, these creators will bring your destination to life in a way that feels organic and genuine.
These partnerships aren’t just about generating buzz—they’re about building trust and authenticity. Creators who already have a strong connection to their audience can help your destination cut through the noise of traditional advertising and create content that feels like real recommendations from trusted peers.
The Philippine Department of Tourism capitalized on the power of creator partnerships to promote the Philippines as a must-visit destination for Canadians in Ontario and Quebec. By selecting six lifestyle and travel influencers who had previously traveled to the Philippines, the campaign relied on creators who already had existing content showcasing the beauty of the islands. T
hese influencers didn’t just promote the country—they shared real memories of their travels, making their content feel authentic.
To boost engagement and drive awareness, influencers shared Instagram carousels, Reels, and stories, showcasing everything from the tropical beaches to local cuisine. The campaign also included an interactive Instagram story quiz about the Philippines’ history and culture, engaging followers in a fun and educational way. This helped build an emotional connection with the audience while keeping them engaged with the content.
By partnering with authentic influencers who had already experienced the destination, the campaign created a genuine connection with the audience. The success of this campaign underscores the power of creator partnerships in making destination marketing feel more personal and trustworthy.
These influencers didn’t just share promotional content—they told their own stories, making it much easier for their followers to connect with the destination.
Results & Analysis
The results were impressive: the campaign achieved over 992,000 impressions, a 7% engagement rate, and 105,000+ views on the stories. By focusing on authentic content and leveraging creator partnerships, the Philippine Department of Tourism was able to spark interest in potential travelers and increase engagement with the target audience.
Key Takeaway
For destination marketers, creator partnerships are essential to reaching new audiences and building authentic connections. By collaborating with creators who genuinely connect with the destination, you can spark interest, boost engagement, and drive real results. Leverage these partnerships to humanize your destination and make your marketing feel more genuine and relatable.
6. Showcasing the Destination’s Uniqueness Through Aesthetic, Storytelling Content
In destination marketing, visual storytelling is paramount. Travelers are drawn to the aesthetic beauty of a destination, but they also seek a deeper connection—a story behind the place. Instead of merely showcasing the destination's best features, tell a story that emphasizes the unique qualities of the location, its culture, and the experiences travelers can have.
One way to achieve this is through high-quality, engaging content such as destination vlogs, stunning photography, and aerial shots that highlight the diversity of the landscape. Showcasing a destination's landmarks, hidden gems, and local traditions through compelling storytelling not only attracts tourists but also creates a lasting emotional connection with potential visitors.
Using influencers or local content creators who are passionate about the place can add authenticity to the content. Behind-the-scenes stories, local recommendations, and cultural insights can make the destination feel approachable and inviting to travelers.
The Islands of Guadeloupe tapped into this strategy by using a mix of influencers and content creators to showcase the islands’ natural beauty and cultural richness. The campaign focused on aesthetic content that highlighted both the traditional and modern aspects of Guadeloupe. The content included travel vlogs, stunning photos, and aerial shots to demonstrate the islands' diverse landscapes, from beaches and trails to historical landmarks and local culture.
One influencer, Lucie Rheatume, launched a contest on her Instagram where participants could win a trip for two (all expenses paid) to explore the islands' beauty.
By collaborating with a videographer, photographer, and three influencers, the campaign produced over 150 pieces of content, including HD photos, Instagram stories, and travel films that showcased everything from the cultural heritage to eco-tourism activities like hiking and water sports.
Results & Analysis
The result? Over 10 million impressions and a 9.2% engagement rate, signaling a strong connection between the destination and the audience.
Key Takeaway
For destination marketing, visual storytelling is essential. Showcasing your destination’s unique experiences, local culture, and hidden gems in a visually engaging way will captivate potential travelers. Use content creators to tell authentic stories, ensuring that your destination feels both inviting and exciting.
Unlocking the Power of TikTok and Instagram in Destination Marketing
The key to successful destination marketing lies in combining authentic storytelling with interactive features and creator partnerships. By leveraging TikTok’s Branded Missions, Instagram Reels, and influencer-led content, brands can drive real engagement and inspire travelers to explore new destinations.
Focus on personalized, engaging content that connects with the audience’s interests, and experiment with emerging trends to stay ahead of the curve and ensure long-term success.
Frequently Asked Questions
Why should destination marketers use TikTok?
TikTok's algorithm promotes engaging content over follower count, allowing even new accounts to reach a wide audience. Its high engagement rates, especially among Gen Z and Millennials, make it ideal for inspiring travel decisions.
How can Instagram enhance destination marketing?
Instagram's visual-centric platform is perfect for showcasing destinations through high-quality images and videos. Features like Reels, Stories, and user-generated content help build brand identity and engage potential travelers.
What type of content works best on TikTok for travel marketing?
Short, authentic videos that showcase real experiences, behind-the-scenes glimpses, and local culture resonate well. Leveraging trending sounds and challenges can also increase visibility.
Should I focus on building a large follower base on TikTok?
Not necessarily. TikTok's algorithm prioritizes content quality and engagement, meaning even accounts with few followers can achieve viral reach if their content resonates well.
How can I measure the success of my destination marketing campaigns on Instagram?
Utilize Instagram Insights to track metrics like engagement rates, reach, impressions, and follower growth. These analytics help assess the effectiveness of your content and adjust strategies accordingly.
Is it beneficial to use both TikTok and Instagram for destination marketing?
Yes, combining both platforms allows you to reach a broader audience. While TikTok offers viral potential and younger demographics, Instagram provides a polished, visual storytelling experience.
How can user-generated content (UGC) impact my destination marketing efforts?
UGC builds trust and authenticity. Encouraging travelers to share their experiences can provide social proof and inspire others to visit your destination.
What are Spark Ads on TikTok, and how can they benefit my campaign?
Spark Ads allow you to boost organic content, increasing its reach and engagement. This feature is particularly useful for highlighting authentic travel experiences and promotions.
