Social Media For The Destination And Tourism Industry: Marketing Tourist Attractions
The Best Social Media Platforms For Tourist Attractions
In the modern-day landscape, using social media to market tourist attractions is no longer an afterthought. Gone are the days of relying solely on brochures; the impact of a well-executed social media strategy can put your incredible spot on the map, build authority as a not-to-be-missed attraction and connect with your target audience in a fun and memorable way.
Tourists are armed with smartphones, not paperbacks, and they make travel decisions largely inspired by the social media content they consume and what their connections say. If your tourist attraction or destination isn't captivating audiences online, it's virtually invisible.
But with so many platforms and strategies, how can you ensure your tourist attraction shines online? Today, we're showing you why social media is a huge part of your customer's travel experience and planning, and the social media platforms to put on your radar!
The Impact Of Social Media On Tourism
Social media has become the ultimate travel billboard, and statistics paint a clear picture:
81% of travellers utilise social media to research destinations before booking a trip (We Are Social & Hootsuite, 2023 Digital Report). Social media is the modern-day travelogue, with potential visitors turning to platforms like Instagram and Facebook for inspiration and information.
46% of Gen Z travellers (a key demographic for the future of tourism) say Instagram directly influences their travel decisions, and 50% say Facebook does, making them two highly influential platforms (Statista). The impact of social media on the tourism industry is undeniable, and for tourist attractions, it presents a golden opportunity.
Take the charming Japanese island of Hokkaido. Few knew of its existence until jaw-dropping photos of its lavender fields went viral on Instagram, sending tourist arrivals soaring. The remote Chilean village of Chefchaouen, painted entirely in vibrant blue, was a sleepy town until captivating photos flooded social media platforms like Pinterest, attracting a wave of curious visitors.The dramatic Trolltunga cliff in Norway, a challenging hike for experienced adventurers, became a major tourist draw after constantly appearing on social media adventure feeds.
These are just a few examples of how social media has sparked travel inspiration, transforming hidden corners of the world into irresistible destinations. But how exactly does social media achieve this?
Limitless Reach. Social media platforms connect you with potential visitors from around the globe.
Wanderlust in one click. The kind of visuals that make people say, "Add to bucket list: NOW!"
Authentic User-Generated Content. Real travellers can vouch for your awesomeness! Word-of-mouth marketing builds trust and makes your destination feel authentic and inviting.
Targeted Marketing. Target your marketing efforts to specific demographics and interests to reach the people most likely to be enchanted by your attraction.
Building Community. By interacting with potential visitors, answering questions and sharing engaging content, you can build a loyal following of enthusiastic travellers eager to experience your attraction for themselves.
This translates to more visitors, booming business and your attraction becoming the star of everyone's travel bucket list.
The Best Social Media Platforms For Tourist Attractions
Social media platforms offer the opportunity to increase brand awareness in the highly competitive tourism and hospitality industry, putting your attraction top of mind for past and future customers. But how do you know which platform is best for you? Where is best to focus your precious time and attention?
It may take a bit of experimentation to find the platforms that offer your tourism business the most powerful marketing opportunities, but don't be discouraged! The potential for reaching new audiences and boosting your brand is well worth the exploration.
The undisputed queen of visual storytelling. Many people use this platform purely to scroll for inspiration; things to do and places to go! The opportunity to post eye-catching videos and photos allows you to show off the beauty and unique experiences your attraction offers, and ultimately grab attention.
Imagine you're a parent scrolling through Instagram, searching for the perfect day trip to spark excitement in your kids. Suddenly, a post from your local zoo pops up, this reel by Battersea Park Children's Zoo.
The post announces the exciting arrival of the new-born meerkats but also includes close-up shots (a taster to the cuteness overload of seeing them in person) and interesting facts about meerkats in the caption. It's more than just a video that will leave you meer-ly wanting more. It's an informative sneak peek into the fun and learning opportunities Battersea Park Children's Zoo offers, and this "try-before-you-buy" experience piques your curiosity and makes you think, "My kids would love seeing these baby meerkats this summer!"
There are multiple ways to capture the magic of your attraction on Instagram. You could use the Instagram Stories feature for behind-the-scenes glimpses, host contests with travel-themed prizes, or partner with travel influencers for wider reach. Millennials are also highly active here, the demographic currently with the biggest spending power!
TikTok
Don't underestimate the new kid on the block, besides Threads, of course! This platform offers a unique way to tap into the travel-hungry hearts of Gen Z and Millennials, the so-called 'wanderlust generations'. TikTok has an estimated $16.1 billion revenue in 2023, a 67% increase year-on-year. With 1.5 billion monthly active users in 2023, it's expected to reach 1.8 billion by the end of 2024!
Attention spans are shrinking, and TikTok thrives on short-form video content. This is your chance to capture the allure of your attraction with engaging content, all within seconds. Think beautiful time lapses that compress out-of-this-world scenery into bite-sized wonders or interactive snippets that bring your exhibits to life.
People crave fun and interaction on this platform. Spark engagement with lighthearted challenges related to your location. Imagine a museum creating a dance trend based on a famous painting or a zoo encouraging viewers to duet animal sounds. The possibilities are endless.
This TikTok by Hampshire's Top Attractions illustrates the power of TikTok storytelling, sharing the historical timeline of Osborne House, through text and showcasing its beautiful rooms. A natural byproduct? Highlighting the unique selling point, which is getting to walk in Queen Victoria's footsteps! Don't just tell people about your attraction, let them experience it virtually.
Think of Pinterest as a haven for travel inspiration and planning. It's totally underrated as a platform, especially when it comes to its impact on tourism and destination marketing.
Pinterest is all about inspiration and aspiration with visually stunning content. Users browse for ideas on everything from dream vacations to luxury home decor, pinning images related to the things they desire most, including impressive attractions and destinations to visit. 82% of Pinterest users actively plan their travels on the platform (Pinterest for Business), making it a prime target for attracting new visitors. In other words, travel and tourism businesses not on the platform could be missing a marketing goldmine!
It's also known for its affluent user base, with 45% of social users in the US having a household income over $100,000 active on Pinterest. High-earning demographics mean a significant portion of the platform has the disposable income to spend on travel and experiences like visiting your attraction.
Don't forget to link your website to your pins, so that users can be re-directed to your website where they can sign up to your email list, check out your attraction further or increase your blog traffic. Or book a ticket at your attraction!
Still need more convincing that Pinterest is an effective marketing tool? Let us talk about the fact that Pinterest Boards seem to live forever online. The pins you create today are the seeds you plant that can generate sales years later. Pinterest is more of a visual search engine with great analytics tools, often compared to Google, whereas Instagram and TikTok are follower-oriented. Tapping into Pinterest SEO and posting eye-catching pins can be an easeful way to inject new life into your marketing strategy and build a huge fan base.
Facebook is community-focused, and great for longer-form or interactive content. With a staggering 2.93 billion monthly active users, Facebook presents an opportunity to connect with social media users from different social groups. This global reach translates into the potential to connect with a vast pool of potential visitors, all waiting to be captivated by your unique offerings. But Facebook offers much more than just sheer numbers.
In a world where social proof is everything, Facebook's Recommendations feature is ideal for other Facebook users to see the glowing reviews of satisfied customers, which only builds trust and credibility for your attraction. 75% of consumers in 2024 always or regularly read online reviews before making a purchase decision (BrightLocal), meaning that positive reviews can be a major tipping point, encouraging others to add your attraction to their travel itinerary!
The platform's sophisticated advertising tools targets users with laser precision. Facebook can show your tropical beach, epic spa experience to users who have demonstrated interest in a dreamy tropical spa break through their browsing habits. This approach means your message reaches the most receptive audience, maximising your return on investment.
Beyond reach and targeting, dedicated groups for your attraction can cultivate a space where the 1.96 billion daily Facebook users can connect, and share photos, tips and experiences, creating a vibrant buzz around your attraction, piquing interest and encouraging organic word-of-mouth promotion.
Compelling content, like user-generated photos and videos, has huge potential with Facebook's social sharing features to spread organically. Video marketing for social media generates 1200% more shares than text and image content combined (Forbes). This organic reach can expose your attraction to a wider audience at a minimal cost, creating a snowball effect that drives even more visitors your way.
Digital Marketing That Doesn't Make You Want To Scream? We've Got You.
The best social media platforms will be where your target audience hangs out online the most. By tailoring your content style and message to each platform, you can maximise your reach and attract the perfect visitors for your tourist attraction.
If you're frustrated with a lack of results from your current marketing strategies or you need to build a powerful social media presence but the overwhelm is greater than ever, you're in the right place.
The Marketing Collective's small but mighty team of experts will take the pressure off, supporting you with your social media marketing this summer so you can spend more time savouring the sun without stressing about your posting schedule! Let Team TMC help you define your marketing goals and take the strategy and execution off your hands!