The world of travel marketing is evolving fast, and 2025 is bringing some major shifts in how destinations engage with their audiences. If you’re still relying on yesterday’s strategies, it might be time for a refresh!
Here’s a look at what’s out and what’s in when it comes to travel marketing in 2025.
🚫 What’s Out in 2025
1. Fancy Celebrity Influencers
Gone are the days of shelling out big bucks for high-profile celebrity endorsements. Travelers want authenticity, not a polished sales pitch. Instead of A-list influencers, focus on real travelers and creators who genuinely love and experience your destination.
2. One-and-Done Posting Strategies
Posting once and moving on? That’s old news. Content needs to be repurposed and reshared across platforms to maximize reach. A single post won’t cut it—think ongoing campaigns and content loops.
3. Avoiding AI
It might be time to get over your fear of AI. AI tools are becoming increasingly useful (if not essential) for content creation, engagement, and personalization. Rejecting it means falling behind on efficiency and effectiveness.
4. Neglecting Website Refreshes
Your website is often the first impression visitors get. If it’s outdated, slow, or lacks engaging visuals, you’re losing potential travelers. Keeping your website fresh, functional, and visually appealing is a must.
5. Only Using Professional Videos & Images
Perfectly curated, highly polished content still has a place, but it’s no longer the only way to attract engagement. Over-relying on professionally shot videos and images can make your content feel impersonal. Authentic user-generated content (UGC) is what truly resonates with today’s travelers.
See how Visit California incorporates traveler photos using galleries on their website.
✅ What’s In for 2025
1. Vertical Short-Form Videos
TikTok, Instagram Reels, YouTube Shorts—short-form vertical video is dominating. It’s engaging, digestible, and aligns with how people consume content today. Leaning into this trend will keep you ahead of the game.
The uses aren’t limited to social, though. 100% Pure New Zealand does a great job at incorporating short-form vertical videos on their website.
2. AI Tools for Social & Web Copy
AI-powered writing tools are becoming travel marketers’ secret weapon. From generating social captions to optimizing web copy, AI helps speed up content creation and ensures messaging stays sharp and effective.
3. Exchanging Tips & Inspiration with Other Destination Marketers
Community-driven marketing is growing. Travel brands are seeing success by collaborating, sharing insights, and engaging in industry conversations to elevate their marketing strategies. Looking to meet more marketers? Come to SEE25! ♥️
4. Listicles & Roundups on a Looped Video Clip
Say goodbye to static text-heavy posts. Pairing listicles or destination roundups with looped video clips makes content more dynamic, engaging, and shareable.
5. Having Fun with Current Trends
Travel marketing doesn’t have to be all business. Leaning into trending memes, viral challenges, and playful content makes your destination feel relevant and relatable.
🥜 In a Nutshell
The key to successful travel marketing in 2025 is adaptability. If you’re still relying on outdated tactics, it’s time to shift gears. Embracing AI, short-form video, and authentic engagement will set your destination apart and keep travelers inspired.Want even more insights? Download the CrowdRiff 2025 Trends Report and stay ahead of the curve!
