tourism case study examples

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Sustainable Tourism Case Studies

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The Sustainable Tourism Case Studies Clearinghouse aims to provide examples of how the tourism industry is addressing a variety of challenges – from workforce housing to coastal degradation. NC State University students have designed these case studies to highlight solutions from tourism destinations across the United States and around the world, so community leaders and tourism stakeholders can adapt solutions to fit the unique challenges of their destination.

NC State students want to know what sustainable tourism challenges you are facing. Solutions to these challenges will be shared in the NC State Extension Sustainable Tourism Case Study Clearinghouse. Share the challenges you’d like solutions for  HERE with a brief survey .

Photo: NC State University

Case Studies

• AI Applications for Destination Marketing and Management (2024)
• Voluntary Visitor Fee Programs (2024)
• Policies and Planning Strategies for Tourism Workforce Housing (2023)
• Use of Oyster Reefs to Reduce Coastal Degradation in Tourism Destination Communities (2023)

Current Student Researchers

The development of these case studies are supported with the NC State College of Natural Resource’s Lighthouse Fund for Sustainable Tourism. 

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• tourism case studies

Tourism case studies are in-depth analyses of specific destinations or tourism-related businesses, highlighting strategies that impact visitor experiences and economic growth. They provide key insights into travel trends, stakeholder collaboration, and sustainability practices, making them essential resources for optimizing tourism management . By studying successful and unsuccessful examples, students can better understand the factors that contribute to thriving tourism industries and apply these lessons to future projects.

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Which stages are involved in the analysis of tourism case studies?

How do travel and tourism dynamics adapt in response to global trends?

Why are tourism case studies considered important?

What is a key benefit of analyzing tourism case studies?

How do tourism case studies benefit students in educational settings?

What are the components of a robust tourism case study?

How can analyzing different tourism case studies enhance understanding?

What methods can be used to incorporate tourism case studies in education?

What are some key areas explored in real-life tourism case studies?

What are important factors to consider about local communities in tourism case studies?

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Tourism Case Studies Overview

Tourism case studies provide a detailed examination of specific instances within the hospitality and tourism industry. These studies can offer significant insights into how tourism operates globally, revealing both successes and challenges. In this article, you'll explore the key aspects of tourism case studies, including their definition and importance.

What is a Case Study in Tourism?

Tourism case studies are in-depth analyses focusing on particular events, destinations, or phenomena within the tourism sector. They usually involve detailed descriptions, data collection, and an evaluation of outcomes. Case studies might explore a particular destination's approach to sustainable tourism, a hotel's response to a crisis, or a region's promotion strategy during an event.There are several components that form a robust tourism case study:

• Introduction: Outlines the scope, focus, and purpose of the study.
• Background Information: Provides context regarding the location, entity, or event studied.
• Data and Methodology: Details the process of gathering and analyzing data.
• Outcomes: Discusses the results, impacts, and implications of the study.
• Conclusions and Recommendations: Summarizes the findings and suggests potential actions.

Qualitative Methods in tourism case studies involve narrative-based data such as interviews or observations, providing rich, detailed insights into specific phenomena.

Importance of Tourism Case Studies

The importance of tourism case studies cannot be understated. They serve as valuable resources for understanding and analyzing the complexities within the tourism industry. Here are some reasons why tourism case studies matter:

• Empirical Evidence: They provide real-world examples and data that enhance learning and understanding of tourism concepts.
• Insightful Analysis: Offer a closer look at the success and challenges faced by destinations, allowing for an in-depth analysis of different strategies and outcomes.
• Best Practices: Highlight effective practices and strategies that can be replicated in similar contexts.
• Problem-Solving: Offer insights into resolving issues by presenting past challenges and the solutions implemented.
• Policy Development: Assist policymakers in formulating or adjusting policies based on previous experiences documented in the cases.

Consider case studies as practical lessons that can offer solutions and ideas for tackling future challenges in the tourism industry.

When analyzing tourism case studies, pay attention to the different cultural, economic, and environmental contexts. Each case can provide unique insights into how these elements interact within a specific tourism frame. For example, a case study on tourism in Bali might illuminate the balance between cultural preservation and tourist influx, while another in Iceland might focus on the management of environmental resources against growing visitor numbers. Cross-comparing such studies can enrich your understanding and highlight the diverse challenges faced by different locations. This comparative approach not only broadens your perspective but also refines your problem-solving skills by examining varied strategic responses.

Tourism Case Studies Examples

Tourism case studies offer invaluable insights into the real-world application of strategies and policies in the tourism sector. Through these case studies, you can uncover lessons learned and see practical examples of successes and challenges faced by tourism enterprises globally.

Real-life Tourism Case Studies Explained

Real-life tourism case studies delve into the actual scenarios where strategies were implemented to address specific challenges or opportunities within the tourism industry. These cases provide depth and clarity to academic theories by aligning them with practical outcomes.Some key areas that real-life tourism case studies explore include:

• Crisis Management: How destinations and organizations manage crises, such as natural disasters or pandemics.
• Sustainable Tourism: Strategies that promote environmental stewardship, economic viability, and cultural conservation.
• Marketing and Branding: Innovative marketing campaigns that enhance a destination's image.
• Policy Implementation: The impact of new regulations and policies on tourism activities.

E.g., Iceland’s Tourism Boom: A case study explores Iceland's rapid tourism growth and its strategies for sustainable development. The study examines issues such as trail erosion, waste management, and the economic impact on local communities. Crucial strategies included enhancing infrastructure and promoting off-season travel.

When studying tourism case studies, pay attention to the role of local communities and the socio-economic effects of tourism development . For instance, in a case study on Zambia's Victoria Falls, consider how increased tourist traffic has affected local jobs, community projects, and cultural sites. A detailed analysis provides a window into not only the economic benefits but also the environmental and cultural pressures that the community must navigate.

Case Study on Travel and Tourism Dynamics

The dynamics of travel and tourism are constantly evolving, influenced by global trends, technological advancements, and shifts in tourist preferences. Case studies focusing on these dynamics provide insights into how the industry adapts to these changes. Some aspects of travel and tourism dynamics that are often explored include:

• Technological Influence: The impact of digital innovation like mobile apps and social media on travel planning and experiences.
• Cultural Tourism : The growing interest in authentic, local cultural experiences.
• Adventure and Ecotourism: Trends towards adventurous activities and eco-friendly travel.
• Health and Wellness Tourism: The increase in travel for health, wellness, and medical purposes.

Exploring travel and tourism dynamics helps understand how sectors like adventure tourism and wellness retreats are growing in response to consumer demands for personalized experiences.

Hospitality and Tourism Methodologies

Understanding methodologies in hospitality and tourism involves exploring various techniques and tools used to interpret and improve the industry. By examining different methodologies, you can gain insights into the strategies that enhance the efficiency and effectiveness of tourism operations .

Analyzing Tourism Case Studies

Analyzing tourism case studies is crucial for uncovering actionable insights within the tourism industry. These analyses delve into the specifics of real-world situations to evaluate strategies and their outcomes. This process involves several stages:

• Data Collection: Gathering quantitative and qualitative data from existing records, interviews, or observations.
• Data Analysis: Using statistical tools and software to examine patterns and correlations.
• Interpretation: Understanding what the data indicates about a certain tourism phenomenon or issue.
• Application: Applying findings to develop practical solutions for current challenges.

E.g., Ecotourism in Costa Rica: A case study analysis of Costa Rica's ecotourism industry reveals how community involvement and sustainable practices contribute to conservation and economic growth. This approach includes educational programs and eco-friendly accommodations.

Consider using software tools for data analysis to efficiently process large volumes of data and identify trends in tourism case studies.

Academic Analysis of Tourism Case Studies Techniques

Academic analysis of tourism case study techniques involves systematic examination using scholarly methods. This involves:

• Comparative Analysis: Comparing different case studies to identify similarities and differences.
• Theoretical Frameworks: Applying theoretical concepts to understand the underlying principles governing the tourism activities.
• Critical Evaluation: Objectively assessing the strengths and weaknesses of each case study.
• Cross-disciplinary Approaches: Incorporating insights from economics, sociology, and environmental science for a comprehensive analysis.

In-depth academic analysis often involves harnessing advanced methodologies like GIS mapping in tourism studies , which aids in visualizing spatial dynamics and planning effectively for infrastructure and resource distribution. Understanding consumer behavior using psychographic profiling and segmentation also enriches the analysis by providing insights into tourist motivations and preferences. These advanced tools enable more precise and targeted solutions, ultimately enhancing destination experience and sustainability.

Applying Tourism Case Studies for Education

Incorporating tourism case studies into educational settings provides a practical framework for students to understand theoretical concepts. By examining real-world scenarios, you can gain valuable insights, learn problem-solving skills, and apply these to your future careers in tourism.

How to Use Tourism Case Studies for Learning

Tourism case studies are instrumental in bridging the gap between academic knowledge and industry practice. They can be utilized in several ways within an educational context:

• Problem-Based Learning: Use case studies to pose real-life problems for students to solve, enhancing critical thinking and decision-making skills.
• Role-Playing: Allow students to assume roles within the case scenario to understand different perspectives and stakeholder motivations.
• Group Discussions: Facilitate class discussions around the case study details, encouraging collaboration and diverse viewpoints.
• Research Projects: Assign case studies for students to conduct deeper research, fostering analytical skills.

E.g., Case Study of Venice's Tourism Management : An educational exercise may focus on how Venice has addressed challenges related to mass tourism. Students can explore regulations like tourist quotas, entrance fees, and promotion of off-peak visits as solutions.

Encourage students to identify both the successes and limitations within each case study to achieve a balanced understanding.

When using tourism case studies in education, consider the cross-cultural differences that may impact the outcomes and strategies in each case. For instance, a case study on community-based tourism in Thailand and another on heritage tourism in Italy may reveal how cultural heritage management practices differ. Exploring these nuances provides students with a global perspective on tourism challenges and solutions, fostering intellectual growth and adaptability to diverse cultural contexts. Additionally, including digital tools like virtual tours in the learning process can give a more immersive experience, enhancing overall engagement and understanding.

Incorporating Case Study in Tourism Curriculums

Integrating case studies into tourism curriculums enriches the learning experience by providing context to classroom theories. Here’s how educators can successfully incorporate them:

• Curriculum Design: Align case studies with course objectives to reinforce learning outcomes effectively.
• Interdisciplinary Approach: Combine case studies with subjects like economics, geography, and sociology to illustrate the multifaceted nature of tourism.
• Project-Based Assessments: Utilize case studies as a basis for projects where students analyze and present findings.
• Continuous Updates: Ensure the case studies remain relevant by updating them regularly with current data and trends.

Incorporating local case studies can make learning more relatable and encourage students to consider tourism impacts within their own communities.

tourism case studies - Key takeaways

• Tourism Case Studies Definition: In-depth analyses of specific events or phenomena within the tourism sector, exploring their outcomes and impacts.
• Components of Tourism Case Studies: Include introduction, background information, data and methodology, outcomes, and conclusions.
• Importance of Tourism Case Studies: Provide empirical evidence, highlight best practices, and assist in problem-solving and policy development.
• Examples of Tourism Case Studies: Examine real-life scenarios such as crisis management, sustainable tourism strategies, and policy implementation.
• Hospitality and Tourism Methodologies: Use qualitative and quantitative methods to analyze and interpret tourism dynamics and strategies.
• Academic Analysis of Tourism Case Studies: Employ comparative analysis, theoretical frameworks, and cross-disciplinary approaches to evaluate tourism practices.

Flashcards in tourism case studies 24

Hypothesis Testing, Experimentation, Validation, Documentation.

Primarily through increasing ticket prices for exclusivity.

Critically undermine regional tourism by focusing on failures and limiting creative solutions.

Focusing solely on academic theories without practical application.

They provide practical frameworks to understand theoretical concepts and enhance problem-solving skills.

Data Collection, Results, Case Analysis, Bibliography, Final Thoughts.

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Top 10 Travel and Tourism Marketing Case Studies [2024]

We are entering a time where travel is not just a leisure activity but a vital part of our global culture. Industry trends suggest that personalized experiences and digital engagement will drive tourism growth. This blog explores ten innovative travel and tourism campaigns that have set the standard for effective marketing in a rapidly changing world. These case studies showcase how embracing technological advancements, cultural insights, and sustainable practices can create unforgettable experiences and successful marketing outcomes in the tourism sector.

Related: Impact of Augmented Reality on Travel & Tourism

Case Study 1: Expedia’s Travel Yourself Interesting

Company Overview:

Expedia, founded in 1995, revolutionized the travel industry by moving travel booking online, displacing traditional high-street travel agents. However, over time, the market became commoditized, with intense competition and a focus on price and deals, which led to reduced margins and an emphasis on price comparison websites.

The primary objective was to reposition travel from being seen as a cost to be minimized to a valuable investment in personal growth and self-improvement. This shift was intended to differentiate Expedia in a market dominated by price-focused marketing and to drive traffic directly to its website and app.

The essence of the campaign was built on the idea that engaging in travel enriches one’s personality and makes them more fascinating. This concept was created through a multi-channel approach, utilizing television, online films, social media, and the hashtag #TYI on Twitter. The strategy marked a departure from the industry’s standard emphasis on deals and savings, focusing instead on the transformational experiences and psychological benefits of travel.

The campaign’s impact was significant:

• In the UK, the campaign achieved a remarkable return on investment (ROI) of £11 for every £1 spent.
• In France, the campaign yielded an ROI of €6 per €1 spent.
• Gross bookings for Expedia increased by 8% in the UK and by an impressive 33% in France.

Key Lessons:

• Breaking Category Conventions: Moving away from the conventional focus on price and deals in travel marketing can be highly effective.
• Emotional Connection: Creating a campaign that resonates emotionally with consumers, in this case by highlighting the enriching experiences of travel, can lead to significant commercial success.
• Strategic Repositioning: Reframing a product or service as an investment in oneself rather than a cost can help a brand stand out in a commoditized market.
• Insight-Driven Marketing: Building a campaign around a deep, relatable insight (“travel makes you more interesting”) can effectively engage and motivate the target audience.

Case Study 2: Icelandair’s Iceland Academy

Icelandair, the national carrier of Iceland, has played a pivotal role in promoting tourism to Iceland.

The primary objective of the “Iceland Academy” aspect of the campaign was to educate tourists about Icelandic culture, etiquette, and safety, thereby enhancing their travel experience. This initiative was part of a broader strategy to attract more visitors to Iceland and encourage responsible and sustainable tourism.

The campaign was executed through an online platform offering 14 short videos of one and a half minutes each. These tutorials covered diverse aspects of Icelandic culture, such as hot tub etiquette, local food sustainability, and glacier safety. The aim was to provide insider knowledge and tips to tourists for a safer and more enriching visit. The “Iceland Academy” participants could earn badges and even win a trip to Iceland.

• Total Views: 10M
• Increase in consideration of viewers: 30%
• Increase in search compared to non-viewers – 342%
• Educational Marketing: Providing practical, educational content can enhance the appeal of a destination and improve the visitor experience.
• Cultural Sensitivity: Highlighting local customs and etiquette helps promote respectful and responsible tourism.
• Leveraging Local Expertise: Utilizing locals and experts in campaign materials can lend authenticity and credibility.
• Interactive Engagement: Encouraging active participation (earning badges, winning trips) can increase engagement and interest.
• Sustainable Tourism Focus: Positioning a destination focusing on sustainability and respect for nature can appeal to a growing segment of environmentally-conscious travelers.

Case Study 3: Ireland Tourism’s Doors of Thrones

The campaign was led by Tourism Ireland, the organization promoting Ireland as a global travel destination. The organization collaborated with HBO and other partners to create a unique tourism experience highlighting Northern Ireland’s connection to “Game of Thrones.”

The campaign’s primary goal was to promote Northern Ireland as a travel destination by leveraging its association with “Game of Thrones.” This was achieved by transforming a natural disaster (the felling of trees during Storm Gertrude) into a creative opportunity.

The campaign centered around creating ten intricately carved wooden doors, each depicting scenes from the show’s sixth season. These doors, crafted from trees that fell during the storm at the Dark Hedges (a filming location for the show), were placed in pubs across Northern Ireland near key filming locations. The doors served as both an homage to the series and a tourist attraction.

• Generated £17 million in earned media.
• 8% increase in tourism from the previous year.
• Views – 17.5 Mn, 250,000 engagements, and a combined total reach of 126 million people.
• Creative Use of Cultural Phenomena: Leveraging popular culture can significantly boost tourism, especially when linked to globally recognized media.
• Turning Challenges into Opportunities: The campaign creatively used the aftermath of a natural disaster (fallen trees from a storm) to create a unique tourist attraction.
• Strategic Partnerships: Collaborating with HBO and other stakeholders was critical to the campaign’s success.
• Multi-Location Engagement: Placing the doors in different locations encouraged tourists to travel across Northern Ireland, distributing the economic benefits.

Case Study 4: Australia Tourism’s Come and Say G’Day Campaign

Tourism Australia, the organization responsible for promoting Australia as a global travel destination, launched the “Come and Say G’day” campaign. This initiative is part of Tourism Australia’s “There’s Nothing Like Australia” global brand platform.

The campaign’s main objective was to reignite the world’s interest in visiting Australia. It aimed to capture the imagination of potential travelers through creative and uniquely Australian elements, driving demand for travel to Australia.

The multi-channel campaign featured two CGI-animated characters. Ruby, a kangaroo souvenir, enlivened the campaign, brought to life with the voice of renowned Australian actress Rose Byrne. Complementing Ruby was Louie, a toy unicorn symbolizing international tourists, with his voice provided by the talented actor Will Arnett. The campaign included a short film, television commercials, print and high-impact out-of-home creatives, and digital and social media content. It featured a reimagined version of the iconic Australian anthem “Down Under,” performed by King Stingray, sung in both English and Yolŋu Matha. The campaign ran across 15 key international markets.

• By July 2023, international visitation to Australia rebounded to approximately 80% of the pre-COVID figures of July 2019.
• 10% uptick in global flight inquiries for Australia
• Tourism Australia developed 190 strategic partnerships, including prominent airlines and travel agents, contributing to the increase in global interest in Australian holidays.
• Leveraging Cultural Icons: Utilizing recognizable cultural symbols, like the Australian kangaroo, can effectively resonate with international audiences.
• Multi-Channel Strategy: A diverse media approach, including animated films and social media content, can broaden the reach and appeal of the campaign.
• Emotional Connection: Creating relatable and engaging characters can foster an emotional connection with potential tourists.
• Strategic Partnerships: Collaborations with various stakeholders, including airlines and travel agents, amplify the campaign’s impact.
• Adaptability Across Markets: The campaign’s success in both English and non-English speaking territories highlights the importance of adaptable marketing strategies.

Case Study 5: California’s Am I Dreaming

The main goal was to showcase California’s vast attractions and encourage tourism, particularly after the challenges posed by the COVID-19 pandemic. The campaign aimed to reinvigorate interest in travel to California by highlighting its unique and diverse destinations.

“Am I Dreaming?” was a visually captivating advertisement highlighting a wide array of California landscapes, providing a glimpse of the diverse scenery and destinations from picturesque beaches to majestic mountains and everything in between.

The campaign extended beyond the Super Bowl ad, running on linear TV, online TV, and digital platforms through the peak spring trip-planning season. It also included a social media presence, with remixed ad versions and behind-the-scenes footage.

• The pregame spot received 60 million viewers, a high percentage in the target 25-54 age demographic.
• The ad was selected as AdForum’s #1 ad worldwide.
• Leveraging Major Events: Premiering the campaign during the Super Bowl capitalized on the event’s massive viewership.
• Celebrity Involvement: Involving well-known celebrities helped increase the campaign’s reach and appeal.
• Cinematic Quality: High production value and engaging visuals can significantly enhance a tourism ad’s effectiveness.
• Multi-Platform Strategy: Extending the campaign beyond TV to digital and social media ensured broader and sustained engagement.

Related: Best AI in Travel & Hospitality Case Studies

Case Study 6: Boosting Travel to San Francisco During Golden Week

San Francisco, renowned for its iconic Golden Gate Bridge, vibrant food scene, and pleasant weather, has long been a favored destination among travelers worldwide. The San Francisco Travel Association, alongside key partners such as United Airlines, SFO Airport, Napa Valley, and Concord, aimed to capitalize on the Golden Week—a significant national holiday in China marked by a surge in international travel.

The primary objectives were threefold:

• Elevate brand awareness for United Airlines and SFO.
• Encourage Chinese tourists to book accommodations in San Francisco.
• Increase visibility for neighboring destinations like Napa and Concord.

These goals were set against evolving economic conditions and digital consumption patterns among Chinese tourists.

In response to the emergence of a new demographic of “free and independent” (FIT) travelers from China, the San Francisco Travel Association devised an innovative campaign. They collaborated with United Airlines, SFO, Napa Valley, and Concord to orchestrate the ultimate Northern California road trip experience.

The campaign’s centerpiece was a partnership with Kiki Fang, China’s top travel social influencer, boasting 6.5 million followers on Douyin. Fang’s travel vlogs, embodying the essence of San Francisco, were disseminated across popular Chinese platforms, including Weibo, Douyin, Toutiao, RED, Mafengwo, and Ctrip. These vlogs featured branded experiences designed to appeal to the target audience. They were supplemented by a performance campaign on Ctrip featuring a custom landing page, travel products, and banner ads.

The campaign yielded impressive outcomes, as highlighted below:

• Video Views: 85 Million
• Video Likes: 5 Million
• Video Comments: 103K
• Room Nights Booked: 6,870+
• Year Over Year Growth: 21%

These statistics underscore the campaign’s success in engaging Chinese FIT travelers and encouraging them to visit San Francisco and its surrounding areas.

From this campaign, several key lessons emerged:

• Influencer Impact: The significant role of a well-chosen influencer in reaching and engaging target demographics cannot be overstated. Kiki Fang’s credibility and relatability were instrumental in the campaign’s success.
• Localized Content: It is critical to tailor content to fit the target audience’s cultural and social media consumption habits. Utilizing platforms popular among Chinese travelers ensured the campaign’s visibility and engagement.
• Collaborative Marketing: The synergy between various tourism stakeholders (airlines, destinations, and influencers) can create a more compelling and holistic campaign, enhancing overall effectiveness.
• Digital Adaptation: Staying abreast of digital trends and consumption patterns is vital for engaging modern travelers, particularly those from rapidly evolving markets like China.

Case Study 7: Etihad Airways’ Single Use Plastic Free Flight

Etihad Aviation Group (EAG) embarked on a pioneering journey to address the pressing global issue of single-use plastic pollution, particularly within the aviation industry. Aligning with the UN 2030 Agenda for Sustainable Development, EAG committed to a significant environmental initiative by implementing a policy to reduce single-use plastics across its operations, setting an ambitious target to achieve an 80% reduction.

The initiative’s primary objective was to confront the environmental impact of single-use plastics in aviation, an industry notably contributing to this global concern. EAG aimed to lead by example, leveraging its policy to substantially cut down on single-use plastic consumption within its various verticals and enhance its brand affinity through demonstrating a strong commitment to sustainability and improving the overall guest experience.

Strategy and Execution:

EAG conducted a comprehensive audit to identify the key areas of single-use plastic consumption within its operations, discovering the highest usage in in-flight and customer service areas. The strategy focused on these areas, sourcing eco-friendly alternatives for over 95 different single-use plastic items, including cutlery, cups, and toothbrushes. A landmark achievement was the operation of the world’s first single-use-plastic-free flight on Earth Day from Abu Dhabi to Brisbane, symbolizing EAG’s dedication to sustainability. The event was heavily promoted through various communication channels, including social media, in-flight videos, and participation from environmental experts, media, and influencers, to generate widespread awareness and engagement.

• Achieved a 20% reduction in single-use plastics on-board flights by June.
• Aiming to eliminate over 100 tonnes of single-use plastics from onboard services by the end of the year.
• The video celebrating Earth Day captivated a 6 million-person audience and garnered more than 1.2 million views on various social media platforms.
• Generated significant media coverage, with over 60 global outlets reporting on the initiative.
• Launched an ‘eco partnership’ with Boeing to explore sustainable aviation practices further.
• Comprehensive audits are critical in identifying and addressing key areas of impact within operations.
• Forming strategic alliances and working collaboratively enhances the scope and effectiveness of efforts towards sustainability.
• Engaging narratives and the involvement of prominent figures play crucial roles in elevating awareness and motivating transformative actions.
• Achieving significant environmental goals requires a multifaceted approach, combining policy change, customer engagement, and industry collaboration.
• Sustainability initiatives can significantly enhance brand affinity and customer experience, positioning a company as a leader in responsible business practices.

Case Study 8: Swedish tourism board targets myth-seekers

In collaboration with Prime Weber Shandwick, Stockholm, Visit Sweden embarked on an innovative PR campaign designed to elevate Sweden’s profile as a travel destination. By delving into the rich tapestry of Swedish folklore and leveraging the burgeoning interest in mysticism, occult, and dark tourism, they introduced an immersive auditory experience titled “Spellbound by Sweden.” This campaign aimed to showcase the hidden drama of Sweden’s modest forests through the lens of its mythical inhabitants, providing travelers a unique cultural and emotional journey.

The campaign sought to differentiate Sweden from other nature-centric destinations by highlighting its cultural richness and mystical folklore. The objectives were to:

• Increase global awareness of Sweden as a culturally rich destination.
• Attract interest from markets with a demonstrated affinity for folklore, mysticism, and the occult, particularly focusing on the UK and US markets.
• Encourage engagement with Swedish nature through a novel, sensory-driven travel experience.
• Boost intention to travel to Sweden by captivating the imagination of potential visitors with the allure of experiencing folklore first-hand.

To achieve these objectives, Visit Sweden and Prime Weber Shandwick crafted a captivating audio story, “Kiln,” in collaboration with horror writer John Ajvide Lindqvist. This story, accessible exclusively within Sweden’s national parks, like Åsnen and Fulufjället, through Spotify, leveraged geo-locking technology to ensure an immersive on-site experience. Listeners would embark on a mystical journey through the forest, stepping into the main character’s shoes and encountering various mythological beings. This innovative use of audio storytelling was supported by a comprehensive digital strategy, engaging potential travelers on social media and the Visit Sweden website with rich content about Sweden’s mythical forest creatures and recommended visitation sites.

• Achieved a campaign reach of approximately 150 million in the UK and US markets.
• Digital content engagement significantly exceeded benchmarks, with some content experiencing up to 10 minutes of reading time.
• Successfully reached 80% of the targeted audience in the UK and US.
• Achieved a 16% rise in recognition of Sweden as a travel destination, augmented its cultural image by 14%, and increased the desire to visit by 5%.
• Innovative Storytelling: Leveraging local folklore and partnering with a renowned writer can deeply enrich the narrative and appeal of a destination.
• Emotional Engagement: Transitioning from visual to emotional storytelling, particularly through audio, can create a more intimate and immersive experience for the audience.
• Cultural Fluency: Aligning the campaign with current cultural trends and interests (e.g., the rise of #WitchTok, astrology, and dark tourism) can significantly amplify its relevance and reach.
• Media Strategy: Utilizing a geo-lock feature for content delivery not only enhances the experience but also generates PR interest, showcasing an effective use of technology in tourism marketing.
• Broader Implications: Even if a large portion of the audience may not directly experience the campaign (due to its geo-locked nature), the generated media coverage and social buzz contribute to achieving the campaign’s broader objectives.

Case Study 9: 13000 reasons to visit Northern Norway

Visit Norway, the official tourism board of Norway promotes Norway as a premier travel destination for both domestic and international tourists. By leveraging Norway’s rich cultural heritage, breathtaking landscapes, and unique experiences, Visit Norway aims to increase tourism and showcase the country’s diverse attractions.

The “13000 Reasons to Visit Northern Norway” campaign aimed to boost domestic tourism within Norway, with a specific focus on encouraging Norwegians to explore the northern regions of their country. This initiative sought to highlight Northern Norway’s unique appeal through the lens of foreign tourists, who have shared their positive experiences and the region’s captivating allure on various social media platforms.

To bring this campaign to life, Visit Norway embarked on an innovative strategy by compiling 13,000 comments from foreign tourists who had visited Northern Norway. These comments, sourced from social media, served as authentic testimonials to the region’s beauty and unique offerings. The campaign creatively utilized these comments by having them read aloud by a local comedian, effectively creating what was described as the world’s longest travel review. This not only provided a platform for showcasing genuine visitor experiences but also engaged the audience in a novel and entertaining manner.

• 72% reach of target group
• 33% increase in domestic tourism to Northern Norway was recorded.
• The campaign gained international recognition, winning the HSMAI Adrian Award for “Best in Show” and the Webby Award for “Best Use of Social Video.”
• Authentic Testimonials: Leveraging real visitor experiences and testimonials can provide compelling reasons for others to visit, showcasing the destination’s appeal through genuine and relatable content.
• Creative Engagement: Utilizing unique and entertaining methods to present information, such as having a comedian read out visitor comments, can significantly increase engagement and interest.
• Focusing on Lesser-Known Regions: Highlighting the attractions and experiences of lesser-visited areas can stimulate interest and tourism, contributing to a more balanced distribution of visitors across a country.
• Social Media as a Tool for Promotion: The effective use of social media comments and engagement in promotional campaigns can amplify reach and authenticity, connecting with potential visitors on platforms they frequently use.

Case Study 10: Bermuda Pink

Bermuda’s tourism board embarked on a strategic marketing campaign aimed at reversing a decline in visitor numbers, particularly those arriving by plane, which had seen a 6% year-over-year decrease in 2019. Recognizing Bermuda’s proximity to New York City and its stunning pink-sand beaches, the campaign sought to reinvigorate interest in the island as an ideal destination for families, friends, and couples seeking unique travel experiences.

The primary goal was to rejuvenate Bermuda’s tourism sector by showcasing the island’s unique attractions and experiences. By highlighting Bermuda’s accessibility from major cities like New York and underscoring its idyllic landscapes, the campaign aimed to educate potential travelers about the island and inspire them to make travel bookings, thereby targeting key demographic groups including families, friends, and couples.

To achieve these objectives, the campaign introduced “Bermuda Pink,” a dynamic marketing initiative that combined a digital microsite with a traditional print campaign. The strategy capitalized on content developed jointly with travel and fashion influencer Wendy Nguyen, who has a following exceeding 1.1 million on Instagram, and Meredith Andrews, a renowned local photographer and artist. The campaign content was strategically diversified into three core themes—Family, Friendship, and Romance—featuring listicles, articles, and slideshows tailored to each audience segment.

The microsite was hosted on Travel & Leisure’s website, a favorite among the target demographic, supported by sponsored social posts and traffic-driving efforts from DEPARTURES and Food & Wine. Additionally, high-impact advertorials in the print editions of Travel + Leisure and Food & Wine featured translucent acetate overlays and QR codes to direct readers to gotobermuda.com. The campaign’s launch was celebrated with an exclusive event at the distinguished Roxy Hotel in New York, drawing influencers, members of the Bermuda Tourism Authority, and a select group from The Luxury Group at Meredith.

• The microsite attracted nearly 185,000 total combined page views.
• Generated 47.4k clicks to the campaign’s content.
• Achieved an average read time of 72 seconds on the microsite, which is a +6% lift over the Meredith benchmark of 68 seconds.
• Display ads for the campaign delivered a Click-Through Rate (CTR) more than +67% above the industry benchmark.
• Wendy Nguyen’s Instagram posts related to Bermuda received a total of 58,040 likes.
• Her most popular Bermuda campaign post received over 16,000 likes, significantly higher than her general post average of around 10,000 likes per post.
• Influencer Collaboration: Partnering with influencers who have a strong, relevant following can significantly amplify a campaign’s reach and impact.
• Integrated Marketing Approach: Combining digital and print mediums, along with exclusive events, can create a comprehensive and immersive campaign experience.
• Content Tailoring: Developing content that resonates with specific target groups—families, friends, and couples—can more effectively inspire travel intentions.
• Engagement Metrics: High engagement rates, from page views to social media interactions, are crucial indicators of a campaign’s resonance with its intended audience.

Event Marketing: Exclusive events can serve as a powerful tool for generating buzz and fostering direct engagement with key influencers and potential travelers

Related: Top Instagram Marketing Tips for Tourism

The travel and tourism marketing world is as varied and vibrant as the destinations it promotes. These campaigns highlight key lessons in leveraging cultural icons, creating immersive digital experiences, and utilizing major events for promotional advantage. As the industry continues to evolve in a post-pandemic world, these insights are more relevant than ever, offering a roadmap for future marketing efforts. Whether you’re a marketer, a tourism professional, or a travel enthusiast, these case studies offer a glimpse into the art and science of turning destinations into dream vacations.

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