Tourism is a steadily growing industry in India, with ever increasing competition. According to IBEF (India Brand Equity Foundation), in 2028 the Indian Tourism and Hospitality is expected to earn $ 50.9 billion as visitor exports compared with $ 28.9 billion in 2018.
This means a growth of over $2 billion per year, and from this data it is clear that tourism is a fast-growing industry in the country.
As such, if you are involved in tourism business of any kind, be it a travel agency or a food and beverages establishment, you should expect an intense competition in the coming years.
The first step towards tackling such competition would be to get your marketing right, for no matter how good your services are, unless people know about them, there is nothing to stop them from choosing your competitors over you. And judging by the above stated data, there is going to be no shortage of them in the next five years.
Tourism Advertising Tips
1. Enlist on Rating Websites: Today, most people check the online ratings before making a booking. Rating websites help market your brand by way of social proof by enabling you to borrow the goodwill of the well-established website.
Having your enterprise enlisted on a website like Expedia or TripAdvisor is a discreet yet very powerful type of tourism advertisement and prospects are far more likely to respond to your call to action if they have previously found you on a list on a popular ratings website.
2. Have a Strong Social Media Presence: Digital marketing is an unavoidable part of any business’s marketing mix today. Imagine you are about to book a hotel you’ve never been to before and decide to check it out on Instagram and don’t find it there.
What are the odds you would still go ahead with the booking versus you start looking for other options? Exactly.
In 2022, putting out a stellar tourism advertisement is just not enough; if you don’t exist on social media, it’s like you don’t exist at all.
Other than providing a platform to advertise your services and special offers and so on, in the digital age of today, having an active social media presence gives your enterprise a mainstream and reliable appearance, which can really help you get new clients.
3. Advertise in Newspapers: Tourists like to feel they are in safe hands when they venture out into the unknown. When they go looking for a hotel or a travel agency, they are not just looking to avail the services of the enterprise, but want to be connected to a reliable organisation so that they have someone to turn to in a land of strangers.
It’s about providing them a safe space in an unfamiliar place so that they can feel secure and freely enjoy the experience without having to worry about unforeseeable eventualities.
Newspapers are the most widely trusted of all media in the country and putting out your advertisements in them lends a quality of authenticity to your ads.
Especially if you are an SME, newspaper advertising, with its widely flexible rates, is a particularly good option for you.
The country abounds in newspaper publications in various languages, and you are sure to find one that suits your budget and other requirements.
Although essential, these tips are by no means the end all be all of tourism advertisement. There is much more to it than can be put in three quick points; like any other industry, tourism comes with its own sets of subtle complexities and nuances, and so does any tourism advertisement.
Read on for a more descriptive and in-depth discussion/exposition about the challenges of tourism advertisements and simple yet efficient ways to tackle them.
Optimal Tourism Ads
A peculiar problem advertisers might run into is that some of the techniques that work perfectly well for other industries might actually backfire for tourism ads.
For instance, the tried and tested advertising formula that essentially says ”everybody’s doing it, don’t be the one to miss out!” doesn’t work for many sectors of the tourism industry.
Used in an advertisement for a ski resort, restaurant/bar, or an amusement park, it may drive away prospects who presume the place is going to be over crowded.
Similarly, the potential customers of a hotel, during peak season, might be driven away by the idea of possibly having to wait for the previous occupants of their room to clear out.
So, you need to beware of indiscriminately using general advertising strategies for your tourism ads and be conscious of the oddities and specific demands of your industry.
While formulating the ad, you need to keep in view the oddities of the industry and not fall into the error of taking a generalised approach with your tourism ads. This becomes even more important if your particular sector is subject to seasonality.
For instance, the ads of a travel service primarily catering to pilgrims (like Sri Amar Naath Yaatra) or a ski resort, would have to be customised differently for the peak and the lean season every year.
This is yet another reason why you might need to be extra careful with taking general advertising advice for tourism ads. Not only in terms of the message of the ad but also the medium and format of it.
However, unless it aligns with your particular advertising goals, the medium is generally not a matter of much consideration for tourism ads.
They allow for a great scope for creativity, and all kinds of media from lifestyle magazines to digital marketing of different kinds are perfectly suitable for them.
Another factor that makes tourism ads somewhat exacting is the restricted demographic they target. On top of other things, advertisers also need to consider that tourism ads are supposed to be predominantly aimed at:
- People with a relatively high disposable income.
- Groups of people like a family, friends, colleagues or a couple, rather than individuals.
However, although at first glance it may look like a limitation, actually, it only gives you a more precise idea of your target audience.
All you need to turn this seeming downside to your advantage is to simply keep this demographic in mind while designing your ad.
Your ad may, for instance, play on the idea of shared experience or creating memories, and showcase a family or a group of friends having the time of their lives in the destination of their dreams, courtesy: your enterprise.
Tourism Advertisement Examples
One can find numerous tourism advertisement examples on Indian television. Among them, the most memorable ones are listed below.
1) Khushboo Gujarat Ki (Gujarat Tourism)
2) Jaane Kya Dikh Jaye (Rajasthan Tourism)
3) The Heart of Incredible India (Madhya Pradesh Tourism)
4) God’s Own Country (Kerala Tourism)
5) Kahin Chhut Na Jaye Chhath (Bihar Tourism)
6) Paradise Unexplored (North East Tourism )
7) Where Time Stands Still (Jammu And Kashmir Tourism )
Tourism Advertisement in India
Television has been the most popular medium for tourism advertisement in India and the ‘Incredible India’ campaign has been the greatest tourism advertisement campaign in the country till date.
India has a very rich cultural heritage with great diversity, which makes the country a great attraction for tourists, both domestic and inbound. The landscape of the country, from Kashmir to Kanyakumari, is spotted with all kinds of tourist destinations from snow-capped mountains to serene sand deserts and tropical forests.
Apart from cultural and eco- tourism, India with its great ancient religious heritage, is a very important destination for religious and spiritual tourism as well.
As such, it is no wonder that tourism is emerging as a major industry and tourism related businesses, big and small, are springing up all over the country.
With the improvement in airport infrastructure and the widespread digitalisation of the processes involved in the planning and booking of journeys, the tourism industry in the country is growing every day, and quite rapidly.
TV channels have also been running tourism advertisements for several states like Gujarat, Bihar, Rajasthan, Assam, Madhya Pradesh, Kerala and Karnataka; often with nation-wide famous celebrities like Amitaabh Bachchan and Virat Kohli as ambassadors.
Atithi Devo Bhava and Incredible India are the most popular tourism advertisement slogans for the tourism advertisements inviting inbound tourists to the country.
Best Tourism Advertising Agency
The Media Ant is a renowned media buying company that can help you plan and carry out your very best tourism advertising campaign till date.
We provide guidance for advertising in a multitude of sectors and tourism is only one of them. Our dedicated team is always there to help with any queries you may have about the process of media buying.
Although it is not exclusively dedicated to tourism advertising, The Media Ant can help you plan, execute and monitor your tourism ad campaign seamlessly at generous rates. On our website you can find discounted rates for various media options, both traditional and non traditional.
You can book ads in newspapers, magazines, radio, television, hoardings, and also various different kinds of digital media like OTT platforms, Google ads, Influencer marketing and so on.
FAQs Related to Tourism Advertisement
How to Market Your Tourism Business?
The answer to how to market your tourism business is more or less the same as that to the question of how to market any business. The best practices of marketing that hold for most service based industries also hold for tourism advertising.
Having said that, here are some suggestions if you are wondering how to market your tourism business.
1. Play on the themes like ‘’ you only live once ‘’ and ‘’creating memories’’ in your ads.
2. Tie up with travel vloggers by way of affiliate and influencer marketing.
3. Use content marketing to build an industry expert online persona through educational blogs.
4. Frame the message of your ad to make the tourist destination look one with your enterprise. For example, ‘’Explore the Mughal Gardens of Kashmir with Rehbar Tour And Travels.’’
5. Capitalise on the popularity of social media and make use of the feature of reels.
6. Strike a balance between traditional and non traditional media in your marketing mix.
How do you make a Tourism Advertisement?
Define Your Unique Selling Points: Identify the distinctive features, attractions, and experiences that make your destination appealing to travelers.
Create Compelling Visuals: Use high-quality photos and videos that showcase the beauty and excitement of your destination, capturing attention and sparking interest.
Craft Persuasive Messaging: Develop clear and persuasive copy that communicates the benefits of visiting your destination, addressing the desires and needs of your target audience.
Choose the Right Channels: Select the most effective advertising channels based on your target demographic, whether it’s social media platforms, travel websites, print publications, or television.
Include a Strong Call-to-Action: Encourage viewers to take action by including a clear call-to-action that prompts them to learn more, book a trip, or engage further with your destination.
What is Marketing in the Tourism Indus
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Now, what is marketing in the tourism industry? Well, it is basically highlighting the attractions of a tourist destination and prompting people to avail your services to enjoy them.
If you own a tourism related business that has limited itself to certain marketing practices in the past, now would be a good time to upgrade your advertising.
You would be well advised to broaden the scope of your marketing and extend your ads out of the traditional forms of marketing and include innovative modes of advertising in your marketing mix.
Advertisements are crucial for generating brand awareness and driving sales for any industry, and tourism advertisements are no exception. No matter how good your products and services are, unless you don’t advertise them properly, you cannot expect people to be drawn to your brand.
How Important is Advertising to Tourism?
Advertising is very important to any industry and tourism is no exception. As the old adage goes, out of sight, out of mind.
You can have the best product and services in the world but as long as you don’t advertise them well, it’s almost impossible to convince prospects to try them out without advertising.
In 2024, advertising continues to be paramount to the success of tourism, serving as a linchpin for destinations navigating a post-pandemic landscape. With travel preferences and behaviors evolving rapidly, targeted and engaging advertisements play a crucial role in capturing the attention of travelers, inspiring them to explore new destinations, and fostering confidence in their travel decisions. In an increasingly competitive market, strategic advertising efforts help destinations stand out, differentiate themselves, and remain top-of-mind among travelers seeking authentic and memorable experiences.
Your ads need to stand apart now more than ever as everybody is aggressively advertising to make up for the losses incurred in the tourism industry during the two years of the pandemic.
What is the best form of Advertisement when it comes to Tourism?
When it comes to tourism, social media stands out as the ultimate advertisement platform, offering unparalleled visual storytelling and targeted engagement. With its vast reach and ability to showcase captivating imagery and videos, social media platforms like Instagram, Facebook, and Pinterest allow destinations to entice travelers with stunning landscapes, vibrant cultures, and immersive experiences.
Through precise targeting options and direct interaction with potential visitors, destinations can tailor their advertisements to specific demographics and preferences, fostering genuine connections and inspiring travel aspirations.
Leveraging user-generated content, influencer partnerships, and analytics insights, social media enables destinations to amplify their message, generate buzz, and drive bookings seamlessly, making it the most effective and versatile form of advertisement for tourism in today’s digital age.
