Part of EPR's Digital PR pillar.
Travel used to be sold with glossy brochures, postcard landscapes, and packaged vacation deals. Today, the currency is different: authenticity, emotional connection, shared experience. Travel digital PR has become the bridge between a destination's essence and what travellers yearn for — not just photos, but stories; not just offer, but inspiration.
Outside the U.S., many places have done digital PR extremely well in recent years — using social media, influencer storytelling, user-generated content, regional insights, virtual tools, and clever data-led ideas to cut through noise. Five standout examples, and what makes them work.
Case 1: Inspired by Iceland
One of the most frequently cited examples for good reason. After the Eyjafjallajökull volcanic eruption disrupted air travel and cast Iceland in a disruptive spotlight, the country didn't wait for things to settle. It leaned in.
What they did. Created a platform for stories — from locals, artists, and visitors — capturing Iceland's raw beauty, quirky culture, and dramatic landscapes. Encouraged user-generated content through hashtags, photos, and video. Used interactive tools — guides, VR and video experiences of glaciers, volcanoes, and hot springs. Emphasised sustainable, off-beat travel — parts of the country away from mass tourism. Engaged international influencers and local voices to roam with cameras and surface surprises rather than landmarks.
Why it worked. The volcano pushed Iceland onto people's radar; the campaign converted disruption into curiosity and awe. Visuals were extraordinary; storytelling was anchored in place — culture, legends, daily life, quirks. The campaign wasn't only push marketing; it created a platform for people to share their experiences and made the destination part of their stories. It addressed traveller anxieties (weather, safety, seasons) with digital tools and guides that reduced friction.
Case 2: Tourism Australia — "There's Nothing Like Australia"
Australia is by nature far away from many markets — both a challenge and an advantage. The campaign leans into what Australia is — vast landscapes, diverse ecosystems, unique flora and fauna — rather than mimicking what travellers already know.
What they did. High-quality visual content spanning beaches, deserts, rainforest, indigenous culture, and adventure — not just "surfing and sun." Influencer partnerships from key source markets (Asia, Europe, South America) showing family travel, adventure, luxury, budget backpacking. Localised messaging — European road-trip framing, Asian wildlife or coastal resort framing. Virtual tools (360 videos, immersive content) for sensory previews.
Why it worked. They didn't try to be everything to everyone; they let different narratives stand on their own. Influencers weren't just mouthpieces — they spoke candidly about pros and cons, building trust. Visual excellence plus narrative about discovery, rejuvenation, and open space. Seasonal digital content kept the destination visible year-round.
Case 3: Taxi2Airport — Global Digital PR via Data + Visual Storytelling
A great example of a smaller player punching above its weight through data journalism.
What they did. Used semi-public taxi fare data to create a sharable comparison — which cities have the most expensive 5km taxi ride, cheapest, and everywhere in between. Built infographics with country-level comparisons. Pitched the data with story hooks to global media, especially foreign-country press. Added expert commentary for credibility. Localised versions in different currencies for different audiences.
Why it worked. Simple, relatable — everyone who travels cares about cost. Quick to digest and perfect for social sharing. Taps national and regional pride and curiosity — how does your city compare? Media-friendly with low cost and easy visuals.
Case 4: VisitScotland — Winter Festivals
Scotland has to overcome preconceptions (grey skies, cold) and seasonality. The winter festivals campaign uses culture, tradition, and celebration to make the cold compelling.
What they did. Leaned into cultural festivals — Highland Games, Hogmanay, winter lights, seasonal traditional music. Storytelling through video, photography, immersive sound, and local voices. Invited content creation through UGC and travel-blogger engagement in winter-friendly markets (Nordics, Europe, Asia). Created practical itineraries and digital guides — weather, lodging, paths, transport.
Why it worked. Differentiation — most countries shy away from winter marketing; Scotland embraced it. Emotion — festivals, music, family, coziness, community become anchors. Useful content that reduces planning friction. Campaign timing ahead of holiday planning windows.
Case 5: Marca Perú (Peru's Nation Branding)
Peru has used digital PR to shift perceptions, promoting culture, adventure, history, and nature beyond the common Machu Picchu image.
What they did. Built a strong national brand ("Marca Perú") across blog, social, video, and cultural content. Showcased cultural diversity — Indigenous traditions, food, arts, Amazonian forest, Andean highlands, coastal regions — not just iconic sites. Produced content for niche travellers — culinary tourism, cultural immersion, eco-tourism, adventure, trekking. Engaged influencers and travel media to visit regions beyond Lima. Used content in multiple languages, adjusted for different source markets.
Why it worked. Broadened stereotyped images of Peru with multiple storylines. Cultural, musical, gastronomic content travels well in digital media. Promoting less-visited regions distributes tourism and creates fresh stories. Visual appeal plus authenticity plus meaningful narrative equals credibility.
What All These Did Right
Authenticity and local voices. Locals, cultural practitioners, users, and bloggers rather than polished tourism boards alone. Small imperfections shown — weather, transport challenges — because people trust honesty.
Multiple story angles. Not always nature, not always luxury. Cultural, adventure, gastronomy, festival, off-beat — targeting families, millennials, adventure seekers, foodies.
Visual storytelling and shareability. High-quality imagery plus formats optimised for social — short video, infographics, interactive 360 content. Designed to be shared.
Data and insight as hook. Research, data points, comparisons that catch media attention. Interactive tools and visualisations that let audiences play with data.
Influencer and UGC. Credibility partnerships in relevant niches. Encouragement of visitor sharing through hashtags and social proof.
Digital tools and immersive content. Virtual tours, 360 video, interactive maps, VR/AR when possible. Guides and chatbots that answer common planning questions.
Cultural and market localisation. Different imagery, storylines, and tone for Asia vs Europe vs Latin America. Translation cultural, not just literal.
Timing and lifecycle awareness. Campaigns aligned to planning windows. Evergreen content for off-seasons.
Honesty about challenges. Travel involves trade-offs; that's part of the adventure. Address cost, transport, safety, health, environment.
Sustainability and responsible travel. Environmental impact, overtourism, and respectful culture increasingly decide the traveller's choice.
Common Mistakes
- Overpromising and over-polishing. Too-pristine images breed suspicion.
- One-size-fits-all messaging. The same global message without local nuance goes bland or gets misinterpreted.
- Ignoring negative feedback or crisis. Overtourism complaints and environmental damage stories don't get shorter with silence.
- Under-investing in follow-through. Beautiful digital content without good on-the-ground experience disappoints.
- Not measuring impact. Vanity metrics without tracking inquiries, bookings, and sentiment produce the illusion of success.
What This Means for the Future
As travel rebounds and global mobility increases, travellers have more choice; destinations must compete on narrative, trust, and specificity — not only beauty. Digital platforms continue to evolve — short-form video, immersive media, AR/VR, AI-assisted planning become table stakes. Rising concern around overtourism, environmental damage, and cultural commodification means travel PR done well must also be travel PR done ethically. In 2026, the AI engines that answer traveller queries increasingly retrieve destination coverage before the traveller reaches the tourism board's owned channels — Citation Share across ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews now shapes discovery.
Travel isn't just geography — it's a feeling. Digital PR done well turns places into invitations, not advertisements. The destinations that stand out have coherence: voice, visuals, story, user experience — and the retrieval infrastructure the AI era now rewards.
