
As we jump into 2025, the world of destination marketing is changing fast, thanks to tech leaps and changes in traveller behaviour. To stay ahead of the game, destinations need to get creative and embrace these shifts – but importantly, like all marketers, ensure they are building brands consistently.
Let’s dive into some of the big trends that are shaping how places market themselves for 2025.
Balancing brand-building and tactical engagement
Most marketers are aware of Binet and Field’s work on building brands, and it’s as important for destination marketing as it is for any other industry. In 2025, destination brands must master the art of balancing long-term brand building with short-term tactical engagement.
The Long and the Short of It strategy emphasises the need for a dual approach: creating a strong global brand presence to command awareness while simultaneously implementing tactics that drive familiarity and consideration further down the funnel.
For long-term success, destinations should focus on building a compelling brand narrative that resonates across cultures and markets, ensuring that their unique identity stands out on the global stage. This involves consistent messaging, captivating storytelling and strategic partnerships that enhance brand visibility and appeal.
On the tactical side, destinations need to engage potential travellers with targeted campaigns that address specific needs and preferences. This includes interactive content, rich storytelling and localised marketing efforts that foster a deeper connection with the audience. By balancing these two approaches, destination brands can effectively capture attention, nurture interest and ultimately convert interest into visitation.
Live tourism: events as the main attraction
Live tourism, a term coined by Skift in their annual trend predications, is becoming a big deal. Fuelled by Taylor Swift’s global movement of Swifties and the Olympics in Paris in 2024, events and special moments are becoming a main reason for travel. Destinations are positioning themselves by attracting festivals, concerts, sports events and cultural celebrations to draw in visitors.
Marketing will focus on these live experiences, showcasing their uniqueness and the one-off opportunity they offer. By making events the star attraction, destinations can ramp up visitor numbers and create unforgettable memories. Who went to Coldplay in Abu Dhabi? Not only was it an amazing event, but it also drove global headlines and was a meeting place for so many different nationalities.
AI’s role in travel searches
There’s been a lot discussed about how AI will change the role of a marketer, but personally I am more interested in how it affects the end user. Artificial intelligence is shaking up how people search for destinations and plan their trips. AI-powered search engines and recommendation tools give personalised suggestions based on what users like and do.
Destinations can use AI to boost their online presence, making sure they pop up in search results. Destination marketers must be the custodians of accurate content and ensure that destination websites have a high level of authority, so they are feeding AI with factual and relevant content. By getting to grips with AI, marketers can improve visibility and connect with travellers more effectively.
Transformative travel: experiences with meaning
In 2025, travellers are on the hunt for experiences that offer personal growth and meaningful connections. Destination marketing will highlight opportunities for self-discovery, cultural immersion and community involvement.
Whether it’s joining in local traditions, volunteering or exploring hidden gems, destinations offering transformative travel experiences will strike a chord with those looking for more than just a holiday. Marketing can bring this to life through always-on content and specific campaigns that showcase these enriching experiences, keeping the destination top of mind for potential travellers.
Storytelling will be more important than ever in destination marketing. Travellers are eager to learn about the history, culture and people of a place, and one effective way to showcase this is through in-depth storytelling content and docu-series.
These in-depth narratives can bring a destination’s story to life, offering viewers an immersive look at what makes a place unique. By sharing richer, deeper stories, destinations can connect emotionally with potential visitors and inspire them to explore beyond the surface.
Keeping a consistent brand voice
Sticking to a consistent brand voice is crucial for destinations to build trust and recognition. As travellers interact with destinations across various platforms, a unified message ensures clarity and reinforces identity. Consistency in tone, visuals and messaging across social media, websites and promotional materials helps create a strong brand presence.
Destinations that tell a cohesive brand story will build loyalty and draw repeat visitors. This one is critical for me in 2025 – building that strong, consistent voice will see destinations position themselves to stay in visitors’ hearts for the long term.
As far as marketing roles are concerned, I still believe that destination marketers have the crème de la crème of marketing roles. Being able to uncover the unique stories of a destination and share them with audiences across the world is a true privilege.
While AI is changing the game, the strong principle of marketing will still stay true for 2025 – understand your audiences, build strong cohesive brands through consistent messaging, tell deeper stories to build familiarity and meet the potential visitor where they are with the information they need to help them book their next dream holiday. Can’t wait to see what 2025 brings.
By Emma Campbell, Director of Sector Marketing, Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi)