Travel Tech

Content marketing is one of the areas a lot of tourism organisations spend a lot of their time on. In travel, content is becoming increasingly important but also increasingly versatile. This often requires more sophisticated approaches when it comes to content marketing. Many marketers in tourism are still working very hard on their content marketing and often brands are still reviewing their content marketing strategies quite critically. Budget cuts and overall budget constraints can put extra pressure on tourism organisations when it comes to delivering through content marketing. Below are some points that are worth thinking of and worth discussing, as big companies such as Intel see these as key content rules (iMedia 2013).


Random acts of marketing are something most tourism organisations cannot afford to do. However, sometimes random acts of marketing do not happen on purpose. Content pieces should always be fitting together and not just be one-offs, as this might have a destructive effect on consumers actually being confused rather than engaging with content. Great images or videos going viral is good but this should not result in disjointed content marketed by any tourism organisation. Creating a coherent marketing strategy is essential, as it ensures that there is a clear editorial line behind all content being marketed. This clear line will also be picked up and appreciated by consumers, as quality and consistency are ultimately much more important for an organisations overall content marketing strategy.


Every tourism organisation faces a lot of competition when it comes to content marketing, which is another good reason why content marketing should be approached very strategically and very much in a thought through way. Tourism businesses that have a great content marketing strategy will be able to achieve superiority over their competitors in the digital space. However, it is also important not to start a content battle with other tourism organisations. Therefore, innovative ideas and approaches towards content and content marketing are needed. The good news is that small or limited budgets and human resources are a good thing, as it forces organisations to be more creative and for content, this can have a very positive impact on the organisation’s overall content marketing.

Innovations and creativity will eventually win over large scale content investments and it will also make an organisation gain respect and authority in the tourism industry. So think creative when it comes to content marketing!

More from #DTTT

  • In February we present:
    Shaping Vienna – A New Visitor Economy Strategy for the Vienna Tourist Board

    Sustainable tourism growth is at the forefront of destination strategy today, proposing new visions and objectives for the future of the visitor economy. The Vienna Tourist Board presents its Visitor Economy Strategy 2025, Shaping Vienna, reflecting a new era of tourism that targets sustainable development with an emphasis on adding value for the city, its […]

    #Visitor Economy Strategy #sustainable tourism #add value #Vienna Tourist Board
  • In February we present:
    Travel Oregon – Rethinking Content Styles

    For Travel Oregon, content has taken several changes in direction over the years, with a timeline of multiple successful campaigns under its name. This is a great example of a DMO that has adapted its content style over time to align with the ever-changing travel landscape, highlighting the role of sustainability and its impact, and […]

    #rethinking content style #brand dna #sustainability #travel oregon #brand-values #differentiation
  • In January we present:
    #ClientStories Visit Brussels | Full Digital Transformation

    The Digital Tourism Think Tank conducted a full Digital Transformation assessment and organisational audit of Visit Brussels, looking at every single aspect of the organisation and its digital activities.  Using our carefully curated 12-step approach, we reviewed the organisation from a completely holistic perspective, analysing everything from the organisational structure to the visitor cycle and […]

    #digital content strategy #brand transformation #Visit Brussels #digital transformation #design-thinking #Knowledge Exchange
  • In January we present:
    Visit California – The Pivotal Brand Touchpoint

    Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round.   Visit California understands the importance of […]

    #brand desire #brand story #visit California #touchpoints #brand-identity #content strategy
  • In January we present:
    Digitising a Destination with Tourisme Bretagne

    Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved.  The Federation of Breton Tourist […]

    #Tourisme Bretagne #sustainable tourism #customer journey #DTTT-global #digital strategy #digitalisation
  • In January we present:
    How Destination Canada evolved from a Destination Brand to a Passion Brand

    For destination marketers today, the biggest challenge is to keep up with the speed of change and the ever-changing traveller. So how best to stand out from the competition? Is it through technology? Offers? Experiences? Brand?  Here is an extract of Destination Canada’s talk about brand transformation.  We have highlighted the key messages.  The full […]

    #brand journey #transformational travel #passion brand #Brand evolution #destination canada #strategy
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge