Tourism isn’t just about beautiful places—it’s about how those places are marketed. From Hawaii’s soul-stirring ad campaigns to Visit Florida’s aggressive digital outreach, tourism marketing in the United States has transformed into a multi-billion-dollar discipline that blends emotional storytelling, performance metrics, and experience curation.
As domestic and international travel rebounds post-pandemic, destination marketers are rethinking how they attract and retain visitors. For students, marketers, and brand strategists, understanding tourism marketing offers critical lessons in brand positioning, audience segmentation, and omnichannel growth.
The Landscape of U.S. Tourism Marketing
The United States remains one of the most visited countries globally, with over 66 million international visitors in 2023 alone (Statista). Every state—from Maine to California—competes not just for tourists, but also for their time, share of wallet, and social media attention.
Tourism marketing efforts are typically driven by:
- Destination Marketing Organizations (DMOs) like Visit California and NYC & Company
- State tourism boards such as Travel Texas or Pure Michigan
- Private players like Expedia and Marriott that co-market destinations
- Local businesses (restaurants, attractions, Airbnb hosts)
Focus on Experience: Campaigns today market not just locations but “moods.” South Dakota’s “Great Faces. Great Places.” campaign doesn’t sell landmarks—it sells a feeling of Americana.
Use of Data: Tourism marketing is increasingly personalized. For instance, Visit Florida uses geolocation data to push tailored mobile ads to travelers in the decision stage.
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Key Trends Shaping Tourism Marketing in 2025
1. Short-Form Video Marketing
TikTok and Instagram Reels are central to travel inspiration. The “#TravelTok” hashtag has over 7 billion views. Visit California regularly posts 15–30 second immersive videos featuring local creators.
2. Sustainability & Ethical Tourism
Eco-conscious travelers are a growing segment. Alaska Airlines’ “Greener Skies” initiative and Colorado’s “Do Colorado Right” campaign are built on sustainability narratives.
3. Influencer Partnerships
Influencers have become the new travel agents. For instance, Travel Nevada partnered with micro-influencers for their “Don’t Fence Me In” campaign, boosting web traffic by 38%.
4. Tech-Enabled Personalization
From AI-driven chatbots on travel sites to itinerary-building apps, the use of predictive analytics is helping DMOs better understand visitor intent.
5. Localized Content Marketing
Rather than pushing “big city” narratives, campaigns now focus on second cities like Asheville or Spokane to manage over-tourism and highlight hidden gems.
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Want to know which brands are redefining U.S. tourism marketing in 2025 and how you can learn from their strategies? The next section breaks down real campaigns with measurable impact—and actionable lessons for marketers.
