I’m Kevin, Freelance Writer based in Tokyo. Find me on LinkedIn!

How Calgary Discovered “Love” in 10 Million Conversations

Tourism Calgary had a problem.

Despite being Canada’s energy capital with world-class attractions, the city struggled with its reputation. So instead of hiring another creative agency, they tried something different.

They listened.

Over two years, they analyzed 10 million social media conversations about their city using big data and natural language processing. What they found surprised everyone: the word “love” appeared consistently in positive discussions about Calgary.

Not “exciting.” Not “dynamic.” Love.

This insight became the foundation for their 2016 LoveYYC campaign and it worked because it reflected how people actually talked about the city, not how marketers thought they should.

What Calgary Understood

Calgary’s approach represents a fundamental shift in destination marketing. Instead of guessing what resonates with travelers, they discovered what already did. This is social listening analyzing conversation patterns across social media to understand genuine sentiment and identify opportunities.

The difference from traditional social media monitoring is profound. Monitoring tracks mentions and responds to comments. Social listening reveals the deeper story behind those conversations.

VisitBritain applies this same principle to their influencer partnerships, using social listening to identify authentic advocates rather than chasing follower counts. Their #ValueBritain campaign achieved 1.7 million true reach and 180,000 engagements through this data-driven approach.

Four Ways Smart Destinations Listen

Understanding Real Sentiment: Social listening reveals how people actually feel about destinations beyond official reviews. Every social media conversation becomes market research, showing what travelers love, what frustrates them, and what they wish existed.

Seeing Problems Before They Explode: Rather than managing crises after they happen, social listening works as an early warning system. Destinations can spot negative sentiment patterns and address concerns before they become major problems.

Learning from Competitors: Social listening provides competitive intelligence that traditional research can’t match. Destinations can see what works for competitors, what doesn’t, and where opportunities exist.

Finding Genuine Advocates: Instead of partnering based on follower counts, social listening identifies people who genuinely care about destinations and have real influence with engaged audiences.

The Authentic Advantage

Social listening aligns with travelers’ growing preference for authentic experiences over polished marketing. This mirrors Reddit’s rise as a trusted travel planning resource, where community-driven advice often carries more weight than official tourism content.

Destinations that understand these authentic conversations—like Calgary discovered with “love”—can create campaigns that feel genuine because they reflect how people actually think and talk.

The Opportunity

Other industries have embraced social intelligence, but tourism destinations are still catching up. This creates real advantages for early adopters who can establish deeper audience understanding before it becomes standard practice.

Calgary’s success wasn’t about having the biggest budget or the flashiest creative. It was about listening to 10 million conversations and finding the one word that mattered most.

What would your destination discover if you started listening?

Thanks for reading :)

If you have feedback hit reply or contact me on LinkedIn!

Kevin

The traditional travel customer journey is changing. What used to be a linear path – Google search → comparison → booking – is becoming now a spontaneous, inspiration-driven process that starts on social media and ends there too.

TikTok Ate the Travel Funnel

Louis-Hippolyte Bouchayer from SAP Concur puts it perfectly: Social commerce "nuked" the travel funnel because "inspiration and booking now sit side by side."

The End of Platform Hopping

Picture this: 77% of all travelers get inspired for their trips primarily through social media. But until now, they had to switch platforms: From TikTok to Google, from Google to Booking.com, from there back to the hotel website. Every platform switch means friction and lost bookings.

That's changing now.

TikTok Becomes a Travel Agency

The partnership between TikTok and Booking.com marks a paradigm shift for the travel industry. US users can now book hotels directly within TikTok without leaving the app. A creator's video about Bali can seamlessly lead to a hotel booking.

But TikTok isn't alone: Klook already integrated its "Kreator" affiliate program, allowing users in seven markets to find and book activities directly within the app. Instagram continuously expands its shopping features, and Pinterest introduced Travel Catalogs that transform travel offerings into dynamic ads.

The Power of Micro-Influencers

This is where it gets really interesting for destinations. The real power doesn't lie with mega-influencers, but with micro-influencers who have 1,000-100,000 followers. They've built deep trust within their "close-knit, local community."

The difference: Their recommendations are perceived as authentic advice rather than advertising, leading to significantly higher conversion rates.

Case in point: A Videreo ambassador generated over $500,000 in sales for a single New York City hotel through authentic content and direct booking links.

Programs like TikTok Go or GetYourGuide's partner program turn every local creator into a potential distribution partner.

The DMO Dilemma: Control vs. Conversion

For Destination Marketing Organizations, this is a double-edged development. On one hand, social commerce enables direct conversions from engaging content. On the other, DMOs risk losing control over their brand presentation and valuable guest data to powerful third-party platforms.

DMOs must redefine their role: From pure marketer to strategic architect of a digital ecosystem.

The Way Forward: From Broadcaster to Ecosystem Builder

New Metrics for a New Era: Traditional KPIs like reach and engagement are no longer sufficient. DMOs must move beyond last-click attribution to capture the true impact of social discovery on bookings.

Partnership Instead of Competition: Rather than fighting OTAs, DMOs should forge strategic alliances. Brand USA's "Somewhere for Everyone" project with Expedia shows how DMO content can be combined with OTA inventory to create a full-funnel strategy.

Content + Commerce: DMOs must integrate "shoppable interfaces" directly into social platforms. Features like Instagram's Link Stickers or Pinterest's Travel Catalogs reduce friction between inspiration and booking.

Three Strategic Imperatives

1. Social-First Mindset: Move beyond purely inspirational content to conversion-driven strategies

2. Diverse Influencer Portfolios: Work with multiple niche influencers instead of betting on one mega-influencer

3. Full-Funnel Integration: Build shoppable interfaces into all content touchpoints

The Bottom Line: Social commerce isn't a trend – it's a fundamental change in how travelers discover and book the world. DMOs must act now to avoid being swept away by this development.

The future belongs to those who seamlessly connect inspiration and transaction. The question isn't if, but when your destination makes the leap.

Want a deep-dive, see a trend you think I missed, or have a place for me to cover?

Thanks for reading :)
Kevin

I'm Kevin, Freelance Writer based in Tokyo. Find me on LinkedIn!

Reddit Is the Travel Advisor Your DMO Forgot

Tourism Australia spends $130 million on celebrity campaigns. Switzerland Tourism celebrates record success with Roger Federer on YouTube and TikTok. VisitBritain focuses on screen-tourism and trade events.

But here's what none of them are doing: talking to the 13 million people on r/travel who are actively planning their next trips.

While DMOs perfect their Instagram aesthetics, Reddit has quietly become the internet's most trusted travel advisor. And 91% of U.S. users who browse travel communities on Reddit have made booking decisions based on what they found there.

The Platform DMOs Forgot

Reddit now hosts over 15,000 travel-related communities with explosive growth. The main r/travel subreddit alone has 13 million members, and screen views for travel communities grew 33% year-over-year.

More importantly: 61% of American Redditors trust Reddit reviews more than users of other platforms when browsing for travel information.

The kicker? 40.1% of citations on AI platforms like ChatGPT come from Reddit - making it the single most-cited source ahead of Wikipedia, YouTube, and Google. When travelers ask AI to plan their trips, they're getting Reddit recommendations packaged as neutral advice.

What Travelers Actually Want to Know

While official tourism websites showcase pristine beaches and landmark attractions, Reddit users discuss what really matters:

• Hidden gems that tourism boards overlook

• Practical concerns about costs, safety, and logistics that glossy brochures ignore

• Seasonal timing and crowd avoidance strategies

• Budget-friendly alternatives to mainstream attractions

This isn't just chatter - it's invaluable market research that most DMOs miss entirely.

Take r/VisitingIceland, which serves as an unofficial hub for Iceland travel planning with thousands of active users sharing advice. Or r/newzealand_travel, facilitating discussions about New Zealand tourism without any official Tourism New Zealand participation.

These communities thrive without DMO involvement, providing more honest perspectives than many official tourism websites.

The Economics of Authentic Engagement

Here's the part that should get every DMO's attention: Reddit advertising costs 50-70% less than Facebook and Instagram, with an average CPM of just $3.50.

Contiki achieved 305% return on ad spend through strategic Reddit campaigns focused on authentic storytelling rather than polished advertisements. Their success came from aligning with Reddit's preference for genuine, discussion-worthy content.

Meanwhile, most major DMOs have virtually no official Reddit presence. They're missing conversations where 90% of users trust the platform to learn about new products, including travel destinations.

Why DMOs Avoid Reddit (And Why They Shouldn't)

The reluctance is understandable. Reddit punishes obvious promotional content and rewards authentic community participation. Traditional marketing metrics don't easily translate to Reddit's community-driven environment. There's fear of negative feedback in an unfiltered space.

But this misses the fundamental shift happening in travel research. Modern travelers, particularly Gen-Z and millennials, increasingly seek authentic experiences over curated tourism packages. Reddit's anonymous, discussion-based format allows destinations to showcase genuine local perspectives and address real traveler concerns without the polish that often alienates younger audiences.

The Strategic Opportunity

Reddit's 1,328% increase in Google visibility between July 2023 and April 2024 transformed it from a discussion forum into a search engine powerhouse. Following Google's August 2024 core update, Reddit became the third most visible site in U.S. search results.

Early-moving DMOs can establish authority in Reddit's travel communities before competitors recognize the platform's strategic importance. With 58% growth in Reddit's share of tech advertising spend, the window for competitive advantage is narrowing.

Authentic Engagement Over Promotional Push

Successful Reddit strategies require a fundamental shift from traditional marketing approaches. DMOs must embrace transparency, acknowledge destination challenges alongside highlights, and engage authentically with community concerns.

This means:

• Creating destination-specific subreddits for community building

• Participating in existing travel communities with helpful, non-promotional content

• Hosting AMAs with tourism officials or local experts

• Addressing practical concerns that official tourism websites often avoid

The goal isn't to control the conversation but to contribute meaningfully to it.

The Integration Imperative

Reddit shouldn't replace traditional destination marketing but complement it. The platform excels at early-stage travel inspiration, mid-funnel consideration through detailed discussions, and post-visit engagement through trip reports.

When integrated with traditional channels, Reddit provides destinations with authentic community engagement at every stage of the traveler journey. It's particularly valuable for crisis communication when destinations face challenges or negative publicity.

The Authenticity Test

The research reveals a striking disconnect between Reddit's growing influence and DMO strategies. While millions of engaged travelers actively seek destination advice on the platform, official tourism organizations remain largely absent from these conversations.

This absence becomes problematic as Reddit's influence on AI-powered search results grows. Destinations without authentic community presence risk invisibility in future travel planning tools that rely heavily on Reddit discussions for recommendations.

For DMOs willing to embrace authentic community engagement over traditional promotional tactics, Reddit represents perhaps the most significant untapped opportunity in destination marketing today.

The question isn't whether destinations should be on Reddit - it's whether they can afford not to be.

Thanks for reading :)

If you have feedback hit reply or contact me on LinkedIn!

Kevin

AI Misinformation in Tourism: When Chatbots Create False Realities

Last week, the story about Soundslice went viral. ChatGPT confidently claimed the app could handle guitar tab uploads, which wasn’t true. But users believed it, more requests showed up, and the team actually built the feature. A hallucination became reality.

What happens when AI hallucinations shape the real world of travel? Today, more travelers plan trips using chatbots like ChatGPT or Gemini. What if these models confidently make things up about flights, hotels, or destinations and travelers blindly follow?

Here’s what’s already happening:

Case 1: AI dreams up fake tourist attractions
Recently in Malaysia, an older couple saw a slick, AI-generated video about the “Kuak SkyRide” cable car. The couple from Kuala Lumpur then made their way to the location coordinates shown in the video about 300 km north hoping to ride the cable car there. On site, however, the couple learned that the attraction doesn't exist at all. A hotel employee had to explain to them that the video was an "AI hoax."

In the 3-minute film, a supposed reporter even appeared interviewing allegedly enthusiastic tourists all of it.

Case 2: ChatGPT sends travelers to ghost museums
A recent experiment asked ChatGPT to plan two-day trips in cities like Berlin or London. In 90% of cases, the itinerary included places that were closed, never existed, or simply impossible to visit as described. In Berlin, travelers were sent to the closed-down Pergamon Museum.

Case 3: Air Canada’s chatbot creates expensive confusion
A passenger reached out to Air Canada’s website chatbot about bereavement fares. The bot insisted he could get a refund after traveling. Based on this promise, he booked a high-priced ticket. Only later did Air Canada clarify: actually, no refunds after the fact. The passenger sued and won. Court ruled: Air Canada is responsible for everything its chatbot says, just like a human agent.

What can destinations do?

AI errors can shape real expectations. In tourism, that means disappointed visitors, legal risks, or even entirely new attractions emerging because “AI said so.” The bot isn’t just a search engine; sometimes it’s the architect of perception.

Who’s responsible? Is it the platform, the developer, or the destination? Should travel businesses keep monitoring what AI says about them and set the record straight? And what happens when enough people start asking about a feature or attraction that never existed except in a chatbot’s imagination?

Curious how destinations can stay ahead of bot-made rumors? We'll unpack real tools and tactics in the next issue.

Thanks for reading :)
Kevin

I’m Kevin, Freelance Writer & Partnerships Manager based in Tokyo.

Find me on LinkedIn!

Brand Me a Place, Wear Me a Story

Ever noticed how a city’s vibe can sneak into your closet even if you’ve never been there? Maybe it’s an NYC hoodie in a Berlin café, or a Tokyo sneaker making your commute feel more like Shibuya than Kreuzberg.

More and more, we don’t just visit destinations. We wear them, drink them, and turn them into part of who we are.

This week, I’m digging into the question: How do lifestyle brands and place brands supercharge each other? And what can we learn from the most successful collaborations around the world?

Places (and Products) Need a Brand

Today, places from entire countries to bustling neighborhoods compete for attention the same way sneakers and handbags do. They need stories, values, and a definite “vibe.”

Place branding is about creating an identity: not just “Visit Us,” but “Live our story.” Cities want you to see them as creative, open, innovative, or rich in tradition. The key is coherence. Locals, tourists, investors, even new residents are often the same people at different stages in their lives. And they expect a place to be recognizable, meaningful, and inspiring.

On the flip side, lifestyle brands have moved from selling things to curating ways of life. Each collab, each limited edition, is a chance for buyers to signal “this is who I am” (or want to be).

Japan: From National Story to Global “Hype”

No country has played the place-branding game quite like Japan. With “Cool Japan,” the whole world got an invitation: Here is a place where ancient meets futuristic, where a bowl of ramen, a manga, or a minimalist gadget is more than comfort. It’s culture.

• Tourism + pop culture: Anime, J-beauty, and Harajuku style turn curiosity into plane tickets. In 2024, Japan broke its tourism records. Why? Chic city vibes, exquisite food, and government investments in promoting the country’s coolness abroad.

• Lifestyle + local partnerships: Brands like Starbucks, McDonald's or Kit Kat don’t just show up in Japan; they become more Japanese than you’d ever expect. Sakura lattes, matcha-flavored candies, regional exclusives. Each one speaks to local tradition and creates global hype.

  ashion & design: The west copies Japanese minimalism but doesn’t always get its meaning. True Japanese minimalism is about function, calm, and removing friction, not just bare surfaces.

Key lesson: Good place branding goes way beyond surface-level aesthetics; it’s about weaving story, ritual, and context into everything.

Here’s What’s Happening Globally:

- New York City x TIER:

A streetwear collab with a local Brooklyn brand turned NYC’s urban energy into wearable fashion.

The campaign channeled local stories, aspirations, and neighborhood pride, blending TIER’s grassroots cachet with the cosmopolitan energy NYC is famous for. The collected helped NYC’s official tourism board reach younger, style-centric audiences and made “NYC” feel like a community, not just a destination.

- Puerto Rico x Calm App:

Chasing a subtler trend, Discover Puerto Rico teamed up with the Calm app to deliver mindfulness meditation soundscapes recorded in the El Yunque rainforest. Travelers and would-be travelers are invited to experience the island’s calming atmosphere from anywhere in the world, building anticipation (and relevance) for Puerto Rico as a wellness escape. The place brand here seeps into everyday routines, turning the act of relaxing at home into a sensory “visit” to the Caribbean.

- New Zealand x Kathmandu:

For New Zealand, partnership with adventure apparel brand Kathmandu went well beyond a sponsorship logo. As the official outfitter of the Olympic team, Kathmandu took national symbols, outdoor expertise, and a Kiwi sense of adventure and infused it into uniforms and public merchandise. The result? A lifestyle brand rooted in the spirit of place, and a nation whose brand is embodied far beyond the stadium.

The Recipe for a Powerful Place x Lifestyle Collab

So, what works when a place teams up with a brand?

What works:

• Shared values: Authentic partnerships start with aligned beliefs. Think Patagonia joining a region known for “rewilding” or eco-tourism.

• Experiences, not just logos: The best collabs create new things (be it limited collections, unique experiences, or special menus) that tell the place’s story in a way only that brand could.

• Culture as context: Real resonance happens when a brand adopts not just the look, but the meaning behind it. Japan’s sakura Kit Kats didn’t stop at pink wrapping. They evoked gift-giving rituals, seasonal anticipation, and nostalgia.

Where have you seen a place and a brand merge in a way that genuinely changed your view?

Thanks for reading :)

Kevin

How can destinations move past protest toward a new, shared future for both residents and visitors?

Can Tourists and Locals Make Peace?

Many travelers (even in the remotest mountain lodge) insist “I hate being a tourist.” Research shows this isn’t just a matter of snobbery. It’s a search for authenticity, local connection, and a unique story: the feeling of being a “temporary local,” not a passing consumer.

Yet, the rise of digital platforms and social media has made virtually every “hidden gem” Instagram-famous overnight. The line between authentic and overrun blurs, fueling tension in places like Barcelona (where locals have fired water pistols at tourists) or Japan’s Golden Route (where etiquette signs now outnumber shrines).

What’s really going on? Psychologists call it cognitive dissonance: We want all the fun of travel, but not the “label”—nor the guilt—of belonging to an invading crowd.

Overtourism: When Protest Meets Paradox

Cities and regions across the world now face the backlash of over-visited, under-loved places.

• In Barcelona, 26 million visitors a year now crowd a city of just 1.7 million locals, with rents and tempers soaring.

• In Kyoto, 73% of all overnight stays concentrate in just five prefectures, bringing packed trains, noise, and cultural friction.

The protests aren’t simply anti-tourist. They’re about control, the “right to the city,” resentment over lost authenticity and unshared economic gains.

Can Destinations Bring Hosts and Guests Back Together?

Strategic hope comes from places that re-think the host-guest relationship not just by diverting crowds, but by empowering both sides.

Paradigm Shift: Local Benefit and Community-Based Tourism

• Community-Based Tourism (CBT): In Vietnam’s Thanh Ha, Malaysia’s Miso Walai, or Peru’s Parwa Restaurant, locals design, own, and profit from experiences. Whether it’s pottery workshops, homestays, or cooking classes. These models nurture pride and bring economic benefit directly to the very communities whose identity travelers crave.

• Campaigns like Japan’s etiquette lessons, Berlin’s “Kiez walks”, or New Zealand’s Tiaki Promise foster not just understanding, but mutual respect.

Key Takeaways

• The anti-tourist paradox signals a desire for real, community-driven, and participatory experiences.

• Align policies (taxes, visitor caps, distribution) with local needs and communicate benefits directly = more transparency, less resentment.

• Empower communities through ownership, storytelling, and shared planning.

  ---

Thanks for reading :)
Kevin

Selected sources:

• How Japan is redesigning tourism to benefit local communities | WEF

• Barcelona’s balance: Responsible Tourism Partnership (EN)

• Thanh Ha Pottery Village tourism case (EN)

• Komoot for sustainable visitor management (EN)

• On the anti-tourist paradox | Good Tourism Blog

• Overtourism protest trends | Economic Times

I’m Kevin, Freelance Writer & Partnerships Manager based in Tokyo.

Find me on LinkedIn!

Today, we explore how destinations like Valencia, Flanders and the Black Forest are using fitness apps to map out fresh ways to engage, guide, and inspire active travelers.

How Strava & Komoot Shape Destination Brands

Fitness apps like Strava and Komoot aren’t just for personal bests. They’re becoming tools of narrative infrastructure reshaping how destinations are found, framed and felt. Their maps are alive, built on sweat and elevation data.

While brands battle for eyeballs on TikTok, this high-value audience is quietly planning its next trip on Strava and Komoot. They aren't scrolling for passive inspiration; they're curating their own active itineraries. The question isn't just whether they'll visit your destination, but whether they'll run, hike, or ride it.

What are smart DMOs actually doing with these tools? Let’s take a look behind the scenes:

1. Valencia – Ciudad del Running

The city brand project "Valencia Ciudad del Running" has significantly elevated Valencia's status in the global running community and took Strava seriously as more than just a logging tool. They uploaded official city running routes directly to Strava, so every visitor could find and follow them from their phone or watch. The real differentiator: Valencia installed QR codes along 12 main running trails and in 50+ hotels. Scan the code as a newcomer, and you’re sent straight to a Strava route. You’re running like a local within minutes. The result? Over 20,000 people now belong to the city’s Strava club, turning digital route-finding into real community.

• Details: Valencia’s Strava campaign
  

2. Cycling in Flanders – Iconic Challenges, Real Rewards

Cycling in Flanders (Visit Flanders' dedicated cycling brand) used Strava to gamify its toughest routes. Their "Flandrien Challenge" asks cyclists worldwide to complete 59 iconic cobblestone and hill segments in 72 hours. Strava’s integration means cyclists can track progress, unlock digital badges, and—if they finish—get their name immortalized on a real cobblestone in the local museum. The buzz isn’t just digital: the challenge pulls hundreds of riders to Flanders, all discovering the region as sport travelers, not just passive sightseers.

• More: Flanders & The Flandrien Challenge
  

3. Schwarzwald Germany – Collections for Hikers, Direct on Komoot

Schwarzwald Tourism didn’t make a print brochure; they built a digital presence on Komoot. Through "Collections", they curated themed hikes—family-friendly walks, panoramic mountain loops, lake tours—each bundled with GPS tracks, photos, tips and verified by both local experts and Komoot’s community. They become genuine recommendations inside the app, savable for trip planning and in-field navigation. Over 3.8 million views, and thousands of collections were saved for future trips.

• Details: Schwarzwald on Komoot

Learnings for Destination Marketing Experts

• These integrations lower entry barriers and make your destination “app-present” at every customer journey stage. From digital inspiration, to trip planning, to real-time experience.

• The most successful cases combine digital assets (routes, collections, challenges) with physical “nudges” in the destination (QR codes, trail signage, museum partnerships).

• The role of community is essential: Instead of just “marketing to” travelers, these apps let visitors, locals, and DMOs all become co-creators. Genuine reviews, badges, club memberships and digital challenges offer powerful (and measurable) endorsement.

Fitness and outdoor apps like Strava and Komoot are channels for authentic experience design and community-driven place branding. The more visible, useful, and interactive you make your destination within these networks, the more likely you are to win not just visits, but loyalty and advocacy, too.

Want a deep-dive, see a trend you think I missed, or have a place for me to cover? → Hit reply

Thanks for reading :)
Kevin

What did you think of today’s email?
Your feedback helps me create better emails for you!

I’m Kevin, Freelance Writer & Partnerships Manager based in Tokyo.

Find me on LinkedIn!

Today, we take a look at how Japan, Toronto, Turin, and Georgia are embracing TikTok to tell powerful stories.

Turning Places into Playlists: TikTok’s Secret Sauce for Destination Marketing

Have you noticed? The world’s most exciting destinations no longer pitch themselves as just dream vacations. They’re being remixed into living playlists on TikTok. Think of it as Spotify for travel: instead of songs, you discover street food hotspots, midnight markets, sunrise temples. All in quick, bingeable videos. Now you scroll, save, and share whatever fits your personal travel vibe, building a bespoke mixtape for your next trip.

The secret sauce behind these trending places isn’t glossy drone shots. It’s the freedom for both locals and visitors to capture authentic moments that makes people curious.

Here’s how creative destinations are letting TikTok users become both the storytellers and the audience all at once.

1. Japan: Turning Food into Shareable Fantasies

What worked:
Japan National Tourism Organization (JNTO) in collaboration with Travel Marketing Agency Anorak didn’t rehash cherry blossom shots. Instead, they sent authentic foodie creators like Katie Cung to explore Tokyo’s street eats and Kyoto’s hidden gems crafting “culinary fantasy come to life.” Content was rich in local context, made for TikTok, Instagram and YouTube and told as a personal adventure.

Results:
1.9 million reach, 8% engagement, over 153 pieces of content, 56,000+ direct audience engagements from food-focused content alone.

What to steal:
Pair with micro-creators for niche stories (street food, spiritual havens), let them deep dive, and make the story hyper-personal.
More Details ↗

2. Toronto: The Power of Choice and Interactivity

What worked:
Toronto’s “You Gotta See What We See” campaign went interactive: TikTok Story Selection Ads let viewers choose what to discover (Dining, Arts, or Adventure). In partnership with Destination Ontario and Air Canada, the campaign set out to spark curiosity and boost travel consideration for Toronto. Leveraging TikTok’s interactive tools, including “Story Selection” ads, viewers were invited to shape their journey by choosing between themes like Dining, Arts or Adventure in Toronto.

Results:
296% click-through rate (CTR) above industry average, 44% more impressions than forecast, 3.4 million unique users reached.

What to steal:
Use TikTok’s interactive tools let users pick their journey. It transforms passive viewers into active participants, massively boosting engagement.

More Details ↗

3. Turin: Winning with Authentic, Everyday Micro-Stories

What worked:
Turin, Italy’s tourism office didn’t need big budgets. Instead, they teamed up with local creators like @FoodFede, served up street markets and daily scenes, and promoted “curious content” about real life in Turin.

Results:
<0.2€ CPM (!), 94% of new followers coming directly via campaigns, all on a budget <10,000€.

What to steal:
Breathe with the city’s actual rhythm. Lean into micro-influencers, celebrate daily moments, and don’t overproduce—realness wins.

More Details ↗

4. Georgia: 🇬🇪 Food Culture as Viral Currency

What worked:
Georgia isn’t running fancy campaigns. They just encouraging travelers to share. Viral TikToks show off khachapuri-making, wine country, and the “diets don’t exist here, and I love it” vibe. The openness, joy, and tradition make the country sticky and craveable.

Results:
Some posts rack up 100,000+ likes. Hashtags like #georgia saturate foodie TikTok.

What to steal:
If your culinary or winemaking tradition is unbeatable, let it speak for itself! Create space for visitors AND locals to post unfiltered.

3 Georgian dishes on TikTok ↗

What All These Places Teach Us

• Authenticity beats polish always.

• Invite participation; don’t dictate the story.

• Specificity and “insider” content outperform travel clichés.

• Micro-influencers (not celebrity influencers) often drive real engagement.

• Interactive tools create memorable, personalized journeys.

• Lean into local quirks: markets, food origins, daily habits, community leaders.

5 Quick Moves For Your Destination’s TikTok

1. Launch a UGC challenge for local secrets

2. Partner with foodie creators who can show stories behind the plate, not just the food

3. Use TikTok’s Story Selection or Branded Missions to make your campaign interactive

4. Go micro- and local: commission creators with daily access, not tourist access

5. Embrace “strange” and authentic traditions: explain, contextualize, and celebrate them

Where Next?

With TikTok moving toward geotagged experiences, direct bookings, and smart itineraries, the line between “seeing” and “booking” is blurring. The destinations that will win? Those that show up, openly, with their quirks, their kitchens, and their community.

Sources / Further reading:

• How TikTok Is Transforming the Tourism Industry in 2025 – WTFI

• Winning TikTok & Instagram Marketing Strategies for Destination Marketing – InfluencerMarketingHub

Want a deep-dive, see a trend you think I missed, or have a place for me to cover? → Hit reply.

Thanks for reading :)

Kevin

Today, we explore Berlin with Columbia and Highsnobiety to understand how strategic brand partnerships can spotlight a city’s identity.

When Brands and Places Align

What happens when a hiking brand partners with a lifestyle magazine?
You get a trail that runs through Berlin — not mountains.

Columbia’s Hike Society redefines what outdoor means. In collaboration with Highsnobiety, the campaign turned Berlin’s brutalist corners and green stretches into a curated hike, mixing history, graffiti, and hidden city gems.

But the real genius lies in the partnership. Highsnobiety brought cultural capital, urban style, and a loyal audience. Columbia brought the gear, the outdoors, and a message: you don’t need alpine peaks to go hiking.

👉 For destination marketers, this is a sharp reminder:
The right collaboration can unlock new relevance, reach and resonance.

Ask yourself:

• Who shapes cultural taste in your place?

• What if your next tourism campaign wasn’t from a tourism agency — but from a fashion mag, a record label, or an artist collective?

Cities already live in the minds of locals and visitors alike.
The best collaborations help you reframe what’s already there.

Thanks for reading :)

Kevin

We help you understand what’s happening in tourism worldwide.

Today we have a look at the travel news of CW 34.

Off we go!

Tourism News of the Week

• Why Are So Many Millennials Going to Mongolia? In an era of Instagram tourism, some young people are searching for less curated travel experiences. So they’re flocking to the open spaces of this East Asian nation.

• How close are we to universal sustainable tourism worldwide? | World Economic Forum

Destinations in crisis

• After the Earthquake in Morocco, Tourists Grapple With the Ethics of Travel.

• Hawaiʻi Tourism Authority begins marketing again to Europe market

Over-Tourism

• Once Beset by Violence, This City in Colombia Now Struggles With Too Many Tourists

• French government launches new strategy to deal with 'over-tourism' - YouTube

Travel-Guides

• This 19-day Train Trip Takes You Through Some of Canada's Most Spectacular Fall Foliage.

• The Beehive State the Happiest State in the U.S., According to a New Survey - Travel + Leisure.

• Spend 36 hours in Charleston, S.C.

Travel AI You Should Know

• Plum Guide CEO on Using AI to Disrupt the Short-Term Rental Space.

• Matador Network CEO Says A.I.-Powered Travel Tool GuideGeek Can Forge Human Connections

Air Travel

• Airport Worker Shares Travel Hack That Will Help Stop Your Luggage from Getting Lost.

• How climate change is making air travel worse.

Other

• "It Was A Very Expensive Mistake": 21 Of The Dumbest Travel Mistakes People Have Made - BuzzFeed

• Sports-related travel is one of the fastest growing segments of tourism, says Booking.com

Thanks for reading! Until next week!

Kevin

Today we have a look at effective crisis communication strategies for destinations.

Off we go!

Today’s Itinerary

• Crisis Communication Toolkit for Tourism Organisations

• Tourism News of the Week

• Travel AI You Should Know: Mindtrip

Crisis Communication Toolkit for Tourism Organisations

Greece, Hawaii, Hong Kong, and now Morocco. In 2023, so many tourism destinations have been hit by disasters. This also means that effective crisis communication for destinations is becoming increasingly important.

Effective crisis communication should be transparent, providing visitors with clear information on what has happened and how it will impact their trip.

Also quick and accurate response to crisis situations is important to strengthen visitors' trust in the destination and make them feel safe. But how to start?

A good example of how to communicate in such situations is the “Tourism Crisis Communication Toolkit” from the Australian government. In my opinion, every region should have such a toolkit.

The toolkit will:

1. Help your tourism region become crisis ready so it can return to business as soon as possible after an event

2. Better coordinate tourism-related messaging and communication between key disaster management groups and the tourism industry

3. Improve future messaging to visitors ahead of, during and after a crisis to reduce impacts on tourists and the region’s reputation

4. Remove gaps in existing crisis communication planning to help prepare for, respond to and recover from future crises

5. Provide an operational framework and steps to manage communications before, during and after a crisis

6. Provide a one-stop shop for crisis scenario key messages and communication templates

Get the Toolkit for free

Tourism News of the Week

• The future of tourism is sustainable and regenerative - The World Economic Forum

• Morocco travel advice: Is it safe to travel to Marrakech right now? - The Independent

• Tourists in Morocco share experiences after devastating earthquake - NBC News

• Marrakesh tourism operators urge people to travel to Morocco after the earthquake

Travel Trends

• Sober travel: A global tourism trend but a way of life for some

• As Amsterdam bows out, what will be the new capital of cannabis tourism?

• 'Choose something you love, and go and do it': readers on the joy of solo travel - The Guardian

Flying

• This Low-cost Airline Just Launched a New Route to Paris From the U.S. for Under $300

What else?

• A river of wine flowed through the streets of Levira, Portugal, last weekend after two tanks collapsed at a distillery.

Travel AI You Should Know

Mindtrip is an AI assistant that can provide you with travel data that includes maps with suggested sights, travel availability, the ability to book restaurants and tours, all managed within a personalized itinerary.

Mindtrip will go into public beta toward the end of 2023. You can join the waitlist here.

Your wish is my command

What did you think of today’s email?
Your feedback helps me create better emails for you!

Thanks for reading! Until next week!

Kevin

Today we have a look at the top 10 most searched cities on Google in 2023.

Off we go!

Today’s Itinerary

• Top 10 Most Googled Cities in 2023

• Tourism News of the Week

• Best AI Travel Planning Tool in 2023?

Top 10 Most Googled Cities

Here are the top 10 most searched cities on Google in 2023:

1. London, United Kingdom

2. Cancun, Mexico

3. Paris, France

4. Orlando, Florida, USA

5. Rome, Italy

   

6. New York City, USA

7. Tokyo, Japan

8. Dubai, United Arab Emirates

9. Barcelona, Spain

10. Amsterdam, Netherlands

(According to Destination Insights by Google in US)

Tourism News of the Week

• Canada cautioned L.G.B.T.Q. citizens visiting the U.S., in response to states’ rules this year restricting transgender care, drag shows and sports participation

• 'Definitely not the first choice': China has a big tourism problem

• Maui wildfires: 'If you want to help, keep your trip,' Hawaii tourism official says

• How tourism ruins life for locals, and not just in Hawaii

• A new hotel trend that puts you to sleep — literally

• NYC's latest tourist attraction: RATS! Tour guides offer trips to worst rodent-infested parts of the Big Apple

• 80% of France's tourists travel to just 20% of the country

Social Media

• How Instagram changed the tourism industry
  

Cool Travel Guides

• Summer is nice, but fall is better — for travel | CNN

• Travel to the otherworldly Faroe Islands

• Why Northern Ireland’s food and drink are outstanding

• A quick guide to Meskhetian cuisine & all the best places to eat in Samtskhe-Javakheti

Climate Change

• For small biz reliant on summer tourism, extreme weather is the new pandemic -- for better or worse

Art

• First published in 1996, “Small World” is among Martin Parr’s most influential books. A new updated edition features over 40 new photographs alongside his iconic images. Parr’s biting satire explores global tourism, revealing how the pursuit of diverse cultures inadvertently erodes them.

Best AI Travel Planning Tool in 2023?

Your wish is my command

What did you think of today’s email?
Your feedback helps me create better emails for you!

Thanks for reading! Until next week!

Kevin

Today we have a look at the late summer travel news.

Off we go!

Today’s Itinerary

• Tourism News of the Week

• New Travel AI You Should Know

Tourism News of the Week

• USA and China in Talks to Boost Tourism Ties. The U.S. can’t have a full tourism recovery until Chinese tourists return at their pre-pandemic levels.

• Austrian town protests against mass tourism. Hallstatt, which is a World Heritage Site, has just over 700 inhabitants - but gets up to as many as 10,000 visitors a day during high season.

• Visitors to France to spend record sum in boon for tourism industry. Travellers to fork out as much as €67bn this year in latest sign of post-pandemic rebound in global travel

• China Reopened to Tourists, But Few Traveling There

• Amsterdam: The European capital fighting bad tourists

• Bhutan cuts daily tourist fee by half to lure more visitors

• Lebanon is experiencing a tourism boom. But it is disconnected from the reality of everyday life

• Flights in and out of Britain will be disrupted for days, the government said, after a technical issue with the country’s air traffic control system.

Climate Change

• How climate change will hit holidaymaking. Extreme weather will affect where tourists go and when | The Economist

• Where will the tourists go? Europe’s winning and losing destinations due to the climate crisis | El Pais International

• Why did tourists keep coming as Rhodes and Maui burned? It’s about far more than denial

• Should you visit Hawaii right now? Hawaii has relied on tourism for decades, but since the devastating wildfires, unemployment claims have spiked | Head Topics

Food

• Dua Lipa tries Michelin-starred French food with Hélène Darroze | Vogue France

Wellness Tourism

• Wellness tourism is booming but what's behind the trend?

City Trip

• Plan a 36-hour trip to the cobblestone lanes of Cartagena, Colombia.

Travel AI You Should Know

• The AI assistant Swifty transforms the time-consuming and fragmented business travel booking process into a fast and efficient experience. Swifty autonomously manages essential steps of business travel, encompassing planning, booking, payment, and invoicing, all within the chat interface.

Your wish is my command

What did you think of today’s email?
Your feedback helps me create better emails for you!

Thanks for reading! Until next week!

Kevin

Welcome to the Future of Tourism,

Today we have a look at how Dua Lipa boosts Albania as a tourist hotspot.

Off we go!

Today’s Itinerary

• The Power of Dua Lipa's Influence on Albanian Tourism

• Travel Influencer of the Week: Who to follow

• Travel News

• New Travel AI You Should Know

The Power of Dua Lipa's Influence on Albanian Tourism

Albania has become a go-to escape for young people on holiday, offering techno meccas such as Kala and ION festivals, affordable accommodation and gorgeous beaches. And who might be the catalyst for this sudden surge of youthful explorers? None other than Dua Lipa. Now, you might be wondering, "How does a pop star boost a country's tourism?" 

Dua Lipa has publicly expressed her love for Albania and her Albanian heritage. And she has filmed music videos in Albania, showcasing the country's natural beauty.

The Instagram Impact 

She's not just about glammed up selfies and behind-the-scenes peeks into her high-octane life. Dua Lipa, a proud Albanian-Brit, often uses her platform to highlight her beloved homeland's beauty. 

Here's the ripple effect: 

1. Young fans see her posts.

2. They become interested in Albania.

3. They plan their next vacation to Albania.

4. Albania's tourism skyrockets.

Dua Lipa doesn't just promote Albania's scenic locales; she embraces and amplifies her cultural heritage, making Albania more than just another travel destination. She makes it a vibrant, living part of her identity that fans are eager to explore.

The Dua Effect: A Closer Look 

Quite powerful, isn't it? Well, that's the power of Dua Lipa – turning her pop stardom into a turbo engine for Albania's tourism industry. 

Travel Influencer of the Week

• Dua Lipa

Travel News

• How Albania became 2023’s summer hotspot: The country has become a go-to escape for young people on holiday.

• Travel in the Climate Crisis: Researchers have already begun studying what climate change might have in store for the tourism industry's future.

• South African Tourism launches new North Europe campaign: Campaign to encourage Northern European travellers to visit the country.

• A group of Italian tourists went viral in Albania: After running away from a restaurant in the country without paying the bill PM Meloni decided to pay the bill out of her own pocket because, as she stated: “Italy’s reputation can’t suffer due to fools”.

• Spain’s British tourist invasion: Local reaction to the hard-partying herd in tourist towns like Magaluf, on the Spanish island Mallorca, is split between come hithers (from hotel and bar owners) and go yons (from residents)

• Because the Malaga FC football club has not presented any big-name new arrivals, frustrated fans went to the airport to spontaneously celebrate a tourist who had landed there. The result: the best scene since Tom Hanks in Terminal.

• Spend 36 hours in Palermo, Italy.

  ---

Travel AI You Should Know

• Kayak has released its “Best Time To Travel” AI tool which for example suggested October for Tokyo citing lower airfares, less crowds and cooler weather.

  ---

Your wish is my command

What did you think of today’s email?
Your feedback helps me create better emails for you!

Thanks for reading! Until next week!

Kevin

Welcome to the Future of Tourism,

Today we have a look at how sustainable food influences our travel choices.

Off we go!

Today’s Itinerary

• How Food Changes Tourism: Exploring Sustainable Food Travel

• Travel Influencer of the Week: Who to follow

• Travel News

• New Travel AI You Should Know

How Food Changes Tourism

The interest in food travel is on fire with all generations. Today, food is a key factor, even more important than others at times. Food influences our travel choices significantly.

Food's Influence on Travel 

• Authenticity: Food represents local culture and history, inspiring travel for unique tastes.

• Food Tourism: Activities like food festivals, cooking classes, and food-centered tours are on the rise.

• Health and Sustainability: Awareness about food sourcing and environmental implications is shaping travel preferences. Destinations with organic, local, and sustainable food are favored.

How Chefs and Locals are Making a Difference

Here are three examples of how restaurants are making a difference successfully. 

1. Garden-to-Table Dining in Ninh Binh, Vietnam 

First stop, the green paradise of Vietnam. In Ninh Binh you can find Chef Dung Restaurant. It's about keeping the food chain as tight as possible. From the earth, to your fork, to your belly.

Restaurants like Chef Dung only using ingredients from their little garden and are directly partnering with local farmers and fishermen. This way they ensure fresh, organic, and locally-sourced food, supporting the local economy and reducing their carbon footprint.

2. Green Market Movement in San Francisco

Next up, the city by the Bay. San Francisco is famous for its historic farmers markets, with a special spotlight on the Ferry Plaza Farmers Market.

"We're committed to promoting sustainable agriculture and reconnecting city folks with their food roots."

How does this work? Well, the market connects urban dwellers directly with local farmers, providing fresh, seasonal produce while sustaining small-scale, family farms. It's a win-win! 

3. Sustainable Seafood in Lisbon

Finally, we're heading to the shores of sunny Lisbon, where sustainable seafood is making waves. Pun intended! 

These restaurants are committed to protecting our oceans. They source from local, sustainable fisheries and promote lesser-known species. It's about tasting the sea without emptying it. 

Travel Influencer of the Week

Nicolò Leone - Portraits of Italy

Travel News

• Vacationing in Scorching Hot Europe: Travelers are flocking to Europe this summer, but the excessive and prolonged heat is putting a crimp in their plans. Here’s what some are doing.

• Americans in Europe: They wear shorts and flip-flops. They would like ice cubes in their drinks. And they want to know why there’s no air-conditioning. With U.S. tourists returning in high numbers to Europe, some Americans are butting up against European etiquette and norms.

• These six ways to enjoy Amsterdam include a little-known square called Amstelveld.

• Literary Travel: Barbara Kingsolver’s guide to reading across Appalachia.

• Latest Puma limited edition inspired by tourist destination: In partnership with the regional tourist board, sports brand Puma has announced that it will release new shoes which are based on symbols of the Black Forest region of Baden-Württemberg.

Travel AI You Should Know

• iplain.ai: Create personalized travel plans with interactive maps using AI. 

Your wish is my command

What did you think of today’s email?
Your feedback helps me create better emails for you!

Thanks for reading! Until next week!

Kevin

Welcome to the Future of Tourism, Off we go!

Today’s Itinerary

• The Rise of Soft Tourism: Where travellers are demanding sustainable options

• Travel Influencer of the Week: Russel Crowe

• News: CNN Travel discusses the Future of Travel

• New Travel AI Tool You Should Know: Copilot2trip

The Rise of Soft Tourism

Ever felt overwhelmed on a busy holiday? We all have. But there's another way - soft tourism. A gentler, less invasive way to travel.

Here are 6 inspiring places where travellers are demanding more sustainable and quieter options:

Hokkaido, Japan - The northernmost island of Japan is not just known for its delicious ramen and ski resorts, but also for its eco-friendly attractions. From the gushing waterfalls, hot springs, to the extensive wildlife, it's a trip that'll make you feel one with Mother Nature. 

Tromsø, Norway - A destination that promotes sustainable tourism through activities such as dog sledding and whale watching, while also implementing eco-friendly practices in its accommodations and transportation.

Jeju Island, South Korea - The island's commitment to preserving its natural treasures is truly commendable. It's home to UNESCO-designated attractions like the Jeju Volcanic Island and Lava Tubes, where responsible tourism practices are strictly enforced. And did you know that Jeju aims to be carbon neutral by 2030? 

Portland, Oregon in the United States is another example of successful soft tourism. Known for its eco-friendly practices and focus on sustainability, Portland offers visitors experiences such as bike tours and farm-to-table dining. The city has also implemented policies to reduce waste and promote renewable energy sources.

The Village of Vlkolinec, Slovakia - This UNESCO World Heritage site has preserved its traditional architecture and way of life, while also offering visitors a glimpse into Slovakian culture through activities such as folk music and dance performances. 

Bhutan - A country that focuses on gross national happiness rather than GDP, Bhutan has implemented policies to preserve its culture and environment while still allowing for tourism.

Travel Influencer of the Week

Russel Crowe visited Germany and was thrilled.

News

CNN Travel discusses the Future of Travel and 10 concepts that will change the way we experience the world: “Concepts that feel plucked from sci-fi novels and films are quickly making their way into mainstream travel, shaping every step of the journey.”

New Travel AI You Should Know

Copilot2trip: Create personalized travel plans with interactive maps using AI. 

Your wish is my command

What did you think of today’s email?
Your feedback helps me create better emails for you!

Thanks for reading! Until next week!

Kevin