International Travel PR programs That Work
Effective travel PR programs outside the USA often leverage regional insights, cultural relevance, and localized media strategies. Here are several notable travel PR programs from around the world that have demonstrated success:
1. Japan National Tourism Organization (JNTO) — “Yokoso Japan”
Agency: Weber Shandwick
Region: Global
Overview: JNTO’s “Yokoso Japan” campaign used a mix of influencer partnerships, media outreach, and content marketing to showcase Japan’s diverse travel experiences. The campaign included virtual reality tours and interactive content to engage potential travelers.
2. Tourism Australia — “There’s Nothing Like Australia”
Agency: Cummins&Partners
Region: Global
Overview: This campaign highlighted Australia’s unique attractions and experiences through stunning visuals and compelling storytelling. The use of digital content, influencer partnerships, and targeted media placements helped position Australia as a premier travel destination.
3. VisitBritain — “I Travel For…”
Agency: VisitBritain In-House
Region: Global
Overview: “I Travel For…” was a campaign that encouraged travelers to share their personal reasons for visiting Britain. It leveraged social media, user-generated content, and PR to create a buzz around Britain’s cultural and historical landmarks.
4. Tourism New Zealand — “100% Pure New Zealand”
Agency: Tourism New Zealand In-House
Region: Global
Overview: “100% Pure New Zealand” is a long-standing campaign that uses breathtaking imagery and storytelling to attract tourists. The campaign is supported by digital content, influencer collaborations, and extensive media coverage.
5. South African Tourism — “Meet South Africa”
Agency: South African Tourism In-House
Region: Global
Overview: This campaign focused on showcasing South Africa’s diverse experiences through media partnerships, influencer engagement, and immersive digital content. It aimed to increase awareness and drive tourism from key markets.
6. VisitScotland — “Scotland Starts Here”
Agency: VisitScotland In-House
Region: Global
Overview: “Scotland Starts Here” highlights Scotland’s rich heritage and scenic beauty. The campaign utilized social media, content marketing, and media outreach to attract travelers interested in exploring Scotland’s landscapes and culture.
7. Hong Kong Tourism Board — “Walk in Hong Kong”
Agency: Hong Kong Tourism Board In-House
Region: Global
Overview: This campaign invited travelers to explore Hong Kong through walking tours and local experiences. It included interactive digital content, influencer partnerships, and targeted media outreach to boost tourism.
8. Tourism Authority of Thailand — “Amazing Thailand”
Agency: Tourism Authority of Thailand In-House
Region: Global
Overview: “Amazing Thailand” uses vibrant imagery and local stories to promote Thailand’s attractions. The campaign leverages social media, travel blogs, and media partnerships to attract tourists from around the world.
9. Dubai Tourism — “Live Your Dubai”
Agency: Dubai Tourism In-House
Region: Global
Overview: “Live Your Dubai” focuses on showcasing Dubai’s luxury, adventure, and cultural experiences. The campaign includes digital content, influencer collaborations, and high-profile media placements.
10. Visit Portugal — “Portugal. The Place to Be”
Agency: Visit Portugal In-House
Region: Global
Overview: This campaign highlights Portugal’s diverse offerings through engaging content and media partnerships. It includes digital marketing, social media, and influencer collaborations to attract international travelers.
11. Iceland Tourism — “Inspired by Iceland”
Agency: Inspired by Iceland In-House
Region: Global
Overview: “Inspired by Iceland” uses creative digital content, influencer collaborations, and interactive experiences to showcase Iceland’s unique landscapes and activities.
12. Visit Denmark — “Culinary Denmark”
Agency: Visit Denmark In-House
Region: Global
Overview: “Culinary Denmark” promotes Denmark’s food culture through food bloggers, culinary influencers, and media partnerships. The campaign highlights Denmark as a destination for gastronomic experiences.
13. Switzerland Tourism — “IneedSwitzerland”
Agency: Switzerland Tourism In-House
Region: Global
Overview: “IneedSwitzerland” focuses on the scenic beauty and outdoor activities in Switzerland. The campaign utilizes high-quality visuals, digital content, and influencer partnerships to attract tourists.
14. Norwegian Tourism — “Visit Norway”
Agency: Visit Norway In-House
Region: Global
Overview: This campaign promotes Norway’s natural beauty and cultural experiences. It includes immersive digital content, social media engagement, and targeted media outreach to highlight Norway’s attractions.
15. Taiwan Tourism Bureau — “Taiwan. The Heart of Asia”
Agency: Taiwan Tourism Bureau In-House
Region: Global
Overview: “Taiwan. The Heart of Asia” uses vibrant imagery and engaging stories to promote Taiwan’s culture and experiences. The campaign leverages digital marketing, influencer partnerships, and media placements.
16. Croatia National Tourist Board — “Full of Life”
Agency: Croatia National Tourist Board In-House
Region: Global
Overview: “Full of Life” showcases Croatia’s natural beauty and cultural heritage through digital content, influencer collaborations, and targeted media campaigns.
17. Austria Tourism — “I am Austria”
Agency: Austria Tourism In-House
Region: Global
Overview: This campaign focuses on Austria’s diverse travel experiences, including culture, nature, and adventure. It employs digital marketing, social media, and influencer partnerships.
18. Mexico Tourism Board — “Live It to Believe It”
Agency: Mexico Tourism Board In-House
Region: Global
Overview: “Live It to Believe It” promotes Mexico’s vibrant culture, cuisine, and landscapes through dynamic digital content and media partnerships.
19. South Korea Tourism Organization — “Imagine Your Korea”
Agency: South Korea Tourism Organization In-House
Region: Global
Overview: “Imagine Your Korea” uses engaging visuals and stories to promote South Korea’s unique attractions. The campaign includes digital marketing, influencer collaborations, and targeted media outreach.
20. Sri Lanka Tourism — “Sri Lanka: The Wonder of Asia”
Agency: Sri Lanka Tourism In-House
Region: Global
Overview: This campaign highlights Sri Lanka’s natural beauty and cultural heritage through digital content, influencer partnerships, and media placements.
21. Canada Tourism — “Canada. Keep Exploring”
Agency: Destination Canada In-House
Region: Global
Overview: “Canada. Keep Exploring” showcases Canada’s diverse landscapes and experiences. The campaign utilizes high-quality visuals, digital content, and targeted media outreach.
22. Portugal Tourism — “There’s No Place Like Portugal”
Agency: Visit Portugal In-House
Region: Global
Overview: This campaign uses engaging digital content and media partnerships to highlight Portugal’s attractions and culture.
23. Jordan Tourism Board — “Experience Jordan”
Agency: Jordan Tourism Board In-House
Region: Global
Overview: “Experience Jordan” promotes Jordan’s historical sites and natural beauty through targeted media placements and digital marketing.
24. Finland Tourism — “Visit Finland”
Agency: Visit Finland In-House
Region: Global
Overview: “Visit Finland” focuses on Finland’s unique travel experiences, including nature, culture, and adventure. The campaign leverages digital content and influencer partnerships.
25. Estonia Tourism — “Celebrate Estonia”
Agency: Estonia Tourism In-House
Region: Global
Overview: This campaign highlights Estonia’s culture and natural beauty through engaging digital content and media partnerships.
26. Latvia Tourism — “Latvia: The Land That Sings”
Agency: Latvia Tourism In-House
Region: Global
Overview: “Latvia: The Land That Sings” promotes Latvia’s cultural heritage and natural landscapes through digital marketing and targeted media outreach.
27. Lithuania Tourism — “Lithuania: Real City Life”
Agency: Lithuania Tourism In-House
Region: Global
Overview: This campaign focuses on Lithuania’s vibrant cities and cultural experiences through engaging digital content and media partnerships.
28. Singapore Tourism Board — “SingapoRediscovers”
Agency: Singapore Tourism Board In-House
Region: Global
Overview: “SingapoRediscovers” encourages both locals and international travelers to explore Singapore’s attractions through digital campaigns and influencer collaborations.
29. Malaysia Tourism — “Malaysia Truly Asia”
Agency: Tourism Malaysia In-House
Region: Global
Overview: “Malaysia Truly Asia” highlights Malaysia’s diverse cultural experiences and natural beauty through engaging digital content and media outreach.
30. Philippines Tourism — “It’s More Fun in the Philippines”
Agency: Philippines Department of Tourism In-House
Region: Global
Overview: “It’s More Fun in the Philippines” uses vibrant visuals and engaging content to promote the Philippines as a travel destination.
31. Bulgaria Tourism — “I Discover Bulgaria”
Agency: Bulgaria Tourism In-House
Region: Global
Overview: This campaign showcases Bulgaria’s cultural heritage and natural beauty through digital marketing and media partnerships.
32. Romania Tourism — “Explore Romania”
Agency: Romania Tourism In-House
Region: Global
Overview: “Explore Romania” promotes Romania’s scenic landscapes and cultural experiences through targeted digital content and media outreach.
33. Serbia Tourism — “Serbia, A Country for All Seasons”
Agency: Serbia Tourism In-House
Region: Global
Overview: This campaign highlights Serbia’s year-round attractions and experiences through engaging digital content and media partnerships.
34. Albania Tourism — “Discover Albania”
Agency: Albania Tourism In-House
Region: Global
Overview: “Discover Albania” uses vibrant visuals and digital content to showcase Albania’s unique attractions and culture.
35. North Macedonia Tourism — “North Macedonia — You Have to See It”
Agency: North Macedonia Tourism In-House
Region: Global
Overview: This campaign highlights North Macedonia’s natural beauty and cultural heritage through engaging digital content and media partnerships.
36. Georgia Tourism — “Georgia, The Best Kept Secret”
Agency: Georgia Tourism In-House
Region: Global
Overview: “Georgia, The Best Kept Secret” promotes Georgia’s diverse attractions and experiences through targeted digital marketing and media outreach.
These travel PR programs effectively engage global and regional audiences by leveraging compelling content, strategic media placements, and influencer partnerships to enhance their destination’s visibility and appeal.
