Tourism Promotional Materials

  • First Online: 06 March 2019

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tourism promotional materials

  • M. Zain Sulaiman 3 &
  • Rita Wilson 4  

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This chapter defines tourism promotion materials and describes the various media of tourism promotion, particularly the Internet. The discussion then narrows down to the language of tourism promotion which is used by these media to achieve the ultimate objective of persuading potential tourists. Beginning with the general features of the language, the chapter discusses the textual functions of the language of tourism promotion, and how it is influenced by three sociological perspectives of tourism (strangerhood, authenticity and play) resulting in a language of differentiation, authentication and recreation. The notions of time, magic and euphoria are also discussed as key features. This is followed by a discussion of the main techniques used by copywriters in the creation of the language of tourism promotion.

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M. Zain Sulaiman

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Sulaiman, M.Z., Wilson, R. (2019). Tourism Promotional Materials. In: Translation and Tourism. Springer, Singapore.

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tourism promotional materials

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What Exactly Are Promotional Products for Travel Agencies?

Promotional products for travel agencies are branded items designed to promote and engage customers in the tourism industry. These products serve as effective marketing tools for travel agencies to increase brand visibility, inspire travel, and create a memorable experience for customers. Travel agencies have a wide range of promotional product options, including luggage tags, travel adapters, passport holders, and travel-themed apparel. By incorporating their logo, tagline, or travel imagery, these items not only showcase the agency's brand but also evoke a sense of wanderlust and adventure in potential customers.

When it comes to travel and tourism promotional products, there are several popular options that agencies can consider. One classic choice is the trusty luggage tag. Branded with the travel agency's logo and contact information, luggage tags not only add a touch of personalization to travelers' suitcases but also serve as a visible reminder of the agency's services wherever they go. It also would help to find any luggage when at the baggage claim. Another popular item is the versatile travel adapter . With different plug configurations for various countries, a branded travel adapter ensures that customers stay connected and powered up while on their adventures, all while promoting the travel agency's brand.

For those seeking a touch of style and practicality, a branded passport holder is a great choice for those people who are traveling overseas. These sleek and handy accessories not only keep passports safe and secure but also showcase the agency's logo in an elegant manner. Travel-themed apparel , such as T-shirts or caps with travel-related designs and the agency's branding, are also popular choices. Wearing these items during trips allows travelers to show off their love for exploration and serves as a conversation starter with other travel enthusiasts they meet along the way. Plus, you can encourage your customers to post these to their social media pages for even more brand exposure.

Additionally, practical items like reusable water bottles or travel mugs are gaining popularity in the travel industry. In general, the whole drinkware category is gaining momentum in the travel world. Branded with the travel agency's logo, these items promote sustainable travel practices and provide a useful tool for customers to stay hydrated during their journeys or vacations. Another unique option is a travel-themed journal or notebook . With custom designs and the agency's branding, these items allow travelers to document their experiences and create lasting memories while subtly promoting the travel agency's services.

Overall, these popular examples of travel and tourism promotional products combine functionality, style, and a touch of wanderlust, making them effective tools for travel agencies to leave a lasting impression on customers and promote their brand throughout their travel adventures.

Benefits of Promotional Swag in the Tourism Industry

It makes perfect sense for the tourism industry to utilize promotional swag as a marketing strategy.

  • Firstly, promotional products act as souvenirs and keepsakes, reminding customers of their travel experiences and building long-term brand loyalty. When customers use these items during their trips, such as wearing a branded T-shirt or using a travel mug, it creates a sense of connection to the travel agency.
  • Secondly, promotional swag serves as a form of advertising, as customers become walking billboards, promoting the agency's brand to fellow travelers. This word-of-mouth promotion can attract new customers and generate referrals.
  • Lastly, travel-related promotional products generate excitement and anticipation. By receiving these items before a trip, customers feel valued and excited about their upcoming adventures, enhancing their overall travel experience.

Best Places to Hand Out Travel Promotional Products

The best place to hand out travel promotional products is during travel and tourism events, such as trade shows, travel expos, or destination showcases. These events attract a targeted audience of travel enthusiasts and potential customers, providing an opportunity to engage with them directly and showcase the agency's offerings. People will be more likely to remember you and your brand if you can speak with them face to face then giving them a memorable promotional giveaway. Additionally, travel agencies can partner with hotels, resorts, or transportation companies to include their promotional products in welcome packages or travel amenities. This ensures that customers receive the swag at a relevant time and increases the chances of its usage and visibility during their trip. Furthermore, travel agencies can organize their own events, such as travel seminars or informational sessions, and offer promotional swag as incentives or giveaways to attendees, creating a memorable impression and encouraging future bookings. Use any and all of these options to make a bigger impact and ensure that customers will be running back to you and your services.

People Engaging with Travel Promotional Products

Customers can engage with travel promotional products in various ways. Firstly, they can use the items during their travels, such as wearing branded apparel, using luggage tags, or carrying a branded tote bag. This not only promotes the agency's brand but also sparks conversations with fellow travelers, potentially leading to recommendations or inquiries about the agency's services. This works for business travel where the employer can hand out corporate gifts with their logo on it. Or it can be utilized by travel agencies who hand out products their clients and customers will use while on their vacations. Secondly, customers can share their experiences on social media, featuring the travel swag in their posts or stories. This user-generated content not only showcases the agency's products but also creates a sense of authenticity and social proof, encouraging others to consider the agency for their travel needs. Lastly, travel agencies can encourage customer engagement by running contests or giveaways that involve using or showcasing the promotional products. This fosters interaction, loyalty, and a sense of community among customers. Use a combination of all these examples to make an even bigger impact.

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T1 - Translation and Tourism

T2 - Strategies for Effective Cross-Cultural Promotion

AU - Sulaiman, M Zain

AU - Wilson, Rita Pierina

N2 - This book addresses one of the most central, yet criticised, solutions for international tourism promotion, namely translation. It brings together theory and practice, explores the various challenges involved in translating tourism promotional materials (TPMs), and puts forward a sustainable solution capable of achieving maximum impact in the industry and society. The solution, in the form of a Cultural-Conceptual Translation (CCT) model, identifies effective translation strategies and offers a platform for making TPM translation more streamlined, efficient and easily communicated. Using the English-Malay language combination as a case study, the book analyses tourism discourse and includes a road test of the CCT model on actual end-users of TPMs as well as tourism marketers in the industry. Guidelines for best practices in the industry round out the book, which offers valuable insights not only for researchers but also, and more importantly, various stakeholders in the translation, tourism and advertising industries.

AB - This book addresses one of the most central, yet criticised, solutions for international tourism promotion, namely translation. It brings together theory and practice, explores the various challenges involved in translating tourism promotional materials (TPMs), and puts forward a sustainable solution capable of achieving maximum impact in the industry and society. The solution, in the form of a Cultural-Conceptual Translation (CCT) model, identifies effective translation strategies and offers a platform for making TPM translation more streamlined, efficient and easily communicated. Using the English-Malay language combination as a case study, the book analyses tourism discourse and includes a road test of the CCT model on actual end-users of TPMs as well as tourism marketers in the industry. Guidelines for best practices in the industry round out the book, which offers valuable insights not only for researchers but also, and more importantly, various stakeholders in the translation, tourism and advertising industries.

U2 - 10.1007/978-981-13-6343-6

DO - 10.1007/978-981-13-6343-6

SN - 9789811363429

BT - Translation and Tourism

PB - Springer

CY - Gateway East Singapore

Monash University

Translating tourism: a cultural journey across conceptual spaces

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How to Promote Tourism

Last Updated: April 3, 2024 Approved

This article was co-authored by Anyah Le Gilmore-Jones . Anyah Gilmore-Jones is a Social Media Marketing Expert based in Nashville, Tennessee. An innovative experiential and social media marketer, Anyah is skilled at creating engaging brand experiences and leverages her passion for connecting people and ideas to drive organic growth for purpose-driven brands. As the founder of GROW by Gilmore, a social media strategy company, Anyah develops data-driven social media strategies focused on authentic community building. She has over 4 years of experience spearheading viral campaigns and producing content for brands like HBCU Buzz, Black & Scholared, SHEIN, and Project Art Collective. She received her BA from Howard University in Political Science and Government. wikiHow marks an article as reader-approved once it receives enough positive feedback. This article has 11 testimonials from our readers, earning it our reader-approved status. This article has been viewed 203,683 times.

Looking to attract some new visitors to your town or city? In our current digital age, getting tourists to pay attention to a specific place is more possible than ever. Developing a marketing plan and using tools social media and other promotional materials, can all help to promote tourism in your town or city.

Creating a Marketing Plan

Step 1 Consider what makes your town or city unique.

  • Focus on activities or attractions that are specific to your town. Even a small or strange attraction could attract visitors and bring attention to the town, from the world’s largest paper clip to a man made wave in a river. Ask yourself: What makes the town worth a special trip? What do you have that a tourist can’t get or do somewhere else?
  • Work with a tourism planning committee and narrow your focus on the top three things your town has to offer. The more specific, rather than generic, you can be, the more likely your town will be of interest to tourists.

Step 2 Conduct a survey of the members of the community.

  • What do you think attracts a visitor to the community?
  • What type of visitor do you see coming to our community?
  • How can we do to improve the visitor’s experience?

Step 3 Do a survey of visitors to the town.

  • Where does the visitor live?
  • What attracted the visitor to the community?
  • How did the visitor find out about the tourist attractions?
  • What type of businesses or facilities did the visitor use?
  • What kinds of accommodations or services are needed?
  • A third party endorsement from previous visitors to the town or current visitors is a good way to determine how to better serve future tourists.

Step 4 Create a marketing plan.

  • Geographic market areas, with a section for day trips, overnight trips, and extended visits.
  • Outdoor recreation activities, if any, such as camping, hiking, fishing, and picnicking.
  • Entertainment, such as historic sites, fairs or festivals, shopping, and dining.
  • Other travel purposes, such as business trips and family visits.

Step 5 Create a unique slogan.

  • Think about successful slogans, like Las Vegas’ “What happens here, stays here”, New York’s “The City That Never Sleeps” or Calgary, Alberta’s “Heart of the New West”. They work because they are unique and avoid generic terms or phrases.

Step 6 Make an action plan.

  • The overall recommendation from the tourism planning committee, including the proposed slogan and branding.
  • The budget of the marketing plan, including the costs of all promotional materials.
  • The source of the funds to put the marketing plan into action.
  • The responsible parties of putting the marketing plan into action.
  • A timeline for the completion and launch of the marketing plan.

Using Promotional Materials and Local Media

Step 1 Create promotional materials.

  • Sell these promotional materials at local gift shops located close to popular attractions.

Step 2 Organize public radio spots and television ads.

  • The map can include a brief description of key attractions and sites, as well as activities tourists can do at these locations.

Step 4 Do a promotional draw or contest.

Using Social Media and Other Online Tools

Step 1 Make a website and keep a blog.

  • A good way to get more traffic to the website is to create a blog section on the site and make sure it is updated regularly. Conduct interviews with locals and post the interviews on the blog, or do a post on the best activities to do in the town based on the season.

Step 2 Create a Facebook page and post something every day.

  • You can also create a hashtag that uses the slogan for the town and use it often at the end of every tweet or Instagram post. This will help you track if the town is trending among users and improve your posts to get more attention on these platforms.

Step 4 Start a Youtube channel.

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About This Article

Anyah Le Gilmore-Jones

To promote tourism in your town or city, start by making a list of the things that make your area unique, such as lots of outdoor activities or a unique attraction. Then, create a slogan that reflects what makes your town special, avoiding common, generic phrases like, “best kept secret.” Additionally, try making a Facebook page for your town and posting pictures or event information every day to make sure people notice the page. You can also open Twitter and Instagram accounts and come up with a hashtag based on your city’s slogan. For tips on how to create a tourist map of your area to give to visitors, read on! Did this summary help you? Yes No

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7 Effective Promotion Ideas for Tourism Marketing

Promotion, advertising, marketing… the subtle differences between these terms (opens in a new tab) is interesting, but ultimately the bottom line is about growing your tour business and boosting your sales. That is what I am going to focus on here.

An effective advertising campaign is the most important aspect in the successful development of a tourism business. The key success factors in any campaign are careful planning and creative ideas. 

We will start with some basic foundational elements of a tourism business, and then go on to share effective promotional ideas.

Building under construction

Your Brand Identity

All the elements of a business are interconnected, and each business prioritizes them slightly differently. However, it is important to continually evaluate the strength of your brand presence while you are developing your promotions and marketing strategies.

– Social Media  

Are your social media accounts set up and active ? This is non-negotiable because so many people rely on social media as their primary source of information, and to verify the value of a business before making a commitment. Focus on maintaining several platforms, and keep them current and engaging as best as you can. You can start here (opens in a new tab) , and then take your social media to the next level with this blog post (opens in a new tab) .

– Starting a blog (or posting relevant articles)

There are several ways a blog can help grow your business. When your site is brimming with interesting blogs showcasing your unforgettable tours, or with useful articles about tourism… that gets people excited! Visitors to your blog see all this fun content, and are motivated to try it for themselves, and they hit that book button. 

The other benefit of a blog is that with enough high-quality content, it positions your company as experts in the field (opens in a new tab) . That is great for ranking in Google searches! In addition you can get a lot of mileage out of a well thought out post. Your articles can also be published on other sites that offer similar services, play double-duty as social media content, or be creatively pitched as a sales tool. Plus, when you are writing about your tours, showcasing beautiful pictures, and reminiscing on the fun you provide… that is an enjoyable reminder of how memorable your business really is.

– A professional website

A website is another important place to solidify your professionalism. Prospective customers who visit a high quality website find essential information organized cleanly, and studded with alluring photos. This is the ultimate selling tool. All your promotion efforts and marketing plans typically deliver prospective customers to your website. Therefore it needs to clearly articulate what you do, and provide a clear plan to book a tour. If you need an upgraded website, TourismTiger are experts in building websites for the tourism industry (opens in a new tab) , and we have many years of experience in this arena.

Roofline of a completed building

Put your dazzling brand identity to work

In an ideal world, a business has the budget to hire a professional marketing and advertising team. Usually, the team would offer market research, web-marketing services, commercial promo, and also creative ideas to make a tourism business more attractive. This team would have time and resources to implement an effective promotional campaign for tourism marketing organizations. (starry emoji here)

However, not everyone has the resources to pay a team of dedicated professionals. That means we must be interesting and innovative on our own.

Let’s check out below how tourism marketing companies (and tourism businesses) attract their audience and the promotional ideas they use.

1. Utilize local listings

The simplest promotion you can do is registering your business with Google My Business (opens in a new tab) – it is the new Yellow Pages. The vast majority of people use Google to find everything . If your business doesn’t show up in all those searches- you are missing out! A Google listing is basically free advertising for you. The setup process is quite simple, and then you have complete control to update your listing, add new photos, or update hours if they change. Follow these steps (opens in a new tab) , and include as much information as possible.

2. Using email newsletters

Using email newsletters (opens in a new tab) and a customer relationship management (CRM) program is an easy yet effective strategy for interacting with clients. There are classic avenues to invite people to sign up for your newsletter, such as built into your website or Facebook page. Also get creative how and where you ask for subscribers. For example, find a fun way to circulate a paper sign up sheet during a tour. And be very thoughtful of the wording you choose. Offer the user the option to subscribe to the newsletter in order to ‘regularly receive information about current offers’ or ‘hear about our seasonal tours’. Offer a newsletter that is relevant and interesting to your prospective customer. Prospective customers have different interests compared to people who already know how great your tours are.

3. Showing online banners

Considering internet marketing tools (opens in a new tab) for the tourism industry is crucial. One of the most effective promotional ideas tourism businesses can employ is to invest in online advertising. Placing ad banners on certain websites, where users will be able to see your current promotions and offers, is a great idea to get more exposure. The websites you advertise on should be the types of sites your target audience visit. Be careful that you’re placing your ads where your ideal customer is visiting, otherwise you could be marketing to the wrong audience and your efforts will be in vain. You can use different sources and sites to place banners, just use top keywords in your Google search, like ‘top hotels’, ‘travel’, ‘top destinations’, etc.

4. Paid social media marketing

You can use SMM (opens in a new tab) (social media marketing) tools and targeted advertising to get in front of your ideal audience on social networks, such as Facebook and Instagram. Paid advertising on Facebook is extremely easy to set up (opens in a new tab) and monitor. Moreover, targeting a specific audience has been perfected by Facebook, so even a novice will be able to see results with their paid FB ad campaigns. Or, consider reaching out to SMM specialists who know how to promote your travel channels, it is the most effective way to advertise your tours.

5. Applying offline promo

Good ol’ fashioned business cards are crucial, especially for travel and tourism businesses. They are extremely useful and cost-effective. With help (in the form of developing multiple marketing strategies, not relying on one), they can really improve the reputation of your brand, increasing the likelihood of interest from travelers and tourists.

Classic postcards are a great direct marketing tool for tourism marketing and travel agents. By sending a colorful postcard with a wonderful landscape of a tourist destination and a small message to potential customers, you will definitely convince them to contact you. I can imagine the star eyes now, when a person longing for a vacation finds a pretty postcard in their mail.

There is no better way to present a brief and interesting overview of the services offered by your travel business than high-quality flyers and brochures. With brand-oriented design, your travel brochures will resonate with your audience and generate interest in your brand.

6. Checking the contextual advertising and SEO

Contextual advertising (advertising on a page that is relevant to your business) and SEO optimization are types of promotional activities that are aimed at end-users who use search engines such as Google to be able to select their desired tour.

-Wait, what?!

Ok, so contextual advertising is basically placing an advertisement in a location that is relevant. For example, a promotional ad for a gym membership with an athletic clothing company. Consider what type of person books your tours, how they learn about your company, and put your paid advertisements in locations relevant to this audience. Learning more about this type of advertising will improve your techniques, and also help inform your marketing strategies as you grow your business. Read a basic summary here (opens in a new tab) . This is another great place to invest money in a pro.

However, if you do not have the budget yet, get creative! Start with a small campaign, consider joining a tourism professional group (opens in a new tab) , and keep detailed notes to track your successes and areas to improve in.

SEO optimization is a hot topic! It is also dynamic and constantly evolving, which can make it an intimidating area to become familiar with.

Each of the online methods is good in its own way, and it’s worth choosing based on the specifics of your tourism business. The main thing in this business is a professional approach for a bright result and further development aimed at improvement.

7. Using tourist promo videos

The popularity of video content is constantly growing. It is also easier than ever to make a high quality video. These trends are important for the tourism industry to capitalize on. If you are trying to boost sales and grow your business… showing people all the fun they can have on your tours is obviously the way to go! Using positive testimonials, as well as photos and videos of your clients enjoying themselves on your tour is the best way to demonstrate the value in what you offer. It is easy to hire a freelance videographer to make a short promo video highlighting your fun tours.

If you can’t hire a pro yet, get your phone out and start using it! Maybe ask for a brief interview after a tour is finished. Being mindful and asking permission to take a video is an easy way to get the conversation going. This is a great way to appeal to your customers. Read tips on how to take great quality videos here. 

In conclusion

The methods above are by far the most effective ways to promote your tourism business, but the list is by no means extensive. You can find lots of other ways to promote your travel business. (opens in a new tab) Check what people are searching for today. If your target customers go to music festivals, this could be a great location for the promo. If they use apps and mobile phones to be up-to-date, don’t forget to advertise on social media.

First and foremost, do not forget to research your market and make a strategy for promotion. Think of your product and how to best present tourism attractions to prospective clients. You have to know what your target audience needs in the first place. Furthermore, you have to offer your services and present your content via different sources, namely your website, social media channels and email advertisements.

With the help of these suggestions you can attract a large audience and promote your tours.

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10 Promotion Strategies for the Travel and Tourism Industry that Actually Work

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10 Promotion Strategies for the Travel and Tourism Industry that Actually Work

Almost every industry is (still!) going through tough times since the pandemic outbreak back in 2020. Some of them, though, have been affected by coronavirus far more than the others – and the travel industry is definitely one of them. Canceled trips, canceled flights, confused guests and hosts alike, countless restrictions, and the overall uncertainty of what’s coming next – all this have brought the industry to the brink of collapse.

Thankfully, most travel and tourism businesses decided to fight against the odds, and work their way through the pandemic. As of summer 2022, there are signs of coming back to (normal) life. Nobody knows, though, what autumn will bring and convincing consumers to plan their trips is far more difficult now than it ever was. That’s why clever marketing and promotion strategies seem to be the keys for the industry to get back on its feet.

Marketing for the travel and tourism industries in 2022

The pandemic isn’t the only problem the travel and tourism industry has faced lately. The economy (for example in Europe) forces people to think twice before going on costly vacations abroad. The competition is stiff as ever, and there’s still a need to maintain a healthy balance between costs and earnings. There’s no point in pumping thousands of dollars into marketing strategies if they won’t bring enough ROI. That’s why it’s crucial to select the next promotion strategy for your business carefully.

Here are some notable travel marketing trends are worth mentioning:

  • TikTok marketing – this social video platform became a powerful marketing tool for those skilful enough to unlock its potential. Often referred to as a platform for children and youth (and dismissed for being such), TikTok hosts 1 billion active users. It’s a value that shouldn’t be ignored.
  • Social media marketing – the dominance of TikTok does not mean that other social media platforms are doomed in marketing. Instagram, Facebook, and even LinkedIn – all those media have their place and are still valid marketing platforms. The key is – as always – targeting the right audience.
  • Influencer marketing – staying in the social media area: engaging celebrities and influencers in your marketing activities is an idea worth thinking of. Of course, the influencer with a 250K Instagram profile won’t bring thousands of customers directly to your company, but the recognizability should definitely help.

What about some travel marketing trends for 2022?

  • Flexibility is a key – though low prices are still important, customers are eager to find offers that enable them to get a full refund or change bookings if necessary.
  • Long-term rentals – in times of remote work, more people want to try living in new places for a more extended period. So-called workations have become more popular than ever, and people expect special deals for long-term rentals.
  • Geofencing – looking for attractions near the place of living has become a thing during the pandemic. People are forced to put off their travel plans until somewhere in the future, turned to what their area has to offer. With geofencing , local attractions, such as restaurants, museums, go-karting tracks, escape rooms or laser tag places, became open for people searching for “[something] near me” which, apparently, grew popular in recent years.

Enough of those trends – you’re here for the list, so here it is! 10 promotional strategies for the travel and tourism industry that actually work – they have been launched and tested by companies we know. There’s no room for hypotheses. Below you’ll find nothing but real-life examples – get ready to get inspired!

Gamecity Zoetermeer

Promotion types used: discount coupons, gift cards, giveaways.


Gamecity GoKarting Zoetermeer is a place of fun games and entertainment for people looking to do something more active and demanding than watching VOD at home or going to the cinema. Gamecity offers go-karting, laser tag, minigolf and an innovative, competitive escape room-like experience called Prison Island.

1. Social media giveaways

Pursuing the newest trends, Gamecity launched a few social media profiles, such as Instagram or TikTok (their most popular video has been watched more than 40K times!). They use TikTok not only for sharing funny, short videos but also to run giveaways for their engaged followers, thus increasing company recognizability and gaining new followers (as well as potential customers):


Online contests are usually a very effective way to raise awareness of newly-created brands. Still, nothing stands in your way if you want to organize a sweepstake every now and then to promote your already established brand.

‍ In short: a well-performed online giveaway should not only bring some attention to your company but it might also result in a significant followers increase. Each of them can become your next valuable customer!

2. Discount coupons

People who don’t order any service without typing “[name of the company] discount coupon” in Google Search won’t be disappointed, as Gamecity Gokarting issues discount coupons every once in a while. A nice 20% discount for go-karting should be enough to convince the unconvinced and create the opportunity for them to try new things while traveling or just hanging out with friends.

game city discount coupon example

Discount coupons are the salt of promotion strategies for the tourism and travel industry – it’s always nice knowing that the attraction you were already willing to experience is a bit cheaper than expected. However, from a business perspective, too big of a discount can be deceptive, as people could try it once and then never come back due to the feeling that the service should be cheaper than it is. That’s why companies usually launch 10-20% discounts.

‍ In short: The most significant advantage of the discount coupon promotional strategy is that it’s not very demanding to launch and maintain such a promotion. And with a proper tool, such as the Voucherify, issuing coupons is approachable and developer-friendly.

Promotion types used: gift cards, partnerships, giveaways.

Sportihome has created its unique business model that combines two things you can find in the company name – sports and housing rentals. To make their offer attractive for sports enthusiasts and travelers alike, Sportihome runs numerous giveaways with strongly-thematic rewards, such as entries for sports events and so on:


3. Partnerships

A popular marketing strategy is partnering up with well-known brands to provide discounts, equipment and other gifts. Sportihome decided to follow this path by teaming up with Decathlon , the most prominent sports gear brand in France. Each host, who joins the Sportihome family, gets an exclusive 10% discount for equipping the lodgings they share with Sportihome customers.

Sportihom & Decathlon partnership

In short: partnerships may strengthen your brand as showing up in the right company to a business meeting does. And if the partnership comes with benefits for the customers, you can be sure that it will positively impact your marketing efforts.

4. Gift cards

One of the ultimate travel and tourism promotion types is gift cards. However, buying holidays as a gift can cause unintended trouble – it isn’t easy to be a hundred percent sure that the gifted person won’t have any plans in a given period. Also, choosing the location and lodgings for them might not be the best idea (who knows if they’d like it?). In such a case, the best way would be to present someone with a gift card for holidays of their choice. And that’s exactly what you can do via Sportihome – choose the price (from €50 to €1,000) and choose whether Sportihome should send the card to the recipient or if you want to do this personally.

Each gift card is valid for 24 months, and the gifted person can use the code from the gift card during the payment – after choosing the most suitable location.

sportihome gif cards

In short: Gift cards are present in almost any industry, but they became especially popular when the pandemic began – if all the travel companies ensured full refunds for everyone who wanted to cancel their flights, trips and vacations, they would already be out of business. One of the ways to stay above the surface while encouraging customers to return was to offer them gift cards instead of a cashback.

This is precisely the way easyJet decided to deal with the coronavirus crisis – read more about it in our case study!



Al Ali Yachts

Promotion types used: BOGO, discount coupons, giveaways.

Al Ali Yachts is a luxury yacht-rental company based in Dubai, UAE. In a demanding market, rental companies have to try different marketing strategies to get to the right audience. One of the most effective promotions used by Al Ali Yachts is BOGO – buy one, get one free – promotion.

How does it work? BOGO promotions add an item whenever a customer orders a required number of items. For example, during the "Enjoy the Summer" promotion, Al Ali Yachts offers their customers 1 hour of yacht rental for free for every 3 hours booked. It’s easy to calculate that the offer equals a 25% discount. The difference lies in the incentive.

If a group of friends would like to rent a yacht for two hours, they might get incentivized by the promotion – they’d rather pay for 3 hours and have a boat for 4 hours.

al ali yacht bogo promotion example

6. Holiday giveaways

There’s always an occasion to celebrate – should it be International Women’s Day, Independence Day or National Pizza With Everything (Except Anchovies) Day, brands have learnt to incorporate them into their marketing efforts. A contest where the winner gets 1 hour of free cruising? Why not? If it brings people interested in the product, it’s probably a good idea (though there’s a million dollars for whoever creates a campaign combining National Pizza Day with yacht rental).

al ali yacht holiday giveaway


Promotion types used: discount coupons.

Visiting the Dertouristik website for the first time is one of those unforgettable moments, when a pop-up ad doesn’t get on the nerves – why so? Because of an exclusive, time-limited offer (also the fact that it doesn’t cover the whole screen)!

7. Time-limited offers

Though setting a time limit for the offer is old as the world, it’s useful promotional tool companies use with success in 2022 (and will probably still use in 2222). Here’s what it looks like on the Dertour website:

Dertouristik discount coupon pop-up

The window pops up right after entering the website – it says that there’s a €50 discount for any travel package from Dertour, as soon as the total costs are above €500. The offer is valid until midnight, so there’s a strict deadline, but with plenty of time to think this decision through.

It’s a nice touch that after closing the pop-up window, it’s still available under the blue “Ihr Rabatt Code” button, so the customers can get back and copy their code anytime.

Promotion types used: flexibility packages, discount codes, freebies.

8. Flexible packages

Trends in the travel and tourism promotions have changed – customers expect more than low prices, loyalty solutions or various discounts. They also need peace of mind when it comes to planning their vacations. That’s why solutions such as ItaliaRail’s Flexibility packages work! With an additional fee customers can ensure that they would be able to reschedule or cancel their train tickets with an 80% or 90% refund:

ItaliaRail flexibility package

9. Freebies

Genuinely taking care of customers’ well-being is one of the most effective promotional strategies – especially if the goal is to create a long-term relationship with the customer. So ItaliaRail went the extra mile and prepared a little welcoming gift for their potential customers – a free Italian phrases ebook, which can be a helpful guide for those who visit Italy for the first time. Of course, giving away an ebook like this probably won’t become a game-changing strategy for the company. Still, it’s an excellent little addition to make customers feel better about traveling, and to get some email addresses in the process.

ItaliaRail freebie example – an ebook

Promotion types used: cart promotions, discount coupons.

With its branches in Switzerland, Austria, Netherlands, France, Poland, Spain, the UK, Denmark, Belgium, Norway, Sweden and Finland, TUI became one of the most popular travel agencies in Europe, offering holiday trips worldwide.

10. Cart promotions

Knowing that the most straightforward solutions are often the most satisfying ones, TUI went through with cart promotions – the discounts visible immediately while browsing the offers:

TUI deals – cart level promotions

A big, red –41% alert is precisely what TUI wants people to see right after clicking the TUI Deals button on the homepage. The difference between the regular and discounted price is what drives people’s purchasing decisions more often than they want to admit. But the difference between €1410 and €831 is just too good!

‍ Cart-level promotions , though, offer more than only displaying lower prices. Using them, you can assign automatic discounts to each customer who meets the redemption criteria, create personalized deals, enable free shipping, bonus items and much more!

Coming up with a successful promotion strategy for the travel and tourism industry requires a lot of work and dedication – I hope the above list of examples will help you choose the best promotion type to begin with. Now, before I finish, here are three final tips you might find helpful:

  • Select two or three promotion types you’re eager to try out. Learn more about them and see if they are within your reach before investing any money in them.
  • Look around and search for software that would help you create and launch the type of promotions you’re interested in. It’s always a better (and cheaper) idea to find ready-made software instead of trying to come up with your own solution.
  • If you’re determined to try out different types of promotions for your business, make sure that the software you’ve found in step 2 is able to handle each of them. No point in subscribing to (and paying for) two or three different software packages while you can stick to a single one.

If you’re looking for a powerful promotion engine where you can create numerous marketing campaigns (personalized coupons, cart-level promotions, digital gift cards, product bundling, loyalty and referral programs, geofencing), but pay only for the actual usage, try Voucherify. And when I’m saying “try” I mean it – Voucherify comes with a free plan, which you can use to find your way through the platform before deciding to pay any money!

Don’t hesitate any longer

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Translating tourism promotional texts: translation quality and its relationship to the commissioning process

Profile image of Novriyanto  Napu

Poor translation quality has often been associated with the translators’ low level of proficiency in either the source or the target language. In addition, the translator’s poor awareness and understanding of the purpose of the translation has also played a role. This may be the case when the translation commissioners fail to define and specify the purpose of the translation in the translation brief, which may influence the way the translator determines the strategies for translating the texts. The studies on the role of the translation commissioning process in translation have, however, remained limited. The aim of this paper is to examine the translation quality of tourism texts and the extent to which the translation commissioning process influences quality, with particular reference to the Indonesian context. Two sets of data have been used in this study; a corpus of six bilingual (Indonesian-English) tourism brochures officially produced by the Tourism Board of Gorontalo, Indonesia, and interviews with the tourism professionals involved in the commissioning process. The paper argues that an inadequate commissioning process has a significant impact on the quality of translation.

Related Papers

Journal of Language and Linguistic Studies

Novriyanto Napu

This paper aims to shed light on how translation commissioning process relates to the level of the quality of translation set within the context of tourism promotional text translation. Translation quality has been one of the main concerns in the translation of tourism promotional materials. The translation of tourism promotional materials is necessary because they serve as a bridge of communication between visitors and a destination they consider visiting. Therefore, a high quality of translation is essential to create a full understanding of the visitors. Studies on the role of commissioning process have, however, remained limited. The analysis is based on two data; interview and corpus analysis. The interview involved six tourism professionals at the tourism board participating in the commissioning process. The corpus analysis examines six tourism brochures and their translation to consider the quality of the translation as the outcome of the commissioning process. The discussion...

tourism promotional materials

The purpose of this study is to examine the English translations of brochures published by the Tourist Board of Gorontalo Province Government in Indonesia. This quantitative study looked at tourism brochures, both in Indonesian and English, as the source of data. The data were analyzed by considering the frequency and percentage to assess the problems of the English translation used as promotional material. The results reveal that the most frequent problems were syntactic problems (61.54%), followed by semantic problems (26.37%) and miscellaneous problems (12.09%) respectively. This study is expected to contribute to the form of feedback and implications regarding the level of problems and effectiveness of the promotional material in English for future improvement. The results of this study can also be used to develop a model for the use of effective and persuasive English to improve the quality of tourism promotion material by the aforementioned party so that there will be an incre...

Proceedings of the 1st International Conference on Education Social Sciences and Humanities (ICESSHum 2019)

e-review of tourism research

An increasing number of foreign tourists who visit Indonesia, especially Gorontalo (an emerging regional destination), has increased tourist brochures' importance. Brochures are produced in multiple languages, and translation plays a crucial role in delivering the intent and purpose of the brochures to potential readers. The present study investigates the opinions of target readers regarding the text and content. Qualitative methods were used, and participants were asked to read tourism brochures and complete a survey with questions related to the content of the brochures, particularly the English translation. The findings reveal both positive and negative readers’ responses regarding the quality of the brochures. Regarding non-linguistic aspects, design and layout were most attractive to the readers. Regarding English translation, grammatical errors prevented tourists from understanding the brochures, thus undermining the text's function as promotional material.

Onomázein, 26 (2). 335-349.

Isabel Durán-Muñoz

Cadernos de Tradução

Translation Studies: Theory and Practice

Irina Mkhitaryan

The action research is a parallel corpus study that delves into the translation peculiarities of translated English travel guides and a few websites. The corpus is based on Newmark`s strategies which endorse the availability of effective analyses. The results of the findings have shown: (a) as a full expression of simplification, one of the translation universals, translated English tourism texts are more concise than their Armenian source texts through the omission of detailed information in listings and culture-specific information in the original ; (b) translated English tourism texts are more formal and detached in tone than that of Armenian original through the frequent adoption of nominalization; (c) translation strategies are of great avail to find out mistranslations and misinterpretations of the tourist texts. The very research instantiated intricacies between the translated English tourism texts and the source text in Armenian by highlighting the thematic and formal featur...

SHS Web of Conferences

Alexander Shovgenin

The article presents translation analysis of the texts within tourism discourse. According to the authors, the Internet is the most popular source of information and thus tourist websites are aimed at forming tourism attractiveness of a certain region as well as promoting regional branding. As illustrated by examples of multilingual hotel websites, the language component of website content is an essential factor for translation. As a result, the analysis of data shows that in many translations various errors are made, which are characterized by a violation of stylistic, lexical, grammatical, spelling and punctuation norms or rules, consequently, translated texts do not correspond to their original communicative and pragmatic function. Having studied the original examples, the authors prove that the translated text in the tourism discourse performs its main function, i.e. attracts a large number of potential customers only when a professional translator while translating generates a ...

International Journal of Research in Education

Dr. Jafar Sodiq

ABSTRACT Many foreigners visit Indonesia especially Semarang City for doing some business, research, Javanese Cultural studies or just for vacation. As foreign tourists, they only depend on tourism brochures or use Google Map to find the places they want to visit. Often, the English-translated tourism brochures contain untranslatable words or phrases. This research is aimed at finding out the translation techniques used to translate the cultural issues in the Indonesian tourism brochure texts especially the religious tourist destinations in Semarang City. This research is descriptive qualitative type and uses the tourism brochure texts as the sample. The results of this research show that several translation techniques are used in to translate the Indonesian texts into English which include (1) pure borrowing; (2) established equivalence; (3) pure borrowing-established equivalence; (4) deletion; (5) pure borrowing-deletion; (6) generalization; (7) modulation; (8) generalization-pur...


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Green growth, special publications, special edition, registration, subscription form, tin nhanh chung khoan, vietnam’s tourism brand in need of methodical marketing strategies.

The country's tourism sector served over 6.2 million foreign visitors and 40.5 million domestic tourists over the first four months of this year, earning VND271.4 trillion (nearly $11.3 billion) in revenue, according to the Vietnam National Authority of Tourism (VNAT).

The number of international visitors increased by 68.3 per cent over the same period in 2023, statistics showed. South Korea remained the largest foreign tourist source with 1.6 million arrivals, accounting for 25.8 per cent of the total international arrivals. It was followed by China, Taiwan, the US and Japan.

Many prestigious international organisations and media companies have highlighted Vietnam as an attractive tourist destination. UK newspaper The Independent in July 2023 hailed Vietnam as the most coveted tourist destination in Southeast Asia, saying it is one of the top choices for British travellers thanks to its diverse natural beauty, alongside rich historical and cultural heritages as well as culinary cultures unique to each locality.

The Traveldudes site introduces Vietnam as an impressive destination for those who like adventure travel, including scuba diving. Scuba diving in Vietnam is a great experience because of the rich underwater landscape and thousands of kilometres of coastline.

According to travel agencies, the potential of Vietnam’s tourists industry is big, but the country is lacking a national brand marketing mindset at a strategic level, and there is no uniformity in brand communication, leading to a vague picture with thousands of components with different values. Current marketing strategies are not focused on the audiences they should be targeting, and there is no clear analysis of how effective they are.

Minister of Culture, Sports and Tourism Nguyen Van Hung said, “International arrivals to Vietnam have not met expectations because some of Vietnam’s traditional key tourism markets which resumed operations late after the pandemic have not fully recovered.”

“Besides, the country faces difficulties in connecting and exploiting new and potential markets, while we have been slow to resume international flights,” Hung said.

Travel companies have said that one of the priority tasks is to change the way Vietnam markets the national tourism brand, and to take creative, breakthrough, synchronous, and effective measures to ensure the message reaches its target markets.

“It is necessary to position the national tourism brand for targeted travellers. The country needs to identify the key value and characteristics of the tourism brand and then create a unified and consistent message for specific target holidaymakers,” said Pham Ha, founder and CEO of LuxGroup, a luxury travel and tourism company and cruise operator.

“Management authorities, localities, and travel agencies should focus on small communications campaigns with flexible content through different media channels, targeting each customer group,” he said.

“Determining suitable communication channels for each targeted customer also contributes to the success of tourism products. In the digital transformation era, we can take advantage of social networks, such as Facebook, TikTok, and Instagram to approach travellers in different markets. We can encourage the public to become active promoters of the Vietnamese tourism brand,” Ha said.

An example of the efficiency of using social networks and public figures in promoting a national tourism brand is the South Korean model and actor Jung Il Woo’s trip to Vietnam.

During his time in Vietnam, he uploaded photos of his trips to different places and typical local foods to Instagram. In Hanoi, he detailed his experiences trying Vietnamese beef pho , ca phe sua da (iced coffee mixed with sweetened condensed milk), and local beer to the 3.4 million followers on his Instagram page.

Then he posted another photo titled 'Meanwhile in Sapa'. Sapa is a popular tourist town in Lao Cai province, approximately 300 kilometres from Hanoi.

He also uploaded photos of the coffee shops and street food eateries that he visited in the city, attracting the attention of both Vietnamese and international fans.

In February, Soobin and Beomgyu of K-pop boy band Tomorrow X Together visited Phu Quoc Island during the Lunar New Year holiday.

Since the beginning of 2023, many famous Korean actors and singers have been travelling to Khanh Hoa. Images of green resorts, attractive meals, and interesting experiences posted by Korean celebrities on websites have helped to promote Nha Trang-Khanh Hoa, increasing its attraction to Korean tourists.

According to statistics from Khanh Hoa Department of Tourism, an estimated 130,000 Koreans visited Khanh Hoa in July last year. Since the beginning of 2023, the province has welcomed about 530,000 Korean visitors, accounting for more than 53.1 per cent of the province's international arrivals.

“Applying these solutions will help Vietnam build an effective tourism brand marketing strategy, delivering measurable results and enhancing its appeal in the international market,” Ha said.

By Nguyen Kim

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tourism promotional materials

Changes Coming To Los Cabos: New Regulations Aim To Enhance Tourist Experience

Post may contain affiliate links; we may receive compensation if you click links to those products. This has no impact on how offers are presented. Our site does not include all offers available. Content on page accurate as of posting date.

Los Cabos is a luxury vacation destination enjoyed by travelers from all over the world, but it's not without its share of problems, just like anywhere else.   

Being the tourist destination that it is, it can become overrun with beach vendors trying to sell their wares, massage booths offering their services, and pharmacies marketing their drugs to tourists.   

Some tourists enjoy having access to these things, but access may be more limited in the future, as changes are coming to Los Cabos amid new regulations aimed to enhance the tourist experience.   

Enough Is Enough And Too Much Is Too Much  

All of these services and products that are offered to tourists are not necessarily bad in and of themselves.   

The problem is that in many cases they are not regulated.  Beach vendors and massage booths often operate without permits and pharmacies do not always comply with regulations.   

Those that don't follow the rules sometimes don't provide tourists with the best experiences.   

Activities That Take Away From The Tourist Experience   

Buying from street and beach vendors is a timeless tradition in Mexico, but Los Cabos beaches, especially Medano Beach, are known for being inundated with them.   

Whether they're selling souvenirs, food, or massages the mass number of them often interferes with tourists enjoying what they came for, the beaches.   

By ensuring that all vendors carry permits, authorities can reduce the number and weed out those involved in illegal activities, like selling illegal substances.   

In the case of pharmacies, regulations are even more important because the lack of them puts tourists at risk.   

According to officials, some pharmacies are involved in the unregulated marketing of both prescription medications and other drugs.   

On numerous occasions, pharmacies have been shut down due to the sale of counterfeit drugs, but there is always another pharmacy open when one closes. 

How Authorities Are Addressing The Situation  

To combat both of these issues, naval officials and COFEPRIS (the Federal Commission for the Protection Against Health Risks) are involved.   

They have performed, and will continue to perform, inspections to identify illegal activities and unregulated businesses.   

They ensure that beach vendors carry the required permits and that pharmacies are operating within the law.   

Looking At It From Both Perspectives  

The effect these changes might have on tourists is both positive and negative.   

From a tourist perspective, they're going to see more authorities present, which can be disconcerting.   

Additionally, some of these things, like beach vendors, are part of the whole Los Cabos experience, so some tourists might miss them when they are not readily available.   

But the positive side of it is that tourists are being kept safe and authorities are preventing vendors from harassing tourists and/or offering illegal items, which greatly improves the overall experience.   

The Tourist Image Pharmacy Problem   

Another problem with the existence of so many pharmacies is that it can result in Los Cabos being seen as a destination where there's easy access to certain drugs.   

Other cities in the country deal with this problem.   

Los Cabos is a luxury destination, and the image of being a pharmaceutical haven takes away from the real image that Los Cabos strives to maintain.   

The Effect On Tourism   

Despite the problems that have occurred with all of these issues, tourists still flock to Los Cabos by the millions.   

It continues to be viewed as a safe, secure, luxury beach vacation destination.   

This is the result of the endless efforts of authorities and officials to address anything that might destroy that image, which is what these new regulations are all about. 

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The post Changes Coming To Los Cabos: New Regulations Aim To Enhance Tourist Experience  appeared first on The Cabo Sun .

Changes Coming To Los Cabos: New Regulations Aim To Enhance Tourist Experience 

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MACAO, 15 May 2024 – Tourism Malaysia takes part in this year’s PATA Annual Summit, themed “Reimagining Tourism” from 15th to 17th May 2024. The annual event brings together the Pacific Asia Travel Association (PATA) members from over 30 destinations to reconnect and keep updated on emerging trends, sustainable tourism, human capital development, and the future of air travel and hospitality.

Alongside PATA Annual Summit 2024, the main agenda includes plenary sessions, breakout sessions, the PATA Executive Board and Board meetings, and the Annual General Meeting, which will provide a platform for PATA’s public and private sector members, partners, as well as PATA Chapters and Youths from around the world. Tourism Malaysia is represented by Mr Shahrin Mokhtar, Director of Strategic Planning Division.

PATA has been actively promoting travel and tourism in the Asia and Pacific region by supporting the growth of its members’ businesses in both the public and private sectors to expand their networks regionally and globally. Besides being the targeted channel for brand exposure, PATA also helps to strengthen the tourism industry through trade events, industry research, and professional development programmes.

As a leading agency for promoting Malaysia as a preferred tourist destination to the domestic and international markets, Tourism Malaysia continues to participate actively in PATA’s annual programmes, especially in preparing for the upcoming Visit Malaysia 2026.

This year marks Tourism Malaysia’s 65th year as a PATA member since it first joined in 1959, allowing Malaysia to become the host of various PATA programmes including the PATA Adventure Travel Conference and Mart (ATCM) 2020 held in Kota Kinabalu, Sabah.

About Tourism Malaysia

Malaysia Tourism Promotion Board, also known as Tourism Malaysia, is an agency under the Ministry of Tourism, Arts & Culture Malaysia. It focuses on the specific task of promoting Malaysia as a preferred tourism destination. Since its inception, it has emerged as a major player in the international tourism scene.

The next Visit Malaysia Year, set to take place in 2026, will commemorate the sustainability of the nation's tourism industry, which is also in line with the United Nations Sustainable Development Goals (UNSDG).

Furthermore, Tourism Malaysia actively endorses the Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT), working towards the realisation of the IMT-GT Visiting Year 2023-2025, with the shared aim of promoting the region as a unified tourism destination. For more information, visit Tourism Malaysia’s social media accounts on Facebook, Instagram, Twitter, YouTube, and TikTok.

For enquiries, please contact:

Ahmad Kamarudin Yusoff Deputy Director Corporate Communications Division [email protected] Tel: +603 8891 8774

Marhafizman Mohamad Daud Senior Tourism Officer Corporate Communications Division [email protected] Tel: +603 8891 8785

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