Rather than sulk over the fact that they cannot have their guests come in and experience their tourist sites, a number of countries have chosen to reach out to their potential visitors through tourism campaigns, sensitising them about what is important right now and reminding them of the experiences and sights that await them after the pandemic.
After staying off the grid for several weeks earlier in the year while the pandemic was spreading across the globe, several innovative destinations have chosen this crisis to share stories and images of love and care, to ease tension and uplift people’s spirit, while being conscious enough to land prospective customers in future times.
Here are the top 10 tourism campaigns that stood out amongst others for their innovative ideas and sharing goodwill messages.
Bringing Britain to you, United Kingdom
One of the favourite destinations for Indian tourists, Britain has focused on delivering fun and beauty through social media posts targeting potential tourists.
With witty social media posts put together by the VisitBritain team, tourists get more than a tiny piece of Britain; they have fun, pleasure, and engagement all in one.
The campaign creatively puts together creative posts sharing some of British’s traditional recipes, resolving arguments over how some words are pronounced in British English and delivering good vibes in the midst of the pandemic.
The world is more at peace now, United Arab Emirates (UAE)
UAE’s capital Abu Dhabi’s Department of Culture and Tourism posted a video on all its social media handles as a tribute to the emirate. It also aimed to inspire people to embrace the opportunity to pause for a moment as the UAE fought back against the Covid-19 outbreak.
‘The world is quieter now’, begins the video before launching a series of images showing peace and beauty in the emirate. It ends by telling viewers that things will revert to normal soon, and that Abu Dhabi will be waiting for visitors with open arms when that happens.
Can’t Skip Hope, Portugal
It’s time to stop’, is the repeated phrase in Visit Portugal’s ‘Can’t Skip Hope’ message to the world through their official Instagram channel.
The cleverly narrated montage of a film shot across Portugal’s varied landscape that includes rural fields, red-roofed cities and pristine beaches, is a beautiful way to remind people across the world to use this period without travel and to take a break.
Breathtaking photographs of landscape, nature and architectural wonders across Portugal, throughout the video also remind tourists to ‘dream of those amazing days to come’ when the pandemic will be over and they would be able to visit Portugal again.
Dream now, Visit later, Norway
Sorry, but the country is closed for all but necessary travel for the moment,” announces the Visit Norway website. “Meanwhile, feel free to dream about all the things you can do when we open again,” it says.
Inspiring travellers to recreate Norwegian experience from the comfort of their homes, the site recommends Nordic-inspired Netflix binges, has instructions on how to recreate a log cabin vibe in your living room and recipes for traditional Norwegian kos (waffles). It is also crowdsourcing by asking travellers to share their memories of time spent in Norway.
Forfeit Today’s Travel, So You Can Travel Tomorrow, South Africa
In its ongoing campaign, South Africa Tourism aims to encourage people to stay at home and with their families, while discouraging travel across the globe due to the strict lockdown that most countries are facing.
In its videos, SA Tourism shows scenes of lonely streets, noiseless roads, and abandoned buildings, the educative video consistently reminds the tourists of the essence of staying home while ‘humanity takes its stand’ against the virus.
Stay safe, stay home, Switzerland
Visit Switzerland’s homepage has been transformed into an animated 3D montage of footage filmed across the country. The interactive functions give travellers the chance to explore Switzerland’s different regions at various times of the year.
Tourists can soar over Lucerne’s bridges, explore waterfalls in Brienz and listen to the cowbells ringing in Emmental valley. There is also a heart-warming short video on YouTube that tells travellers to stay safe by staying home.
7 minutes of island life, Saint Lucia
Fancy seven minutes in the Caribbean? That’s what the Saint Lucia Tourism Authority is offering via Instagram live. Aired twice a week, the miniseries started with a seven-minute yoga session under the shadow of the volcanic Piton spires.
Island vibes will come courtesy of Caribbean cookery classes, beach meditation and Yoga classes. For podcast fans, there is also a new five-part armchair guide to the island, ideal for anyone dreaming of Saint Lucia during self-isolation.
We’re the greatest coincidence, Mexico
Mexico’s ‘Love You Soon’ video starts on a sombre note but gradually ends on an uplifting one. The tag ‘we are the greatest coincidence, the greatest casualty’ sends a message that inspires travellers to see each other as one in these times and promises that they will celebrate at the end of the pandemic as it closes with uplifting visuals and scenes filmed from all around Mexico.
Together we can, Panama
Panama’s latest tourism creation on YouTube is a nostalgia-tinged video that works a lot better in Spanish than it does in English but still gets the message across. Monochromatic footage reminds people to stay home and take care of the nature around them, before bursts of blue oceans, lush green jungles and Panamanian cruise parties remind travellers that as long as we all stick together, we’ll get through this to return to Panama in the future.
Introducing remote tourism, Faroe Islands
The Faroe Islands, have been wowing tourists with amazing campaigns for the past three years. First with Google Sheep View in 2017, then Faroe Island Translates in 2018 and then, the latest addition being asking for voluntourists to visit. Having asked all the rest to not visit the island in the light of Covid-19, the locals – like many of us – have found themselves with unexpected time. Hence, Visit Faroe Islands has begun working with their local residents to create remote tourism opportunities. Tourists from anywhere in the world can request a remote visit to any place in the island and the locals are then expected to visit the place while being live on the web and capture whatever the tourists find interesting like – a beautiful scenery, sunset or anything that might draw attention.
