The health crisis has had a major impact on the tourism sector, depriving people of travel and in fact tourist destinations of substantial economic benefits. But it was also an opportunity for the territories to redefine their image and above all to rethink their tourism strategy. A necessary break for a sector that never has time to rest and that must evolve rapidly in order to remain up to date. Now that the borders are fully reopened, these same destinations are ready to welcome visitors again and they are making this known through campaigns that are sometimes aspirational and sometimes humorous.
Staging your destination
The recovery of tourism has intensified the competition between the different tourist destinations of the world, encouraging territories to make tourists dream more and more. An invitation to travel in the form of promotional campaigns that inspires destination marketing teams around the world.
The Mauritius Tourism Promotion Authority (MTPA) has just launched its new promotional campaign which will be broadcast on a global scale. Called "Experience our island", the campaign features a series of paradisiacal landscapes set to traditional Mauritian music. Highlighting its beaches, its natural heritage but also the wide variety of activities offered on the island, the campaign plays on the imagination around the island destinations that so many people dream of. Mauritians are also featured in this spot, being portrayed as warm and welcoming just like their island. MTPA's ambition with this new campaign is to show "the unique energy that sets Mauritius apart from other destinations".
While the campaign is being rolled out globally, the destination is targeting certain markets more than others. The Middle East is a priority target and has been for many years, as Mauritius has multiplied its promotional activities on this market. As a result, the island recorded a total of 45,582 arrivals from the Middle East in 2022, a significant increase of 22.3% over the previous year.
Island destinations are also the focus of the latest campaigns created by Marketing Greece, the non-profit organisation established to promote tourism in Greece. Four spots highlighting the beauty and tourist wealth of Aegina, Poros, Hydra and Spetses under the motto "An island escape just a hop from Athens". All the videos follow a woman walking through the streets, discovering museums, tasting local specialities and of course swimming. A simple concept but one that has proven itself over the years and still...
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