It is the end of January, and as days get longer and spring approaches many Americans and Internationals are planning their travel and vacations for the year. We’ve taken a look at recent travel planning and discovery trends, and documented new ways travel and destination marketers can reach and inspire travelers.
Travel inspiration and planning has shifted dramatically in recent years, with social media replacing the conventional wisdom and tools of the trade. At Long Story Short, we believe there is an opportunity for Destination Marketing Organizations to connect with and attract travelers and visitors through content that focuses on the journey, not just the destination.
Today’s travelers, especially Gen Z and Millennials, aren’t just looking for destinations, they’re searching for experiences. Platforms like TikTok and Instagram have become their go-to tools, showcasing everything from hidden gems to must-see landmarks through short, engaging content that inspires immediate action.
Despite this, many DMOs continue to rely on legacy media strategies and channels that fail to leverage these platforms’ potential. By focusing on static content and broad campaigns, they miss the chance to reach a new generation of travelers, on the platforms where decisions are being made and itineraries take shape.
The Shift in Travel Discovery
The way people dream about and plan their travels has evolved dramatically in the past decade. Gone are the days when glossy brochures, static websites, or even a travel agent were the primary sources of inspiration. Today, travelers turn to social media platforms like TikTok, Instagram, and YouTube to spark their wanderlust and build their itineraries.
TikTok has replaced Google as the search engine of choice for younger generations, and this includes research on travel and vacation. According to TikTok’s own data, since 2021, travel-related content views grew an astounding 410%, cementing its role as a powerful discovery tool for travel and tourism. Instagram remains a major source of inspiration, particularly for its highly visual and curated content, while YouTube provides deeper, longer-form storytelling opportunities through vlogs and travel guides. (Editor’s note January 2025: due to recent changes to community guidelines on Meta platforms, as well as US Government influence on channels such as TikTok some of these channel recommendations might change. However, the content and storytelling strategy still aligns with travel planning and destination marketing opportunities.)

The Experience Over The Cost
In the “post-covid” era, Wanderlust has grown even stronger. People are traveling again, and upon reflection during the pandemic they are looking for great experiences.
In 2023 and again in 2024, American Express conducted their annual study on Global Travel Trends in which they found 79% of Gen Z & Millennials, and 75% of Gen X “care more about the right travel experience than about the cost of the trip”.
These insights reveal a huge opportunity for travel and destination marketers to increase tourism and visitors by producing content that showcases unique adventures at their destination, help build travel itineraries based on the types of experiences they can have, as well as generating excitement about things to stop and see during their trip.
For many travelers, this isn’t just about browsing; it’s about creating a connection. Today’s travelers want to be certain that wherever they visit there will be something memorable or special to do. They’re drawn to authentic, emotive content that showcases destinations in ways that feel personal, attainable, and real. They’re not just looking for a place to visit, they’re searching for an experience to share. And these tech savvy tourists will return the favor by posting about the destination, generating earned media impressions for your location. It is an almost symbiotic exchange - you tell your story, and they will come and tell your story, too.
We should add, we know traditional media and ads are still valuable for older audiences. But, we see huge potential for Gen Z and Millennials to attract visitors with organic content --- and to excite them about the adventure of travel, not just checking a city or park off their bucket list.
What if Destinations Inspired A Fear of Missing Out?
For many destinations, iconic landmarks often take center stage, but that singular focus can leave untapped potential in the surrounding narrative. Travelers may flock to these must-see spots, but without a broader story to tell, they risk being seen as little more than a quick photo-op. What if destination marketing shifted its perspective, redefining these places as gateways to immersive, multi-day journeys that inspire visitors to linger longer, explore deeper, and connect more meaningfully?
It’s not just about the landmark; it’s about the ecosystem around it. A destination marketing campaign could reframe well-known attractions as the starting point of an adventure. Digital campaigns showcasing local restaurants, scenic sights, and cultural landmarks can transform destinations into dynamic experiences that unfold throughout the year.
Actually Social Media is the Main Attraction

What if destinations leaned into the platforms where younger cohorts already search for inspiration? Native video content on TikTok, Instagram Reels, and YouTube Shorts could highlight hidden gems, off-season activities, and insider tips that show there’s more to explore. These platforms aren’t just tools for marketing; they’re spaces for interaction where the stories visitors share become as impactful as the campaigns themselves.
When travelers capture and share their experiences, whether it’s a breathtaking view, a quirky roadside stop, or a delicious meal, they become co-creators of the destination’s narrative. Their content not only amplifies the destination’s reach but also builds trust and authenticity, inspiring others to follow in their footsteps. By creating campaigns that encourage participation, such as branded hashtags, shareable challenges, or photogenic experiences, destinations can leverage social media as both a marketing tool and a community-building platform.
Through this combination of strategic storytelling and visitor engagement, destinations can create a digital ripple effect where every shared experience contributes to the broader story, driving inspiration, connection, and discovery.
Let Local Stories Take Center Stage
Every destination has its hidden stars: local businesses, artisans, and unique landmarks that add depth, color, and character to the visitor experience. These are the elements that transform a trip from ordinary to unforgettable, yet they often go unnoticed in traditional marketing efforts. What if campaigns brought these stories to the forefront? By spotlighting the vibrant personalities behind a family-owned café, the craftmanship of a local artisan, or the cultural significance of a hidden landmark, destinations could showcase their authenticity and appeal in new and meaningful ways.
Through influencer partnerships and user-generated content, destination marketing could turn these hidden gems into must-see highlights, inspiring travelers to venture beyond the obvious. Imagine a campaign that follows a traveler’s journey as they discover a quirky bookstore tucked away on a quiet street, savor an inventive local dish they never expected to find, or stumble upon a mural that tells the story of the community. These moments of discovery not only create lasting memories but also foster a sense of connection between travelers and the places they visit.
Make the Journey the Story
Travel today is about more than the destination; it’s about the experiences along the way. Curated itineraries add immense value by turning a destination into a cohesive and immersive journey, rather than a single stop. They allow travelers to explore more meaningfully, offering clear pathways to discover local culture, history, and hidden gems along the way.
For road trippers, train travelers, or bus tour groups, these itineraries create structured yet flexible opportunities to experience scenic routes, regional cuisine, and cultural landmarks. They simplify planning while inspiring exploration, ensuring that travelers engage deeply with the area rather than rushing through.
By presenting itineraries tailored to different travel modes, destinations can enhance the visitor experience, encourage longer stays, and foster a stronger connection to the region. These thoughtfully crafted journeys guide visitors and make the destination about more than just arrival, they make the journey itself unforgettable.
A Look at a Familiar Place
The world knows Niagara Falls as one of the most iconic landmarks (erm…watermarks?) on the planet. But while millions visit each year to marvel at its beauty, like most destinations in the world few grasp the depth of experiences. We are not surprised that over 9,000,000 people visit this place every year–twice the tourism of the Grand Canyon. But, what impact could a marketing plan like this have on this destination? The Falls are breathtaking but the story often stops there.
This disconnect perfectly illustrates our thesis: destination marketing must go beyond the landmark, or key attraction and tell the whole story. As former students of Niagara University, we had the privilege of experiencing the region as locals do, the hidden gems and unique character that often go unnoticed by tourists. Our perspective is that thoughtful marketing that highlights these elements not only is transformative for the visitor experience but for those who do call these places home. We took a look at the numbers.
In 2023, travelers to Niagara Falls, USA spent $969,000,000 USD. That year there were around 9.3M visitors, averaging a total of around $104 USD per visitor. Which is not a small amount, but when you look at an important travel indicator such as hotel stays the city had a supply of 1,157,780 hotel rooms. But, demand was only 640,009–only 55% of rooms were occupied that year.
There is a huge opportunity for Niagara Falls to encourage more stays, and longer stays by focusing on experiences and “things to do” besides visiting the waterfall (which we can tell you takes no more than 30 minutes). By curating itineraries for 2 or 3 days of adventures, they could easily inspire travelers to stay longer and spend more. By simply increasing daily average spending per visitor by $30 the city could keep an additional $270,000,000 USD and $1,350,000 of tax revenue for those 9 million visitors.
Reimagining the Future of Travel Marketing
The data is clear: travelers want more than a destination,they want stories, experiences, and moments worth sharing. The key to unlocking any destination’s untapped potential lies in embracing this new era of social discovery. By focusing on dynamic, authentic content that highlights unique, shareable experiences, DMOs can transform how travelers perceive and engage with their destinations.
At Long Story Short, we believe in the power of authentic, emotive storytelling to spark curiosity and drive action. This approach isn’t about following trends,it’s about creating connections that resonate with today’s travelers. And we believe that this represents a roadmap for how tourism boards and destination marketing orgs everywhere can adapt and thrive in a rapidly changing travel landscape. Because in the end, it’s not just about where people go; it’s about the memories they make,and the stories they can’t wait to share.
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