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The travel industry is more digital than ever: bookings happen online, inspiration comes from Instagram, and reviews on Google & Co. strongly influence travel decisions. Yet despite all this digital power, one thing is often underestimated in modern tourism marketing: the impact of Out-of-Home (OOH) advertising. Especially when combined with digital channels, it can be the missing piece of the puzzle.
Tourism Marketing in a Digital Transformation
Digitalization has fundamentally changed how people plan and book travel:
- Online research is the norm: Studies show over 80% of travelers start their trip planning online.
- Social media fuels inspiration: Platforms like Instagram, TikTok or Pinterest spark wanderlust—often months before a booking.
- Data-driven targeting: Travel interests, search behavior, and past bookings enable highly personalized messaging.
- Mobile first: Today’s smartphones serve as travel agents, guidebooks, and booking platforms all in one.
- But there’s a downside: the digital world is noisy, cluttered, and fleeting. This is exactly where OOH advertising can make a lasting impact.
Why OOH Works in Tourism Marketing
- Sparking wanderlust in everyday life: A glimpse of a stunning landscape or similar creates an emotional pull—right in the middle of the daily routine. A visual invitation to Hungary, Taiwan or Angola can inspire dreams… and bookings.
- A perfect match for digital campaigns: OOH can be placed strategically where target audiences are – and connects seamlessly to online channels via QR codes & co. Visibility becomes interaction.
- Boosts trust and brand image: Physical presence builds credibility—especially important for high-investment travel decisions that rely on trust.
- Reach beyond the digital noise: OOH ads can’t be skipped or blocked. They reach even offline-oriented audiences—and stick in their memory.
KLEBER Group Insights
In summer 2025, Angola Tourism made a bold statement in the major cities of Frankfurt and Munich. On a variety of digital screens at central train stations and airports, a visually striking short clip showcased Angola’s diversity and cultural richness. The surprising imagery of the lesser-known destination consistently caught the attention of people passing by. Many stopped spontaneously to watch the entire spot—a clear sign of the campaign’s emotional impact. Running for several weeks, the campaign achieved around 5 million impressions—a strong contribution to Angola’s growing international visibility as a travel destination.
Conclusion: Visibility That Stays
In tourism marketing, emotion is everything. People don’t just book trips—they book feelings, experiences, and dreams. Out-of-Home advertising taps into exactly that: it’s visible in everyday life and memorable beyond the moment. The key to successful marketing lies in the smart combination of channels. Digital platforms inform—but OOH inspires. Together, they convince.
Sources:
Online Travel Booking Statistics And Trends – Tripplo.co.uk
Travelers spend on average over 5 hours researching trips
70+ Online Travel Booking Statistics and Trends [2025] | TravelPerk
Picture rights: © KLEBER GROUP