travel advertorial

Mastering Travel Advertising: Effective Strategies and Emerging Trends

You can’t rely solely on people’s wanderlust when advertising travel services because while it may keep your business afloat, it’s not enough to help you make waves in the industry.

Besides, people’s appetite for traveling is dependent on many factors and may decrease as a result of unforeseen events.

We’ve seen this happen when traveling took a hit in 2020 due to the COVID-19 pandemic, which is reflected in the industry’s spending data on digital advertising from previous years. While things are improving, a lot is riding on travel ads performing well.

For your vacation advertising efforts to be truly successful, you need a combination of good strategy and creative ads .

Stick with me as I walk you through the steps of building an actionable travel advertising strategy, including identifying your target audience, knowing the customer journey, setting your campaign goals, and measuring ads’ effectiveness.

Table of Contents

• Understand Your Audience
• Know the traveler’s customer journey
• Set your travel campaign goals
• Craft compelling ads
• Choose the Right Channels
• Measure your ads’ effectiveness

Travel Advertising trends

1. understand your audience.

A well-defined target audience is the foundation of any good travel advertising strategy. 

Just think what a waste of resources it would be to target users with no potential to become customers. Narrowing down the group allows you to focus your efforts on reaching those who would benefit most from your travel services.

Plus, with a clear target audience in mind, you can create travel ads that double as personalized customer experiences, proven to be more successful in converting to sales.

To define your audience, make a list of different attributes you’d like your ideal customer to have, a.k.a. build a buyer persona. These attributes can be geographic, demographic, psychographic, or behavioral. 

• Geographic : anything related to location, including customers’ country, region, city, or even postal code;
• Demographic : population-based attributes, such as gender, age, education, income, marital status, and so on;
• Psychographic : personality traits, values, interests, hobbies, and lifestyle aspects;
• Behavioral : online behaviors according to browsing patterns, spending and purchasing habits, and many others.

2. Know the traveler’s customer journey

The customer journey sums up all interactions a prospect has with a brand during the purchase process, from the first encounter, up until a transaction is completed. 

Commonly, it’s divided into three main stages: awareness, consideration, and conversion.

However, a traveler’s customer journey differs from the typical model because booking a trip isn’t an easy-to-make purchase decision; quite the opposite—a lot of thought and planning is put into it. 

I mean, would you buy plane tickets as quickly as you would a chocolate bar? Me neither.

So, the customer’s travel journey can be split into the following four to five stages: 

• Dreaming: whether it’s picturing themselves in a gondola on the canals of Venice or sunbathing in Greece, all soon-to-be travelers begin here.
• Planning: even the most spontaneous people make some sort of arrangement for their trip, even if it only implies picking a hotel to stay at.
• Booking: prospects are ready to buy plane tickets and book accommodation. 
• Experiencing: travelers are enjoying their vacation and making lasting memories.
• Remembering: this is an optional stage that comes after the traveler’s journey is completed, where you can consolidate the relationship with your brand .

Understanding this customer journey allows you to time your travel advertising to the most favorable moments, specifically when prospects are in the planning and booking stages.

3. Set your travel campaign goals

Goals or objectives give your travel campaigns a clear direction and help you measure progress along the way, so you don’t lose sight of the value of your work.

To yield the best results, you should set your campaign goals according to the S.M.A.R.T. criteria. The acronym stands for specific, measurable, achievable, relevant, and time-bound, all qualities your goals should have.

A few of the most common goals that can aid your campaign’s success are the following:

• Increase brand awareness by getting your travel services on the radar of potential customers;
• Grow website traffic or attract new visitors to your company’s website;
• Drive consideration through campaigns that promote different travel services;
• Generate leads , whether that means new subscribers to a newsletter or prospects filling out a form to find out more about an offer;
• Boost conversions , a.k.a. make sales.

4. Craft compelling ads

Use high-quality visuals.

Travel advertising relies heavily on visuals. Use high-resolution images and videos that showcase the destinations, experiences, and accommodations you offer. Invest in professional photography or use user-generated content with permission.

Tell a Story

People are more likely to engage with ads that tell a story. Highlight the unique aspects of the destinations and experiences you offer. Use customer testimonials and success stories to build trust and credibility.

Include Strong Calls to Action

Encourage potential customers to take action by including clear and compelling calls to action (CTAs) in your ads. Whether it’s “Book Now,” “Learn More,” or “Get a Free Quote,” make sure your CTA stands out.

Leverage Seasonality

Tourism is highly dependent on weather conditions, which creates three seasons in the travel industry: peak season, shoulder season, and off-season.

• Peak Season (High Season): Summertime (mid-June through August), when demand is at its highest.
• Shoulder Season: From April to mid-June and from September to October, when people still travel, but not as much as during peak season.
• Off-Season: From November to March, when travel businesses experience a decline in sales.

Seasonality isn’t necessarily negative for travel marketing as it provides a clear perspective over the coming months. Stay mindful of seasonal patterns and trends to understand when prospects are most likely to purchase plane tickets, accommodation, or all-inclusive offers. Timing your creative ads and tailoring your messaging according to these seasons can significantly influence purchase decisions.

5. Choose the Right Channels

There are numerous advertising platforms available, and the easiest way to identify the most suitable ones for your brand is to look at where your customers are spending time.

Generally, the following three platforms are obvious choices for most businesses: Google Ads: Running search or display campaigns on the Google ad network allows you to leverage Google’s massive reach and advanced targeting options to get in front of potential customers exactly when they are looking for travel services.

Social media ads: Whether it’s Instagram, Facebook, or TikTok, advertising on social media helps you increase brand recognition and reach a wider audience at the same time. Plus, it gives you the chance to experiment with a wide range of ad formats, including image and video ads.

Email marketing: Email offers a direct communication channel with customers that you can use to send personalized messaging, as well as discounts and special offers. Besides, it’s a cost-effective marketing method that provides easily measurable results.

6. Measure your ads’ effectiveness

Even with a killer strategy up your sleeve, things might not go as expected. And even if they do, measuring the success of your travel campaign is vital to understanding how your vacation ads are performing. 

If everything is going well, you’ll know what to repeat with future campaigns, and in the opposite scenario, you’ll figure out how to optimize ads for success.

Luckily each advertising platform, including Google and Facebook , offers relevant metrics known as KPIs (key performance indicators) to track for the most popular campaign objectives. Hence, you know exactly what to look at.

Things work differently for email marketing campaigns, as you need third-party tools that also enable email automation to measure campaign performance.

Staying up-to-date with travel advertising trends is essential to keep your strategy fresh and compelling. Here are some current trends to consider:

Sustainability

Sustainable travel is gaining traction. Highlight eco-friendly practices and sustainable travel options in your ads to appeal to environmentally conscious travelers. Emphasize efforts such as carbon offset programs, eco-friendly accommodations, and sustainable travel itineraries.

Remote Work Travel

The rise of remote work has led to a new trend: the digital nomad lifestyle. Many professionals now have the flexibility to work from anywhere, making destinations that offer reliable internet, coworking spaces, and long-term stays particularly attractive. Advertise destinations as ideal remote work locations, emphasizing amenities and lifestyle benefits.

Solo Travel

Solo travel continues to grow in popularity, with more people seeking independent and personalized travel experiences. Create ads that cater to solo travelers by highlighting safe, welcoming destinations, solo travel packages, and opportunities for social activities and community engagement.

Wellness Travel

Wellness travel is on the rise as more people seek vacations that offer relaxation, health, and rejuvenation. Advertise spa retreats, yoga retreats, wellness resorts, and health-oriented travel packages to attract this growing segment.

What is the future of Travel Advertising?

• The future of travel advertising is expected to be highly personalized, leveraging advanced technologies such as artificial intelligence and machine learning to deliver tailored content and offers to travelers. The focus will also be on creating immersive experiences through virtual reality (VR) and augmented reality (AR), allowing potential travelers to explore destinations virtually before booking. Sustainability will play a crucial role, with more travelers seeking eco-friendly options and companies highlighting their sustainable practices in their advertising.

How important is social media for travel advertising?

• Social media is incredibly important for travel advertising as it allows brands to reach a broad audience, engage with potential travelers, and showcase destinations and experiences through compelling visuals and stories.

How can I measure the success of my travel advertising campaign?

• Success can be measured through Key Performance Indicators (KPIs) such as website traffic, click-through rates, conversion rates, return on ad spend (ROAS), and engagement rates on social media.

What are some effective strategies for off-season travel advertising?

• During the off-season, focus on highlighting unique experiences and deals that travelers can take advantage of. Use personalized marketing to target specific demographics and interests, and consider promoting destinations that offer activities suitable for the off-season.

How can influencers help my travel advertising strategy?

• Influencers can help by reaching a wider audience and building trust through authentic content. They can showcase your destinations and services in a relatable way, which can lead to increased engagement and conversions.

As seen from the strategy tips and information in this article, understanding and connecting with the customer is key in the travel industry. Hopefully, you’ve learned something new that you can implement when planning your future travel campaign or designing ads for it.

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Effective Travel Ads: Examples and Ideas

Looking for fresh ideas on how to create ads for your travel business? In this article, we'll explore tourism advertisement, focusing on what really resonates with the viewers. We’ll share a selection of creative ideas and insights for marketers looking to kickstart their travel campaigns. Stay with us and get inspired.

Features of Engaging Travel Ads

Creating ads that grab attention and get stuck in one’s head, making them hum the ad’s catchy tunes on the way to work, isn't easy—it takes a whole team of creative minds. But even with all that creativity, these ads often share some key elements and are built on the same basic principles.

The 5 Commandments of Good Travel Ads:

1. Emotional resonance. Ads that evoke feelings of excitement, peace, or adventure tend to connect more deeply with viewers, encouraging them to imagine themselves in the setting.

2. Visual storytelling. Can’t afford a team of outstanding screenwriters? Luckily, in the tourism industry it’s often enough just to show what a destination looks like. This is the case, when an image speaks a thousand words, and a video is worth a thousand pictures.

3. Compelling narratives. Storytelling and a simple, but strong message is what truly sets great ads apart. Always keep in mind that people don’t want to buy tickets and tours - they pay for emotions, memories and adventures with their loved ones. If you want to create a strong message, define for yourself what your company’s mission is, and how exactly you aim to make your clients’ lives happier and easier.

4. Personalization. Speaking to a broad audience is rarely sufficient. Spend extra time to understand who your clients are. What are their lifestyles, budget, values? At what stage of decision-making are they? Are they just window shopping? Are they thinking about where to spend their honeymoons? Or maybe, they already have a destination in mind, and now search for the best deals? Conduct a survey, use big data and hire a strategy team to learn everything about your target audience.

5. Call to action. A self-explanatory, but often overlooked point. A strong CTA that clearly guides viewers on how to explore more about the destination or offer ensures the ad doesn't just captivate but also converts interest into action.

6 Best Travel Advertisement Examples

Let’s take a look at some travel ad examples to see how the industry giants do it.

1. American Express Travel

Why does this Delta SkyMiles American Express Cards ad work? It’s short, its message is perfectly clear and simple, and it speaks to a very specific demographic. If you’ve ever been in a long-distance relationship, you know how expensive it is to keep seeing your significant other frequently. Amex doesn’t offer their clients to save some money on flights. Instead, it offers to remove the obstacle that stands between them and their desired love lives.

In this ad , Amex offers exclusive access to event presales, to dedicated venue entryways and Card Member lounges:

Here is what the Vice President of Global Brand Advertising at Amex, Jessica Ling, has to say about this ad:

“Sports have the power to connect communities around the world. We’re excited to launch these high-energy, contextually relevant ad spots that show a mother and daughter building their connection through a shared love of sports. We hope by watching these stories, viewers will get a taste of the energy and excitement that comes with experiencing sports with Amex.”

2. Booking.com

What does the following Booking ad sell?

Right, it sells the opportunity to try oneself in different roles people don’t get to play in their everyday lives. Whether you're an office worker or a stay-at-home dad, book a vacation and be an explorer, an artist, or a professional surfer. This ad is a pro example of when a strong message gets across even without precise targeting.

And here is a banner ad by Booking:

It has several noteworthy features:

• a great photo, which conveys emotions;
• a clear and straigh-forward CTA;
• seasonality (it is tied to New Year -  a time, when most people probably reevaluated their life decisions and promised themselves to experience life more);
• a limited special offer.

Most companies strive to be omnipresent and reach viewers through all the possible channels. Here is an ad that runs across META platforms. Nothing fancy, but the main elements of a good ad are still here. It features a short video of surfers, a clear CTA that invites to install the app, and a short message that highlights the company’s main proposition - the possibility to find and book a place fast and easy. 

The company makes sure to dominate the search result pages too. Just last month they ran around 2.1M Search ads on Google:

And even though their Paid Ads game is strong, the company visibly invests a lot of resources into Search Engine Optimization . This way booking.com appears on the search result pages of most of the travel-related queries, saving a lot on clicks:

Most of the tourism industry giants use pop-up ads on their websites:

It’s a great opportunity to inform about your current special offers, or get visitors on the email list in return for some bonuses. You have to be careful with pop up ads though - sometimes they can do more harm than good. 

Read more about how to make effective pop up ads here . 

Another effective strategy that many companies use is user-generated ads:

Such approach kills several birds with one stone:

• it costs basically nothing;
• it serves as a social proof and makes the company look trustworthy;
• you get exposure among the users’ following.

Agoda also runs ads on Meta. This ad in particular is 6 seconds long, but enough for the actor to say the buzzwords:  “cashbacks, coupons, discounts”. Most companies use short formats on social media ads, saving longer and more complex video ads for Youtube.

And here is a beautiful campaign run by Agoda during the pandemic:

It shows sympathy for everyone stuck at home, and shifts the focus from closed borders to discovering places in our own countries. It’s compassionate and doesn’t pressure us to purchase anything. It simply suggests that now might be the time to see more of our own countries, and Agoda is here to help with special offers. 

The recipe is the same:

Understanding the pain of the target audience + strong positive message + beautiful emotional storytelling + great visuals. 

Be like other successful companies and don’t forget about mobile marketing . Travel companies that have mobile apps actively invest in Paid User Acquisition and App Store Optimization. 

One more proof that the Kayak marketing team just gets us:

No, we’re not telling you to use politics in your marketing messages. But it’s always worth it to keep up with the latest news and trends, in which people are emotionally invested. If done tastefully, such ads are likely to become viral and connect with big audiences. 

Take a look at this campaign that ran on YouTube and TikTok:

Just perfect targeting. If you can, always address different segments separately.

This is an Expedia Facebook ad. If you look closely, you'll notice it's structured similarly to the travel ad examples from other companies we've discussed. It targets parents with family-friendly packages and features a clear call to action (CTA).

Expedia has a very strong social media game. Apart from the most popular media, it also runs ads on Pinterest, which has less competition and still isn't widely-used for advertising.

This video ad from Expedia is another good example of appealing to emotions and using a strong slogan:

If you’d like to get more inspiring ideas and see ad examples, choose a brand you look up to and browse through their social media and YouTube account. Also, Google, Meta and TikTok have open ad libraries that show what kind of campaigns run on the platforms at the moment. 

Ideas for Crafting Effective Travel Ads

Now let’s sum up what we have seen. Based on successful campaigns from leading companies, here are some straightforward ideas for making ads that connect with viewers and inspire action.

🥰 Make an Emotional Connection

Try to create a strong emotional bond with your audience. Like Agoda's campaign during the pandemic, show you understand and care about your audience's current challenges. Showing support for your clients without pushing for sales can make your brand feel more relatable and trustworthy.

🌍 Keep Up with Trends and News

As suggested in the Kayak example, staying updated with the latest trends and news can make your ads more relevant and engaging. This approach can help your ad become popular and connect with more people.

🤳 Use Content from Your Customers

‍ Add content made by your customers, as it's cost-effective and acts as proof of trust. Ads with content from users can make your brand seem more credible and expand your reach to the users' followers, making your company seem more reliable.

✔️ Show Clear Benefits

Make sure your ad clearly shows the unique advantages your service offers, like the Amex Miles Cards ad that focuses on solving a specific problem for its target audience. Ads that clearly state their benefits tend to work better.

🗂️ Target Carefully

‍ Make your message specific for different groups of people, as shown by Airbnb's campaign. The more personalized your ad feels to its viewers, the more effective it will be.

💡 Use Eye-catching Visuals and Easy-to-Remember Slogans

‍ Use striking visuals and catchy slogans to make your ads memorable. Expedia's video ad is a good example of how using emotions with great visuals and a strong slogan can make a big impact.

💰 Promote Special Offers and Benefits

‍ Don't hesitate to highlight special access, discounts, or special deals, as Amex Travel does. These incentives can be a key factor for people thinking about making a purchase.

➡️ Have a Clear Call-to-Action (CTA)

‍ Your ad should have a straightforward CTA, telling viewers exactly what to do next. Whether it's booking a trip, looking at discounts, or signing up for an email list, make the next step clear.

🍁 Take Advantage of Seasonal Trends

‍ Use seasonal trends and holidays to make your ads feel more timely and relevant. Booking.com's banner ad related to New Year's resolutions is a great example of how to connect with people's mindsets during different seasons and holidays.

By applying these simpler ideas, drawn from the practices of top travel companies, you can create effective travel ads that grab attention, spark interest, and get viewers to engage with your brand.

Unlock Your Potential with Promodo

We know managing ads can be tough. To make a successful campaign, you need strategic approach and creativity. But you don't have to figure it out by yourself. Promodo experts are ready to help you every step of the way, from researching the market and running A/B tests to launching pay-per-click campaigns and analyzing the results. Get in touch with us today, and let's talk about how we can help you reach your goals.

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6 ideas for travel and tourism advertising campaigns (with examples)

Want to create eye-catching travel ads like Expedia, Southwest Airlines, and KAYAK?

As travel starts to pick up again, it’s time to get serious about your advertising. Tour operators can hugely benefit from paid ads — but with so many forms of advertising available across different platforms, you may be wondering where to start.

In this post, we’re sharing actionable strategies to build better ad campaigns that appeal to your target audience, plus top-level examples from the brands who do it best.

Top factors to consider for travel advertising campaigns

Want to see more positive results from ads? Keep these strategies in mind when crafting your future marketing campaigns .

1. Define your target customer

Do you know who your customers are? Before you begin crafting an ad campaign, you need to know more about your guests.

Building a buyer persona is a strategic way for tour businesses to get to know their customers. A buyer persona is a visual representation of your ideal customer: Dig into their demographics, study their behaviors on your website, and send surveys to your email list to find out more.

The takeaway? You’ll find a much higher ROI with ad campaigns that specifically appeal to your target audience.

2. Understand the travel customer journey

It’s difficult to sell a tour to someone who hasn’t decided on a destination yet. Ideally, you want to show your ads to people when they’re most likely to book.

Understanding the travel customer journey can help you pinpoint when that is. Google defines the travel search process in four stages:

• Dreaming: Guests are looking for destination inspiration.
• Planning: Guests are researching potential travel dates, hotels, and activities.
• Booking: Guests are booking flights, hotels, etc.
• Experiencing: Guests have arrived and are searching for activities and attractions to experience.

Tour operators are likely to see more conversions in the “booking” and “experiencing” stages. For example, if you’re investing in Google Ads, it’s better to target narrow search terms like “best hiking tours in Colorado,” which is what someone in the booking or experiencing stage would search for.

People in the dreaming stage, on the other hand, would likely be searching overly broad terms like “best summer destinations.”

3. Choose the right platform

There are several different platforms to launch your advertising campaigns, and choosing the right one matters. Where is your audience most likely to see your ad? Where are they already hanging out?

Here are five popular travel advertising outlets:

• Google Ads: Show up at the top of Google search results for relevant keywords.
• Social media ads: Target specific demographics on Facebook and Instagram.
• Yelp ads: Appear to people searching for similar experiences on Yelp.
• Tripadvisor ads: Target people planning a trip to your destination.
• Email marketing: Offer discounts to your email list, one of the more cost-effective ways to advertise.

4. Pay attention to seasonality

Timing is one of the most important factors in travel advertising. Keep seasonality in mind when crafting your campaigns, and remember to edit previously launched campaigns as needed.

A skiing ad won’t make sense at the beginning of summer, so make sure to pause seasonally irrelevant campaigns.

5. Stay true to your brand

Your ad campaigns should reflect your brand identity. People who click on your advertisements are expecting to find the same tone of voice, visuals, and customer experience on your website.

6. Use geographic targeting 

Rather than making your ad visible everywhere on the planet, you can target specific locations your guests are likely to be in. For example, you can target other tourism websites in your state to lure in tourists who are already visiting.

By narrowing down your ad’s geographic reach, you can maximize your budget and focus on the areas that’ll bring you the most return.

7. Promote your sales and special offers

What better way to entice someone to click on your ad than to present them with an unbeatable offer? Advertisements are an effective way to promote your sales, especially seasonal offers. You can send out an ad offering a great discount during the low season to help replenish your bookings, for example.

Pro Tip: One of the simplest ways to do this is by creating coupon codes. Here is how easy it is to create a new coupon code in Xola.

8. Leverage user-generated content 

Sometimes you can generate an ad campaign with user-generated content alone. It’s another cost-effective way to bring more eyes to your tour company.

You can start by encouraging guests to use your brand’s hashtags, share their photos with their own followers, or even submit photos on your website. Apps, like Fotaflo , which integrates natively with Xola, make the process of curating UGC photos and videos easier. Tour operators can also offer incentives for anyone who posts on social media about your tours, such as hosting a giveaway for everyone who uses a hashtag related to your brand.

Tour operator Intrepid Travel asks guests to share their experiences on Instagram with the hashtag #BeIntrepid , for example, which has garnered over 50,000 posts.

Guests typically love seeing their content reposted on other accounts. Still, make sure to always credit the original owner. To avoid serious copyright issues, many brands ask followers to agree to a disclaimer about how and where the images will be used before re-posting them.

Reviews can also be considered user-generated content — but tour operators need to be very careful when it comes to encouraging guests to leave positive reviews. Tripadvisor prohibits brands from offering incentives in exchange for testimonials “because they can hinder the validity and accuracy of reviews.”

9. Use images and videos

Images and videos are the most powerful form of advertising in the travel industry. High-quality images of your destination and scenes from your tours can entice hundreds of clicks. An expertly crafted video can drive even more engagement.

Instagram and Facebook are great places to start experimenting with image and video ads; see a couple of great examples below.

6 examples of great travel advertising examples 

Ready to see these strategies in action? Here are six travel brands that have nailed their travel marketing — including examples of general ad campaigns, paid search ads, and social media ads.

Expedia’s campaign: “It matters who you travel with.” 

This Expedia campaign wants travelers to feel confident booking with the platform in a post-pandemic travel world. The tagline “It matters who you travel with” frames the company as a trusted travel partner rather than just a booking platform.

The company created a playful and very relatable video of a solo traveler who runs into several hiccups on her trip. That is until actress Rashida Jones steps in, embodying Expedia, and makes the trip more memorable.

The company chose a video to expertly convey its marketing message to travelers: Expedia promises a seamless trip and memorable experiences you can’t find on your own.

Southwest’s Transfarency campaign

Southwest Air Lines’ new campaign targets the controversial topic of ticket prices. The company has always billed itself as a transparent brand that cares about employees and customers alike. The new campaign called Trans fare ncy , a play on the words transparency and airfare, builds on that reputation.

The campaign promises customers no unexpected bag fees, change fees, or hidden fees. It’s a great advertisement because it fits perfectly within Southwest’s brand identity, and the airline delivers on the promise.

TourRadar’s travel and destination Facebook ads

Vienna-based TourRadar launched a Facebook campaign to increase bookings from people who had visited its website. The company used visually stunning travel ads to promote relevant tours to people who had browsed the same tours online.

The company also promoted relevant destination offers and tours to people who hadn’t visited their website yet but had shown interest in the destination. The campaign focused on the company’s core markets, including the U.S., the U.K., Australia, and New Zealand.

It was a success: TourRadar doubled its conversion rate over a year.

KAYAK’s video ads on Instagram

KAYAK ran video ads on Instagram to bring more people to its website, including one that shows how simple it is to filter flights by airline, price, number of stops, and destination.  

The company played around with ad placement in both Stories and the News Feed, and each ad had a “book now” or “learn more” call-to-action button that linked back to the KAYAK website.

The ads were shown to a lookalike audience based on the travel search engine’s existing audience, which increased the likelihood of clicks. As a result, KAYAK saw a 5x increase in incremental sales conversions.

Airbnb Experiences search ad

Airbnb is targeting people who search for outdoor activities in Colorado to promote its local-led tours. In this example specifically, Airbnb’s paid search ad for a hiking tour shows up under the search for “best hiking in Colorado.”

The title “Hiking in the Rockies – Year Round” quickly answers the questions of “where” and “when,” two details that directly impact the customer’s trip. The wording of the title narrows down the search for the searcher. The description focuses on Airbnb’s unique offerings — “hosted by expert locals,” “experiences vetted for quality,” and “small group sizes — further enticing readers to click.

It’s a great example of Airbnb using a feature other than its main accommodation services to bring people into its website.

Viator’s Brooklyn food tours search ad

Here’s another effective Google Ad example. Viator is promoting its food and wine tours in Brooklyn under the search term “Brooklyn food tours.” 

Unlike the other search ads that pop up, Viator specifically mentions the keywords that the customer will be skimming the page for and includes another enticing offer.

Viator includes “Book & Save Money” in its title, directly appealing to money-conscious travelers visiting a destination known for being very expensive. Therefore, this ad specifically speaks to budget or mid-range travelers who appreciate a good deal.

As you can tell from these examples, an effective ad campaign is crafted around your ideal audience. Top travel companies like Viator and Southwest use words, images, and videos to appeal to their target customers, and your campaigns should follow suit.

Now it’s time to implement these strategies into your own campaigns. Then sit back, relax, and watch those bookings soar.

Writer Carla Vianna

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Advertorial vs. Editorial Travel Content: 8 Ethical Elements

Last Updated on May 31, 2024 by The Digital Travel Expert

In the digital age, travel brands and content creators wield immense power in shaping travelers’ perceptions and decisions. As the lines between content types blur, it’s crucial to understand the fundamental differences between editorial travel content and advertorial content.

This distinction not only influences audience engagement but also affects brand credibility and marketing effectiveness. In this detailed guide, we will explore the key differences between these two types of content and explain why travel brands and content creators must be adept at distinguishing between them.

Understanding the Key Differences Between Editorial Travel Content and Advertorial Content: A Guide for Travel Brands and Content Creators

What is Editorial Travel Content?

Editorial travel content refers to articles, blog posts, videos, and other media that are created to inform, educate, or entertain the audience without a direct commercial agenda. This content is typically produced by journalists, travel writers, or independent content creators who prioritize objectivity and storytelling.

Characteristics of Editorial Travel Content

1. Objectivity and Credibility :

Editorial content is crafted with a focus on providing unbiased information. It aims to offer honest insights, reviews, and recommendations based on real experiences and thorough research.

This type of content builds trust with the audience as it is perceived to be free from commercial influences.

2. High-Quality Storytelling :

Any successful travel blogger knows the power of conveying the right message to the right audience. Storytelling is at the heart of editorial travel content. Writers and creators weave narratives that captivate readers, transporting them to different destinations through vivid descriptions and engaging prose.

This content often includes personal anecdotes, cultural insights, and historical context, enriching the reader’s understanding of the travel experience. If you want to learn more about our editorial content opportunities, get in touch.

3. Educational Value :

Editorial content seeks to inform and educate the audience. It covers a wide range of topics such as destination guides, travel tips, cultural norms, and travel news.

Readers gain valuable knowledge that can help them plan their trips more effectively and make informed decisions.

4. Non-Commercial Tone :

The tone of the editorial content is informative and neutral. It avoids overt promotional language and maintains a clear distinction between content and advertising.

What is Advertorial Travel Content?

Advertorial travel content aka sponsored travel article blends advertising with editorial elements. It is designed to promote a product, service, or brand while providing useful information to the audience. Advertorials are often created in collaboration with brands and are clearly labeled as sponsored content .

Characteristics of Advertorial Content

1. Promotional Intent :

The primary goal of advertorial content is to promote a brand, product, or service. While it may provide valuable information, its core objective is commercial.

Advertorials are crafted to highlight the benefits and features of the promoted entity, encouraging readers to take specific actions, such as making a purchase or booking a service.

2. Brand Collaboration :

Advertorials are typically produced in partnership with travel brands. This collaboration ensures that the content aligns with the brand’s messaging and marketing goals.

If you partnering with a brand on product reviews how to write The content often includes direct references to the brand, product placements, and calls to action.

3. Sponsored and Disclosed :#press trips product reviews#

Transparency is crucial in advertorial content. It is clearly labeled as sponsored or promotional to distinguish it from editorial content.

This disclosure maintains the audience’s trust, as readers are aware that the content is commercially motivated.

4. Blended Style :

Advertorials blend informative and promotional elements. They provide useful information or entertaining stories while subtly promoting the brand.

The style aims to engage the audience without overtly resembling traditional advertisements.

Why Travel Brands and Content Creators Must Understand the Difference

1. Building and Maintaining Trust

One of the most critical reasons for distinguishing between editorial and advertorial content is trust. Readers and viewers of travel content rely on the authenticity and credibility of the information presented to them. Editorial content, with its unbiased and informative nature, helps build this trust. When audiences perceive content as genuine and not driven by commercial interests, they are more likely to trust the brand or creator behind it.

Conversely, if advertorial content is not clearly labeled or is misleading, it can erode trust. Audiences may feel deceived if they realize that what they thought was an unbiased review or story is actually a paid promotion. This can lead to a loss of credibility for both the content creator and the brand involved.

2. Enhancing Audience Engagement

Different types of content engage audiences in different ways. Editorial content often generates higher engagement rates due to its focus on storytelling and valuable information. Readers are more likely to share, comment on, and return to content that they find genuinely interesting and informative.

Advertorial content, while still capable of engaging audiences, often does so through a different approach. Its effectiveness lies in its ability to seamlessly integrate promotional messages within valuable content.

When done correctly, advertorials can drive conversions and brand awareness without alienating the audience. However, the key is transparency and quality. Clearly labeling advertorials and ensuring they provide real value can enhance engagement and effectiveness.

3. Aligning with Marketing Goals

For travel brands, understanding the distinction between editorial and advertorial content is crucial for aligning marketing strategies with business goals. Editorial content is ideal for building brand awareness, establishing thought leadership, and nurturing long-term relationships with the audience. It positions the brand as an authority in the travel industry , which can lead to organic growth and a loyal following.

Advertorial content, on the other hand, is more suited for direct marketing goals such as product launches, promotions, and driving sales. It allows brands to communicate specific messages and benefits directly to their target audience, prompting immediate action. If you land for instance on a condé nast traveller Middle East destination guide sponsored by a tourism brand, you will notice that the key element remains authenticity.

4. Navigating Ethical and Legal Standards

The digital marketing landscape is governed by ethical and legal standards designed to protect consumers. These include guidelines on transparency and disclosure of sponsored travel content. Failure to adhere to these standards can result in legal repercussions and damage to reputation.

By clearly distinguishing between editorial and advertorial content and adhering to disclosure guidelines, travel brands and content creators can navigate these standards effectively. This not only protects them from potential legal issues but also reinforces their commitment to ethical practices done with the utmost independence and impartiality.

Practical Tips for Creating Editorial and Advertorial Content

1. Creating High-Quality Editorial Content

a) Focus on Authenticity :

Share genuine experiences and insights. Authenticity resonates with audiences and builds trust.

b) Invest in Storytelling :

Craft compelling narratives that engage readers. Use vivid descriptions, personal anecdotes, and cultural insights to bring destinations to life.

c) Conduct Thorough Research :

Ensure the information provided is accurate and well-researched. This enhances credibility and provides real value to the audience.

d) Maintain Objectivity :

Avoid promotional language and maintain a neutral tone. This keeps the content informative and unbiased.

2. Crafting Effective Advertorial Content

a) Blend Information with Promotion :

Provide valuable information while subtly incorporating promotional messages. Ensure the content offers real benefits to the audience.

b) Be Transparent :

Clearly label advertorial content as sponsored. Transparency builds trust and complies with ethical standards.

c) Align with Brand Messaging :

Ensure the content aligns with the brand’s voice and marketing goals. Consistency strengthens brand identity.

d) Engage Creatively :

Use creative storytelling techniques to engage the audience. Even promotional content can be captivating and enjoyable.

Sponsored Travel Blog Post FAQs

What should a sponsored travel article contain?

A sponsored travel article should contain valuable, engaging information relevant to the audience, seamlessly integrating the sponsor’s product or service, and disclosing its sponsored nature to maintain transparency and trust.

How to make travel content authentic?

To write authentic travel content , share genuine personal experiences and insights, and ensure the information is accurate and well-researched. Use a natural and engaging storytelling style that reflects your true voice and perspective.

How to write an article on traveling?

To write an article on traveling, start by selecting a unique destination or travel experience, and provide detailed, engaging descriptions combined with practical tips and personal anecdotes. Ensure your content is well-researched, informative, and appealing to your target audience.

What should be included in a travel magazine?

A travel magazine should include destination guides, travel tips, cultural insights, and high-quality photography to inspire and inform readers. It should also feature personal travel stories, reviews of accommodations and activities, and practical advice for travelers.

How do you write sponsored tourism content worth consuming?

To create sponsored tourism content worth consuming, ensure it provides genuine value to the audience by blending promotional messages seamlessly with informative and engaging storytelling. Maintain transparency about the sponsorship while focusing on authenticity, relevance, and quality to captivate readers and enhance their travel experiences.

For travel brands and content creators, understanding the key differences between editorial travel content and advertorial content is essential for successful digital marketing. Each type of content serves distinct purposes and requires a unique approach to engage audiences effectively. By maintaining clarity and transparency in content creation, travel brands and content creators can build trust, enhance engagement, and achieve their marketing goals while adhering to ethical standards.

In the ever-evolving landscape of travel marketing, mastering the art of balancing editorial integrity with promotional creativity is a skill that can set brands and creators apart. Embrace the power of both editorial and advertorial content, and use them strategically to navigate the dynamic world of travel and hospitality marketing.

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Travel Marketing Campaigns: The 7 Best of All Time

The fallout from the COVID pandemic led to an understanding that travel marketing was going to have to work harder and smarter than it ever has before.

The industry had been ravaged by the pandemic. Restrictions prevented travel, holidaymakers were confined to their homes and, even as society began to unlock, consumers were wary of returning to post-pandemic travel behaviour.

That’s why it’s time for travel marketing and travel advertising to level up.

The best travel marketing campaigns and travel ads delight, entertain and entice consumers to step out the door and have an experience like no other. Now these campaigns are going to have to do all this and more.

But what makes a great travel marketing campaign? What are the best examples out there? And what can we learn from them?

In this article, we’ll look at the best travel marketing campaigns of all time, including:

• Inspired by Iceland – The Iceland Academy
• Doors of Thrones
• Fill Your Heart With Ireland
• The Oregon Tourism Commission
• Yodel Ay Hee Hoo
• Meliá Hotels International
• The worst travel marketing campaigns
• Essential strategies

The current state of travel marketing campaigns

The stats paint a bleak picture for the travel and tourism industry. Airlines alone lost in excess of $250 billion in 2020 , and experts predict it could take years for hotels to return to pre-COVID levels of business. While tourism spending is also set to take until this year to recover.

The good news is the green shoots of recovery are already appearing. After spending the best part of a year stuck in their homes, people want to travel again, even if it’s only domestically, to begin with.

There’s no escaping the fact that travel in a post-pandemic world is now a harder sell. It’s why the need for travel marketing campaigns with powerful, emotive storytelling that tugs on the heartstrings, captures a sense of adventure and creates a compelling experience has never been greater.

Right now, travel marketing campaigns and ads need to go further than they have previously. Marketers need to get even more savvy in terms of delivering the right message to the right people at the right time – and they need to do it at speed and scale.

Let’s take a look at what we think are some of the best travel marketing campaigns of all time and see what we can learn from them:

1. Inspired by Iceland

This won’t be the first time the travel industry has had to bounce back from a disaster. In 2010, the eruption of the Icelandic volcano Eyjafjallajökul closed the skies across Europe and led to many misconceptions about travel to the awe-inspiring country.

In response, the Icelandic government joined forces with the City of Reykjavík, airlines Icelandair and Iceland Express, Promote Iceland and about 80 other tourism-related companies to create the campaign Inspired by Iceland.

The campaign, which is still running, takes on different themes each year and has won numerous awards such as the Cannes Lion and ICCA.

The campaign blends humour (see the series of Iceland Academy videos and The Hardest Karaoke Song In The World – which has been viewed nearly 14 million times on YouTube) with the best of what Iceland has to offer. It strikes a tone that’s warm, engaging and often hilarious. It makes people smile and makes visiting Iceland seem like something everyone should do at least once in their life.

2. Doors of Thrones

Despite its stunning natural beauty and world-famous landmarks like the Giant’s Causeway, Northern Ireland has never been the easiest destination to sell. Due to Northern Ireland’s turbulent past, its travel marketing has had to work harder than most.

Thankfully, the result is some spectacular campaigns. None more so than the stunning Doors of Thrones.

In 2016, Storm Gertrude destroyed some of the trees that make up the iconic Dark Hedges, where the scenes on the Kingsroad were filmed for HBO’s smash hit, Game of Thrones.

Quick to find hope in the midst of a disaster, the fallen trees were carved into ten doors, each one to represent an episode from Season 6 of the show. These doors were then shipped across the country to different locations. They now make up a new experience called The Journey of the Doors.

It’s another example of turning a negative into a positive alongside combining real experiences with marketing mastery.

3. Fill Your Heart With Ireland

Sticking with the Emerald Isle, 2018 saw Tourism Ireland unveil an industry-first campaign. If great marketing and advertising centres around talking the hearts of the audience, then it doesn’t come more literal than the Fill Your Heart With Ireland campaign.

A married couple from Sweden, who had never visited Ireland before, wore custom-made tech to track their physiological responses on their trip around the country. Heart monitors were linked to head cams and the data from the heart rate monitors was used to determine what footage would feature in the advertising.

Here’s the result:

4. Travel Oregon

Travel Oregon has gained a reputation for creating some of the best campaigns going. From a tour guide in the shape of a robot fish through to satirical articles , Travel Oregon frequently combines print, sponsored post, social media, banner ads and video to profound effect.

Perhaps the icing on their incredibly impressive marketing cake is the Studio Ghibli-like video that re-imagines the US State as an ‘adventure dreamland.’

Their marketing consistently pushes boundaries, is fun and performs to perfection.

5. Yodel Ay Hee Hoo

From #Lookup the billboard campaign from British Airways to wonderful Europe, It’s Just Next Door campaign from SNCF , interactivity is playing an increasingly important role in travel marketing.

Pick of the bunch, however, is the Yodel Ay Hee Hoo gem from Graubünden Tourism in Switzerland. The highlight of the campaign was a live video stream from a mountain village into a train station which encouraged passers-by to engage in conversation with a man from the village.

It’s fun, quirky, and uses the best of modern technology to engage and surprise audiences.

6. Meliá Hotels International

Meliá Hotels International have pioneered the approach to digital display advertising , combining technical excellence with powerful messaging. Designed using Bannerflow Creative Studio , the Meliá Hotels International display ad features a range of unique interactive elements. What’s more each design element works together perfectly to drive the viewer to engage and drive a click to a specific landing page.

Asking audiences the question ‘Where do you want to go?’. The call to action button turns into a dropdown list when the user interacts with it – ensuring maximum engagement, and adding a personalised touch.

7. #LifeInHel

Yet another multi-award-winner, this integrated social and digital campaign was billed as the ‘world’s longest layover.’ The campaign, by Finnish airport operator Finavia, sought to demonstrate the best of Helsinki Airport – boosting its profile among travellers journeying between Europe and Asia.

Chinese influencer Ryan Zhu lived at Helsinki Airport for 30 days, uploading content to multiple channels on a daily basis. The total media coverage exceeded 2.2 billion in 2017 , the year the campaign was run.

The worst travel marketing campaigns of all time

For every travel marketing ‘win’ there’s been some spectacular losses too. Take a bow the tourism boards of Lithuania and Girona , both of whom fell foul of eagle eyed viewers when they used pictures from other places to promote their destination.

The Real is Beautiful campaign saw the country’s tourism chief resign. Why you ask? Images from Slovakia and Finland were used to promote Lithuania across social channels.  While, the Girona Tourism Board found themselves in hot water too. Get ready…for using a picture of a beach in the Bahamas to promote the Costa Brava. And their excuse?! They didn’t have photos of sufficient quality for the local area! Seriously, it’s lovely.

Top of the list of worst travel marketing campaigns of all time is the ill-fated collaboration between Hoover and JSI Travel in the early ‘90s. They ran a promotion where, if you bought a vacuum cleaner or washing machine worth at least £100, you’d get two free plane tickets to Europe or America (yes, you read that right).

Unsurprisingly, the campaign backfired spectacularly and nearly sent Hoover out of business. The campaign generated £30 million in additional sales but cost Hoover £50 million in flights.

Essential strategies: production automation and campaign management for travel marketing campaigns

When looking at the best travel marketing campaigns, there was one common factor that tied all of them together; storytelling . The best campaigns have a strong story and powerful narrative.

In today’s world, that story needs to be everywhere, all the time. This means control and consistency across all channels. Furthermore, display campaigns often need to change on-on-fly to remain customer-centric. And travel businesses face the added challenge of reducing costs, using data effectively, and being agile in changing legislation.

Production automation and campaign management are critical products to achieving this. Thanks to the technology behind industry-leading Creative Management Platform platforms (CMPs) , creative production can now easily be automated and scaled. It’s now possible to go from a single creative to an entire campaign spanning all formats and channels in minutes.

How, you ask? A CMP enables you to optimise, test and tailor ads at high speed – without the need for coding. This gives you the power and control to replace generic ads with many more personalised variations. Or you can use the time to experiment more!

This is global advertising with a personal touch. Giving your brand power to always keep messaging relevant to your target audiences and thus boost both click-through rates and ROI.

These stand-out campaigns combine technical excellence and execution with creativity and outside-the-box thinking. They put stories, emotion and connection first. They speak to the heart and engage the mind.

A Creative Management Platform like Bannerflow can help you do all of this at scale and at speed. With it, you’ll be able to consistently create campaigns that wow your audience and get the wanderlust flowing.

If you want to learn more about how Bannerflow can help power your digital advertising, get in touch for a demo and let us open the door to a new world of possibilities.

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How to Write Travel Advertising in 2021 (Or Any Other Year)

Even in the midst of a pandemic, it's possible to write good travel copy. Here are seven evergreen pointers to guide your writing in an industry facing notable challenges.

To say that the travel (let alone travel advertising) were hit hard by the pandemic may be the understatement of the year.

With lockdown still very much in effect, tight travel restrictions in place, and millions of people apprehensive about just leaving the house, it’s no wonder international arrivals are estimated to have dropped upwards of 80% in 2020.

That said, with vaccines being rolled out slowly but surely, the travel and tourism sectors may begin making a comeback sooner rather than later—and the savviest players will be well-positioned to capitalize on pent-up demand.

The signs of this resurgence are starting to appear in the media. The other day I came across this advertisement for Regent cruises: 

For travel marketers looking for ways to use persuasive copywriting to entice people out of the house, this ad provides some clues as to how it can be done:

1. Stop your reader in their tracks. 

If you fail at this step, nothing that comes after matters. It’s why David Ogilvy said you should spend 80 cents in your dollar writing headlines. In today’s scrolling culture, there’s more noise than ever—and your words need to cut through. This ad uses just four, paired with a perfect image, that force the reader to pause:

Do you feel it? 

This line works for multiple reasons. The question creates instant engagement. The reader can’t help but be involved. It? What is it ? You’ve got to read on to find out. Teasing your reader—creating curiosity and then delaying the payoff—is crucial to tugging them into the copy. Importantly, the line employs the most irresistible word to the human ear (or is it ego): “You.

2. Meet them where they are. 

You’ve momentarily arrested your reader’s attention—well done. But you won’t have it for long unless you can establish some rapport; something that says “I get you.” This writer does it by speaking to the current reality of the reader—someone who’s been in lockdown for a year, and perhaps longing for an escape, either consciously or subconsciously. It doesn’t take much: 

The world. It’s still out there.

“Ah yes,” nods the reader, “I’d almost forgotten.” No talk of new normals or uncertainty or any of the tired phrases that have become ubiquitous in the media. Instead, this travel advertising reaches beyond cliché, appealing to the reader’s imaginative side. In doing so, they unite writer and reader in a place of shared understanding— somewhere only we know , as a band once put it.

3. Speak to their aspirations

Having established some common ground, we can now make the crucial leap from what is to what could be . Creating this contrast is key to stirring desire. In her popular TED Talk , Nancy Duarte brilliantly illustrates how Martin Luther King Jr. employs this see-sawing back and forth between reality and possibility to great effect in his “I Have a Dream” speech. Here, the application is far more subtle, but no less effective: 

The city you’ve longed to explore.

The beach you can feel as you close your eyes and breathe it in. 

This is where we long to escape to, isn’t it? Notice how the writer touches on the yin and the yang of vacation—urban excitement and rural tranquillity—in two tidy examples, city and beach. A lovely economy; whichever you’re pining for, this ad has you covered.

4. Use sensory language. 

Close your eyes and breathe it in.

Who can read these words and not have a visceral reaction? If you’ve read this far, you’re interested. And this sensory bit brings you even further into the picture.

The natural wonder dancing in your soul, pulling you toward the door.

A bit lofty, yeah? But somehow they get away with it. Perhaps because, as a luxury cruise company, Regent knows they’re appealing to a more affluent audience. The people they’re addressing are likely economically unscathed by the pandemic and generally live their lives trying to satisfy the upper reaches of Maslow’s Hierarchy . So this ad can get away with a little puffery—as long as it sings like poetry.

5. Introduce yourself. 

At this point, the reader is officially in the mood for exploration. It’s now time to bring the story full circle—and make yourself known:

The world. It’s waiting for you.

We feel it too.

With a deft turn, Regents introduces itself into the picture. Suddenly we’re all in this quest for a new experience together. (And there’s that all-important “you” again).

6. Invite them into an experience. 

From here, it’s a matter of describing how Regent’s offering delivers on the promise—in this case, to whisk the reader off to the world they’ve been missing:

Come sale the most luxurious fleet in the world and rediscover the comfort and security found aboard our smaller ships, with never a crowd and with every luxury included. 

The copy evokes opulence and adventure, with a subtle nod to safety—just to reassure that, yes, Regents is using its travel advertising, in other words, to put health first.

MarketSmiths Case Study

Picturing a luxury holiday in the Caribbean is easy . Writing about it is far harder. That’s exactly the challenge Nick and Nicky Parker, owners of the Silver Moon catamaran fleet, faced before tapping MarketSmiths. Just as well they did: we soon brought their website to vivid life, helping readers touch and taste the treasures of Barbados all while sitting at their computers. By the time we were done, Nick and Nicky were thrilled with our work—and excited to welcome hundreds more holidaymakers to their corner of paradise. 

> Read the full case study here

7. Deliver a call to action.

Finally, of course, is the call to action—the part where you tell your reader what to do next:

Begin your journey with Regent.

The word “journey,” keeps this message right on theme, and brings the whole piece to an artful close—leaving the right reader excited to hop on board. 

Well-crafted travel advertising copy gets readers excited to go where you want to take them. If you’d like help creating that language, get in touch with MarketSmiths today. 

Paul Rosevear

What do you get when you combine the soul of a musician with the mind of a writer? Copy that sings. And for the last decade, that’s precisely what Paul has delivered for global brands, bootstrap startups, and everything in between. When he’s not hard at work crafting top-notch communications, you can find Paul hanging with his wife and two young daughters, singing and playing guitar for The Vice Rags, or roaming the streets in search of the nearest slice of pizza.

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How To Create Impactful Travel Business Marketing Ads For Different Platforms

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In 2023, digital ads are predicted to account for more than 66% of the total spend on global advertising. This goes to show just how impactful online advertising is, and how so many companies use it for increasing sales and revenue growth.

If you want to reach new customers fast, then running travel business marketing ads is the best way to do so.

A major benefit of running paid ad campaigns is that you can target the right audience and ensure that your business and booking pages are front and center of their buying journey.

And with so many different advertising channels and formats to choose from, you can be very specific about how you attract customers through travel advertising.

Not sure where to start? This guide will cover everything you need to know about preparing your first ad campaign.

What To Consider Before Pursuing Travel Advertising 

Before you start running travel business marketing ads, it's important to take a number of key considerations into account. This will help you create ads that are more effectively targeted in order to achieve a better ROI.

Know Your Audience 

First, you need to have a clear understanding of who your target audience is. This is essential if your ads are going to reach the right people.

The great thing about running online ads is that you can access very detailed targeting options. This means you can be highly specific about what demographics, interests, and locations your ads display.

Start by understanding exactly who your prospective customers are. The best way to do this is to create detailed customer personas that outline elements like the target customers' age, location, interests, income, pain points, and more.

This way, you’ll be able to target the ads so that only relevant people see them. This will help your campaigns achieve e a better ROI.

Understand Your Target Audience’s Behavior 

You’ll also need to have a clear sense of how your target audience consumes information online. This is necessary for choosing the right platforms to run travel advertising campaigns on.

An important aspect of this is understanding the customer journey and the different steps they would take from discovering your brand to becoming a customer. If you focus your ads on platforms where your audience isn't active, your ads won't end up driving conversions.

Being Aware Of Your Ad Budget 

Paid advertising campaigns cost money, so you need to set aside a clear budget accordingly. Of course, your aim is to generate more money from the campaigns than they cost, i.e, to achieve a positive ROI.

Understand the different ways you pay for ads (usually PPC ), and establish a budget for this. You should also be clear on what your ideal return on investment would be for your ads to be profitable.

Best Types Of Travel Business Marketing Ads 

The great thing about travel business marketing ads is that you have loads of different platforms and ad formats to choose from. This gives you plenty of options for effectively targeting your ideal customers, regardless of what their online habits are.

Let’s break down some of the best platforms and ad formats that travel businesses can use.

Google Ads 

When it comes to online advertising, Google Ads remain the most popular. This makes sense seeing as Google is generally the first place people will go to to discover businesses or experiences.

Google offers a variety of different ad formats:

Search Ads 

These are the text ads that display at the top of Google search results. You bid on relevant keywords to have these ads displayed.

Display Ads 

These are ads that include images that display on other websites outside of the search engine.

Video Ads 

Video ads that appear on YouTube (more on this later).

Shopping Ads 

Ads that list products on Google search.

Local Ads 

Ads on Google that send customers to a physical location.

Smart Ads 

Automated ad campaigns that run on Google and across the web.

Discovery Ads 

These ads run across Google’s different feeds.

For travel business marketing ads, the best approach is generally search ads. These are the most common forms of Google ads, and they display similarly to regular Google search results.

Using these ads is a fast way of reaching the top of the SERP.

Your ideal customers are probably going onto Google and searching for something along the lines of “kayak tour near me”. Being savvy about the relevant target keywords can help your ad appear on top of this search query. This is a highly effective way to attract a lot more customers.

Facebook Ads 

Facebook Ads are an extremely popular option for running travel ad campaigns. Consider how much data Facebook holds on its users. This gives you a lot of room to be really specific about how you're going to target the right people.

Many different types of Facebook ad campaigns exist, such as:

Image Ads 

Image ads include a still image with a CTA.

This refers to a video with a CTA.

Instant Experience Ads 

Full-screen ads that include interactive, multimedia options.

Carousel Ads 

Ads that can feature up to 10 images and videos in a swipe-through carousel format, including a CTA.

Lead Ads 

Ads that include a lead generation form to collect email addresses.

Dynamic Ads  

Personalized ads that connect your product catalog with your Facebook Events Manager and Facebook Pixel. This lets you display ad content to users who also viewed the page or product on your website.

Stories Ads 

Ads that appear inside Facebook Stories.

Messenger Ads 

Ads displayed in Facebook Messenger. You can also use these on Instagram and Whatsapp.

Image ads, video ads, and carousel ads are some of the best options for travel businesses, as they let you display your travel experiences in an eye-catching and engaging format. Be sure to use a relevant CTA (like “Book Now”) to increase your conversions.

YouTube Ads 

YouTube is owned by Google, so YouTube Ads are Google video ads (as mentioned above).

Video is the most engaging form of content. Running video ads can be a practical way to grab the viewer's attention. It also lets you display a lot more than images. For travel businesses, this gives you the ideal opportunity to show off your travel experiences and destinations to entice users into booking tours.

Running these ads isn't as easy as other formats, as you’ll need to create quality video content. Bidding on video ads can also get expensive.

Instagram Ads 

Instagram is owned by Meta, so Instagram ads and Facebook ads are managed through the same platform. If you run ads on Facebook, those ads can also run on Instagram at the same time.

Instagram and Facebook ads work in much the same way. Although Instagram also offers ads for its unique features, like Reel Ads, Stories Ads, and Shopping Ads.

It's important to understand your audience and how they interact with each different platform in order for your ads to be most effective.

Twitter Ads 

If your target customers are on Twitter, this could also be a compelling medium for running paid ad campaigns. Twitter lets you run ads in a few different formats, including:

These ads look like standard text-based Tweets.

A single image is displayed in the ad.

These are ads that display a video.

Up to six images are displayed in a swipe-through carousel format.

Moment Ads 

This option allows you to curate a collection of Tweets to tell a story.

Retargeting Ads 

Retargeting is a type of ad strategy that can be run on Google Ads and Facebook Ads. The idea is to show relevant content to people who have already interacted with your website.

For example, a person visits your site, looks at a tour page, and then leaves. You can run retargeting ads (powered by tracking pixels), to then display an ad for that same tour page to the user on different websites.

This is a fantastic strategy for selling more tours, as the people who see retargeting ads have already shown an interest in your business, so they’re more likely to make a purchase.

Tips For Creating Travel Business Marketing Ads 

Once you’ve established what ad platform is best for your travel business, you’ll need to make sure your ads stand out.

Here are a few tips and tactics to keep in mind when creating your ad campaigns.

Use A Compelling CTA 

This is an essential rule for any effective ad campaign, regardless of the platform or ad format you're using.

Your ad exists to drive conversions and to achieve that you need to have a clear call to action (CTA). make sure this CTA is simple and compelling, and that it makes sense for your ad campaign goals.

Optimize Your URL 

It’s crucial that you use a URL for your ad campaigns that align with your ad messaging and CTA. If you're running search ads, the user won't be very interested if they see a long URL that doesn't seem relevant. Make sure that your URL structure aligns with the objective the user has.

Optimize Your Landing Page For Conversions 

Your ad may be the ultimate tool for attracting a lot of clicks and driving traffic to your landing page. However, none of this will matter if your landing page isn't properly optimized for conversions.

Make sure the page you send traffic to is relevant to your ad, and that it includes all of the details and information a user will be looking for. Make sure your CTA is clear, and that you don't require too much information from the user in any forms on the page.

This will most likely be your tour booking page. By using the right travel booking software , you’ll be able to create a more optimized booking page for a better user experience.

Make Your Ads Visually Appealing 

Your ads should stand out and be visually appealing. If you're running social media ads, your goal is to stop people from scrolling and grabbing their attention.

This means you should try to include strong visual elements, and refrain from making your ads too text-heavy. Try to clearly communicate the value of your ad in a line or two.

If you run video ads, keep the videos short and try to grab attention from the first second.

If you're running text-based search ads, be very careful about creating your headline. This needs to be simple, but impactful.

Test Your Ads 

A recommended strategy for running travel business marketing ads is to test, update, and optimize your ads.

By running A/B tests on your ads, you’ll be able to implement the most effective ads that offer the best conversion rates and ROI. The more you test and optimize, the better your ad performance will be.

Conclusion 

With the right travel business marketing ads, you’ll be able to attract a lot more customers and generate more sales. Once you establish what ads make the most sense for your marketing goals and target audience, it is a highly effective way to increase your tour bookings.

If you're looking for more travel industry tips and resources, then take a look at WeTravel Academy . We have created an extensive library of guides, courses, webinars, articles, and more, to help travel industry professionals grow their businesses.

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10 best travel ads that will make you book your next vacation in seconds

July 9, 2024

As the world recovers from the pandemic, travelers are keener than ever to find their next vacation spot. And the companies’ and countries’ tourist offices are wasting no time trying to attract as many visitors as possible to their destinations. 

To show you some of the true gems in travel advertising, we’ve put together a list of the 10 best travel marketing campaigns that will make you want to book your next holiday ASAP. Plus, a little background on tourism marketing.

So let’s dig in!

What is tourism marketing?

Tourism marketing refers to strategically promoting travel destinations, attractions, and services to potential visitors.

As part of tourism marketing, companies from the various aspects of the tourism industry develop targeted marketing campaigns on various channels to spread compelling messages to attract tourists.

Whether it’s a travel brochure or a video ad each tourism campaign aims to increase awareness, generate interest, and ultimately drive visits from local and international visitors.

10 best tourism marketing campaigns

Here are the ten best tourism campaigns and ads:

1. Switzerland – Yodel Ay Hee Hoo

Is there a better way to promote the countryside than by inviting various people from a train station to spontaneously take a day off from work and enjoy the beautiful and peaceful Alps?

That’s exactly what the Switzerland tourist office did in one of their endearing tourism campaigns and sent the important message of how often we forget to take a step back to relax from our busy daily schedules. 

The creators made the travel ad even more authentic by live streaming from the Alps, with an elderly man inviting everyone from the Zurich train station to come join him. 

Intending to inspire travelers, this innovative approach caught daily commuters off guard and made them question whether to take a free daily ticket to the Alps or to continue their regular trip to work. 

2. Travel Oregon – Only Slightly Exaggerated 

Whether you’re watching an ad for the latest toothpaste or a fantastic new trip destination, they all have one thing in common – they exaggerate how great they are. 

Travel Oregon used this common motive in their “Only Slightly Exaggerated” tourism campaign to paint Oregon as a unique, dreamy, cartoon-like destination. 

The ad shows that Oregon mountains are more magical than anywhere else, rivers hide secrets never seen, and the streets offer entertainment like nowhere else. Just like in your childhood dreams! 

3. Iceland – OutHorse Your Emails

Being able to disconnect from work when on vacation is something that many of us struggle with these days. Luckily, Iceland found a perfect solution for the problem – outsourcing your emails to Icelandic horses. All you have to do for that is come to Iceland, and the rest will be taken care of.

This quirky ad is an amazing example of how creative and funny countries can get in attracting new tourists. 

4. Sweden – Spellbound

Have you heard of Dark Tourism? If you’re a fan of horror stories and mystic movies, then you certainly did! And you’ll absolutely love what Visit Sweden released this year as an attempt to attract a specific target audience with their unique tourist marketing campaign.

Their Spellbound campaign invites mystique lovers to Sweden to explore beautiful nature while enjoying the unique experience of listening to a chilling audio story. The campaign was set up so that a Spotify playlist would only become available to visitors once they came to a specific location. 

This way, they had to visit the location to get the unforgettable and scary experience. Who would’ve thought that horror stories could be such a great way to advertise a country?

5. Tourism Ireland – What Fills Your Heart?

You can never go wrong with a heartwarming tourist marketing campaign that celebrates good spirits, brings nostalgia, and connects people to the nature and the culture of one place. Tourism Ireland managed to do all that in one of their recent campaigns titled “What Fills Your Heart?”

In a series of ads with famous Irish actresses in the main roles, including Derry Girls and Sharon Horgan , the Irish tourist board told the story of Irish history, culture, and customs. 

Source: youtube.com

6. Vienna – What Does A Belly Do In Vienna?

There is no better place for a hungry and heartbroken belly to indulge in life’s beauties than Vienna. That’s the story Vienna’s tourist board told in their highly creative and surrealistic short film. 

As the belly walks through the streets of Vienna, trying to forget his dear human who didn’t treat him well, we get a glimpse of what tourists can see and enjoy during their next visit to the city. 

The creator’s unique approach to promoting Austria’s capital wins the creativity award and is an excellent magnet for new tourists. 

7. Only in Scotland – Why Scotland Needs You

During the COVID-19 pandemic, many countries struggled to attract tourists. People were concerned about their safety and if the location could provide memorable experiences despite numerous restrictions. 

At that time, Scotland released a beautiful ad showing why Scotland needs people while showing tourists why they’re the ones who actually need a holiday in this astonishing place. The ad is in the spirit of hope, serenity, and relaxation – everything people needed during the pandemic. 

8. KLM – Live Hologram Bar

Imagine spending hours at the airport talking to almost anyone in the world. You could learn about different cultures, what to visit in your next destination, or chat to make the time go by faster. 

In their 2019 marketing campaign, KLM placed hologram bars in airports around the world and allowed travelers from different parts of the world to connect and exchange their stories. Not a bad way to spend your time waiting for your next plane. 

9. Croatia Full of Life – Ode To Joy

What is a summer vacation in Croatia other than your own yearly ode to joy? 

This famous symbolic motif is what Croatian Tourist Board chose for the promotional campaign in 2012, and earned a prestigious travel industry ‘Oscars’ award, ‘Das Goldene Stadttor,’ at the International Tourism Film Festival. 

Beethoven’s inspiring music narrative, led by cellist Ana Rucner carries the video highlighting the rich cultural, historical, and natural heritage of Croatia as well as many Croatian beauties. 

10. Chicago Not in Chicago

In 2022, Mayor Lori E. Lightfoot announced the launch of the “Chicago Not in Chicago” campaign to show how Chicago has inspired many other iconic cities worldwide. 

This creative campaign featured city tour buses across major US cities where people got a tour of Chicago instead of the city they were visiting. And by first confusing and then entertaining the visitors, the campaign sent a powerful message that every city has a story – a Chicago story. 

Final thoughts

When it comes to travel marketing campaigns, the sky’s the limit. Countries and companies can use many different sources of inspiration to tell unique stories about a location or a travel service. 

And these travel marketing campaigns are a great example of how creativity combined with emotional appeal is a recipe for success. The only question remains: “In which of these locations did you book your next vacation?”

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Facebook Advertising Optimization Tool

We’ve Analyzed 100 Ads in the Travel industry and here’s what we’ve found

January 26, 2017 13 Comments Guest Post

Based on the previous case study where I analyzed my newsfeed, we learned that the majority of ads are retargeting.

Facebook ads are becoming so popular that to keep performance high we need to dive deep into just one industry and learn the ins and outs.

I’m obsessed with travel, had my first Facebook training in the travel industry so what better industry to dive into than that?

Social media and particularly Facebook is popular and well fitting for the industry so if you’re working for a travel/tourism related business, you’re going to like this.

I’ve used Adespresso’s brilliant ad gallery for the research.

I would have liked to feature dark posts (unpublished ads) as there a lot more campaigns being run but unfortunately, the gallery doesn’t capture those and as far as I know, there isn’t any way to collect dark post ads from Facebook except manually.

Dark posts are the best way to split test ads, so in this case study, I won’t expect a lot of split tests from the data – who would publish several almost identical ads on their brand’s page?

The best practices are to first test different ad versions using dark posts before publishing the best performing one, and I’m sure the majority of the social media teams are aware of that.

Let’s dive in!

Lat’s start from the end: The Results

The ads were based on the following companies. The majority was by far airlines which I imagine is because they have a significantly higher budget.

I divided travel agents and tour agents into two different groups: one specifically for tours and experiences:

and the other more focused on flight/hotel aggregators (e.g. Kayak.com):

Since previous studies show that many hotel bookers look for a place to stay last minute it logically makes more sense for hotels to be active on search as it’s intent based.

It surprised me that they are as active as the tour- and travel agencies, as I’d expect those to be much more active on social media. In my experience, the bookings can take up to 3-6 months and are a bit less price sensitive.

Content and topics

Most ads had a very general message, which is the opposite of what I usually recommend.

More often than not I see better results from a very specific message delivered to highly targeted customers. The more personalized it is, the better the response.

I divided the ads into destination specific, those that focus on a particular experience (e.g. a particular safari trip or spa) and more generalized ads such as branding.

I’m not surprised that the majority is generalized ads as there are plenty of bigger brands involved in this study which focuses on branding. It’s a shame for the target audiences though as they are getting a worse experience which is almost always shown in the performance.

By sub-segmenting and personalizing the ads to specific target audiences, the brands will usually get more bang for their buck and the audience will be more interested in the ads.

Of course, the bigger brands might not be as serious about social media as smaller companies that heavily rely on return on ad budget to grow.

Next, I looked at whether the ads used images, carousel images or video.

I’m not surprised that most use images as they are a lot cheaper, faster, easier and requires less commitment to produce than video. However, video appears to be performing a lot better and fits perfectly with displaying destinations and experiences.

Just look at travel video blogger Lost Leblanc , who skyrocketed his Youtube channel through posting videos every day for about 9 months in 2016.

As mentioned before most ads are general branding related but as I looked deeper into what they were offering, it turns out that almost half of those were specific promotion campaigns, sales or special deals.

I have no way of knowing how they targeted the audiences but based on the generic ad copy it’s fair to assume that the targeting was broad which is fine if you are doing branded campaigns but by targeting more specific they would be able to improve performance quite a bit.

Almost ⅔ of the ads were offering a discount which gives the impression that they were just looking to boost the reach of an existing campaign – it wasn’t a Facebook or social media-native campaign.

Similarities across the different travel businesses

Not surprisingly hotels are focusing a lot more on destinations and experiences rather than branding compared to airlines.

What’s interesting is that hotels are using sales and special deals with discounts a lot more in their facebook ads compared to airlines that focus more on branding.

Ironically since they are using a lot less video to show their experiences compared to airlines but that is most likely because their budget is a lower.

One of the findings that surprise me the most is that tour agents focus mostly on general ads rather than selling the experience.

I find it odd as they are using more video and articles which are suitable for what they do. In fact, they use articles a lot more than the rest of the companies.

Compared, travel agents push mostly sales with discounts to destinations.

They are the only type of company really using carousels of images.

Another thing that I noticed is that the vast majority of the images used were stock photos. Previous tests I’ve been part of internally has shown that stock photos generally still perform better than more authentic ones.

Something else that I didn’t notice other companies do is sell both their home base both as a tourist destination but also as a great place to live and work for the company as it’s the case with Emirates in some of their ads.

One thing to keep in mind is that many ads contain text. It might be because a bit older, the marketers didn’t know about the updated policy or they felt/tested it was worth the penalty (limited reach).

Analysis of results

What I’m particularly missing is using ads as part of a longer funnel or specific lead generation as we see it from other industries.

The cost of most of the bookings made is a significant amount of money to the guests, so generally, they take more convincing and longer time to book – hence the need for travel consultants at tour agencies.

Most if not all of these ads take you to either a great piece of content that doesn’t take the buyer any further (just click, read and close), or directly to the booking page which is too fast (that’s great for the buying intent you get through Google), or simply straight to the website frontpage as general branding.

It’s unfortunate because there is so much opportunity to drive bookings through Facebook – and with a number of users they have it’s highly scalable – but with a different strategy which is a topic for another blog post.

Methodology

I divided the data into the following categories based on my previous experience with advertising in the field:

#1 – Copy

I didn’t look for trends in the copy. It’s too different and impossible to compare properly. Instead, I looked at the offer as an indication of the purpose of the ad.

• Destination or route (e.g. from London to New York)
• General (e.g. branding)
• Experience (e.g. a spa or a safari experience)

#3 Creative

• Sale or particular deal

#5 Discount

#6 industry.

• Hotel/resort
• Travel agent

I wasn’t able to dig up an equal amount of ads for all type of company, so the results could be slightly skewed in some cases. I only looked at ads that were placed in the desktop newsfeed as that was 99% of the database. Also, ads had to be in English or directly translated.

This is not a scientific study so don’t take it as such. It is an experiment – a deep dive into ads from the travel industry to get an idea of what’s going on there.

My aim was to study how different travel businesses handle their advertising on Facebook. I’m looking for similarities and ways to improve the experience for both advertisers and consumers at the same time.

Closing thoughts and conclusion

I do see an opportunity for improvement for most of the travel companies in this study. Based on the content, it looks like they are treating Facebook as a way to boost generic campaigns rather than utilizing the power of targeting that Facebook ads have to offer.

By using Facebook’s targeting options further and tailoring the ads to fit, it should be a lot easier to capture the interest of you target audiences.

Hey! I’m Aske Christiansen and I write about how online coaches and teachers can grow their email list with Facebook ads at Scaling Your Business . I’ll show you how getting cheap email subscribers with Facebook ads can be uncomplicated, easy to use and even fun! It’s all about focusing on the big wins”. 

You may also like reading:

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May 19, 2017 at 12:14 pm

Great article .i was thinking of using the videos for face book ads since I think it’s more relevant as a travel marketer

October 9, 2017 at 8:31 am

Great analysis! Yes, travel sector is underutilizing Facebook advertising and can go a lot deeper on specific offers and targeting. Thank you.

April 25, 2018 at 7:42 pm

I would love to see that post about driving bookings through facebook.

May 23, 2018 at 7:52 am

Hi Nikita, to drive bookings through Facebook use Dynamic Ads

July 5, 2018 at 5:23 pm

great for the info! as always

September 2, 2018 at 10:36 am

Great article. I have been doing the Facebook Advertising since last 3 years . I have run many campaigns for such niche like Tour & Travel and Ticket Booking and I can say surely that Facebook ads are doing better for these niche.

Thank you for bringing these things into my mind.

November 20, 2018 at 8:53 pm

Hey Really a great article. It help me a lot to start my Tourism campaign

January 3, 2019 at 10:03 pm

Thanks, omtravelonline

March 14, 2019 at 4:48 am

Really great article and analysis…..

May 4, 2019 at 4:32 am

These are very interesting insights. What is more interesting is that more than 33% of the brands were promoting their discounts.

July 21, 2019 at 8:24 pm

great information. thanks

September 11, 2019 at 4:31 am

very informative article. I am searching for making campaigns for generating leads for travel agency and your article has helped me a lot. Thanks a lot. Regards

September 18, 2019 at 9:50 pm

Excellent post which has good information structure.

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Παλιά πόλη/Photo: Σουχωρούκωφ Αλέξιος

περιπλάνηση στην παλιά πόλη.

Σταθμεύοντας έξω από την Παλιά Πόλη, βρεθήκαμε μπροστά στη μεγαλόπρεπη ομορφιά του διατηρητέου ιστορικού κέντρου το οποίο είναι αναγνωρισμένο Μνημείο Παγκόσμιας Κληρονομιάς της UNESCO. Η αναλλοίωτη βενετσιάνικη αρχιτεκτονική συνυπάρχει με γαλλικές και αγγλικές προσθήκες που μαρτυρούν συνολικά την μακραίωνη ιστορική παράδοση του νησιού μετά από πολλές κατακτήσεις και τον συνδυασμό πολιτισμών.

Οριοθετημένη ανάμεσα σε δύο εμβληματικά ιστορικά φρούρια, η Παλιά Πόλη ξεχωρίζει για την πυκνή της δόμηση με πολυώροφα κτίρια, σε χαρακτηριστικές αποχρώσεις του κεραμιδί, πορτοκαλί και της ώχρας, με περίτεχνα πορτοπαράθυρα, σοφίτες και κεραμοσκεπές. Οι προσόψεις τους, παρά την ορατή φθορά του χρόνου, συνεχίζουν να μαγνητίζουν το βλέμμα.

Στα ιστορικά δρομάκια με τα αρχοντικά σπίτια/Photo: Σουχωρούκωφ Αλέξιος

Η περιπλάνησή μας ξεκίνησε από την Σπιανάδα , την φημισμένη τεράστια πλατεία, από τις μεγαλύτερες της Ευρώπης, που δημιουργεί ένα άτυπο όριο μεταξύ του ιστού της Παλιάς Πόλης και του Παλαιού Φρουρίου. Η ιστορικότητά της μαρτυρείται από το όνομά της, «Σπιανάδα», σημαίνει ίσιωμα, καθώς ήταν ο χώρος συγκέντρωσης των στρατευμάτων σε περίπτωση εμπόλεμης κατάστασης, διαμορφωμένος στο πλαίσιο του εκτεταμένου αμυντικού σχεδιασμού των Ενετών.

Σήμερα, είναι το επίκεντρο πολιτιστικών και θρησκευτικών εκδηλώσεων της πόλης. Τα βήματά μας κατευθύνθηκαν γρήγορα προς το επόμενο τοπόσημο, τον πεζόδρομο «Λιστόν» . Τα διαδοχικά του κτίρια, με τις χαρακτηριστικές τοξοστοιχίες ακολουθώντας την γαλλική αισθητική, σχεδιάστηκαν στις αρχές του 19ου αιώνα, αποτελώντας μια σπουδαία παρακαταθήκη από την περίοδο της γαλλικής κατάκτησης του νησιού.

Άλλοτε ήταν σημείο συγκέντρωσης αποκλειστικά επιφανών ευγενών, οι οποίοι ήταν καταγεγραμμένοι για λόγους κοινωνικής διάκρισης σε έναν κατάλογο, γνωστό ως Libro d’ Oro, από εκεί προέρχεται και η ονομασία του (στα Ενετικά «liston» ή «lista»). Παραμένει ένα κοσμικό σημείο της πόλης, καθώς σήμερα στεγάζονται εκεί πολυσύχναστα καφέ και εστιατόρια.

Στον πιο αριστοκρατικό πεζόδρομο «Λιστόν»/Photo: Σουχωρούκωφ Αλέξιος

Περπατώντας στα ατμοσφαιρικά καντούνια/Photo: Σουχωρούκωφ Αλέξιος

Βαδίζοντας εσωτερικά της Παλιάς Πόλης, φτάσαμε στην Πλατεία του Παλαιού Δημαρχείου με το εντυπωσιακό ομώνυμο κτίριο χτισμένο τον 17ο αιώνα. Λειτούργησε ως θέατρο αρχικά, έτσι είναι γνωστό και με την ονομασία Θέατρο Σαν Τζιάκομο , ξεχωρίζοντας για την περίτεχνη διακόσμησή του με τη λαξευτή πέτρα, τις αψίδες και τα ανάγλυφα στοιχεία. Συνεχίσαμε την περιήγηση με το βλέμμα κολλημένο προς τα πάνω, ακολουθώντας τις αχτίδες του ήλιου που εισχωρούσαν μέσα στα στενά πλακόστρωτα σοκάκια, τα λεγόμενα καντούνια.

Κοιτώντας ψηλά χαζεύαμε γουστόζικες ολάνθιστες γλάστρες, κρεμασμένες από τα παράθυρα και φυσικά τις χαρακτηριστικές απλωμένες μπουγάδες, σαν αυτοσχέδια σύνδεση των αντικρυστών παραθύρων. Αγέρωχα ψηλά στέκει και το επιβλητικό καμπαναριό του Ναού του Αγίου Σπυρίδωνα , πολιούχου του νησιού.

Όλη η Παλιά Πόλη αποτελεί Μνημείο Παγκόσμιας Κληρονομιάς της UNESCO/Photo: Σουχωρούκωφ Αλέξιος

Κέρκυρα/Photo: Σουχωρούκωφ Αλέξιος

Το πιο ξεχωριστό σημείο της βόλτας μας ήταν με διαφορά το Καμπιέλο (δηλαδή η μικρή πλατεία), η παλαιότερη συνοικία της πόλης. Σα να κρύβονται ιστορίες από τα μεσαιωνικά χρόνια στα ακόμη πιο στενά και δαιδαλώδη σοκάκια του, τα σπίτια με τα σκαλιστά γείσα στις εξώπορτες, τα πολλά σκαλοπάτια, τα αδιέξοδα και τις μικρές πλατείες του.

Ακολουθώντας, τυχαία, τα πλατιά σκαλοπάτια κάτω από μια εντυπωσιακή καμάρα φτάσαμε στην πλατεία του Ναού της Παναγιάς Κρεμαστής με τον χαρακτηριστικό κόκκινο τοίχο. Στο κέντρο της πλατείας δεσπόζει η Στέρνα της Κρεμαστής , ένα βενετσιάνικο πηγάδι με περίτεχνη σκαλισμένη διακόσμηση. Στοιχεία που συνθέτουν ακόμη ένα αλλιώτικο, μα αυθεντικά όμορφο σκηνικό.

Γλυπτά που κοσμούν το εξωτερικό του ανακτόρου, Αχίλλειον/Photo: Σουχωρούκωφ Αλέξιος

Χαζεύοντας τη θέα στους αυτοκρατορικούς κήπους/Photo: Σουχωρούκωφ Αλέξιος

από τον όρμο της γαρίτσας στο ποντικονήσι και το αχίλλειον.

Συνεπαρμένοι μεν, αλλά κουρασμένοι από την αμέριμνη βόλτα μέσα στα αρχοντικά σοκάκια της πόλης συμφωνήσαμε να συνεχίσουμε την εξερεύνηση προς άλλα γνωστά αξιοθέατα του νησιού, οδικώς πλέον, απολαμβάνοντας την άνεση του αυτοκινήτου. Διασχίζοντας τον ιστορικό όρμο της Γαρίτσας κατευθυνθήκαμε προς το Μον Ρεπό, ένα εμβληματικό παλάτι χτισμένο από τις αρχές του 19ου αιώνα ως κατοικία του Άγγλου Κυβερνήτη κατά την περίοδο της αγγλικής κυριαρχίας.

Δημοφιλές αξιοθέατο και σημείο αναφοράς είναι επίσης το Ποντικονήσι , ένα μικρό πράσινο νησί απέναντι από το αεροδρόμιο. Μπροστά του ξεχωρίζει το νησάκι της Βλαχέρνας με τον Ναό της Παναγίας των Βλαχερνών, σήμα-κατατεθέν του νησιού και προσβάσιμο μέσω μιας πεζογέφυρας. Η επόμενη στάση μας ήταν στο Αχίλλειον , πασίγνωστο αξιοθέατο της Κέρκυρας.

Παλάτι χτισμένο στο τέλος του 19ου αιώνα από την Ελισάβετ της Αυστρίας, γνωστή ως Πριγκίπισσα Σίσσυ , η οποία λόγω του θαυμασμού της προς τον αρχαιοελληνικό πολιτισμό, αφιέρωσε το παλάτι στον μυθικό Αχιλλέα. Πολλά αγάλματα εμπνευσμένα από την αρχαιοελληνική μυθολογία κοσμούν τον περιβάλλοντα χώρο και τον κήπο του παλατιού.

Δεσπόζουν όμως δύο, το άγαλμα του ετοιμοθάνατου Αχιλλέα και ένας εντυπωσιακός χάλκινος ανδριάντας του. Ο αδριάντας αυτός τοποθετήθηκε από τον Γουλιέλμο Β΄, αυτοκράτορα της Γερμανίας, και το παλάτι πέρασε στην κυριότητά του στις αρχές του 20ού αιώνα. Η πανοραμική θέα από τη βεράντα του κήπου κράτησε για πολλή ώρα την προσοχή μας.

Ηλιοβασίλεμα στην παραλία Ίσσος

Η πρώτη μέρα γεμάτη με συναρπαστικές εικόνες έκλεισε με μια απογευματινή βουτιά και ένα ονειρεμένο ηλιοβασίλεμα στην νοτιοδυτική πλευρά του νησιού και την παραλία Ίσσος . Μεγάλη αμμώδης παραλία με διάσπαρτους αμμόλοφους που θυμίζει έρημο, σε θέση δίπλα από την Λιμνοθάλασσα Κορισσίων , σημαντικό υδροβιότοπο καθώς αποτελεί καταφύγιο πολλών ειδών πουλιών και είναι ενταγμένη στο ευρωπαϊκό δίκτυο Natura 2000.

Εξερεύνηση στη δυτική πλευρά της Κέρκυρας

Η επόμενη μέρα ξεκίνησε με οδική εξερεύνηση προς το βορειοδυτικό τμήμα του νησιού και αφετηρία την πολυσύχναστη Παλαιοκαστρίτσα , με τον παραδοσιακό οικισμό της και τους διαδοχικούς μικρούς κολπίσκους. Η ομορφιά της Παλαιοκαστρίτσας συμπυκνώνεται στην εντυπωσιακή θέα των άγριων και απότομων βράχων με την καταπράσινη βλάστηση, που περικλείουν τους δαντελωτούς όρμους με βαθυγάλανα νερά. Δεν μας πτόησε ο ανηφορικός δρόμος γεμάτος στροφές, καθώς οδηγούσαμε ξέγνοιαστα σε μια απαιτητική αλλά όμορφη διαδρομή ανάμεσα σε ελιές και κυπαρίσσια.

Στον δρόμο προς Παλαιοκαστρίτσα/Photo: Σουχωρούκωφ Αλέξιος

Αγναντεύοντας τη θέα της θάλασσας από ψηλά, συνεχίσαμε τη διαδρομή μας προς ένα εμβληματικό μνημείο, το βυζαντινό κάστρο Αγγελόκαστρο . Στην κορυφή λόφου στέκει επιβλητικά, πιθανόν από τον 11ο αιώνα, ένα μεγάλο κάστρο που δείχνει να επιθεωρεί ολόκληρη τη δυτική πλευρά του νησιού με τους απόκρημνους γκρεμούς της. Ένα ανηφορικό μονοπάτι με σκαλοπάτια οδηγεί στην είσοδο του κάστρου, από όπου απολαύσαμε την θέα των πράσινων πλαγιών να καταλήγουν στη θάλασσα κι αυτή να σμίγει με τον ορίζοντα.

Την εξερευνητική διάθεση διαδέχθηκε η επιθυμία για βουτιά στην διπλή παραλία Πόρτο Τιμόνι . Φυσικό τοπίο αλλόκοτο, αλλά ιδιαίτερο καθώς χαρακτηρίζεται από μια λωρίδα γης με δύο μικρές ανοργάνωτες παραλίες ανάμεσα σε απότομους βράχους και σε αντιθετική θέση μεταξύ τους. Δεν είναι δυνατή η πρόσβαση με το αυτοκίνητο, οπότε σταθμεύσαμε στο χωριό Αφιώνας και ακολουθήσαμε ένα μονοπάτι περίπου είκοσι λεπτών μέχρι την ακτή.

Το βυζαντινό κάστρο Αγγελόκαστρο/Photo: Σουχωρούκωφ Αλέξιος

Απογευματινή βόλτα στην Παλιά Πόλη

Το απόγευμα της δεύτερης ημέρας μάς βρήκε ξανά στην Παλιά Πόλη σε άλλη πλέον οπτική, καθώς τα χρώματα της δύσης του ηλίου αντανακλούσαν πάνω στα ιστορικά κτίρια. Η βόλτα μας ξεκίνησε από το Ανάκτορο Αρχαγγέλου Μιχαήλ και Αγίου Γεωργίου στο βόρειο τμήμα της πλατείας Σπιανάδα .

Η ανέγερσή του ξεκίνησε το 1819 ως κατοικία και διοικητικό κέντρο του Άγγλου Διοικητή κατά την αγγλική κατάκτηση του νησιού. Σήμερα στεγάζεται εκεί το Μουσείο Ασιατικής Τέχνης Κέρκυρας και στον περιβάλλοντα χώρο, ένα μικρό πάρκο γνωστό ως Κήπος του Λαού , ήταν το ιδανικό σημείο για χαλάρωση με θέα τη γαλήνια θάλασσα προς το παλιό λιμάνι.

Ο κόλπος της Παλαιοκαστρίτσας/Photo: Σουχωρούκωφ Αλέξιος

Εξερεύνηση στα βόρεια

Η τρίτη μέρα ξεκίνησε με πρωινή βουτιά στο Φαληράκι με θέα το Παλαιό Φρούριο. Ακολούθησε οδοιπορικό προς το βόρειο και ηπειρωτικό τμήμα του νησιού, το οποίο επιβεβαίωσε τον χαρακτηρισμό της Κέρκυρας ως ένα από τα πιο πράσινα νησιά, με αξιοπρόσεκτη φυσική ομορφιά. Κινούμασταν προς τον Παντοκράτορα , το ψηλότερο βουνό της Κέρκυρας με συνολικό ύψος 910 μέτρα.

Πρώτη μας στάση το μεσαιωνικό χωριό Παλιά Περίθεια , χτισμένο γύρω στον 14ο αιώνα σε μια προφυλαγμένη θέση ανάμεσα σε πυκνή βλάστηση. Σήμερα είναι ακατοίκητο, αλλά διαφυλάσσει την παραδοσιακή αρχιτεκτονική του με πέτρινα σπίτια και στενά σοκάκια, μετατρέποντας την επίσκεψη εκεί σε ένα συνειρμικό ταξίδι στο παρελθόν.

Το Κανάλι της Αγάπης στις ακτές της Κέρκυρας/Photo: Σουχωρούκωφ Αλέξιος

Η διαδρομή μας συνεχίστηκε μέχρι το βορειοανατολικό τμήμα του νησιού και την παραλία Αυλάκι. Από εκεί κατευθυνθήκαμε προς το Σιδάρι και το φημισμένο Κανάλι της Αγάπης (Canal d’amour). Ένα ιδιαίτερο φυσικό τοπίο με βράχια από ψαμμίτη σε μια χαρακτηριστική καφέ απόχρωση. Η διαβρωτική επίδραση της θάλασσας στο πέτρωμα έχει δημιουργήσει σπηλαιώδεις σχηματισμούς ανάμεσα σε στενές λωρίδες νερού. Παρά την κοσμοσυρροή, το τοπίο σίγουρα εντυπωσιάζει.

Η βουτιά στο Κανάλι της Αγάπης σηματοδότησε το κλείσιμο του ταξιδιού μας, με την αντίστροφη πορεία προς το αεροδρόμιο. Στην επιστροφή μοιραστήκαμε εικόνες του νησιού που ο καθένας μας ξεχώρισε. Οι επιλογές ήταν διαφορετικές, συμφωνήσαμε όμως όλοι ότι θα ξανά επισκεφθούμε την Κέρκυρα, γιατί τελικά ποτέ δεν την χορταίνεις!

Ένας μικρός γαστρονομικός οδηγός

Νόστιμες επιλογές πρωινού στο «Starenio Bakery» , στο «Στάζει Μέλι, Λουκουμάδες» και στον φούρνο «Δέσποινα» .

Εξαιρετικές δοκιμές της κερκυραϊκής κουζίνας στο «Ταβερνάκι της Μαρίνας» και το τσιπουράδικο «Εκτός σχεδίου και ό,τι προκύψει» .

Γευστικός καφές στην «Cafetierra» και το «Mikro Café» .

Το Μουσείο του Αχίλλειου για τη φετινή θερινή περίοδο (31 Ιουλίου -31 Οκτωβρίου) λειτουργεί από τις 08:00 έως τις 20.00. Είναι επισκέψιμοι οι εξωτερικοί -ανοιχτοί χώροι του μουσείου, καθώς στο εσωτερικό γίνονται εργασίες αποκατάστασης. Περισσότερες πληροφορίες: Αχίλλειο Ανάκτορο .

Το Παλαιό Φρούριο της Κέρκυρας είναι εύκολα προσβάσιμο, ανοικτό καθημερινά μέχρι νωρίς το απόγευμα.

Καλλιτεχνική Επιμέλεια : Τζούτης Χρήστος Κείμενο : Πέττα Ευαγγελία Φωτογραφία και Βίντεο : Σουχωρούκωφ Αλέξιος

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The Hidden Russia

Tomsk has none of the historical pomp and circumstance of Russia's two major tourist destinations, Moscow and St. Petersburg . For the traveler who hankers for something besides glittering churches and postcard-familiar scenery, Tomsk offers something more subdued. Wooden houses, like those out of a favorite Russian fairy tale, line the streets in various stages of repair or renovation. The many universities give the town a learned, serious atmosphere. And the museums are heavy with the gravity of Siberian history. Set in the midst of miles of taiga, Tomsk has a quiet dignity.

Tomsk Attractions and People

The best time to visit Tomsk is in the summer: June, July, or August. The sunny, warm days are perfect for taking walks in Lagerny Sad, the war memorial park that looks over the River Tom. The residential neighborhoods are full of points of interest, and the downtown area is great for shopping and eating. However, even on rainy days, you can find something to do. Not only is there a recently established art museum, but the Tomsk Regional Museum gives an in-depth look at how the peoples of Siberia once lived.

For those who want something special, it's imperative to check out the KGB Memorial Museum. Located in the original Tomsk KGB headquarters, it is a reminder of the terror of the Communist years and the many labor and concentration camps that were set up in the Tomsk region. The holding cells for prisoners also contain their stories of survival; a rotating exhibit honors the art, literature, and lives of those who were brave enough to fight against and tell about their experiences at the hands of the KGB. The museum is the only one like it in the country, and visitors can see Solzhenitsyn's signature in its guestbook.

The wooden houses are a point of pride for the people of Tomsk. Many of the more elaborate ones have become symbols of the city. The windows are bordered with elaborately carved wooden decorations, some in themes depicting birds or dragons. Some of these buildings are still inhabited, which seems a decent metaphor for the way the past in Siberia maintains a symbiont relationship with the present.

The rare Westerner in Tomsk will be met with wariness and curiosity, though seldom hostility. Anyone who shows interest in Tomsk or the Siberian way of life will make friends quickly. Tomichi, the citizens of Tomsk, love to have guests and to share their warm Russian hospitality with foreigners. Their knowledge of their city and of Siberian history can make a stay in this town especially meaningful. You can meet them at the American Center near Tomsk State University, at the central fountain where many Tomichi congregate during the evening, over drinks at one of the many bars, or even on the bus. Any foreigner tends to stand out, but this can be an advantage when trying to make friends.

Eating in Tomsk

One of the most delightful aspects of a Siberian summer is the food. The markets are full of delicious fruits and berries, all of which are at premium pricing for the traveler who is used to paying an arm and a leg for sub-par produce. There is an extensive variety of cheese and other dairy products, free from the processes that often make US diary bland and lacking consistency. At certain times of the week, you can visit stalls that sell meat freshly butchered or fish freshly caught. Be sure to be aware of any old woman by the side of the road with vegetables for sale  - they're almost always home-grown and delicious.

Tomsk is a part of Russia that is unique for the Eastern European traveler. Its small size and community atmosphere, along with its proximity to vast pine forests, make it an escape from the big city Russia that most tourists are familiar with. Fourteen hours by train will take you to a bigger city, Krasnoyarsk, and then you can ride the Trans-Siberian railroad on to Novosibirsk. However, given Tomsk's character and quality, it is unlikely any visitor will be in a hurry to leave.

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Tomsk city, Russia

The capital city of Tomsk oblast .

Tomsk - Overview

Tomsk is a city in Russia located in the east of Western Siberia on the banks of the Tom River, the administrative center of Tomsk Oblast.

The population of Tomsk is about 570,800 (2022), the area - 295 sq. km.

The phone code - +7 3822, the postal codes - 634000-634538.

Tomsk city flag

Tomsk city coat of arms.

Tomsk city map, Russia

Tomsk city latest news and posts from our blog:.

10 November, 2019 / Tomsk - the view from above .

History of Tomsk

Foundation of tomsk.

According to a large number of archaeological finds, people lived on the territory of today’s Tomsk long before its foundation. At the end of the 16th century, by the time the Russians began to actively explore this region, Siberian Tatars and nomadic peoples at war with them lived here.

In January 1604, a delegation headed by Toyan, the prince of the Eushta Tatars, came to Moscow to the Russian Tsar Boris Godunov with a request to accept them into Russia and to protect them from the attacks of warlike neighbors - the Yenisei Kyrgyz and Kalmyks. In response, Boris Godunov signed a charter on the construction of a town on the lands of the Eushta people on the banks of the Tom River.

In June 1604, the fortress of Tomsk was founded on the southern promontory of Voskresenskaya Mountain towering over the right bank of the Tom. Therefore, the City Day of Tomsk is celebrated on June 7th. In the fall of 1604, all construction work was completed. Tomsk became an important strategic military center. Throughout the 17th century, it protected the local population - in 1614, 1617, 1657, and 1698, the fortress repelled the raids of nomads. In 1635, the population of Tomsk was about 2 thousand people.

More Historical Facts…

Tomsk in the 18th - early 20th centuries

In the 18th century, the borders of Russia moved far to the south and east, the raids of nomads stopped, and Tomsk lost its defensive significance. In 1723, about 8.5 thousand people lived in the town. From the middle of the 18th century, due to its remoteness from the European part of the country, it was used as a place of exile. After the creation of the Siberian Route, which ran from Moscow through Tomsk, the town became an important transit trade center.

In 1804, Tomsk became the administrative center of the huge Tomsk Governorate, which included the territories of the present Republic of Altai, Altai Krai, Kemerovo, Novosibirsk, and Tomsk Oblasts, East Kazakhstan Oblast (Kazakhstan), western parts of Khakassia, and Krasnoyarsk Krai. It also became the cultural and economic center of the south of Western Siberia.

From the late 1830s to the middle of the century, the population of Tomsk grew rapidly thanks to the increasing gold mining in Siberia. In 1888, Tomsk University was opened - the first university in Siberia. At the end of the 19th century, during the construction of the Trans-Siberian Railway, it was decided that it should go much south of Tomsk. As a result, it lost its importance as a transport hub.

By the beginning of the 20th century, over 60 thousand people lived in Tomsk. The city had electric lighting, trams, and a telephone network. By 1914, Tomsk, with a population of 114 thousand people, was among the 25 largest cities of the Russian Empire and ranked first in terms of trade turnover in Siberia.

Tomsk after 1917

After the revolutionary events of 1917, Tomsk became a center for the opposition to the Bolshevik forces in Siberia. Until the end of 1919, the city served as a place for the formation and training of units of the White Army.

The period from 1918 to 1940 was a time of relative decline in Tomsk. There was a significant outflow of the population to the fast-growing Novosibirsk and other cities located on the Trans-Siberian Railway, because Tomsk lost the status of the administrative center of the region. In 1925, Tomsk became part of Siberian Krai. In 1930, it was transformed into West Siberian Krai. In 1937, Tomsk became a city of Novosibirsk Oblast.

During the Second World War, about 30 enterprises from the European part of the USSR were evacuated to Tomsk, which became the basis of the city’s industry. During the war years, the volume of industrial production in Tomsk tripled. From 1940 to 1944, the number of residents increased from 145 to 178 thousand people. On August 13, 1944, Tomsk Oblast was formed, and Tomsk became its administrative center.

In the post-war years, new industries appeared in Tomsk - optical-mechanical, electrical, mechanical rubber. Metalworking and mechanical engineering, food and light industries grew significantly. The development of the city and the region was also largely connected with the beginning of the industrial development of oil and natural gas fields.

In 1970, Tomsk, which had a large number of preserved monuments of wooden architecture of the 19th century, was given the status of a historical city. In 1989, the population of Tomsk exceeded half a million people.

In the 1990s, in Tomsk, as in most cities in Russia, there was a decline in industrial production, especially in mechanical engineering focused on military government orders. In 2004, Tomsk celebrated its 400th anniversary.

Pictures of Tomsk

Tomsk entrance sign

Author: Tsigankov Konstantin

On the street in the historical center of Tomsk

Author: Vladimir Kharitonov

In the residential area of Tomsk

Author: Dmitry Afonin

Tomsk - Features

Tomsk is located in the very heart of Siberia, about 3.6 thousand kilometers east of Moscow, on the border of the West Siberian Plain and the spurs of the Kuznetsk Alatau on the right bank of the Tom River, 50 km from the place of its confluence with the Ob River. The city is located on the edge of a taiga natural zone.

It was named after the Tom River on which it was founded. The researchers of the 18th century derived the hydronym “Tom” from the Ket word “tom” meaning “river”. The City Day of Tomsk is celebrated on June 7.

The climate in Tomsk is continental-cyclonic (transitional from European temperate continental to Siberian sharply continental). Winter is harsh and long, the average temperature in January is minus 17.1 degrees Celsius, in July - plus 18.7 degrees Celsius.

The international airport Tomsk (Bogashevo) named after Nikolai Kamov offers regular flights to Moscow, St. Petersburg, Yekaterinburg, Surgut, Krasnoyarsk, Barnaul, Ulan-Ude, Ufa, Nizhnevartovsk, and a number of other Russian cities.

The current coat of arms of Tomsk is based on the coat of arms adopted in 1785. The silver horse was placed on the coat of arms as a sign that “the horses of this area are the best and the Tatars living nearby have stud farms”. The silver horse remains the symbol of Tomsk to this day.

Tomsk is the oldest educational and scientific center in Siberia. Today, students make up one fifth of the population of Tomsk - more than 117 thousand people.

Wooden architecture of Siberia is a bright page in the history of Russian architecture. In Tomsk, wooden architecture is original and expressive. It is here that whole groups of wooden buildings of the late 19th - early 20th centuries have been preserved. You will need at least three days to explore the large number of local attractions.

Main Attractions of Tomsk

Voskresenskaya Gora (Mountain) - the place where Tomsk was founded. Here you can see such sights of Tomsk as Beloye (White) Lake, Voskresenskaya (Resurrection) Church built in the rare Siberian Baroque style in 1789-1807, the Makushin House of Science - an architectural monument of the early 20th century, which houses the puppet theater “Skomorokh”, the Polish Church (1833). The best view of the surroundings opens from the Museum of the History of Tomsk.

Museum of the History of Tomsk . The building of this museum stands out for its unordinary architecture - a stone building crowned by a wooden observation tower, which you can climb and see Tomsk from above. Here you can find exhibitions about peasant and merchant life, a collection of porcelain, and other interesting historical and archaeological exhibits. One of the most interesting exhibits is a wooden monument to the Russian ruble - a copy of a 1 ruble coin, but 100 times larger than the original. Bakunin Street, 3.

Lagernyy Sad (Camps Garden) - a park with an area of about 40 hectares located on the right bank of the Tom River. Several thousand years ago, ancient settlements were located on this very place. The park got its name due to the fact that the summer camps of the Tomsk infantry regiment were located here in the 18th-19th centuries. Today, it is a huge green area with a large population of animals and birds.

Novo-Sobornaya Square - the central square of Tomsk. The architectural appearance of this square began to take shape in the 1840s. In 2003, the square was decorated with a fountain, in 2004 - a monument to the students of Tomsk, and in 2006— the Victory Alley memorial complex.

Tomsk Regional Museum of Local Lore - the largest museum in Tomsk Oblast with more than 140 thousand exhibits. The museum occupies an Empire style mansion of the 19th century and is dedicated to the history and culture of the Tomsk region. Among the most interesting collections are bronze items of the 5th-2nd centuries BC, old handwritten books, Russian silver coins, ceramics, furniture, personal funds of major researchers and architects. A tour of the museum can take several hours. Lenin Avenue, 75.

Tomsk Regional Art Museum . It is housed in a magnificent red brick and sandstone mansion built in 1903. This museum has an excellent collection of paintings, graphics, sculpture, arts and crafts, and icons. The exhibition includes canvases created by European painters of the 16th-21st centuries, Russian and Soviet artists of the 18th-21st centuries. Nakhanovich Lane, 3.

Architecture of Tomsk

Beautiful wooden buildings of Tomsk

Author: S. Shugarov

Wooden Lutheran Church of St. Mary in Tomsk

Church of the Resurrection in Tomsk

Museum of Wooden Architecture . The exposition of this museum is devoted to the main periods in the history of Tomsk wooden architecture. The building of the museum is an architectural monument of federal significance. The main exhibits are wooden fragments of houses (window frames, cornices, pilasters, examples of carved decor). Dozens of contemporary craftsmen showcase their talents in artistic woodworking in a separate hall. Kirov Street, 7.

The First Museum of Slavic Mythology . This museum offers a look at the origins of the Slavic religion - or rather, what was before the arrival of Orthodoxy. The museum collection is dedicated to Slavic epics, folk tales, and their heroes. Zagornaya Street, 12.

“The NKVD Investigative Prison” - a memorial museum located in the basement of the former NKVD prison. It is dedicated to the memory of people who suffered from repression during the Soviet era. The complex consists of the Square of Memory and the exhibition itself. The permanent exhibition is housed in a makeshift prison hall, cells, and the investigator’s office. The collection consists of documentary materials, photographs, handicrafts of prisoners, and their personal belongings. Lenin Avenue, 44.

Monument to Anton Chekhov - an unusual sculpture standing on the embankment of the Tom River opposite the restaurant “Slavyansky Bazar” (the oldest restaurant and one of the oldest buildings in Tomsk, Lenin Square, 10). The monument was created by sculptor L.A. Usov with voluntary donations. The master embodied the image of Chekhov “through the eyes of a drunken man lying in a ditch” according to the inscription on the pedestal. In 1890, during his visit to Sakhalin, Chekhov stayed in Tomsk for a week and found this city boring and not worthy of attention.

Monument to Happiness - one of the most original monuments of Tomsk. It is a bronze figure of a full, extremely pleased, and impudent wolf from the great Soviet cartoon “Once upon a time there was a dog”. Shevchenko Street, 19/1.

Epiphany Cathedral (1777-1784) - one of the oldest churches in Tomsk. This magnificent building constructed in the Siberian Baroque style is located in the very heart of Tomsk. Lenin Square, 7.

White Mosque (1914) - a majestic building constructed in the neo-Moorish style with stone carvings, lancet windows, and doors. Lugovoy Lane, 18.

Siberian Botanical Garden . The garden covers a huge area, more than 120 hectares. There are almost 8 thousand species of plants here including tropical and subtropical. Most of the trees, shrubs, and flowers can be found outdoors. Its grandiose greenhouse is one of the largest and highest in the world. Lenin Avenue, 34/1.

Picturesque architectural monuments of Tomsk:

• “House with Firebirds” (1890) - a fine example of wooden architecture built by the merchant Zhelyabo as a wedding gift to his daughter, an architectural monument of federal significance (Krasnoarmeyskaya st., 67/1),
• “House with Dragons” - one of the symbols of Tomsk with 7 bizarre carved dragons (Krasnoarmeyskaya Street, 68),
• “House with a Hipped Roof”, also known as the Tomsk Regional Russian-German House - an elegant mansion built at the beginning of the 20th century for the wealthy merchant G.M. Golovanov, a masterpiece of wooden architecture not only in Tomsk, but throughout Siberia (Krasnoarmeyskaya st., 71),
• The mansion of the architect S.V. Khomich (1904) - the architecture of this building is so eclectic that it rather resembles a fabulous gingerbread house (Belinsky, 19),
• Tomsk State University - this building of the oldest university in Siberia, founded in 1888, is one of the most recognizable symbols of Tomsk (Lenin Avenue, 36),
• Garrison House of Officers named after N.N. Yakovlev - a beautiful brick building with original decor (Lenin Avenue, 50),
• Tomsk City Hall (1899) - an eclectic three-story mansion built of red brick and light sandstone located in the city center (Lenin Avenue, 73),
• The estate of I.D. Astashev (1842) - a magnificent palace that once belonged to the gold miner Astashev, one of the most beautiful buildings in Tomsk (Lenin Avenue, 75).

Tomsk city of Russia photos

Tomsk views.

Tomsk Railway Station

Tomsk Regional Drama Theater

House with a Hipped Roof in Tomsk

Author: Stanislav Smakotin

Sights of Tomsk

Monument to Happiness in Tomsk

Monument to Anton Chekhov in Tomsk

Red Mosque in Tomsk

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