Radio

Radio remains one of the most effective, trusted, and cost-efficient channels for reaching travellers and local audiences. In an age of digital platforms, radio continues to cut through with immediacy, personality, and regional relevance. Pair it with the rise of digital audio and streaming platforms, and radio advertising for tourism brands and attractions is more powerful than ever.

At The Destination Agency, we specialise in radio advertising for destinations, DMOs and visitor attractions. Whether it’s a regional campaign to boost day-trips, a national push to drive overnight stays, or an audio campaign that inspires ticket sales, we help tourism brands use the power of radio to connect, inspire and convert.

Why radio matters in tourism marketing

Radio has a unique place in the tourism marketing mix. It’s a medium that blends scale with intimacy: listeners feel a personal connection to their favourite presenters, and advertising delivered in that environment feels trusted and familiar.

  • High reach: Radio reaches over 89% of UK adults every week, making it one of the most accessible mass-media channels.

  • Regional strength: Local radio is particularly effective for targeting visitors within driving distance—perfect for attractions and DMOs.

  • Emotional impact: Audio storytelling helps audiences picture themselves in your destination, priming them to book or visit.

  • Flexibility: From 10-second sponsorships to 60-second ads, radio formats can adapt to your budget and objectives.

For tourism brands, radio is a proven way to spark inspiration and drive action—whether it’s a family day out, a weekend break, or an international visitor campaign.

Bath Historic Venues

Increasing online ticket sales by 24%

We increased online ticket sales for Bath's historic venues by 24%

Dwr Cymru Visitor Centres

Record attendance at Dwr Cymru's visitor centres across Wales

We helped to drive record attendance to Dwr Cymru's visitor centres located across Wales.

Cardiff City FC

34% increase in ticket sales

This campaign was all about creating transactions for season tickets and producing a precisely accountable return on investment.

Our radio advertising services

We provide end-to-end radio advertising and audio campaign services for tourism brands,  DMOs and attractions.

1. Campaign strategy and planning

Every campaign begins with a clear understanding of your goals. Do you want to sell more tickets for a seasonal attraction? Encourage overnight stays in off-peak months? Increase awareness of a cultural festival?

We use audience data and tools like RAJAR, TGI and YouGov to plan campaigns that connect with the right listeners at the right time. Our planning covers:

  • Station and platform selection (BBC local, commercial stations, DAX, Spotify, Global Player, etc.).
  • Regional and demographic targeting.
  • Scheduling aligned to school holidays, events, and tourism seasonality.
  • Integration with other channels (social, OOH, TV, press) for maximum impact.
2. Creative production

Audio is all about imagination. Our creative partners and scriptwriters produce radio spots that capture attention and inspire.

We can support with:

  • Scriptwriting tailored to your destination or attraction.
  • Voiceover casting (regional accents, bilingual delivery, or celebrity voices).
  • Sound design that reflects the atmosphere of your brand—whether tranquil, adventurous or family-friendly.
  • Cut-downs and adaptations for digital audio and streaming platforms.
3. Media buying and placement

As a DMO radio advertising agency, we know how to secure the best airtime and sponsorships for your budget. We buy across:

  • National networks (e.g. Heart, Capital, Classic FM) for large-scale awareness.
  • Regional and local radio to reach day-trippers and domestic tourists.
  • Digital audio platforms (Spotify, Global Player, DAX, podcasts) for highly targeted campaigns.
  • Sponsorships and promotions, including weather, traffic and competition tie-ins.
4. Digital audio and streaming

The rise of streaming and on-demand listening means campaigns can target listeners with precision. We plan and buy across:

  • Spotify and podcast advertising.
  • Dynamic creative tailored to listener demographics or location.
  • Programmatic audio buying for efficiency and reach.
5. Measurement and reporting

We measure what matters, aligning metrics with your tourism goals. Our reporting includes:

  • Audience reach and frequency data from RAJAR and digital platforms.
  • Website and booking traffic uplift during campaigns.
  • Brand recall and perception studies.
  • Cost-per-response analysis for direct-response radio campaigns.
This is why you should choose us

We’re not just a generalist media agency; we are specialists in destination marketing radio campaigns. Our expertise means we understand:

  • How to use radio to drive last-minute visitation and ticket sales.

  • The importance of regional radio for day-trip and short-break tourism.

  • How to blend traditional broadcast with digital audio for complete coverage.

  • The need to create ads that are bilingual, inclusive and culturally relevant.

Our campaigns are designed to do more than just fill airtime; they inspire travellers, build awareness, and deliver measurable outcomes.

Would you like to hear how you could sound on radio?

Get in touch today, and we'll help you decide if radio advertising is for you.

Get in touch today

Our website uses cookies to enable functionality and provide site usage data. Details can be found in our Privacy Policy. Continuing to use this site implicitly accepts this usage of cookies.