In today’s digital-first world, social media isn’t just another channel; it’s one of the most powerful tools available to tourism boards, destination marketing organisations (DMOs) and visitor attractions. Whether your goal is to inspire travellers, increase ticket sales, or build long-term brand loyalty, social platforms are where audiences spend their time, search for ideas, and share experiences.

At The Destination Agency, we specialise in social media marketing for tourism bodies, attractions, and DMOs. Our team understands the unique challenges of this sector: seasonality, shifting visitor patterns, the need for engaging visual content, and the importance of storytelling. We build strategies that deliver measurable results which can include more visitors, greater awareness, and stronger connections with your community.

Why social media matters for destinations and attractions

Tourism is built on inspiration. People dream about where they’ll go, what they’ll see, and how they’ll spend their time. Destination marketing social media campaigns are where those dreams begin.

84% of people use social media for travel inspiration before booking a trip.
Platforms like Instagram, TikTok, and YouTube are driving “dreaming stage” decision-making more than ever before.
Social proof, such as user-generated content, reviews, and shares, plays a significant role in influencing whether someone books a ticket, chooses a destination, or recommends an attraction.

For DMOs, attractions, and tourism brands, having a strong, consistent, and creative social presence is no longer optional. It’s the difference between being top-of-mind when people plan their journeys—or being overlooked.

Visit Shropshire

200% increase in website visitors during the campaign

An integrated campaign to promote Shropshire post-COVID.

Visit Herefordshire

More than 15 million people reached

Our ongoing campaign with Visit Herefordshire has helped raise this beautiful county's profile across the UK, attracting thousands of new visitors.

Visit Monmouthshire

Over 140,000 visitors

We worked on the launch of the Eisteddfod in Monmouthshire which attracted over 140,000 visitors to the county.

Our social media services for tourism, DMOs and attractions

We provide a full suite of social media services for destinations and attractions, designed to meet sector-specific needs. Whether you need a full strategy, advertising, or reporting, we can manage the entire process or work alongside your in-house team.

1. Social media strategy

We build tailored tourism social media strategies to ensure you reach the right audiences at the right time. For a DMO, that might mean increasing overnight stays and promoting local events. For an attraction, it might be driving family visits during school holidays.

Our strategies cover:

Platform selection (such as Instagram, TikTok, Facebook, LinkedIn, YouTube, Pinterest).
Content pillars for storytelling, local culture, events, and itineraries.
Audience targeting based on traveller demographics and behaviours.
Seasonal planning aligned with tourism calendars.
Balancing organic reach with paid activity.

The result: a roadmap that makes your social activity consistent, impactful, and measurable.

2. Content creation for destinations and attractions

Great content is the heartbeat of social media. We produce and curate visuals and copy that capture attention and inspire travel:

Video and photography optimised for TikTok, Instagram Reels, and YouTube Shorts.
Carousels and guides showcasing itineraries, things to do, and cultural highlights.
Blog-to-social repurposing for DMOs and tourism boards.
Branded templates for events, ticket offers, or seasonal campaigns.

We also integrate user-generated content (UGC) into campaigns, encouraging visitors to share their experiences and giving your brand authentic reach.

3. Paid social media advertising for tourism

Paid campaigns ensure your message reaches travellers when it matters most. As a DMO media agency, we design and optimise advertising across all platforms, including Meta, TikTok, YouTube and LinkedIn.

Awareness campaigns to put your destination or attraction in front of new markets.
Retargeting to convert interest into bookings.
Geo-targeted ads that attract day-trippers or regional visitors.
Multi-language campaigns to reach international travellers.

We continuously refine targeting and spend to deliver the best possible ROI.

4. Community management

Social media is a two-way conversation. We manage comments, messages, and reviews to ensure your community feels valued, questions are answered quickly, and your reputation is protected.

5. Reporting and insights

We track the metrics that matter for destinations and attractions:

Engagement rates and follower growth.
Website traffic and booking conversions.
Social sentiment and share of voice against competitors.
Campaign performance across seasonal peaks.

We provide clear, actionable insights through live dashboards and post-campaign reporting.

This is why you should choose us

We’re not just another agency offering generic services. We are specialists in destination marketing and social media for tourism organisations. That focus means we understand:

How to plan around seasonal demand and tourism cycles.
The importance of multilingual and bilingual campaigns for international and domestic visitors.
The nuances of showcasing heritage, culture, and local experiences authentically.
The balance between short-term sales activation and long-term brand building for destinations.

Our campaigns mix creativity with data-driven planning, which ultimately helps destinations and attractions stand out in crowded feeds.

Would you like better results from your social media campaigns?

Get in touch today and share your challenges with us. We will be able to help.

Get in touch today

Social Media