How to attract international travellers

International tourism is a key economic driver, and the destinations that win it are rarely the biggest — they are the ones easiest to discover, understand and plan in the traveller’s own language. National tourism strategies across Europe chase the same visitor: the one who values authentic cultural, artistic, natural and social heritage, and who spends above average at the destination. How does a destination marketer actually reach that traveller? Four practices:

1. Customize your website and apps to suit international travellers

Your website and apps are the first reflection of your destination’s identity an international traveller sees. You achieve global reach by publishing in the languages of your target markets — and keeping them current, which is where most destinations quietly give up. TIPS: Prioritize languages by analyzing your traffic. Always have English. And use the tools that make synchronized multilingual publishing cheap — on a modern platform, AI-assisted translation keeps every language up to date from one dashboard.

2. Content marketing and SEO

You should drive qualitative traffic to your website & apps. Thus, you should translate the content for each market you are targeting.

Tips and tricks, tours and guides should be available in more than your native language.

TIPS:

  • Understand which keywords to go after in each region. Make sure you include them in the content you create.
  • Moreover, try and build a community around each region you are targeting.
  • Create social media content in different languages.
  • Respond to comments in user’s preferred language.

3. Promote unique experiences for each type of traveller

According to the Good Life Study, 85% of people are looking for authentic experiences. 70% of people think that trips where they get new experiences are more important than those where they see all the sights.

TIPS:

  • Make sure you create different types of events, tours and offers to cater for the needs of your international travellers.

4. Encourage user generated content and reviews

Content is king. Especially content created by third party sources.

Create a personalized hashtag for your destination! Enable your travellers to share their experience in your destination using this hashtag.

Recommendations from friends and family are important. Third-party sources are also relevant when making travel plans. Nowadays travellers research a destination online before they book their holiday. They are looking at online reviews and information provided by online travel agents.

TIPS:

  • Provide travellers a platform they can use to review landmarks in your destination.

All four practices, one platform. Multilingual website and apps, structured content that search engines and AI assistants can read, reviews on every landmark — We run Eventya on Eventya: we build our clients’ platforms in the same CMS we sell, every day. Create your destination — free · See live destinations · Pricing
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