From scrolling to booking: Attracting tourists through digital marketing

South Africans do not have to travel far to enjoy a memorable getaway. From scenic nature reserves and adventure parks to heritage sites and family-friendly attractions, local destinations offer opportunities to explore closer to home. For tourism businesses, the challenge is to capture potential visitors’ attention online, inspire them to visit and turn that interest into bookings.

With the festive season knocking on our doors, tourist destinations have the opportunity to showcase their businesses and experiences, promote their packages and turn online attention into actual bookings for the main holiday season. Timing is crucial. The holiday season typically runs from mid-December to early January, which is centred around the school holidays, Christmas and New Years Day, among other factors. So, this is the perfect time for businesses to make use of digital platforms to increasingly influence travel decisions ahead of what has been dubbed the peak season.

Here are five ways you can attract tourists through digital marketing in 2026

Short-form video content is an effective way to bring destinations to life. Platforms such as TikTok and Instagram allow attractions to showcase their scenery, accommodation, food and activities through engaging videos. For example, a nature reserve could share clips of hiking trails, wildlife and picnic spots to inspire locals to consider a weekend getaway. High-quality visuals, compelling captions and relevant hashtags can help increase visibility and attract potential visitors.

Targeted paid advertising allows tourism businesses to reach specific audiences based on factors such as location, interests and travel preferences. By promoting relevant packages and experiences to people most likely to visit, attractions can generate bookings more efficiently, particularly during quieter periods. Initiatives such as the Gimme Summer campaign have also highlighted hidden gems, rural areas and townships across South Africa, encouraging domestic exploration.

‘Campaigns such as South African Tourism’s Sho’t Left initiative also support domestic travel by encouraging South Africans to explore their own country. Through its digital marketplace, local tourism businesses can list discounted packages, making local experiences more accessible and helping potential visitors discover affordable getaways. However, having a reliable system, responsive customer service and clear packages is important,’ says Mkhuseli Vangile, CEO of the Dynaste Communications Firm.

According to Statistics South Africa (Stats SA), expenditure on domestic trips reached approximately R60.6 billion in 2024, with overnight trips accounting for the largest share of the expenditure. This is an increase of R57.9 billion recorded in 2023. These figures highlight the contribution that local travel has on the economy, creating an opportunity for tourism businesses to compete for a greater share of domestic spending. Tourism businesses need to always ensure that they use every opportunity to attract travelers beyond week-long holidays. One-night hotel stays; weekday discounts, weekend packages and outdoor activities can also appeal to people working within tight budgets.

Influencer marketing offers another way to generate interest. Collaborating with travel and lifestyle influencers allows attractions to reach new audiences through authentic, relatable content. By documenting their experiences, influencers can demonstrate what a destination offers and introduce lesser-known attractions to potential visitors.

User-generated content and experience-driven marketing can further strengthen trust. With permission, tourism businesses can share photos and videos posted by visitors to provide an authentic glimpse of the experience. Seeing families enjoying activities or exploring scenic landscapes can help potential visitors picture their own trips, build confidence and encourage word-of-mouth recommendations.

Digital public relations (PR) can extend a destination’s reach beyond its existing social media audience. By pitching stories about affordable weekend getaways, hidden gems and family-friendly attractions to online publications and lifestyle media, businesses can gain exposure through editorial content. Compelling stories give audiences a reason to discover a destination beyond traditional advertising, helping build credibility and generate interest.

Ultimately, effective digital marketing can turn online discovery into real-world visits. By combining engaging content, targeted advertising, influencer partnerships, visitor testimonials and digital PR, tourism businesses can attract new audiences and strengthen domestic travel. Delivering quality experiences that encourage repeat visits and recommendations is essential to sustaining this growth and supporting local economies.

Image credit: Kaylin Jacobs / Unsplash