Why do People Travel? How to Persuade People to Travel to Your Destination

December 5, 2024

Why do people travel? Is it the promise of Instagrammable sunsets? The allure of new cuisine? Or maybe it’s  just the need to escape the ever-growing list of to-dos. Whatever the reason, the purpose of travel is as diverse as the people doing it — and persuading folks to take the leap and book a trip is a blend of art and science. 

If you’re looking to crack the code on how to persuade people to travel to your destination, this blog is your golden ticket. Let’s dive into what makes people pack their bags and how you can inspire them to say, “Let’s book it!”

Why do people travel? understanding the purpose of travel

Let’s get philosophical for a moment. Why do people travel?

At its core, travel is about connection — connection to the world, ourselves, and sometimes, to a plate of the best tacos you’ve ever had. Understanding the “why” behind travel can help destinations, marketers, and even travelers align with what really matters. Here are some of the top motivations behind why people travel:

an escape from the everyday

There’s something deeply satisfying about leaving behind your everyday routine for time set aside to experience new things. Whether it’s taking a break from your 9-5 for a week on a beach or escaping the winter chill for some tropical vibes, travel offers a break from reality. In this case, the purpose of travel is clear: recharge, refresh, and return as a new (or at least slightly tanner) version of yourself. 

discovery and adventure

Some folks travel to conquer their bucket lists, while others simply crave the unknown. From zip-lining through Costa Rican jungles to walking through streets of histories past, discovery is a driving force for many. It’s the thrill of the “I’ve never seen anything like this before” moment that makes hearts race.

cultural immersion

Why do people travel if not to shake things up and try something new? Traveling is like stepping into someone else’s shoes — except those shoes come with amazing food, a side of fascinating history, and streets just begging to be explored. It’s the kind of learning you’ll never find in a textbook (unless your textbook comes with a passport and a snack). Travel isn’t just a trip; it’s an education in culture, flavor, and perspective.

Before we at Madden dive into any strategy or start executing ideas, we don’t just dip a toe in your destination — we cannonball into the deep end of your local culture. Why? Because great destination marketing starts with truly getting what makes your corner of the world special.

We’re not here to guess why someone would choose your destination over another — we’re here to experience it firsthand. From sampling your local eats (yes, we’ll take seconds), to soaking up the vibe of your attractions, to chatting with the locals, we become your destination’s #1 fan before crafting a single marketing move. Because when it comes to marketing, if we don’t feel it, how can we make others feel it?

Simply put, we believe the heart of your destination deserves a front-row seat in every campaign — and we’ll be the ones cheering the loudest. 🥳

connecting with loved ones

Sometimes, travel isn’t so much about where you go, but who you are with. Whether it’s a family reunion, a seasonal getaway, or a much-needed bestie trip, travel gives people the chance to hit pause on their busy lives and focus on what matters most: connection. 

A shared sunrise on the beach, or a laugh over a local delicacy creates memories that beat any group chat. 

sports events

Forget the couch — fans want the energy of the crowd, the thrill of the game, and the chance to cheer for their team in the thick of it all. 

From nail-biting playoffs to quirky local tournaments (cheese rolling, anyone?), sports travel isn’t just about the competition — it’s about the camaraderie, the tradition, and the stories they’ll tell long after the final whistle. Because let’s face it, nothing beats experiencing the roar of the stadium in person. 

Destinations are prepping ahead for 2026, when the World Cup arrives in North America, and they’re gearing up to welcome a wave of domestic and international travelers. In 2023, there was a direct spending impact of $52.2 billion from sports tourism. This spending fueled a total economic impact of $128 billion, supported 757,600 full-time and part-time jobs, and generated $20.1 billion in tax revenue across multiple economic sectors, highlighting the benefits sports tourism economies bring to locals, travelers, and destinations.

educational opportunities

For the lifelong learners among us, travel is the ultimate classroom. History buffs, art aficionados, and curious minds can trade lectures for hands-on experiences: standing where history happened, exploring iconic architecture, or diving into workshops that teach everything from glassblowing to ancient cooking techniques. 

Travel educates, inspires, and leaves visitors with a sense of wonder that can’t be found in a PowerPoint presentation. Museums and galleries take this experience a step further, offering a window into a destination’s soul. Attractions catered to education weave together the threads of past and present, helping visitors uncover the stories, traditions and cultures that have long shaped the region.

wellness travel

Wellness travelers aren’t just looking for a getaway — they’re searching for balance, renewal, and maybe a little yoga with a spectacular view. From luxury spas to serene hiking trailers, destinations offering wellness experiences help travelers recharge their minds, bodies, and souls. 

foodies

Food isn’t just fuel, it’s an experience. For foodies, travel is a chance to savor the world, one bite at a time. From hidden street vendors serving the best dumplings to Michelin-starred tasting menus that double as edible art, every meal tells a story of the place it came from. 

Destinations that celebrate their culinary scene will always have a seat at the table for travelers who plan their trips around their taste buds. In 2024, it was reported that food and beverage outlets provide $1.4 trillion in economic impact to the U.S. economy.  

Food-focused travel experiences continue to thrive, making it the perfect time to spotlight your local culinary scene and inspire travelers to book their next adventure with you.

set-jetting

Whether you’re hoping to tour the halls of Hogwarts, or stay in the same Italian resort where they filmed The White Lotus, set-jetting is leading the way in tourism trends. 

With the rising popularity of content like Yellowstone, recent studies credit the megahit show with driving an estimated 2.1 million visitors to the state. According to the University of Montana’s Bureau of Business and Economic Research, these visitors contributed an impressive $730 million in spending to Montana’s economy in 2021 alone. The impact of film tourism extends far beyond economic impact and numbers, creating a ripple effect that benefits locals, travelers, and destinations alike. For local communities, increased visitation translates to more jobs, thriving small businesses, and a boost to cultural pride as their home becomes a celebrated backdrop

hobbies and special interests

Whether it’s birdwatching, antique hunting, or chasing the Northern Lights, travel gives people a chance to dive headfirst into what they love. Special interest travelers aren’t just visiting — they’re living their passions in the best possible setting. Destinations that cater to niche hobbies become the ultimate playground for enthusiasts, offering experiences that fuel their obsessions and spark creativity.

These niche types of travelers combined with motivations are just a few factors that drive purchasing decisions around travel. First and foremost, it’s important to start by understanding traveler motivations as you build a marketing strategy around persuasion.  You can gain insight surrounding traveler intent by sending email surveys, hosting focus groups or conducting research across groups of previous and prospective travelers.

how to persuade people to travel

As we’ve discussed, travel is much more than packing a bag and setting off. It’s about discovery, connections, and stories worth sharing. As a DMO, how do you tap into that magical mix of motivation to get travelers to pick your destination? 

The answer is simple, part art, part science and a whole lot of heart. 
People don’t just travel, they dream about traveling. Your job is to turn those dreams into plans. The secret? Meeting them where they are emotionally, practically, and aspirationally. Let’s break it down and explore some tried-and-true strategies to inspire people to take the leap and book a trip.

paint the picture of possibility

We, as humans, are visual creatures. One of the big driving factors that can get more travelers to your destination is by giving them a reason to see themselves in your destination. Whether it’s an Instagrammable hike, a bustling food market, or a serene spa retreat, your messaging should act as a mirror, reflecting what travelers want.

Use storytelling and descriptive imagery throughout your content and positioning — and focus on showing travelers unforgettable moments. A good example is rather than saying “Explore our scenic trails,” try, “Picture yourself on a sunrise hike, the air crisp, the world quiet, and your camera roll ready to explode with jaw-dropping views.”

Incorporate immersive videos, user-generated content, and influencer partnerships to help potential visitors feel the experience before they book.

tap into emotional triggers

Travel isn’t just about going somewhere new —  it’s about experiencing something meaningful. It’s the thrill of curiosity, the warmth of nostalgia, the calm of true relaxation, or even the spark of wanderlust that makes people crave connection. 

We at Madden say this often, “People travel not just to be somewhere different, but to feel something different.” When your messaging evokes these feelings, you’re no longer just promoting a destination — you’re inspiring a journey that resonates on a deeply personal level.

• Lean into FOMO: Use real-time social posts or share traveler Instagram stories to your own feed to show what’s happening right now. “Wish you were here” isn’t just a postcard phrase, it’s a strategy. 
• Play Up Connection: Remind people how travel brings them closer to loved ones. “Reunite with your squad, sip margaritas at sunset, and make memories that won’t fit in a group chat”
• Tap into Curiosity: Highlight unique-to-you destination experiences. “Where else can you kayak past bioluminescent waters while listening to a local musician jam at a pop-up beach bar?”

Offer Practical Tips

Even the most inspired traveler can get derailed by logistics. Your destination can stand out by making the travel process smoother and less intimidating. Think of yourself as their guide before they even arrive.

• Share insider tips: “Best time to visit? Avoid the crowds by coming in October, when the fall colors are at their peak”
• Highlight ease of access: “Just a short flight from major nearby cities, and a quick drive from the airport — your adventure starts in no time”
• Address concerns: Talk openly about budgets, safety, and sustainability to support travelers wherever they’re at in the traveler’s journey.
  

highlight benefits beyond the destination

Understanding the deeper motivations for travel helps you build a brand that resonates on a human level. Beyond the scenery and experiences, travel offers profound psychological and emotional benefits you can focus on:

desire for new experiences

Travel provides novelty, an antidote to the mundane. Carl Jung once said, “The privilege of a lifetime is to become who you truly are.” A call to self-discovery, echoing the transformative potential of traveler experiences. 

relaxation and rejuvenation

Research from the American Psychological Association highlights how vacation time reduces stress and boosts creativity. Messaging that leans into the restorative power of travel can effectively reach those overworked individuals, hungry for a break. 

social connection

The Global Wellness Institute reports a surge in wellness and group travel, driven by our desire to reconnect after years of social distancing. The wellness tourism space faced a 40% decline in 2020 largely due to the pandemic, but it’s making a remarkable comeback. With a projected 21% growth in wellness trips booked by 2025, it’s clear that travelers remain eager to prioritize serenity and mental well-being. Positioning travel as a bridge for human connection taps into this profound need.

Creating a destination brand that connects to emotions and desires is at the core of persuading people to travel. Your brand isn’t just a logo, and the impressions, memories and sentiments associated with it are part of the decision making process for travelers.

how to persuade people to travel: Marketing strategies that drive action

Like we mentioned earlier, crafting compelling campaigns and brands that inspire travel is a delicate balance of art and science. The secret lies in understanding your audience and meeting them where their dreams, emotions, and practical needs meet. 

personalized content

One-size-fits-all marketing doesn’t cut it in today’s world. Think about your prospective travelers, some have been coming to your destination for years, others are booking their very first trip, and some are only just hearing about your locale for the very first time. Marketing to travelers at different stages of awareness of your destination is key. 

Create campaigns and content for families, outdoor adventurers, solo travelers, or foodies, and speak directly to their interests. You can then use data to segment audiences and deliver relevant recommendations depending on their personal history with your destination. For example, retargeting a user who searched for hiking trails with ads featuring the best scenic hikes in your destination.

social proof & testimonials

When potential travelers see others enjoying your destination, it builds trust (and the ever-persuasive FOMO feeling). Share user-generated content like visitor photos and reviews on your own website and social media profiles. Highlight testimonials from past travelers, and encourage guests to leave reviews on platforms like Google and TripAdvisor. 

influencers & content creators

Influencer partnerships offer an authentic way to reach potential travelers. Collaborate with influencers who align with your destination’s brand values and audience. For example, a wellness retreat might partner with a yoga or mental health professional. 

Encourage creators to showcase their genuine experiences, from hidden gems to can’t-miss activities.

media & remarketing

Media campaigns, combined with remarketing tactics, ensure your message reaches the right people at the right time. Use digital paid media like Google, Meta, or TikTok ads to showcase your destination where prospective travelers are already spending their time online. 

Incorporate remarketing campaigns to re-engage users who have previously visited your website or clicked on an ad to stay top of mind. Let’s dive in more around digital media and its impact on the traveler journey.

the role of digital media in travel persuasion

Digital media and AI have revolutionized the way travelers discover, research, and plan their journeys. Platforms like Instagram, TikTok, and YouTube offer endless opportunities to showcase the unique experiences a destination offers, while blogs and websites provide practical resources for planning trips. Whether it’s a viral reel of a secluded beach or a captivating story about a local festival, digital media creates aspirational content that builds a connection with travelers.

High quality visuals, short videos, and interactive posts perform well on social media, while optimized blogs and guides drive website traffic. Best practices include leveraging user-generated content like reviews, Instagram reels or TikTok posts to build trust. Creating an emotional connection with potential travelers through digital touchpoints can be the key to turning dreamers into visitors. 

To circle back to our original question, why do people travel? Travel isn’t just about seeing the world; it’s about experiencing it. From storytelling to digital media, every strategy you employ should inspire action, address concerns, and build trust. By understanding traveler motivations and strategically guiding them toward your destination, you can turn wanderlust into lifelong, unforgettable memories.

Ready to build a destination marketing strategy that drives results? Let’s talk!

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