My father is a man of simple pleasures. He enjoys sitting on the back deck while drinking his coffee, a steak fresh off the grill, and a long, sunny day at the beach.
On my most recent visit home, I was fascinated (and bemused) to learn about his similarly simple newfound hobby: YouTube walking tours. 60 to 90 minute videos of someone walking through a city from their point-of-view, no talking or music aside from the naturally occurring sounds of plates setting down on tables in sidewalk cafes, snippets of voices of other travelers as they walk by, and the sounds water lapping up against docks, or of music streaming out from open doors of shops.
At first, I blamed his recent retirement. Obviously, this is a sign of profound boredom, I thought. A cry for help, even.“Would he like a painting class?” I wondered, brainstorming ways to save my dad from himself. But, at his insistence, we sat down on our couch together for an afternoon coffee and a walk around Lake Como, Italy. And I have to say, I kind of get it.
My dad has stumbled upon one of the final frontiers of authenticity, a walkers-eye view of a stroll around town. No ads, no tips, or hints or hacks, just….a walk. And it got me thinking—what does this say about the state of travel right now? What are folks looking for, and how can destinations and advertisers lean into those desires?
A growing desire for authentic travel experiences
It turns out, my dad’s quest for authenticity isn’t his alone. According to a 2023 Booking.com report, 75% of travelers seek authentic experiences that are representative of the local culture. In another report, 74% of travelers want recommendations from locals when traveling.
So, what’s a marketer to do? At Envisionit, we help a range of destinations draw in new visitors by helping destinations showcase their uniqueness, their culturally-rich experiences, and their authenticity from a strategic and creative lens, and then go to market with those attributes.
Galena Country Tourism recently completed an in-depth look at resident sentiment, showing just how powerful it can be to listen to local voices and shape integrated marketing around the true spirit of the community. It’s a great example of authenticity in action—one that’s resonating in 2025.
As advertisers, we can promote and elevate the authentic with thoughtfully selected media plans, opting for classic channels such as Meta and Search to capture hand-raisers and exploring new digital avenues to surprise and delight.
Leverage the small but mighty
Micro-influencers are social media accounts with a follower count between 10,000 and 100,000. While on paper, that may seem like a small number compared to mega-influencers or celebrities with millions of followers, consider this: micro-influencers tend to have stronger engagement rates, and due to their size, tend to focus on niche topics with a more engaged, targeted audience.
A small, locally-known influencer known for sharing honest takes on tourist attractions, under-the-radar restaurants or fun local trivia could help promote your destination from a local’s-eye-view, cultivating trust with viewers. Without grand-scale budgets, micro-influencer content can feel unvarnished in a way that feels real versus glossy and salesy.
Working with micro-influencers tends to be cost-effective too, helping you put money where it matters in your media mix.
Build buzz through experiential tactics
Similar to what prospective travelers are seeking, lean into thoughtful curation of media channels. Consider partnerships with brands such as Pack Up & Go, which offer curated travel itineraries with surprise destinations based on the travelers budget and interests.
These channels can be powerful drivers of word of mouth, bringing new visitors to your region on a thoughtfully-planned itinerary that showcases the best your city has to offer. After a whirlwind long weekend, they’ll be excited to share with friends, family, and on social media. Talk about authentic!
Similarly, guerilla tactics can create fun, out of the box and bespoke experiences for prospective visitors. While these tactics can be at grand scales, they can also be fun and scrappy.
Keep the tried-and-true channels fresh and fun
In my last post, I wrote about how localization in media drives better outcomes. The same goes for keeping your content current. While the clear callout here is ensuring that your creative is seasonal (e.g. highlighting the outdoors in warm destinations during your audience’s winter), an underrated extra step is making micro-adjustments to creative while the seasons progress.
Here in Chicago, the difference in seasons is serious. And any midwesterner can sniff out spring from summer in an instant. Our midwestern destination clients, focusing on driving visitors from neighboring states, cultivate this authentic feeling with subtle changes to creatives—think leaning into beach and poolside imagery as temperate spring days shift into genuine summer scorchers.
Generative AI is also opening up new ways for destinations to deliver on authenticity. From dynamically generated itineraries based on a traveler’s preferences and real-time data, to AI-powered trip assistants that sound less like robots and more like a friendly local—AI is helping brands deliver personalized experiences at scale. Imagine a visitor asking, “Where can I find the best pierogies near my hotel?” and getting a response not just with directions, but with a brief backstory about the family-owned shop and why locals love it. That kind of context builds connection.
Finally, consider lead magnet campaigns that drive searchers not just to trip planning resources, but to thoughtfully curated Locals Guides or detailed itineraries tailored to traveler’s interests.
Ready to get real about making authentic connections in destination marketing? Let’s talk.
