Travel and tourism marketing for destinations, businesses and brands that care give back transform lives inspire

We use proven tourism marketing strategies to reach responsible travellers.

What tourism marketing problem do you need to solve?

Our award-winning travel and tourism marketers solve business challenges for industry professionals.

We are media and tourism marketing experts who partner with destination marketing organisations and tourism businesses to promote sustainable, regenerative and environmentally responsible tourism across Australia and beyond. Our core tourism sector client base is Australian owned and operated, offering travel and tourism experiences both locally and abroad.

Collectively, we have 100+ years of expertise in tourism, sustainability, digital marketing, content creation, advertising and communications which we use to benefit our partners and achieve our business goals.

We can help you to:

Connect with
your ideal traveller

Reaching the right visitors can be challenging...
Read More

Increase enquiries and bookings

Is your business ready to grow?

Promote the benefits
of responsible travel

Communicating responsible tourism to travellers is complex...
Learn Why

Create and reposition

Does your business need to change it's image to attract more customers?
Learn More

Brands who trust us:

About us

Mankind Digital is an international award-winning media and tourism marketing organisation, partnering with destination marketing organisations and tourism businesses to promote sustainable, regenerative and responsible tourism.

Our marketing expertise allows travel and tourism professionals to focus on providing fair, honest and sustainable experiences. Our Australian-owned-and-operated core client base offers travel and tourism experiences locally and abroad. 

Providing the kind of travel experiences that travellers demand takes time, so we ensure those efforts don’t go unnoticed. We exist to drive positive, ongoing change within the tourism sector, so we support those who inspire consumers to travel responsibly.

What we do

Our work includes online marketing for destination marketing organisations, tour operators, tourism activity companies, accommodation venues, travel agencies, and regional marketing offices.

Promoting sustainable travel and regenerative tourism is at the heart of what we do. Our strategies are designed to meet marketing expectations and lead to business growth in addition to encouraging visitors to choose more responsible experiences and providers.

Our core services include copywriting for tourism and travel, content marketing, digital marketing strategy, customer research, SEO for tourism companies and social media marketing.

Take your marketing to the next level

How we have helped clients in the past

Mankind Digital partners with destination marketing organisations, tourism experience providers and travel companies in Australia and beyond. Our client partners include Great Ocean Road Regional Tourism, Kangaroo Island Tourism Alliance, Wayfairer, Wild Adventures Melbourne, Overwrought Garden Art, Retreat Here and many others. Our team has also worked with Tourism Australia (AU), Tourism WA (AU), Amsterdam Tourism & Convention Bureau (NL), City of Perth (AU) and Heineken Experience (NL).

Read our testimonials:

Visit Great Ocean Road logo
“Mankind Digital are thorough with briefs while implementing SEO best practice. They are a good mix of friendly and professional—great people who know their stuff!”
“Working with Mankind Digital has been an absolute pleasure! Keeley is amazing, very professional and will only do/recommend what's right for your business...”
Kangaroo Island Tourism Alliance logo
"Mankind Digital provided us with exceptionally professional, detailed and efficient service. I would recommend them for anyone looking for copywriting services."

What you can expect as our client

The Mankind Digital team consists of travellers who are also experts in marketing and communications.

As trusted marketing experts with a collective total of more than 100 years of industry experience, you can rest assured that we will deliver results.

Let us use our expertise to implement a total tourism marketing management plan for you.

What our clients say about working with us

When we ask our client partners why they choose us, many of them respond with a clear distinction of how we differ from general digital marketers. More specifically:

  • Mankind Digital do what they say they will
  • Tourism industry knowledge
  • People who know their stuff
  • Open and clear communication
  • Detailed and efficient service
  • Easy to work with
  • A good mix of friendly and professional
  • A helpful, personal approach
  • Thorough with briefs, skilled and responsive content writers
  • Always consider and implement SEO best practice
  • Timelines are set and adhered to
  • Deliver results
  • Focused on helping responsible tourism businesses

Travel & Tourism Marketing News

Learn more about greenwashing in tourism. Discover what it is, see examples of the telltale signs of greenwashing & find out how you can avoid it.
Skål International has awarded Mankind Digital as the Educational Programmes and Media category winner at the 2023 Skål International Sustainable Tourism Awards for the second consecutive year.
What are there tangible benefits and advantages for travel businesses and destination marketing organisations who prioritise sustainability?

Frequently Asked Questions

  1. Imagine that your website and online marketing campaigns are the only salespeople promoting your business. They  work 24 hours a day, seven days a week without rest. But as the internet is fast-paced and ever-changing, your website and campaigns constantly need to adapt in order to be in tip-top shape. Just like athletes who need coaching, your campaigns need expert and continual guidance for optimal performance.
  2. Save money and time. Instead of investing a full-time salary in one staff member, or juggling marketing while running your business, partnering with a travel and tourism marketing agency will offer you great value for money. A marketing agency provides a team of specialists with different skill sets that can focus on your marketing strategy and deliver results.
  3. When you partner with a tourism digital marketing agency, you engage a team of marketing experts with many years of experience in their speciality areas, as well as exposure to diverse brands and projects. They have seen what works and what doesn’t work, which takes away a lot of the guesswork, saving time and delivering faster results.

Marketing in travel and tourism involves specific strategies, models and techniques. These are needed to identify, reach and connect with consumers in a way that motivates them to take action.

One of the key differences for marketing in the tourism industry and tourism destination marketing when compared to other industry verticals is the customer journey. In the tourism sector, the majority of the customer journey is captured in an online environment, making digital marketing channels the most cost-effective approach for reaching visitors. 

The five key stages of the tourism customer journey are dreaming, planning, booking, experiencing and sharing. For businesses in the tourism sector, it’s important to understand your customers’ needs and wants at each stage of the buying cycle. Content marketing strategies and targeted advertising that reaches and resonates with potential customers in each of the five stages will have the greatest impact on your business, profit and return on investment.

The main purpose of tourism marketing is to raise awareness, encourage consideration and increase demand for a particular destination, attraction, tourism activity or experience in a destination. Travel and tourism marketing strategies and tactics are used in both the private and public sectors to communicate and promote destinations, experiences and service providers.

The primary goals of tourism marketing are often to increase visitation and profit. At Mankind Digital, we partner with tourism organisations that are motivated by regeneration and sustainability, community benefit and environmental impact.

Learn more about our purpose and the Mankind Digital story.

Understanding who your customers are, along with what they need, want and expect at each stage of the customer journey is essential to a successful marketing strategy.

Effective tourism marketing can result in increased visitation and awareness of a specific region. It can also help to raise a destination’s profile and improve public perception. 

For tourism businesses and travel experience providers, successful marketing strategies can increase profits and brand awareness. They can also improve a businesses’ profile on the internet. Satisfied customers will promote an organisation on social media and in online forums, and write positive online reviews that encourage other travellers to experience particular services.

Mankind Digital are experts in:

  1. Connecting tourism providers with targeted visitors
  2. Increasing bookings and enquiries
  3. Communicating the benefits of responsible tourism
  4. Creating and repositioning tourism brands

Learn more about the tourism marketing services that can help you to achieve your goals.

Travel and tourism marketing often relies heavily on digital marketing channels. These channels allow organisations to reach travellers anywhere at any time within the consumer journey or buying cycle. The primary online channels are SEO (Google search results), social media and email marketing. Other necessary digital channels include websites (including blog articles, forums and review sites), paid advertising (social media and Google Ads) and affiliate marketing.

Offline channels include outdoor advertising, print, wholesalers, partnerships, sponsorships and events, to name a few. 

Every business is different in terms of the recommended channel mix. Each stage a traveller has reached within the consumer journey—whether it be dreaming, planning, booking, experiencing or sharing—has specific channels that are best. 

Customer research and targeted 1:1 interviews with your existing customers can identify opportunities and new marketing tactics to reach more of your ideal customers in the future. 

There are typically five core activities required to develop a successful tourism marketing strategy. These include:

  1. Define the target audience and their needs, wants and desires at each stage of the buying cycle 
  2. Decide which approach to tourism marketing makes the most sense for your audience (ie location-based marketing, activity marketing or corporate marketing)
  3. Consider which markets to target and which locations your campaigns should run in
  4. Focus on selling the benefits of the destination, activities or experiences 
  5. Set a compelling price or package and consider a deal or temporary promotion that may be suitable   
  6. Promote the destination, activity or experience through various marketing and communication strategies and tactics best suited to your audience, approach and destination.

At Mankind Digital, we focus on internet marketing for tourism and marketing for travel experience providers. Our core services include customer research, tourism marketing strategy, content marketing for travel, social media marketing, SEO, paid digital advertising, website design and development, and tourism marketing training. We also deliver digital marketing strategy for travel agencies, tour operators, tourism activity and accommodation providers, and destinations.

The most common approaches to tourism marketing are outlined below.

Location-based tourism marketing:

This type of marketing promotes a destination by endorsing the benefit of the location rather than promoting a specific business or service provider. Location-based marketing campaigns are often led by strong imagery and video content that help prospective visitors imagine themselves in the destination. Many location-based campaigns are supported by search engine marketing strategies that focus on specific keywords, maps and tools with information about the destination.

Activity-based tourism marketing:

This form of marketing is focused on promoting the attractions, sights and activities available in the destination. For example, travellers interested in discovering ‘things to do in Melbourne’ are in the planning stages of their trip. They are often creating an itinerary of activities to enjoy. They may also be comparing the activities available in multiple destinations to help them decide where they should go. The attractions and activities they find online may help them choose which city they travel to.

Corporate tourism marketing:

Corporate marketing strategies generally target attendees at conferences, trade shows and events. They promote the business and leisure aspects of the destination, enticing business travellers to make the most of an opportunity to travel for business purposes. In Australia, for example, a high proportion of corporate marketing strategies are focused on regional and interstate travellers, rather than international visitors.

High-quality images and video content are two of the most powerful tools in tourism marketing. Multimedia engages visitors in the dreaming and planning phases of the buying cycle. It helps people imagine themselves in the destination. To elicit a positive emotional reaction and an instant connection with a location, guests need to visualise themselves enjoying the attractions and the natural beauty of the region. 

A good tourism marketing campaign is led by strong imagery and a thought-provoking content strategy. This raises awareness of the destination and encourages travellers to consider a trip in the future.

Talk to us about your upcoming campaign and how we can help you meet your objectives.

Connect with your ideal traveller

Every second, travellers across the globe are searching for the services you offer. We can help them find you. Our team is skilled at identifying and attracting the exact type of traveller you want to speak to.

We are experts in educating consumers about the benefits of sustainable and responsible tourism, which include the many environmental, cultural, societal and economic advantages gained when they make educated and thoughtful decisions during the planning, booking, experiencing and sharing stages of their travel experiences.

Our clients partner with us for travel and tourism marketing services including:

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Growth strategies to increase enquiries and bookings

Are you ready for measurable business growth and increased enquiries? Showcase the destinations and industry services you offer by using data-driven internet marketing.

We inspire sustainable alternatives via content marketing strategies, SEO, social media marketing, email marketing and paid media solutions. Greater search engine visibility helps our clients reach new customers and increase revenue. We have built new brands online from scratch and grown social media followers by over 1,000% in six months.

Revenue-generating services that may suit your business:

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Promote the benefits of responsible travel

Your business could be the reason why more travellers explore responsibly. All you need is compelling marketing to promote sustainable practices that travellers will find rewarding.

We educate people about the advantages of travellers making responsible decisions when planning, booking, experiencing and sharing travel information. Creating demand for sustainable and regenerative tourism underpins everything we do. We actively promote operators supplying that demand and partner with brands that align with our values.

Your business may benefit from:

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Create and reposition branding

When your tourism marketing stops being effective or doesn’t align with your business vision, it’s time to rebrand. This will help you reach new travellers, stay up-to-date and achieve business growth.

To rebrand and market your business, we conduct market research to understand the problems we can help your customers solve, and develop a rebranding strategy that aligns with your business model. Our expertise in general digital marketing strategy and content marketing will help your business reposition and start delivering results.

Your business may benefit from:

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