Seven digital marketing strategies for adventure tourism brands

Having a solid plan can help your business attract new customers, increase your reach and boost your bookings. In this article, we explore seven ways you can improve your digital marketing strategy as an adventure tourism brand.

Adventure tourism statistics

• Europe has the highest adventure tourism market share of 40%, followed by the Asia-Pacific region with 30% and North America at ~20%. (Passport Photo Online)
• For touring and adventure holidays, 4 out of 10 people would go with their partner whilst older travellers are embracing solo travel. (Mintel)
• Experiences are being prioritised over traditional sightseeing, and is the leading factor when choosing a destination, reported by 98% of travellers. (Skift)
• The adventure holiday market has seen a shift towards direct bookings, allowing providers to tailor experiences more closely to individual preferences. (Smithfield)
• The global adventure tourism market size was estimated at USD 406.12 billion in 2024 and is projected to grow at a CAGR (compound annual growth rate) of 16.8% from 2025 to 2030. (Grand View Research)

1. Keep up with local SEO strategies

SEO is always important in digital marketing, and it’s no different for adventure tourism. As part of your SEO strategy, you should incorporate local SEO, as 89% of travellers are staying within the country for their summer holidays, opting for local and convenient experiences instead of splashing out on travelling abroad. For example, you can create location-specific landing pages to draw in more traffic from local customers and appear in relevant search results such as “kayaking near me”.

And the efforts you put in to local SEO will continue to be relevant year on year as domestic travel demand stabilises. Discover more about local SEO here.

2. Post eye-catching social media content

Posting engaging videos and pictures of travellers enjoying their adventure holiday and highlighting the most popular activities that are on offer is an effective way to get others interested. A whopping 81% of travellers draw inspiration from social media and use it to research holidays and destinations, so creating exciting adventure travel content is a must.

Choosing the right social media platform for your brand is critical, with TikTok being the most popular for tourism in 2024 (as seen below), then YouTube, Instagram and Facebook, respectively. Consider your target demographic and tailor content to appeal to their interests, for example, “Top 5 holiday destinations for solo travellers”.

3. Collaborate with travel influencers

Working with influencers is a great opportunity for adventure travel brands who want to reach a wider audience. Influencers are able to create authentic content that their audience trusts and can be a reliable spokesperson to help promote your business.

Consider carefully the right influencer to represent you. You’ll want someone who resonates with your brand and portrays your image well. Within travel content, influencers can fall into a niche so you might want to search for someone who specialises in adventure travel content.

4. Reply to user reviews whether they’re good or bad

Engaging with your audience via user reviews and comments on social media can help increase trust between the brand and the customers. And don’t just ignore negative feedback; showing that you acknowledge these comments and are striving to improve can turn those not-so-good reviews into ones that end with a positive outlook. Encouraging customers to leave reviews will also increase trust and engagement, and soon enough you’ll be able to wear your Trustpilot star rating like a badge.

5. Send out exciting, personalised email campaigns

Keeping emails and newsletters fresh and interesting can increase customer retention for your adventure travel holidays. This is a great, cost-effective way to get promotions, personalised offers or general news out to the people who are already interested in your brand. Don’t let your customers forget about you!

The types of offers you promote in email campaigns may also make a difference, so take advantage of the high engagement for seasonal promotions and last-minute deals to get the most out of your email campaigns.

6. Showcase some itinerary examples

Showcasing tailored travel packages and experiences can help build trust with your customers as they are then able to make well-informed decisions on exactly what they want and can expect from an adventure holiday. Not only would an itinerary packed full of fun activities serve as inspiration for travellers, it also makes your customers feel special and increases brand loyalty when they receive a personalised itinerary that caters to their interests.

7. Partner with a digital marketing agency that specialises in travel

These are just a few of the strategies that adventure tourism brands can use, but if you’re feeling bogged down or overwhelmed by it all – why not consult an expert to help you out? Partnering with a specialist digital marketing agency, like Adido, gives you the opportunity to utilise our expertise and knowledge, working together towards what’s best for your business.

We can help take care of your digital marketing activities, offering a comprehensive service including data analysis, extensive keyword research, expert travel marketing insight and paid search campaigns. Don’t hesitate to speak to one of our travel marketing specialists today - we’ll be happy to hear from you!