What’s the best way to start with paid ads on a tiny budget?

Start with boosted posts on social media targeted at a very specific demographic within a short radius. Small daily spends during peak events often yield the highest engagement.

Digital Marketing in Tourism Industry: Channel-by-Channel Guide (Paid, Organic, Partnerships)

Q: How can a small BIA measure the ROI of digital marketing?

Small BIAs can measure ROI by tracking digital interactions such as POI views, digital coupon redemptions, and event check-ins. Moving from print to digital can also save thousands in production costs.

Q: Do I need a custom app for my destination?

Not necessarily. Using an existing visitor experience platform like Driftscape allows you to provide the same features (audio tours, scavenger hunts) at a fraction of the cost of custom development.

Andrew Applebaum
2 days ago
3 min read

Woman in a beige blazer smiling and talking, holding a cup near a laptop displaying the Driftscape digital tourism app. Bright office setting with large windows in the background.

I’ve sat in enough town hall meetings to know that the phrase "digital strategy" usually makes a BIA manager’s eyes glaze over. I remember a director in a small Ontario town looking at me, completely drained, and asking, "Do I really need to be on TikTok, Facebook, and Google all at once?"

It’s a valid question. When you’re a team of one or two managing an entire destination’s reputation, the digital marketing in the tourism industry landscape feels more like a mountain you’re climbing in flip-flops.

The truth is, you don’t need to be everywhere. You just need to be where it counts. You need a map that turns "likes" into actual visitors walking through your local storefronts.

What is the most effective approach to digital marketing in the tourism industry?

The most effective approach is a "triad" strategy that balances organic storytelling, low-cost targeted ads, and community partnerships. By integrating these channels through a digital tourism platform, small teams can drive cultural tourism and economic growth without an enterprise-level budget or 24/7 staffing.

Mastering Organic Content (The Heart of Your Story)

Organic marketing is your long game. It’s how you build a community that actually cares about your Main Street or your unique heritage tours. (And yes, it’s the most budget-friendly way to start!)

Humanize your brand: People don't visit destinations; they visit people. Share a 15-second clip of a local baker or the "secret" view from a hilltop.
User-Generated Content (UGC): Encourage visitors to tag you. It’s free content that acts as digital word-of-mouth.
Google Business Profiles: This is the most underrated organic tool. Keep your hours and photos updated to capture people searching on Google Maps.

Tourism Reality: You don't need a professional film crew. A steady hand and a smartphone can capture the "vibe" of your town better than any polished $10k commercial.

Paid Strategies That Don’t Break the Bank

Paid marketing is fuel for your fire. If you have a festival coming up, a small, targeted spend ensures the right eyes see it.

Channel	Best Use Case	Budget Level
Meta Ads	Promoting local festivals or holiday markets	$5–$20/day
Google Search	Capturing "things to do near me" searches	$10–$50/day
YouTube Ads	Visual storytelling for regional tourism	Variable

Take the Downtown Brampton BIA, for example. They didn't just post about their "Party in the Lanes" festival; they used digital check-ins and prizes to drive over 3,000 interactions in one weekend. That’s a "paid" mindset, incentivizing action to see a measurable return on investment.

The Power of Partnerships and Gamification

You don't have to do this alone. Your local businesses are your best marketing assets. This is how you truly help visitors shop local.

Consider the Downtown Carleton Place BIA. They created a scavenger hunt themed around the Hardy Boys using the Driftscape platform. By partnering with local schools and historic sites, they saw 1,300+ completions in just 30 days. They didn't need a massive ad spend; they just needed a good story and community buy-in.

Pro Tip: Use a self-guided tour app to bridge the gap between digital discovery and physical foot traffic. It allows you to create an immersive travel experience by linking your town's stories directly to the storefronts you want visitors to enter.

How-To: Launching Your Multi-Channel Campaign

Identify one "Anchor" event: Start with a seasonal festival or a new trail.
Create an Organic Hook: Post a "behind-the-scenes" video to build anticipation.
Set up a Small Paid Guardrail: Run a Facebook ad targeted to people within 50km.
Engage Partners: Give local shops a unique QR code to display in their windows.
Track the Results: Use Driftscape’s analytics to see which stops were the most popular.

Key Takeaway: Successful digital marketing in the tourism industry creates a "breadcrumb trail" that leads visitors from their phone screens to your town's front doors.

Common Questions About Tourism Digital Marketing

Q: How can a small BIA measure the ROI of digital marketing?

A: Track ROI by monitoring digital "check-ins" or POI (Point of Interest) views. For instance, the Crescent Heights Village BIA saved nearly $7,000 in print costs by moving their business directory to a digital rewards format.

Q: What is the best way to start with paid ads on a tiny budget?

A: Start with "boosted" posts on Facebook. Target a specific demographic (like "Parents within 20km") for just $5 a day during a festival week to see an immediate lift in awareness.

Q: Do I need a custom app for my destination?

A: Not necessarily. You need a mobile-friendly way for visitors to find info. A platform like

Driftscape allows you to offer audio tours and scavenger hunts without the massive cost of custom software development.

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