Why Word-of-Mouth Still Wins in Tourism Marketing

As marketing experts Philip Kotler and Kevin Lane Keller note in Marketing Management, “word of mouth” is one of the most powerful communication tools available. That was true long before social media—but in today’s digital world, word-of-mouth has transformed into something even more potent.

For local governments and tourism boards, the digital age offers endless opportunities to turn residents and visitors into ambassadors. A visitor who shares a sunset photo on Instagram, a local who posts about a festival on Facebook, or a food blogger who raves about a new downtown coffee shop all of these create ripple effects that no paid ad can replicate.

The shift is in how marketers amplify and manage this natural communication. Encouraging user-generated content by creating photo-worthy backdrops, offering event hashtags, or resharing community posts on official channels is how smaller organizations “punch above their weight.” Even on limited budgets, these micro-actions magnify reach.

“In tourism marketing, the stories visitors tell each other travel farther than any billboard ever could.”

Of course, marketers also face the challenge of blurred lines between true peer-to-peer communication and brand-driven messaging. Influencers, sponsored posts, and brand ambassadors often look like genuine recommendations. While this can boost reach, it requires balance as well as too much manipulation while trust erodes.

In my own professional experience, I’ve seen how simple nudges like branded selfie spots at events or giveaways tied to hashtags—encourage authentic sharing without forcing it. That authenticity is what drives real trust, and trust is the foundation of tourism growth.

“When you give people a story worth sharing, they’ll market your community for you.”