Travel Campaign on Global Tourism Industry Earns 100+ Pieces of Coverage

We identified tourism as a topical subgenre of travel content in the build up to summer, and began to ask, ‘which nation travels the most?’.

From there, we wanted to create a campaign that looked at how much different nations spend on travel, and where they tend to go. For instance, the U.S spends $135 billion on visiting other countries each year, most commonly travelling to Mexico, Canada and the UK.

As a subtopic, we also examined the countries where tourism makes up a huge part of their culture – and income. We compared the number of residents to the number of tourists to find the nations with the highest ratios. At the top of the table was Andorra, as for every 1 resident there are 39 tourists.

The piece did exceptionally well in the press, receiving over 100 pieces of coverage in just five weeks.

The international angle of the campaign led to pick-up on some of the leading global newsites, such as QQ.com in China, and People.com in the USA, as well as a huge proportion of international coverage overall.

We’re proud of this campaign as we succeeded in creating a simple, data-led story into newsworthy content, that generated 40 earned follow links and global coverage.