This is why your travel campaign feels outdated

Travel marketing is overdue a rethink.

Let’s face it: the travel industry has long had a problem with how it talks about the world.

In 2025, it’s no longer enough to rely on the same old hackneyed tropes – the “untouched” landscapes, “hidden gems”, and the airbrushed itineraries devoid of real people and real stories. 

As brands race to engage new audiences and respond to shifting traveller expectations, there’s a major opportunity – and responsibility – to be more inclusive. 

That means telling more compelling stories, avoiding colonial overtones in marketing vocab, and recognising that the global majority (that is, people from Asia, Africa, Latin America and beyond) aren’t just part of the travel space.

They’re leading it. 

Most importantly, they’ve got money to spend.

So if you work in travel marketing, these 5 insights are your wake-up call – because in 2025, there’s no excuse for campaigns that still feel stuck in the past.

1. The economic case: why the Global Majority matters

Inclusion isn’t, as many assume, a feel-good policy: it’s smart business. 

Travel from across the Global South is booming. In Southeast Asia alone, there were 121.3 million international arrivals in 2024, with Thailand attracting 35.5 million of those visitors – making it the region’s top destination (The Outbox Company).

That’s no fluke. These markets are investing heavily in both inbound and outbound travel, and travel brands that ignore this do so at their peril.

India, for instance, recorded its highest ever number of outbound travellers in 2024 – a surge powered by a rising middle class and better global connectivity (Economic Times). 

The story’s similar across the wider Asia-Pacific region, where the luxury travel sector alone was valued at USD 270.64 billion in 2023, with growth expected to continue at a CAGR of 8.6% through to 2030 (Grand View Research).

The bottom line is, diverse audiences are travelling more, spending more, and seeking experiences that reflect their values. 

The question is: are you speaking to them?

2. Ditch the colonial vocab, please

Words like “hidden gems”, “undiscovered”, and “unspoilt” are still everywhere in travel marketing – but they’re problematic.

Why? Because they subtly position destinations as if they exist purely for the tourist gaze, erasing local histories, people and knowledge.

The modern traveller is not only increasingly aware of the language and vocabulary that brands use, but they want authentic experiences that include those very local histories, human connections and knowledge.

That ancient temple in Cambodia isn’t “lost” or “uninhabited” – people live there, work there, and have a complex relationship with it far beyond what’s written down in Lonely Planet.

It’s time we told stories with more respect, nuance, and cultural awareness.

Instead of playing the explorer , travel brands should strive to centre local narratives and swap the “discovery” mindset for one of connection, co-creation and learning.

3. Who’s actually in the picture? 

A quick scroll through some travel brand feeds reveals that a very narrow view of the ideal traveller is still being touted: slim, able-bodied, usually solo, and often from a Global North region. 

But that’s not representative of who’s doing the travelling, and inclusive representation matters. 

As we often share in client consultancies, representation goes profoundly deeper than a tick-box exercise. 

True representation is showing people of different races, genders, body types, abilities, and ages experiencing travel in authentic, joyful, and nuanced ways.

When people see themselves reflected in your brand, they’re more likely to trust it. When they don’t, they tune out - and they’ll remember the way your brand made them feel, positive or negative.

How you portray local communities matters.

Are they shown with agency and dignity? Or are they exoticised backdrops for influencer photos? 

Ethical storytelling requires more – and your audiences expect it.

4. Do it with, not to: partner with communities

Meaningful travel experiences happen when visitors connect – really connect – with the people and places they visit. That starts with how trips and campaigns are designed.

Brands must shift from extraction to collaboration, and as we mentioned before, co-creation.

That might mean working directly with local guides, artisans, or cultural institutions to shape experiences. It could mean investing in language accessibility or supporting community-led initiatives.

The best marketing is about co-creating stories that are sustainable, reciprocal, and rooted in real understanding. Not, as it used to be, simply ‘selling holidays’.

And the most exciting kind of innovation usually stems from co-creation between unexpected partners.

5. Practical tips for being a more inclusive travel brand

If you’re serious about making your brand more inclusive this year, think about these 5 key things:

• Audit your content: Revisit your blog posts, socials, ads and landing pages. What narratives are you reinforcing? What (or who) is missing?

• Rethink your language: Drop the colonial clichés and aim for specificity. Give context. Avoid generalisations.

• Diversify your talent: From photographers to copywriters, work with people who bring lived experience and different perspectives.

• Train your team: Inclusive marketing takes ongoing learning. Run workshops, invite guest speakers, and invest in upskilling. (We offer workshops and seminars, if you’re interested.)

• Create feedback loops: Ask your community what they want to see – and listen. Adjust accordingly.

On a more personal note

As a woman from the global majority, I’ve spent years navigating a travel industry space that often felt rich in irony - one that profits from “local experiences”, yet historically sidelines actual locals from the narrative.

I’ve seen first-hand how audiences tend to respond to a certain kind of storyteller (often Western, often white) when sharing “authentic” stories of places I know intimately. 

It’s a subtle but persistent double standard, and one that reminds me daily why inclusive, representative storytelling is essential. 

The future of travel must be one where we listen not just to the travellers, but to the communities and creatives who shape each place.

Let’s tell better stories about the planet and each other

Travel still has the power to connect us, but only when it’s done with care, equity and intention. 

In 2025, it’s clear that the brands that thrive will be those that prioritise inclusion and honest storytelling.

By actively reimagining what inclusive, future-fit storytelling looks like, travel players can build brands that resonates with the people shaping tomorrow’s travel economy. If you're still marketing with the same old narrow views of the world, you’re already behind.

We help travel and culture brands shift from outdated narratives to bold, culturally-aware campaigns that actually connect. 

So if you need help telling a travel story, get in touch to work with us - and we can build something meaningful.