The travel sector in 2026 is undergoing a profound transformation. It is no longer just about attracting visitors, but about building narratives that position territories in people’s minds and hearts. For media agencies specialising in country branding, the challenge is clear: to connect purpose, identity and conversion in an environment where technology is advancing, attention is fragmented and travellers are increasingly aware.
Below, we analyse the main trends that are redefining tourism advertising this year and that will set the tone for building strong, differentiated and sustainable regional brands.
Activating memorable experiences
In 2026, the focus of tourism communication is no longer the destination itself, but rather the experience that takes place there. Audiences are not just looking to ‘go somewhere’, but to feel transformed by what happens there: wellbeing, cultural connection, adventure, gastronomy or purpose.
For the country brand, this means evolving from the classic catalogue of landscapes and attractions to a narrative focused on experiences. The most effective advertising does not list attributes, but rather constructs emotional scenes: a conversation in a local market, a route at dawn in a natural setting, a gastronomic experience that connects tradition and modernity.
The strategic challenge lies in translating the identity of the territory into meaningful moments for tourists. When experience becomes the creative focus, the destination stops competing on price or infrastructure and starts competing on meaning.
Authentic storytelling as a pillar of trust
Advertising saturation and consumer sophistication have raised the standard of authenticity. In the travel sector, this translates into a clear preference for genuine stories, featuring real people and connected to local culture.
In 2026, the country brand campaigns that generate the greatest impact are those that integrate local voices, content creators rooted in the territory, and real testimonials from travellers. Excessively institutional or artificial content loses relevance in the face of stories that show nuance, diversity, and humanity.
Authenticity does not mean improvisation; it is about identifying which stories best represent the country, how they align with the desired positioning, and how they can be amplified across different channels without losing credibility.
For media agencies, the differential value lies in orchestrating these narratives within a coherent architecture that combines mass reach and emotional depth.
From dream to booking in one step
The tourist consumer journey is more complex and fragmented than ever. The process begins with inspiration, mainly on social media and digital channels, continues with research on search engines and specialised websites, and culminates on booking platforms or direct channels.
In this context, omnichannel marketing in 2026 is no longer an option, but a basic condition for competitiveness. Country brands must design communication ecosystems that accompany travellers at every stage of the funnel: dreaming, planning, deciding and sharing.
The key is not only to be present on multiple platforms, but also to maintain narrative and visual consistency across all of them. The message must be adapted to the format: short video, display, branded content, CTV… without losing sight of the country’s identity.
Smart media planning integrates behavioural data, optimises frequency and ensures that each touchpoint reinforces the brand promise. In this way, the advertising experience becomes a seamless prelude to the actual travel experience.
Video, social commerce and integrated conversion
Audiovisual content continues to consolidate its position as the dominant format in travel. In 2026, short videos inspire, educate and convert in a matter of seconds. Social platforms are increasingly integrating booking, consultation and purchase functionalities, reducing the distance between inspiration and action.
For tourism advertising, this means designing pieces that combine emotional impact with clarity in the value proposition and effective calls to action. Creativity must immediately capture attention, but also facilitate the next step: visiting a microsite, exploring themed routes, or accessing specific offers.
Social commerce also opens up opportunities for campaigns segmented by interests, travel behaviour and times of year. The country brand can promote cultural events, specific seasons or differentiated tourism products directly from the social environment where the user is already interacting.
The integration of creativity, technology and data is essential for content to not only inspire, but also convert.
Connected TV and the power of the emotional large format
Alongside the rise of mobile content, Connected TV (CTV) is establishing itself as a strategic channel for the top of the funnel. The ability to segment audiences in large-screen environments combines the narrative power of television with the precision of the digital environment.
For country brands, CTV represents an exceptional opportunity to deploy cinematic storytelling that builds desire and positioning. The pieces can delve deeper into the cultural narrative, showcase diverse landscapes and convey values of sustainability, innovation or hospitality.
What will be relevant in 2026 is cross-device integration. An impact on CTV can be connected to subsequent actions on mobile or desktop, allowing us to measure how the inspiration generated in the living room translates into searches, visits to the official website or bookings.
Media planning no longer separates television and digital: it integrates them under a logic of continuous experience.
Sustainability and purpose as pillars of reputation
Today’s travellers are more aware of the environmental and social impact of their decisions. Consequently, tourism advertising cannot ignore the debate on sustainability, inclusion and local development.
In 2026, the country brands leading the conversation are those that integrate purpose into their narrative, showcasing concrete initiatives: protecting natural heritage, supporting local communities, promoting responsible tourism, and developing sustainable infrastructure.
Communication must avoid greenwashing and focus on transparency. When the commitment is genuine and communicated clearly, it becomes a powerful competitive differentiator and a decisive factor for high-value segments.
The country brand is a living narrative
Advertising in the travel sector in 2026 requires a comprehensive vision where emotion, data and strategic coherence coexist in balance. It is no longer enough to simply show; it is necessary to narrate, contextualise and facilitate action.
For media agencies specialising in country branding, the challenge is to build communication ecosystems that transform territorial attributes into desirable experiences, integrate technology without losing humanity, and connect inspiration with measurable results.
In a highly competitive environment, the difference will not only lie in investment, but also in the ability to articulate an authentic, relevant country narrative tailored to each audience. Because, ultimately, people don’t just travel to places: they travel to stories they want to live and tell.