Skift Take

Behind every airline, music festival, and UNESCO World Heritage site is a country desperate to increase its share of the world tourism market and welcome more money-spending tourists across its borders.

This week’s travel ads are all about location, location, location. In addition to The World Travel and Tourism Council‘s comprehensive two-minute explanation of the one of the world’s largest industries, we see worldwide destination competing for foreign tourists. Some use sunshine, some use music, and one relies on celebrity TV host Bear Grylls.

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Air New Zealand is at it again creating quirky viral safety videos that do more to promote the airline than actual passenger safety. This time the video “The Bear Essentials of Safety” stars adventurous TV host Bear Grylls reenacting the standard safety procedures while running around in the wild.

Delta Air Lines‘ new Thank You ad starts by applauding aviation innovators of the past and then flatters itself by drawing a straight comparison to how the airline is taking those inventions one step further. “Instead of simply saluting history, we’re out there making it.”

Croatia National Tourism Board focuses on the numbers in the new video ad by highlighting its 2,736 hours of yearly sunshine,1,244 islands, and 20 UNESCO heritage sites and then turns on viewers by abruptly stopping the video. It refuses to indulge their piqued interest any further and prompts viewers to come uncover the details themselves.

“One of the world’s largest industries explained in 2 minutes.” The World Travel and Tourism Council delivers on that promise in this short video outlining the findings of its global economic research. Everything to be said is said in the video, which is worth watching more than once if you’re anything of a travel nerd like us.

Tourism Australia is out promoting itself as the best country in the world again. This time it’s offering six jobs in its second Best Jobs in the World campaign. Australia fans can apply for positions like Chief Funster and Taste Maker and the jobs, admittedly, sound amazing. The campaign’s legitimacy is backed by the country’s reputation for happily giving out work visas to young visitors.

The Eastlink East Coast Music Week is celebrating it’s 25th anniversary in Halifax, Nova Scotia this weekend and Destination Halifax is taking the opportunity to promote its other entertainment options while it has everyones’ opinion. This is fun fast-paced ad is for concert-goers, but sure to capture the attention of some music fans who before never thought of Halifax as a destination.


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Our daily coverage of the global travel industry. Written by editors and analysts from across Skift’s brands.

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Tags: air new zealand, australia, croatia, delta air lines, skiftadsweek

Photo credit: Eastlink East Coast celebrates its 25th year running the musical festival in Halifax. Eastlink East Coast / YouTube

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