It's not all about friends, but for destinations it is about communicating to as many of your target audiences as you can in a language they can understand.
The Northern Lights, and the countries that reap the benefits of tourists searching for the sight, is a prime example of just how tied geography is to the tourism industry.
The U.S. could be becoming a less happy place for people to live, having slipped from the top ten for the first time, but that hasn’t impacted its image as a happy place to visit.
The sense of wonder and anticipation in this ad is what keeps travelers feeling inspired about air travel, even if they know their seats may be a bit cramped and their connecting flight late.