YouTube and Instagram accounted for more than 62% of digital ad spending, driven by the popularity of short-form videos and influencer-led content that boosted campaign visibility. Influencer marketing saw a 45% year-on-year growth, with a strong focus on local travel, weekend escapes, and practical travel advice.
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India’s travel and tourism sector experienced a significant 28% rise in advertising expenditure in 2024, reflecting a strong rebound in consumer travel behavior and the sector’s renewed digital focus. This growth, detailed in a new report by Excellent Publicity in collaboration with TAM Media Research, is based on analysis of over 30,000 campaigns across platforms. As the industry adapts to post-pandemic consumer preferences, advertisers are increasingly prioritizing short-form, influencer-led content and targeting non-metro markets.
Digital Dominance: 78% of Total Spend
Digital advertising accounted for a commanding 78% of the total ad spend, marking a paradigm shift in how travel brands engage with audiences. This surge is attributed to rising domestic travel, a growing preference for quick, short getaways, and the increasing influence of social media in the travel decision-making process.
Platforms like YouTube and Instagram led the charge, collectively absorbing over 62% of the total digital ad spend. Short-form videos, reels, and influencer collaborations dominated campaign formats. Influencer-led promotions grew by 45% year-on-year, underscoring the role of relatable personalities in driving travel inspiration and bookings. Campaigns frequently focused on practical travel tips, regional attractions, and spontaneous holiday ideas.
A notable trend in 2024 was the shift from metro-centric to Bharat-centric advertising. Tier-II and Tier-III cities contributed 35% of total digital ad impressions, reflecting a strong surge in travel aspirations from smaller towns. Advertisers responded by embracing vernacular content, tapping into regional festivals, and offering cashback incentives to appeal to price-sensitive yet experience-hungry consumers.
Travel brands customized content to local dialects and culture-specific themes, enhancing relatability and engagement. The increasing use of regional influencers further helped in bridging the trust gap between brands and local audiences.
While digital leads the pack, traditional media retained its relevance in the advertising mix. Television made up 12% of total ad spending, particularly through regional entertainment and news channels. These were mainly leveraged during major holidays and high-audience events. Print media accounted for 3%, focusing on travel supplements, Sunday editions, and regional newspapers, especially during peak booking seasons.
Out-of-home (OOH) advertising, including billboards at airports, bus terminals, and malls, claimed 6% of the ad budget, while radio received 1%, used mostly to amplify last-mile messaging during holidays and in heavy-traffic urban zones.
Peak Seasons and Popular Destinations
Advertising peaked in April to June, aligned with school summer vacations, and again between October and December, coinciding with festive travel and wedding tourism. Popular destinations featured in campaigns included Rishikesh, Ladakh, Udaipur, and international hotspots like Bali.
Brands such as MakeMyTrip, EaseMyTrip, Club Mahindra, Agoda, Air India, and Thomas Cook were among the top spenders, together accounting for over 33% of digital ad spending. Their campaigns centered on holiday offers, interactive trip planning tools, and loyalty programs, designed to drive direct bookings and user engagement.
Innovation and Emotional Storytelling on the Rise
2024 saw an uptick in experience-driven marketing, with a noticeable shift towards emotional storytelling and cultural exploration. Campaigns increasingly emphasized unique local experiences, wellness retreats, heritage tours, and eco-conscious getaways.
Technological integration played a larger role, with AR/VR previews of destinations, voice-assisted itinerary planning, and AI-powered pricing tools becoming more mainstream. These tools helped travelers visualize and plan their holidays more effectively, enhancing engagement and conversion.
Another noteworthy development was the rise of sustainability messaging. More campaigns incorporated themes such as responsible tourism, carbon footprint reduction, and support for local communities. This reflects growing consumer interest in mindful travel choices and aligns with global trends in eco-tourism
The 2024 advertising boom in India’s travel and tourism sector highlights the sector’s agile adaptation to a changing consumer base and digital consumption habits. As travel becomes more democratized, with aspirations rising across the country’s socio-economic spectrum, brands are expected to double down on hyper-local personalization, mobile-first formats, and immersive experiences.
Looking ahead, the momentum is likely to continue in 2025, with brands increasingly leveraging AI, data analytics, and creator economy platforms to fine-tune messaging and drive growth. With domestic and outbound travel both gaining traction, the next wave of advertising in India’s travel sector is set to be even more dynamic, inclusive, and digitally forward.
