Your marketing campaigns inspire thousands of people to travel every day, in the hope that your marketing efforts will persuade them to choose your country as their next destination.

While travellers typically book their holidays, flights, hotels, and experiences through travel agencies, booking platforms, and airlines offering thousands of travel packages, they are also presented with hundreds of competing destinations right next to your local attractions and destination offers. Having 196 other countries and thousands of competing offers shadowing your local offers, travellers are constantly tempted to choose alternative destinations.

This means that despite your promotional efforts and marketing spend driving interest in your country, the majority of travel-hungry consumers will most likely book their trips elsewhere at the last minute – leaving you with the cost of expensive advertising while sending tourists to other destinations, all financed by your marketing budget.

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

– John Wanamaker

When this happens, your country and tourism board can still benefit. Since the initial inspiration to travel came from your travel campaigns promoting your destinations, you’ll still receive tourism revenue and royalties from your efforts, even if millions of travellers choose another country as their final destination.

A new, modern ‘tourism tax’ that doesn’t upset people by taxing them directly, while giving your country extra annual marketing budgets to finance more campaigns that help you attract more of the right tourism to your local attractions.

Below is a short video showing the common booking flow and how travellers who may have been inspired by your country’s campaigns (your ad budget) are just a click away from flying to another country – paid for by you.

Even when your own countrymen are looking for a local city break in your own capital, you’ll still benefit, even if neighbouring countries are waiting to tempt travellers to fly to their destinations, ultimately winning the decision at the last minute right in front of you, taking not only the travellers and holidaying families away from your country but also the entire vacation budget to be spent abroad.

Be The Home of All Travel

As a country or local tourism board, if you’re not covering every aspect of the traveller’s journey (inbound, internal or outbound), from inspiration to booking, you’ll always end up relying on others – whether it’s travel agencies, the media, or third-party platforms – to create content, inspiration, offers and travel packages that promote your destination.  From inspiration that attracts inbound tourism to your country, to guiding your citizens safely when travelling around the world.

Your tourism board most likely already has more attention than most travel publications, magazines and influencers, making you a key player in inspiring travellers from around the world. You’re already one of the largest, most relevant sources of information for potential tourists visiting your country, as well as one of the largest, most reliable, and trustworthy hubs of information for your own citizens when they seek to travel abroad.

When owning the conversation about all aspects of travel – from the best city breaks to the hidden gems of any destination, rather than just focusing on your destination – you’ll attract more travellers, one traveller at a time, to your destination. And you’ll increase your advertising effectiveness for free, while still profiting from the travellers’ spending, even when they choose to book their next trip elsewhere.

Now, profit from any travel behaviour …

Your destination may not always be the final choice for every traveller seeing your ads and marketing campaigns, but with the Travel Commerce Marketing Hub, you can still benefit from any travel decision. Even if visitors choose to explore other countries, your tourism board can now also profit from bookings to any country. As travellers move from inspiration to booking, you can capture a share of the tourism revenue, even when they don’t choose your destination.

Ensuring your country remains part of the traveller’s journey, regardless of where they go, you create a continuous new flow of tourism revenue and modern tourism taxes. This means that every trip, no matter the final destination, can still contribute to your country’s tourism economy, strengthening your global presence and impact for more travellers.

Using the Travel Commerce Marketing contextual relevance and shopability engine, you can now cover all your own destinations and be relevant for tourists worldwide anytime they travel, and make a profit at the same time when flights and stays are booked to destinations outside your country, even when your own population travels abroad.

You, as a local tourism board or country, have long been aggregated by travel agencies and platforms like Expedia, Booking.com, and probably even airlines, removing flights entirely to your destinations overnight.

You’ve long been aggregated by others in decision-making moments where travellers compare destinations and book their trips based on factors like price and convenience. While travel agencies and platforms drive traffic, bookings and tourists to your local wonders, they also position your destinations as just one option among many, often overshadowed by competing countries, limiting your control over tourist relationships, attracting travellers and tourism revenue.

Flip the script and aggregate them now, when and if you feel like.

Your all-in-one mobile platform makes it easy to guide travellers at every stage—whether they’re visiting your country, exploring domestically, or traveling abroad. With a seamless interface, travellers can access trusted recommendations, safety updates, and booking options in just a few taps.

Apply now and start earning travel-related profits and royalties by staying relevant to your travellers—whether they’re visiting your country, exploring domestically, or travelling abroad. Partner with Travel Commerce Marketing and gain access to original, high-quality content and guides from the world’s best content creators, award-winning journalists, and local tour guides from every corner of the world to attract more visitors.

Expand your profits, grow your revenue beyond traditional tourism services, and maintain relevance and trust with travellers worldwide—a tax-worthy collaboration.