Marketing services for Travel & Tourism

We take the headaches and challenges of tourism marketing and turn them into digital success for our travel and tourism clients.


We have worked with many hotel groups, restaurants, attractions, councils and events to produce the best tourism marketing campaigns and award winning content. The content we have created for our clients has driven sales and provided amazing return on investment.

Northern Ireland tourism continues to grow every year. We are uniquely positioned as we have the largest Northern Ireland tourism brand after Tourism NI. Our goal is to extend this into Republic of Ireland through creating amazing content and building our in-house brand through partnerships.


We achieved a 24% increase in sales for Crumlin Road Gaol using video marketing. We developed a series of 10 videos used to promote the newly extended Halloween events at the Gaol.

These were promoted using primarily across YouTube, Facebook, Twitter and LinkedIn through a mix of organic, SEOpaid and influencer campaigns resulting in over 1 million local views for the brand. The advertising campaign has been nominated for multiple marketing awards across Ireland.

Tourism Marketing for business - Northern Ireland Tourism

We work towards creating the best tourism marketing campaigns for our clients based in the travel and tourism industry.

“This was the most successful campaign run to date for the Crumlin Road Gaol”

– Marketing Manager, Crumlin Road Gaol


ProfileTree is proud to be producing video content for National Trust Northern Ireland. The National Trust is the largest membership organisation in the UK charged with protecting places of historic interest or natural beauty across Northern Ireland.

ProfileTree is honoured to be playing a small part in the organisation’s history by providing video production services for marketing and internal use.


Working with partners such as Queens University Belfast, ProfileTree invest in industry-leading research which not only looks at historic tourism patterns for towns, regions and attractions around Northern Ireland, but also predicts future growth areas including the impact of events such as Game of Thrones filming.

Our team will collect tourism statistics to find where in the market your business is best suited. This research will be applied to the digital marketing strategy we will create from your business from your web design to how you should market through social media. 

Tourism Marketing


Unlike any other agency, ProfileTree does not rely on developing its marketing experience from its client’s tourism and travel projects but has invested in developing its own online tourism marketing brand.

Since February 2017, over 1,000 videos have been published for this brand generating over 7 million YouTube videos alone and over 15 million social media views in total.

It is growing a tourism website more than 11% month on month and generates traffic in the USA market for over 65,400 keywords. The aim of this project is to be the number 1 visited website in Ireland for travel and tourism-related searches by 2024.


There is a growing popularity in Northern Ireland tourism for craft tourism. Visitors are searching out unique opportunities to experience an authentic experience and to dive into the history and culture of Northern Ireland.  Examples of crafts that visitors look to experience can include local food, beers and spirits, artwork and homeware.

Craft tourism can benefit businesses in different industries that may produce traditional and artisan crafts. With craft tourism, businesses can gain potential sales and growth from opportunities such as events, workshops, tours and tasting sessions.

We have worked with a variety of businesses in Northern Ireland to promote their craft tourism opportunities to larger audiences through digital marketing. These have included food festivals, art workshops and more.

AR AND 360° Video FOR Tourism

ProfileTree is currently exploring how AI and 360° video could influence the tourism market of the future.

We are constantly aiming to innovate and use our expertise to identify opportunities for our tourism partners to enhance their brand awareness and generate more sales from any promotional activity.

We have provided 360° images and video content for businesses in the tourism industry to promote their locations as well as created 360° content as part of our internal Connolly Cove content.


ProfileTree have a strong focus on destination marketing to promote Northern Ireland tourism and tourism across Ireland. Destination marketing looks to focus on the most popular Northern Ireland tourist locations and promote them to a wider audience especially those considering visiting in the future.

By optimising these marketing strategies and opportunities, it works to increase the number of visitors to local tourism businesses and attractions.

Destination marketing for business has become popular due to the effect and created by Game of Thrones for Northern Ireland tourism.

Food Tourism

Food tourism, also known as culinary tourism, has seen an increase in popularity around the world and food is a vital element in Northern Ireland tourism.

Food Marketing

This can be justified by the fact that recent research has shown that within Northern Ireland, food tourism is responsible for £350 million for the local economy every year.

Tourism Visits and Experiences

Creating content and an online presence for your culinary business will not only help to promote the food tourism industry but expose your brand to a much wider audience and allow you to achieve the benefits it creates.

Screen tourism

For many years, film induced tourism has been very common and Northern Ireland has become a first class filming location for film and TV production studios. The locations used in these productions become go to spots for tourists to visit while in Northern Ireland and Ireland.

This creates opportunities for businesses in the area, hospitality and tourism services. A great example of this is the effect Games of Thrones on Northern Ireland tourism. Many businesses have created visitor experiences related to the TV series such as escape rooms, dining experiences and more.

We have created video content with thousands of views for the Game of Thrones Tapestry exhibition as well as many of the filming locations that have created a huge draw for visitors in Northern Ireland tourism.

Our Tourism showreel

Travel And Tourism Marketing Awards

We have been recognised for creating some of the best tourism marketing campaigns for our internal brands and clients across Ireland.

Our tourism brand Connolly Cove won The Irish Content Marketing Award for Best Content Marketing Award (Single Video) . The award winning video focused on Northern Ireland tourism and the great places to visit for tourists and locals in Northern Ireland.

Along with the awards our agency has won, ProfileTree has been shortlisted in over 14 industry leading awards for content marketing, video production and tourism campaigns.

Content Marketing Awards Ireland Video

What Are the Objectives of Tourism Marketing for Your Business?

Together with our expert marketing skills for tourism businesses, we pride ourselves on working closely with our clients to focus on the goals they want to achieve.
We work with our clients in the travel and tourism industry to:

  • Increase sales
  • Increase visitor numbers
  • Increase brand awareness
  • Promote events

How Do We Help Grow Your Business in Tourism?

As an award winning digital marketing agency, we have made a successful digital marketing strategy for many local businesses. These strategies have maximized the return on their investment in marketing and added leverage to their digital activities into leads, sales and growth.

ProfileTree has published more than 1,000 videos online since February 2017 generating over 7 million views for our own brands. We have worked with Crumlin Gaol, Ulster American Folk Park and many more. We have perfected video marketing – taking our traditional SEO and content marketing skills and applied this to video.

We offer a range of fantastic services to help grow your business and reach your professional goals in the tourism industry, The services we provide are:

How Can We Help?

Our team is created with a range of experts in different digital marketing fields and offer the best digital marketing services for small businesses and large businesses in Northern Ireland, Ireland and around the world.

Brewery Visit for Tourist and Locals

At ProfileTree, we have worked with many businesses in the tourism industry to increase brand awareness, sales and visitor numbers. As well as our excellent services, we also provide a wide range of businesses, both big and small, with different digital marketing for business courses to support them in the future.

Senior members of the ProfileTree team also work with our clients on a consultant basis to provide additional high-quality digital marketing advice and training to existing efforts.

Distillery Visit Ireland

Leveraging the Power of Social Media: Engaging with Travelers

Social media isn’t just a digital billboard; it’s a vibrant marketplace where you can connect with potential travelers, showcase your offerings, and build lasting relationships. But with so many platforms vying for attention, choosing the right ones is crucial. Here’s how to navigate the social media landscape:

1. Know Your Audience, Choose Your Channels:

It’s all about targeting the right travelers. Start by understanding your ideal customer’s demographics, interests, and online behavior. Are they young adventure seekers on Instagram, luxury travelers on Facebook, or budget-conscious backpackers on Pinterest? Research which platforms your target audience frequents most and focus your efforts there.

Digital Marketing Services on a budget: Actionable Tips for Start-ups
Digital Marketing Services on a Budget: Actionable Tips for Start-ups

Here’s a quick guide:

  • Instagram: Visually stunning platform perfect for showcasing destinations, travel experiences, and user-generated content. Great for adventure travel, luxury escapes, and visually-driven niches.
  • Facebook: Diverse platform ideal for sharing longer stories, engaging in discussions, and running targeted ads. Good for family vacations, cultural experiences, and historical destinations.
  • Twitter: Real-time platform for sharing quick updates, travel tips, and engaging in conversations. Suitable for budget travel, flash deals, and trendy destinations.
  • Pinterest: Inspiration board for travel planning and dream destinations. Perfect for visually appealing content, travel guides, and itinerary inspiration.
  • YouTube: Immersive platform for showcasing travel vlogs, destination videos, and behind-the-scenes glimpses. Ideal for adventure travel, cultural experiences, and unique destinations.

Remember: Don’t spread yourself thin. Choose 2-3 platforms where you can be truly active and engaged.

2. Go Beyond Posting: Spark Engagement and Build Relationships:

Posting beautiful pictures isn’t enough. To captivate travelers, you need to interact and build relationships. Here are some strategies:

  • Interactive Content: Ask questions, run polls, host live Q&As, and encourage user-generated content like travel photos or destination recommendations.
  • Contests and Giveaways: Offer exciting prizes related to travel experiences, accommodation, or local products to generate buzz and attract new followers.
  • Collaborate with Influencers: Partner with travel influencers in your niche to tap into their established audience and gain credibility.
  • Respond to Comments and Messages: Promptly and personally respond to inquiries, feedback, and questions to show you care and build trust.
  • Run Live Events: Host live streams from destinations, interviews with local experts, or virtual tours to create a sense of community and excitement.

3. Targeted Ads: Reach the Right Travelers at the Right Time:

Social media advertising allows you to reach specific traveler segments based on demographics, interests, travel behavior, and even location. This laser-focused targeting ensures your message reaches the ideal audience, maximizing your ad spend and attracting qualified leads.

  • Highlight Special Offers and Deals: Target ads showcasing exciting promotions, packages, or last-minute deals to travelers actively searching for travel options.
  • Promote Specific Destinations or Experiences: Tailor ad campaigns to specific destinations or activities based on user interests and travel preferences.
  • Retarget Website Visitors: Capture website visitors who haven’t booked yet and entice them to convert with targeted ads reminding them of your offerings.

Remember: Social media is a journey, not a destination. Be patient, experiment with different strategies, track your results, and adapt your approach to keep your audience engaged and interested. By leveraging the power of social media effectively, you can turn online interactions into real-life bookings and build a loyal community of passionate travelers around your brand.

Building Relationships with Email Marketing: Beyond the Inbox

In today’s digital age, email marketing remains a powerful tool for travel and tourism businesses. But simply blasting out generic messages won’t cut it. To truly connect with potential travelers and nurture them into loyal customers, you need to build relationships through personalization and strategic communication.

1. Personalization is Key: Segmenting Your Audience for Impact:

Imagine sending the same email to adventure seekers looking for adrenaline-pumping activities and families seeking relaxing beach vacations. It wouldn’t resonate, right? That’s why segmentation is crucial. Divide your email list into groups based on demographics, interests, travel preferences, and past behavior. This allows you to send targeted messages that cater to their specific needs and desires, increasing engagement and conversion rates.

For example, send emails with family-friendly activities and deals to your family segment, while highlighting adventure tours and discounts to your thrill-seeker group.

2. Nurture Leads Through the Travel Funnel: A Guided Journey to Booking:

Travelers don’t always book impulsively. They research, compare, and dream before making a decision. Email automation allows you to nurture leads through each stage of the travel funnel with relevant and timely messages:

  • Welcome emails: Set the tone with a warm welcome, introduce your brand, and offer valuable resources like travel guides or destination tips.
  • Inspiration emails: Showcase stunning visuals, highlight exciting experiences, and share customer testimonials to fuel travel dreams.
  • Educational emails: Offer destination guides, packing tips, cultural insights, and answer frequently asked questions to build trust and expertise.
  • Promotional emails: Share targeted deals, limited-time offers, and personalized recommendations based on their interests and browsing behavior.
  • Re-engagement emails: Reach out to inactive subscribers with exclusive offers or remind them about their abandoned cart.

Remember, automation doesn’t mean impersonal. Utilize dynamic content to personalize email elements like names, destinations, and offers, making them feel relevant and special.

3. Seamless Integration: Weaving Email into Your Marketing Fabric:

Email marketing doesn’t exist in a silo. Integrate it seamlessly with your other marketing channels for a unified customer experience:

  • Social media: Capture email sign-ups through social media contests, offer exclusive email content to followers, and share snippets of your email campaigns on social platforms.
  • Website: Promote email sign-ups on your website, integrate lead capture forms, and personalize website content based on subscriber segments.
  • Paid advertising: Use retargeting ads to reach website visitors who haven’t subscribed yet and entice them with email-specific offers.
  • Influencer marketing: Collaborate with travel influencers to promote your email list sign-up through their blog posts, social media content, or video descriptions.

Remember: Track your email marketing performance closely. Analyze open rates, click-through rates, and conversion rates to understand what resonates with your audience and refine your strategy for even better results.

By prioritizing personalization, nurturing leads through the travel funnel, and integrating email with other marketing channels, you can transform your email marketing into a powerful relationship-building tool that drives bookings and fosters long-term customer loyalty for your travel business.

Bonus Tip: Utilize A/B testing to compare different email subject lines, content formats, and call-to-actions to identify what resonates best with your audience and continuously optimize your email campaigns for maximum impact.

Measuring Your Marketing Journey: From Clicks to Conversions

Tracking your travel and tourism marketing efforts isn’t just about vanity metrics. It’s about understanding what’s working, what’s not, and ultimately, driving more bookings and revenue. So, how do you navigate the data jungle and translate clicks into conversions? Let’s delve into the world of key performance indicators (KPIs):

1. Defining Your KPIs: Choosing the Right Compass:

KPIs are the specific metrics that align with your marketing goals. For travel and tourism, some crucial KPIs include:

  • Website Traffic: The number of unique visitors to your website. Tracks overall brand awareness and potential customer reach.
  • Engagement: How visitors interact with your website, including page views, time spent on site, bounce rate, and click-through rates. Indicates content effectiveness and user experience.
  • Leads Generated: The number of potential customers who express interest, such as email sign-ups, contact form submissions, or quote requests. Shows the effectiveness of capturing leads for further nurturing.
  • Conversions: The number of website visitors who book a trip, make a purchase, or complete your desired action. This is the ultimate measure of your marketing success.
  • Return on Investment (ROI): The revenue generated from your marketing efforts compared to the investment. Helps assess the financial effectiveness of your campaigns.

Remember, choose KPIs relevant to your specific goals and marketing channels. Don’t get overwhelmed by tracking everything; focus on the metrics that directly impact your bottom line.

2. Tracking Website Traffic, Engagement, and Conversions: Beyond Numbers:

Most website analytics platforms like Google Analytics offer a wealth of data. Here’s how to analyze them effectively:

  • Website Traffic: Break down traffic by source (organic search, social media, paid ads, etc.) to understand which channels are driving visitors.
  • Engagement: Analyze bounce rate, time spent on site, and user journey within your website to identify areas for improvement in content structure and user experience.
  • Leads Generated: Track which landing pages and campaigns are generating the most leads, and refine your strategies based on the data.
  • Conversions: Analyze conversion rates for different channels, campaigns, and even specific landing pages to identify where you’re losing potential customers and optimize your conversion funnel.

3. Data-Driven Decisions: Steering Your Marketing Ship:

Data isn’t just information; it’s a valuable resource for shaping your marketing strategy. Here’s how to use data insights:

  • Identify high-performing content: See which blog posts, landing pages, or social media campaigns are generating the most leads and conversions, and replicate their success.
  • Optimize campaigns and budgets: Analyze the ROI of different channels and campaigns to allocate resources effectively and maximize your marketing spend.
  • Improve user experience: Understand user behavior on your website to identify areas for improvement and enhance overall user experience, leading to better engagement and conversions.
  • Personalize your marketing: Utilize website analytics to segment your audience and personalize your content and offers based on their interests and behavior.

Remember, data analysis is an ongoing process. Regularly review your metrics, set new goals, and adapt your strategy based on what you learn. This data-driven approach will help you steer your marketing ship towards a successful and profitable destination.

Bonus Tip: Utilize A/B testing to compare different website elements, marketing messages, or campaign strategies to see what resonates best with your audience and continuously optimize your marketing efforts for maximum impact.

By defining relevant KPIs, tracking website activity effectively, and utilizing data insights strategically, you can transform your travel and tourism marketing from guesswork into a data-driven journey towards sustainable growth and success.

Are you ready to grow your business within the tourism industry in Northern Ireland and to a global audience? Reach out to our team today and see how we can help.

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