The Most Exciting Travel Ads Right Now And Why They Actually Work
You know that feeling when you see a travel ad and suddenly start checking flight prices even though your bank account clearly said “stay home”? Yeah, same. As someone who lives and breathes to travel but also works in the media industry, I’ve seen a lot of ads but only a handful actually make you feel something.
And that’s the magic. The best travel ads don’t just sell destinations, they sell daydreams. They tap into emotion, timing, and creativity in ways that even the most advanced targeting algorithm couldn’t fake.So, let’s take a look at some of the most exciting travel ads out there right now and more importantly, why they actually stand out.
1. Visit Iceland – “OutHorse Your Email”
Iceland Tourism has a habit of turning weird ideas into brilliant campaigns. This one? Brilliant. They literally had horses walking on giant keyboards to “type out” your out-of-office message so you could disconnect and enjoy your trip.
Why it works:
It’s playful, smart, and perfectly on-brand. It doesn’t sell landscapes or flights, it sells freedom from work. And it shows that travel doesn’t have to be serious or overly polished to grab attention.
Marketing takeaway: Emotion beats information. Don’t tell travellers what you offer and show them what they’ll feel.
2. Greece – “All You Want Is Greece”
This campaign was a masterclass in simplicity. Just beautiful visuals, calm music, and a line that hits you right in the holiday feels. “All you want is Greece” that’s it. No pushy messaging, no endless CTAs. Just one perfect truth.
Why it works:
Because Greece didn’t try to reinvent the wheel. They leaned into their strongest asset: that universal longing for sun, sea, and simplicity. It’s a campaign built on confidence and confidence sells.
Marketing takeaway: Clarity converts. The simpler the message, the stronger the impact.
3. Expedia – “Made to Travel”
Expedia’s global “Made to Travel” campaign hit a nerve post-pandemic. It wasn’t about cheap deals or destinations, It was about why we travel, the connection, adventure, rediscovery. The ads showed families, friends, and solo travellers reclaiming something they’d lost for a while: freedom.
Why it works:
Because it wasn’t selling travel but it was celebrating it. Expedia understood that after lockdowns, travellers weren’t booking trips; they were booking moments.
Marketing takeaway: Timing matters. Great campaigns tap into cultural emotion as much as audience data.
4. Spain – “Spain in 10 Seconds”
Spain’s digital push on TikTok and Instagram Reels was bold. They created short, scroll-stopping clips showing bursts of local culture, flamenco dancers, food markets, surfing and all within 10 seconds.
Why it works:
Because attention spans are short, and Spain leaned into that instead of fighting it. It’s a campaign built for mobile-first audiences who want quick inspiration, not travel documentaries.
Marketing takeaway: Meet travellers where they scroll. Great media strategy means matching messages to mindset.
5. Airbnb – “Made Possible by Hosts”
Airbnb’s “Made Possible by Hosts” series flipped the perspective: instead of showing destinations, they showed hosts, real people opening their doors. It felt human, relatable, and refreshingly honest.
Why it works:
It puts community at the centre of the brand. In a sea of glossy resort ads, Airbnb’s raw, emotional storytelling stood out as something genuine.
Marketing takeaway: Human stories outperform perfect visuals. Authenticity is the new luxury.
6. Italy – “Open to Meraviglia” (and the chaos that followed)
Now, let’s be honest, this one got a lot of attention, not all of it good. Italy’s “Open to Meraviglia” campaign featured Botticelli’s Venus as an influencer exploring modern Italy. Some people loved it, some people… not so much.
Why it works (yes, really):
Because it sparked conversation. It reminded everyone that even bold ideas that miss the mark a bit can still do their job – which is getting people talking, Googling, and ultimately feeling something about the brand.
Marketing takeaway: Not every campaign needs to be perfect. It just needs to be unforgettable.
The takeaway
The best travel ads make us feel before they make us book
Whether it’s a horse typing your out-of-office or a 10-second Spanish beach clip, the most effective travel marketing campaigns share one trait – They connect emotionally first, logically second.
In 2026, creativity will be the differentiator between the ads we scroll past and the ones that make us open Google Flights “just to check.”
So, if you’re a travel brand planning your next campaign, take a note from these examples. Don’t sell itineraries. Sell imagination. Don’t target demographics. Target desire.
And if all else fails just throw in a horse with a keyboard. Apparently, that works too.
Director of Digital Media
