Where Does the Dream Begin? Finding Your Upper-Funnel Spark
You want travelers to book your destination, but first, you have to get them to dream about it!
The secret to filling your pipeline lies in the Upper Funnel. This phase is all about Discovery and Dreaming—catching people before they’ve even chosen a destination. Your goal here is simple: ignite their curiosity and imagination.
The Upper Funnel Toolkit: Visuals That Inspire
If a tactic introduces your destination and gets a traveler to mentally check out of their current life, it belongs here. The most effective tools are highly visual and engaging:
- Cinematic Video: Use sweeping footage of your landscapes on streaming platforms (OTT/CTV) to create major destination envy.
- Captivating Display Ads: Showcase a perfect experience—like an idyllic beach or vibrant downtown—to stop them mid-scroll.
- Narrative Content: Tell authentic stories about your destination through sponsored content and social media to build a genuine connection.
Your mission in the upper funnel is to make your location look like the ultimate must-see spot. If a tactic makes someone stop scrolling and start imagining themselves there, you’ve found your match.
Ready to light the spark that leads to a booking?
FILL OUT THE FORM BELOW TO DOWNLOAD THIS FREE RESOURCE
Learn more about how we can help you adapt to the evolving marketing landscape and ramp up your efforts.
Share This Story
November 4, 2025
You want travelers to book your destination, but first, you have to get them to dream about it! The secret to filling your pipeline lies in the Upper Funnel. This phase is all about Discovery and Dreaming—catching people before they've even chosen a destination. Your goal here is simple: ignite their curiosity and imagination.
October 31, 2025
In the fast-moving world of travel and tourism, getting visual campaigns out quickly, staying on-brand, and adapting designs across platforms is more important than ever. That’s why the newly unveiled Canva Creative Operating System is such a game-changer for marketers in our industry.
October 29, 2025
How DMOs Can Win Travelers in 2026 Destination marketing organizations are facing a new era in travel: empowered by technology, influenced by AI, and shaped by fast-evolving consumer expectations. On this episode of Field Notes, Eric Hultgren hosts Ben Knapp of Saffron Consultants to dissect the latest City Brand Barometer and share what DMOs should prioritize to rise above the competition [...]
Ad Choices