The good, bad, and ugly of #WorldTourismDay on Twitter

Saloni Surti
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The good, bad, and ugly of #WorldTourismDay on Twitter
United Nations World Tourism Organisation declared September 27th and World Tourism Day in 1980 - a global milestone and now a real time marketing opportunity for brands. #WorldTourismDay trended on the top spot on Twitter, globally and we decided to take a quick look of who leveraged the trend, who were prepared for it, who just hopped on because they wanted to.

According to data by Hashtracking, #WorldTourismDay generated 186,470 impressions in one day. The tweets and posts were majorly concentrated with creatives wishing World Tourism Day, amongst a few well-constructed campaigns.

ICICI Bank initiated #JoyOfTravel during which the brand collaborated with Thomas Cook to promote their travel card. ICICI asked their followers to share their favourite travel memory and churned out creatives around travel tips.

Blue Star is yet another brand to have taken the contest route – the brand asked their followers questions around travel trivia with a gratification of an overnighter bag.

American Tourister ran a similar campaign, engaging with their followers through questions around famous tourist spots around the world. #ATxperience generated 223,413 impressions on Twitter, according to Hashtracking.

Incredible India, Indian Government’s official property to promote tourism took up #WorldTourismDay with a noble cause. They focussed on making tourism accessible to all irrespective of their disabilities. #Tourism4all dominated all their communication with picturesque creatives and thought provoking messages.


Darjeeling Tourism shared some exceptionally beautiful images of the place, urging their followers to travel this #WorldTourismDay. Maharashtra Tourism and UP Tourism handles too followed the suit with creative illustrations.

A number of brands leveraged the #WorldTourismDay wave with simple creatives, making a strong statement.

While banking on a trend can be a good reverse to getting a hashtag to trend – sometimes there is just no connect between brands and the trending hashtag.

There were also a few brands who stood the chance to benefit from #WorldTourismDay but stirred away with meagre creatives.

Karvy Growth Hub

A financial services company, posted a short video on their official Facebook and Twitter handles celebrating the growth of tourism in our country on the occasion of #WorldTourismDay

#WorldTourismDay took social media by storm giving brands and users something to talk about.

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