In an increasingly visual digital landscape, destination marketers are discovering an often-overlooked dimension of travel experiences: sound.
In an increasingly visual digital landscape, destination marketers are discovering an often-overlooked dimension of travel experiences: sound. Soundscapes — the collection of acoustic elements that define a place — are emerging as powerful tools for tourism promotion, offering immersive experiences that connect with travellers on a deeper level.
Sound has a unique ability to evoke emotional responses and create lasting memories. When we hear the crashing waves of a coastline, the bustling energy of a city market or the serene quiet of a forest, these auditory experiences transport us to places both familiar and new. Research by the BBC highlights the transformative impact of natural sounds on people's mental health, demonstrating the strategic value of investing in audio content development to build positive connections to destinations before arrival. Tourism marketers are increasingly harnessing this sensory connection to differentiate their destinations and create more authentic representations of place.
Destinations are increasingly turning to sound to create audio experiences that travellers can access before, during or after their visits. The strategic uptake of widely accessible platforms has significantly expanded the reach of audio marketing initiatives:
DMOs have been actively working for some time to develop sophisticated audio productions that go beyond simple recordings, implementing advanced technologies to create distinctive auditory brand identities:
Autonomous Sensory Meridian Response (ASMR) content — audio designed to create tingling sensations and relaxation — has evolved from curiosity to the creation of sophisticated sound experiences that really took off a number of years back and are still just as relevant today.
Visit Greenland ASMR stands as an early pioneer in this space, launching atmospheric recordings of uniquely Greenlandic sounds when ASMR was just emerging as a trending topic. The DMO's foresight in identifying this sensory marketing opportunity positioned Greenland as an distinctive destination, being among the first to recognise the power of sound in enhancing destination image.
While Visit Greenland prioritised long-form sound, NYC Tourism + Conventions is leveraging the popularity of YouTube Shorts and TikTok to share distinctive city sounds, creating bite-sized audio content. Through these short social snippets, the DMO spotlights everyday life in the city and even highlights special events such as St Patrick's Day and the Lunar New Year. Mixing this regular sound feature with other inspiring content demonstrates how DMOs can also take a more ad-hoc approach to creating soundscapes aimed for social channels.
The development of comprehensive sound mapping initiatives serves both marketing and preservation functions. Sounds from Slovenia by the Slovenian Tourist Board showcases the country's diverse acoustic environments, from alpine meadows to coastal areas, positioning sound as a core element of national identity and natural heritage. Complementing the DMO's focus areas of gastronomy, health and wellbeing, historic towns and outdoor activities and nature, this campaign is strongly interlinked with the destination's brand and messaging, with a Spotify playlist complementing the hero video. With soundscapes building upon existing marketing activities, this initiative strategically differentiates Slovenia from neighbouring destinations by emphasising its acoustic diversity rather than competing solely on visual assets.
On the other hand, The Montreal Sound Map project demonstrates how sound mapping can document and preserve a location's acoustic identity. This digital archive allows users to explore Montreal through its sounds, offering a unique perspective on urban exploration while creating a valuable historical record of the city's evolving soundscape. While, this initiative is privately managed and uses crowdsourcing for adding local sounds to the repository, it offers an interesting model for DMOs to consider. For tech-savvy destinations, this presents an opportunity for DMOs to leverage the as yet untapped potential of XR by designing a multi-sensory interactive environment that connects imagery with real place-based sounds.
As urban noise pollution increases globally, destinations with natural quiet are developing strategic positioning around acoustic tranquility. Visit Skåne's "Map of Quietude" represents a sophisticated approach to this trend. This initiative identifies and promotes locations where visitors can experience natural silence and gentle soundscapes, a direct response to growing interest in mindfulness tourism and escape from urban noise pollution.
Taking a research-focused approach to destination marketing, the Map of Quietude is founded upon a comprehensive acoustic survey of the region, identifying areas with minimal human-generated sound interference. These locations were then categorised based on their unique natural soundscapes, from coastal winds to forest ambience.
What makes this initiative particularly noteworthy is its resonance not only with international visitors but with local residents. Internal research conducted by Visit Skåne revealed that 78% of locals had discovered new locations within their region through the Map of Quietude, demonstrating how audio-focused tourism initiatives can serve dual purposes:
This dual impact creates a sustainable approach to tourism development, distributing visitor pressure beyond traditional hotspots while fostering community engagement and activation. The initiative also strategically addresses seasonality challenges by promoting off-season quiet experiences when certain natural soundscapes are most distinctive whilst also creating a uniquely compelling discovery of the destination's biggest asset; nature.
Sound healing represents one of the fastest-growing intersections of wellness tourism and audio experiences, exemplifying how destinations are developing innovative tourism products around acoustic assets. There are a few great examples of this, such as Indonesia's Sound Healing Retreats, which use traditional instruments like gamelan and natural environments to create therapeutic sound experiences. Local tourism authorities have strategically developed certification programmes for sound practitioners, ensuring quality control while creating new entrepreneurial opportunities for local musicians.
Another great example is Nepal's Sound Meditation Centres which combine the country's spiritual heritage with its magnificent mountain soundscapes. These centres strategically position themselves at specific altitudes where atmospheric conditions create unique acoustic properties, developing proprietary sound healing methodologies that cannot be replicated elsewhere.
Lastly, Sonoma County's "Sonoma Sound" initiative worked with a Grammy-recognised songwriter to develop a signature audio identity that complements its established wine tourism offerings. This strategic diversification addresses changing consumer preferences, particularly among younger demographics who seek multi-sensory experiences beyond traditional wine tasting.
Taking sound-based marketing to a new level, the Tennessee Department of Tourist Development's "Sound Advice" campaign created a groundbreaking experiential marketing activation that analysed concert attendees' neurological responses to music. This innovative approach involved participants wearing EEG (electroencephalogram) headsets which measure electrical activity in the brain through sensors placed on the scalp, providing real-time data on emotional responses to different musical elements.
This neurological data was then matched to Tennessee destinations with similar emotional profiles, effectively creating personalised travel recommendations based on how music made people feel. For example, if a participant showed strong positive responses to rhythmic bass patterns, they might be matched with Nashville's vibrant music scene, while those responding to melodic harmonies might be directed toward the Smoky Mountains.
This scientifically-backed marketing approach allowed Tennessee to demonstrate the authentic connection between the state's rich musical heritage and its diverse travel experiences, taking the concept of "soundscapes in tourism" to an entirely new level by directly linking emotional responses to destination characteristics. The neurological marketing approach pioneered by the Tennessee Department of Tourist Development also demonstrates the scientific basis for what marketers have intuitively understood: sound creates powerful emotional associations that can drive travel behaviour.
The growing prominence and sophistication of soundscapes as a tourism marketing tool represents a significant evolution in how destinations communicate their brand appeal in a highly immersive format. The wellness angle of sound-based tourism is a particularly interesting development for positioning destinations seeking to tap into the rapidly growing mindfulness travel market, particularly appealing to travellers from key metropolitan hubs seeking respite from noise pollution.
Recognising the power of sonic identity in pioneering an innovative approach to creating more memorable, distinctive place brands, the preservation of unique soundscapes also act as valuable cultural and natural assets representing a further enrichment of a destination's content assets. As digital platforms continue to evolve, we expect to see soundscapes become increasingly integrated with visual content, creating more immersive pre-trip experiences. This trend reflects a broader shift in destination marketing from purely visual approaches to multi-sensory strategies that create deeper emotional connections with potential visitors.
What makes soundscape marketing particularly compelling is its ability to transport listeners to a destination in a way they wouldn't typically be exposed to, supporting top of funnel awareness in really building a brand's identity. At the same time, we increasingly see soundscapes offering a multitude of opportunities for product development and innovation, often backed by scientific research. This evolution from promotional tactics to leveraging sound as a core product demonstrates how DMOs can play a pivotal role in developing richer, more innovative approaches to experience development.
Destinations looking to develop sound-based marketing and product strategies should consider:
In an increasingly visual digital landscape, destination marketers are discovering an often-overlooked dimension of travel experiences: sound. Soundscapes — the collection of acoustic elements that define a place — are emerging as powerful tools for tourism promotion, offering immersive experiences that connect with travellers on a deeper level.
Sound has a unique ability to evoke emotional responses and create lasting memories. When we hear the crashing waves of a coastline, the bustling energy of a city market or the serene quiet of a forest, these auditory experiences transport us to places both familiar and new. Research by the BBC highlights the transformative impact of natural sounds on people's mental health, demonstrating the strategic value of investing in audio content development to build positive connections to destinations before arrival. Tourism marketers are increasingly harnessing this sensory connection to differentiate their destinations and create more authentic representations of place.
Destinations are increasingly turning to sound to create audio experiences that travellers can access before, during or after their visits. The strategic uptake of widely accessible platforms has significantly expanded the reach of audio marketing initiatives:
DMOs have been actively working for some time to develop sophisticated audio productions that go beyond simple recordings, implementing advanced technologies to create distinctive auditory brand identities:
Autonomous Sensory Meridian Response (ASMR) content — audio designed to create tingling sensations and relaxation — has evolved from curiosity to the creation of sophisticated sound experiences that really took off a number of years back and are still just as relevant today.
Visit Greenland ASMR stands as an early pioneer in this space, launching atmospheric recordings of uniquely Greenlandic sounds when ASMR was just emerging as a trending topic. The DMO's foresight in identifying this sensory marketing opportunity positioned Greenland as an distinctive destination, being among the first to recognise the power of sound in enhancing destination image.
While Visit Greenland prioritised long-form sound, NYC Tourism + Conventions is leveraging the popularity of YouTube Shorts and TikTok to share distinctive city sounds, creating bite-sized audio content. Through these short social snippets, the DMO spotlights everyday life in the city and even highlights special events such as St Patrick's Day and the Lunar New Year. Mixing this regular sound feature with other inspiring content demonstrates how DMOs can also take a more ad-hoc approach to creating soundscapes aimed for social channels.
The development of comprehensive sound mapping initiatives serves both marketing and preservation functions. Sounds from Slovenia by the Slovenian Tourist Board showcases the country's diverse acoustic environments, from alpine meadows to coastal areas, positioning sound as a core element of national identity and natural heritage. Complementing the DMO's focus areas of gastronomy, health and wellbeing, historic towns and outdoor activities and nature, this campaign is strongly interlinked with the destination's brand and messaging, with a Spotify playlist complementing the hero video. With soundscapes building upon existing marketing activities, this initiative strategically differentiates Slovenia from neighbouring destinations by emphasising its acoustic diversity rather than competing solely on visual assets.
On the other hand, The Montreal Sound Map project demonstrates how sound mapping can document and preserve a location's acoustic identity. This digital archive allows users to explore Montreal through its sounds, offering a unique perspective on urban exploration while creating a valuable historical record of the city's evolving soundscape. While, this initiative is privately managed and uses crowdsourcing for adding local sounds to the repository, it offers an interesting model for DMOs to consider. For tech-savvy destinations, this presents an opportunity for DMOs to leverage the as yet untapped potential of XR by designing a multi-sensory interactive environment that connects imagery with real place-based sounds.
As urban noise pollution increases globally, destinations with natural quiet are developing strategic positioning around acoustic tranquility. Visit Skåne's "Map of Quietude" represents a sophisticated approach to this trend. This initiative identifies and promotes locations where visitors can experience natural silence and gentle soundscapes, a direct response to growing interest in mindfulness tourism and escape from urban noise pollution.
Taking a research-focused approach to destination marketing, the Map of Quietude is founded upon a comprehensive acoustic survey of the region, identifying areas with minimal human-generated sound interference. These locations were then categorised based on their unique natural soundscapes, from coastal winds to forest ambience.
What makes this initiative particularly noteworthy is its resonance not only with international visitors but with local residents. Internal research conducted by Visit Skåne revealed that 78% of locals had discovered new locations within their region through the Map of Quietude, demonstrating how audio-focused tourism initiatives can serve dual purposes:
This dual impact creates a sustainable approach to tourism development, distributing visitor pressure beyond traditional hotspots while fostering community engagement and activation. The initiative also strategically addresses seasonality challenges by promoting off-season quiet experiences when certain natural soundscapes are most distinctive whilst also creating a uniquely compelling discovery of the destination's biggest asset; nature.
Sound healing represents one of the fastest-growing intersections of wellness tourism and audio experiences, exemplifying how destinations are developing innovative tourism products around acoustic assets. There are a few great examples of this, such as Indonesia's Sound Healing Retreats, which use traditional instruments like gamelan and natural environments to create therapeutic sound experiences. Local tourism authorities have strategically developed certification programmes for sound practitioners, ensuring quality control while creating new entrepreneurial opportunities for local musicians.
Another great example is Nepal's Sound Meditation Centres which combine the country's spiritual heritage with its magnificent mountain soundscapes. These centres strategically position themselves at specific altitudes where atmospheric conditions create unique acoustic properties, developing proprietary sound healing methodologies that cannot be replicated elsewhere.
Lastly, Sonoma County's "Sonoma Sound" initiative worked with a Grammy-recognised songwriter to develop a signature audio identity that complements its established wine tourism offerings. This strategic diversification addresses changing consumer preferences, particularly among younger demographics who seek multi-sensory experiences beyond traditional wine tasting.
Taking sound-based marketing to a new level, the Tennessee Department of Tourist Development's "Sound Advice" campaign created a groundbreaking experiential marketing activation that analysed concert attendees' neurological responses to music. This innovative approach involved participants wearing EEG (electroencephalogram) headsets which measure electrical activity in the brain through sensors placed on the scalp, providing real-time data on emotional responses to different musical elements.
This neurological data was then matched to Tennessee destinations with similar emotional profiles, effectively creating personalised travel recommendations based on how music made people feel. For example, if a participant showed strong positive responses to rhythmic bass patterns, they might be matched with Nashville's vibrant music scene, while those responding to melodic harmonies might be directed toward the Smoky Mountains.
This scientifically-backed marketing approach allowed Tennessee to demonstrate the authentic connection between the state's rich musical heritage and its diverse travel experiences, taking the concept of "soundscapes in tourism" to an entirely new level by directly linking emotional responses to destination characteristics. The neurological marketing approach pioneered by the Tennessee Department of Tourist Development also demonstrates the scientific basis for what marketers have intuitively understood: sound creates powerful emotional associations that can drive travel behaviour.
The growing prominence and sophistication of soundscapes as a tourism marketing tool represents a significant evolution in how destinations communicate their brand appeal in a highly immersive format. The wellness angle of sound-based tourism is a particularly interesting development for positioning destinations seeking to tap into the rapidly growing mindfulness travel market, particularly appealing to travellers from key metropolitan hubs seeking respite from noise pollution.
Recognising the power of sonic identity in pioneering an innovative approach to creating more memorable, distinctive place brands, the preservation of unique soundscapes also act as valuable cultural and natural assets representing a further enrichment of a destination's content assets. As digital platforms continue to evolve, we expect to see soundscapes become increasingly integrated with visual content, creating more immersive pre-trip experiences. This trend reflects a broader shift in destination marketing from purely visual approaches to multi-sensory strategies that create deeper emotional connections with potential visitors.
What makes soundscape marketing particularly compelling is its ability to transport listeners to a destination in a way they wouldn't typically be exposed to, supporting top of funnel awareness in really building a brand's identity. At the same time, we increasingly see soundscapes offering a multitude of opportunities for product development and innovation, often backed by scientific research. This evolution from promotional tactics to leveraging sound as a core product demonstrates how DMOs can play a pivotal role in developing richer, more innovative approaches to experience development.
Destinations looking to develop sound-based marketing and product strategies should consider:
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