Airports are more than just gateways to new destinations—they’re high-impact advertising platforms with the power to influence, inspire, and inform. For tourism boards around the world, airports present a prime opportunity to engage with a captive, travel-ready audience. But why exactly do tourism boards choose to advertise in airports, and what advertising formats do they lean towards? Let’s explore.

Why Airports?

1. Captive and Receptive Audience

Airports offer a unique audience: people who are already in the mindset of travel. Whether they’re heading off on holiday, returning home, or transiting through, airport passengers are open to new destinations and experiences. For tourism boards, this makes them an ideal target for planting the seed of future travel.

2. High Dwell Time

Unlike other advertising environments, airports often involve long waiting periods—check-ins, layovers, security queues, and baggage claims. These moments of pause provide prolonged exposure to ads, giving tourism messages time to resonate.

3. Prestige and Association

Advertising in airports also lends a certain prestige. Airports are seen as modern, international hubs, and being present there aligns a destination with sophistication and global appeal. It’s a subtle but powerful association for tourism boards wanting to position themselves as premium or must-visit locations.

4. Targeting Key Markets

Many tourism boards tailor campaigns at specific airports based on the routes and passenger profiles. For instance, a Caribbean tourism board might advertise in Heathrow Terminal 5 to appeal to affluent British travellers headed to the Americas.

Preferred Advertising Formats

Tourism boards are increasingly strategic in how they use airport space. The most favoured formats combine bold visibility with emotional storytelling. Some of the top choices include:

1. Large-Format Digital Screens

From LED video walls in arrival halls to high-definition screens in departure lounges, digital formats allow tourism boards to showcase cinematic footage of landscapes, culture, and adventure. The movement and vibrancy attract the eye and leave a lasting impression.

2. Backlit Static Panels

Still relevant and highly effective, static lightboxes are often found along corridors, near duty-free areas, and at baggage claims. These are perfect for striking imagery and short, memorable taglines—ideal for destination branding.

3. Immersive Takeovers

Some tourism boards invest in “airport takeovers”, branding entire areas such as walkways, gates, or even luggage trolleys. This format is bold and experiential, wrapping travellers in the narrative of the destination and ensuring maximum impact.

4. Experiential Installations

More progressive boards might use pop-up stands or VR experiences in terminals to let travellers "taste" the destination before they go. Think of a beach cabana set up in a cold winter airport, or interactive screens showing real-time feeds from a tropical island.

5. Digital OOH Programmatic Displays

Programmatic advertising allows tourism boards to dynamically update content based on factors such as time of day, weather, or flight destinations. This data-driven approach ensures relevancy and improves ROI, especially in high-traffic international airports.

Tourism boards recognise that first impressions matter—and airports are where travel dreams are both born and rekindled. By combining strategic placement with inspiring creativity, they turn passive passengers into future visitors. As travel continues to rebound and evolve, expect to see even more innovative, immersive, and emotionally compelling tourism advertising lighting up airports around the globe.