Worst Tourism Campaigns

Photo by Damir Bosnjak on Unsplash

Tourism campaigns have far-reaching impact, so it’s important to get them right. Some places have, however, got it epically wrong. Read on for some serious tourism campaign fails.



This is unbelievable. It turns out that Lithuania’s department of tourism decided to use images of other countries on a Facebook page that’s supposed to promote the country.

The pictures were actually taken in Slovenia and Finland, so poor tourists tempted by these pictures would have missed out. And the worst part? The slogan for the campaign was “Real is Beautiful”!


Australia’s also on the list of countries that have produced the worst tourism campaigns. In 2006, Tourism Australia spent $180 million on a campaign with the question: “Where the bloody hell are you?”

This didn’t go down well with potential visitors and didn’t generate extra tourism. All it did was annoy Britons for the use of a swear word, and Canada because of the campaign showing brazen alcohol use.


Rhode Island

Rhode Island’s Spring 2016 campaign cost $5 million and actually featured footage of Iceland and restaurants in Massachusetts on their website under the slogan “Cooler and Warmer.”

They were quickly mocked on social media, where the slogan was changed to “Dumb and Dumber.”