The quirky ways destinations tried to entice you to visit in 2022

When they hit the mark, they become legendary. When they miss, at least you can usually laugh it off. We're talking about destination campaigns – where popular travel spots spend big on flashy videos and websites to win over your vacation budget.

So how have these campaigns fared this year – the first year since the pandemic when most of us could travel with fewer restrictions? With destinations eager to recover lost revenue, we’ve witnessed eye-watering amounts spent on celebrity endorsements, top-tier location footage, and some truly imaginative takes on how these places want to be seen.

From the bizarre (Iceland's typing horses) to the awe-inspiring (South Africa’s heartfelt reopening), the unsettling (Sweden's take on ‘The Blair Witch Project’) to the controversial (David Beckham’s endorsement for Qatar), here are 15 videos that made a splash this year.

South Africa: A New Dawn

Released in March, when much of the world was still in lockdown, South Africa's three-minute video offered a brilliant preview of what travel could look like as the world slowly began to reopen after Omicron – a bold move, considering the variant had first emerged in South Africa, leading to immediate travel bans from many other (also virus-stricken) regions.

A young woman, disheartened by the dreary, rainy streets of London, steps into the vibrant sunshine of Cape Town – where everything shifts to brilliant technicolor. She experiences the classic South African adventures – a safari and a journey through the Drakensberg mountains – with the country's natural beauty shining through, but the real emphasis is on the human connections that had been lost during the lockdown.

She enjoys a rejuvenating massage, bonds with fellow surfers, rides along a beach at sunset, and ends the video in a lively party. In other words, the ultimate dream. The video ends with the message, 'Come as you are, leave as someone else. Live again!' – a sentiment that might even bring a tear to your eye.

Sweden: A Scandinavian Horror Tale

Looking for a 'Blair Witch'-style adventure in the woods? Sweden has just the thing. Released just in time for Halloween, Visit Sweden's two-minute horror short brings the country to life. The eerie tale is narrated by 'Sweden' herself and takes place in the country’s mystical forests – initially serene but quickly spiraling into a terrifying slasher film.

In the story, a man named Sam is on vacation when he meets a stunning woman – or does he? She turns out not to be what she seems; she’s actually a huldra, a mysterious and eerie forest spirit. 'What happens in the forest will seem like a dream, but that’s not how it will truly be,' warns Sweden.

The twist: the film ends by promoting 'Kiln,' a 'haunting audio experience' by John Ajvide Indqvist, available for download only 'in the Swedish forest.' In fact, the audio story, not the video, is the centerpiece of the 'Spellbound by Sweden' campaign. If you make it there, you can listen – if you dare.

Rwanda: Play with Lionel Messi

In the 2022 'Tee off your next adventure in Rwanda' campaign by Visit Rwanda, soccer legends like Lionel Messi and Sergio Ramos headed to Rwanda just before the new year.

The video begins with former goalkeeper Jérôme Alonzo playing golf in retirement. His golf ball lands in the Parc des Princes stadium, gets kicked around by the players, and is eventually sent soaring to Rwanda, where it flies over some of the country's most breathtaking landscapes.

The ad wraps up on a golf course with a young girl sinking a hole-in-one – but not before a few gorillas make their cameo. A fitting choice for this, the year of the World Cup.

Vilnius: Happy birthday to... who?

'Nobody knows where Vilnius is,' admits the characteristically bold video from Lithuania’s capital. Previous campaigns have called the city 'the g-spot of Europe' and even reimagined a Christmas carol (last year’s campaign was titled 'Christmas in Vilnius: Amazing wherever you think it is').

This time, the campaign celebrates the city's 700th anniversary in 2023. 'After most of the world forgot about Vilnius’ last 699 birthdays, we’ve got a plan for the 700th,' says the retro-style video.

The solution: a 'belated birthday e-card collection.' The playful 80s-inspired video showcases fun and quirky cards before encouraging viewers to send their own. 'You might forget the date, but the party will be unforgettable,' it concludes, calling Vilnius '700 years young.'

Uganda: Open your eyes

Uganda’s tourism board kicked off 2022 with a captivating two-minute video that highlights the country’s diverse beauty – from snow-capped mountains to verdant hills, tranquil lakes, thunderous waterfalls, and rivers that seem tailor-made for rafting.

But soon the spotlight shifted to its vibrant people – enjoying meals of ugali, sharing drinks, dancing, and hitting the nightlife scene in Kampala’s bustling nightclubs.

The best part? Rather than being the star, wildlife (including familiar faces like a chimp, a gorilla, and a giraffe) makes only brief appearances. 'All we need to do is open our senses and embrace what’s uniquely ours,' says the narrator. It’s a powerful reminder that Uganda has so much more to offer than just safaris.

Colombia: Literary power

Kudos to Colombia for taking a classic approach with the 'Book of Warmth,' a stunning 212-page ebook filled with gorgeous photos celebrating the country’s famously friendly locals.

Written in both Spanish and English, it explores various forms of 'warmth,' from beekeeper Humberto Narváez’s passion for sustainability to Maria Eugenia Clavijo’s exceptional hospitality toward her hotel guests.

'While we experience warmth in every greeting, every smile, every welcome, and every shared cup of coffee, we wanted to truly understand it. That’s why we embarked on a journey to discover Colombian Warmth, going directly to its source: our people, those who carry it in their hearts,' said the tourism board, which also created a one-minute video – though it leans a bit into the traditional 'smiling locals' style we expected.

Philippines: The big (non) reveal

It takes guts to launch a high-budget marketing campaign without showcasing a single destination, but that’s exactly what the Philippines did with its June video, 'The People Make the Destination.'

'To create an ad that you won’t skip, we skipped the usual... the sun, the sand, the actors, the drone shots, the pop songs, the special effects,' the video boldly states. Instead, they focused on 'the people who have always made our destinations more memorable and more fun' – meaning the entire two-minute video features only people. Not just locals in their environments like Uganda’s ad, but performers dressed in one-pieces, doing Cirque du Soleil-style acrobatics to visually represent famous landmarks.

The performers transform into hills, waterfalls, mountains, ancient structures, and even a majestic bird of prey, before morphing into the ocean with a surfer riding the waves. The tagline reads, 'The people make the destination – it’s more fun with you.'

The destinations, however, are still present – in the background soundtrack, recorded in 23 locations across the Philippines, you’ll hear the crashing waves of Samar and the unique T’boli instruments from South Cotabato. There are two versions of the video: a stereo one, and an immersive binaural version – the latter is best enjoyed with headphones.

Switzerland: Road tripping with Anne and Roger

Tennis legend Roger Federer has long been the face of Switzerland’s tourism, but in April, he was joined by Anne Hathaway for a two-minute comedic sketch.

'Anne and Roger learned the hard way that no one outshines the Grand Tour of Switzerland,' the tagline reads, after the duo finds themselves annoyed by the rushes of their supposed ad. In the skit, their close-up shots – from jumping over a glacier to a synchronized swim in an icy lake – were swapped for sweeping wide shots, because the director felt Switzerland’s landscapes were far more captivating than even Federer’s famous physique.

'When you need the ultimate road trip, you need Switzerland,' the ad concludes. We’re all for celebs who don’t take themselves too seriously.

Great Britain: Beyond the chintz

When you think of the UK, it’s probably the royals, the Cotswolds, and Brexit that come to mind. But Visit Britain’s 2022 campaign, launched in February, steered clear of the usual and unveiled a whole new side of the country.

Welcome to Another Side of Britain showcased the country’s cities, which had suffered a significant decline in international visitors due to both the pandemic and Brexit.

The campaign pushed for an urban summer getaway, spotlighting unexpected tourist spots like Birmingham and the West Midlands, and offering a fresh take on London, including the Dare Skywalk at Tottenham Hotspur Stadium and floating hot tubs cruising around the Canary Wharf docklands. Snappy 30-second clips that dare to be different – we’re all for it.

Morocco: Tripping the light

Most people visit Morocco for its traditions, but this video, released in May, blends the old with the new: combining tajines, souks, and the Badi Palace with desert golf, contemporary dance at the Badi Palace, and awe-inspiring art installations in the sand.

The ad skillfully included all the classic Moroccan highlights while giving them a fresh, modern twist. Great job – and the soundtrack was a perfect fit, too.

Iceland: Ponies as personal assistants

Worried about checking your email while on vacation? Iceland has the perfect solution: they’ve vowed to ‘Out-horse your email.’

The ad, released in May, claimed that Icelandic ponies are trained to send out-of-office replies on your behalf, so you can leave your phone behind.

‘Nothing ruins a vacation like work,’ the one-minute video begins, as it shows seven ponies trotting over a massive keyboard, creating nonsensical responses to emails.

The campaign also includes a behind-the-scenes video on the website, where you can choose one of three horses to create your own (nonsensical) out-of-office message. Fun and undeniably charming.

Vienna: Let yourself go

Travel is meant to be a time to let go of the daily grind – and to inspire you, the Vienna Tourist Board released a quirky short film in October, featuring a walking (if not talking) belly embracing freedom.

The nearly six-minute film follows a round belly that escapes from its exercise-obsessed human, Harry, because it no longer feels appreciated.

The belly embarks on a journey through Vienna, taking in beautiful art, savoring a slice of Sacher torte in its hotel room, and eventually reuniting with Harry for a heartwarming dinner at a Viennese restaurant.

The campaign concludes with the message, 'The most beautiful way to love yourself is to indulge.' It's one of those messages that either resonates or doesn't, but the cinematic quality of the film is undeniable, no matter how you feel about the sentiment.

Australia: See the sights with Rose Byrne

Australia's nine-minute short film, 'G’day,' garnered 19 million views on YouTube in just its first month. As part of the new 'Come and say g’day' campaign, the film features Rose Byrne as Ruby, a toy kangaroo, and Will Arnett as Louie, a toy unicorn.

The pair escape from a Great Barrier Reef gift shop and embark on an adventure that takes them through Nitmiluk Gorge, Uluru, the Great Barrier Reef, and the Sydney Opera House.

'Down Under, 'g’day' marks the beginning of every great adventure,' Byrne says at the end, appearing in person. 'It’s our way of saying, ‘If we’re not friends yet, you will be, mate.’' It may seem a bit contrived, but the viewership numbers tell a different story.

Korea: Playtime

The latecomer 'Shall we play Korea,' released in November, offers a lively, engaging portrayal of the country, catering to all types of travelers. It features family adventures, teenage fantasies, group outings, and even senior couples on their own adventures.

The campaign includes activities like road trips, golf, paragliding, and K-pop style dancing. Who’s joining?

Qatar: Courting David Beckham

David Beckham's 30-minute Qatar film, 'Stopover in Qatar,' released in August, created quite a stir, both for its length and the reactions it sparked. Tied to the World Cup, Beckham takes us through his journey across Qatar – exploring markets ('One of the best spice markets I’ve ever been to'), experiencing pearl diving ('Maybe one day you can take me diving'), and training falcons ('I love being in the middle of nowhere, talking and eating'). He also visits cultural landmarks like the National Museum of Qatar and enjoys motorbiking around a manmade island ('That’s what I love, a bike culture, because there’s one everywhere').

He also took part in a football match with a Qatari woman, stating, 'I’ve always supported women’s football, and even more so now, especially since I have a daughter.'

Beckham addressed the criticism by saying, 'It's a positive thing that the key issues are being openly debated, especially with the World Cup being the first to be held in this region.'