The “Fear of Missing Out” — better known as FOMO — is more than just a buzzword that applies to your mother-in-law and her grandkids. FOMO is a powerful psychological driver that is reshaping how people make choices. And like all hot trends and topics — it applies to tourism.
Visitors are constantly deciding where to travel, when to book, and what experiences they should prioritize. For destination marketing organizations (DMOs), understanding and leveraging FOMO can be key to creating campaigns that inspire wanderlust and steer people to your destination.
By strategically using urgency, exclusivity, and storytelling, DMOs can craft experiences that feel too good to miss. Let’s explore how these three psychological levers can turn browsers into bookers.
By the way, we’ve included “FOMO tips” throughout the blog that will help you make the most out of this content; you seriously cannot afford to miss out on these. (See what we did there?)
The psychology of tourism FOMO
FOMO is the anxiety that others are having rewarding experiences without you. It’s amplified by social media, where every scroll reveals someone else’s epic adventure, sunset view, or hidden gem discovery.
Travel decisions are often emotional, driven by the desire to escape, explore, experience, and connect. When people watch others enjoying a destination, they’re more likely to want to see it for themselves. Scarcity and social proof make opportunities feel more valuable and urgent.
Urgency: The power of now
Creating urgency taps into the instinct to act quickly before an opportunity disappears. DMOs can lean into the power of right here right now by offering hot ticket items that are too good to miss.
Some ideas include:
- Limited time offers for hotel bookings, first-come-first-serve tours, or discounted attraction tickets.
- Seasonal events to create a ticking clock.
- Countdown timers on booking pages to visually reinforce time sensitivity.
Visit Orlando frequently promotes seasonal offers such as “Magical Dining” with fixed-price menus at top restaurants, hotel deals with limited booking windows, and attraction ticket bundles with discounts for theme parks and local experiences.
Similarly, Discover Puerto Rico runs campaigns like “Summer of Savings” with hotel and resort discounts. It also promotes limited-time excursions like bioluminescent bay tours and offers promo codes for cultural attractions and guided experiences. The DMO’s website even features a landing page with discounts designed for concertgoers and music lovers.
FOMO tip: Use language like “last chance,” “book now,” or “only a few spots left” to emphasize immediacy. Highlight fleeting moments — like cherry blossom season or a pop-up art exhibit —that won’t be around forever.
Exclusivity: Make it feel special
People crave experiences that feel unique and tailored. DMOs can build exclusivity by showcasing specials like VIP experiences, hidden gems, and personalized itineraries.
A popular way to harness the emotion of exclusivity is to let a content creator show off their first-hand experience in your destination. Collaborations with local influencers show off insider access to a broader audience of potential visitors. According to an article by Influencer Marketing Hub, Visit the Outer Banks used influencer partnerships to drive a 79% conversion boost.
Here’s how:
- Influencers focused on promoting family-friendly and nature-based content.
- They leveraged TikTok and Instagram reels to highlight local experiences.
- The content created a strong emotional connection with viewers, leading to increased bookings.
FOMO tip: Position offerings as something travelers can’t get anywhere else. Use phrases like “locals-only,” “invite-only,” or “secret spot” to spark curiosity and desire.
Storytelling: Crafting the can’t-miss narrative
Stories make destinations come alive. They help travelers imagine themselves in the experience and feel the emotional payoff. Visitor testimonials, immersive videos, and behind-the-scenes narratives straight from your DMO’s staff can frame your destination as a once-in-a-lifetime adventure.
Focusing on blogs and guest blogs, social media content, and email marketing that tell the tale of your destination in immersive ways can turn a scroller into a booker.
For example, Travel Oregon often features a Portland-based travel blogger named Kay Kingsman. She contributes stories that blend humor with practical travel advice; examples of her work include:
- "Celebrating Black Artists in Oregon" — A cultural exploration of Oregon’s art scene.
- "A Car-Free Getaway to Eugene" — A guide that highlights accessibility and local gems.
- “How to Eat Well on an I-5 Road Trip in Oregon” — Recommendations for stops to dine, snack, and stretch your legs while road tripping.
FOMO tip: Touch on transformation. How will the traveler feel? What will they discover about themselves? Use storytelling to turn a trip into a personal journey.
Bringing it all together
To maximize the impact of FOMO, DMOs should integrate urgency, exclusivity, and storytelling into cohesive campaigns. For example, a fall foliage tour could feature:
- Limited booking windows (urgency)
- Private hikes with a local guide (exclusivity)
- A video diary from past travelers sharing highlights of their trips (storytelling)
FOMO tip: Track engagement rates, booking conversions, and social shares to measure how well your FOMO-driven strategy is working.
