From quiet reflection to raucous celebration, the arrival of Easter in Europe sees a mosaic of rich tradition unfold across the continent. Without a doubt, each and every celebration — from the sombre Nazarene processions of Andalucia to the traditional Norwegian Påske — has a heritage and a history all its own. But no matter how you mark Easter, one thing’s for sure: this is a moment of coming together, for celebrating the traditions that bind us from the past to the present, season after season and year after year.
Yet for those within the travel industry, this diversity is a gift; as we’ll explore, Europe’s many Easter traditions combine to create a collective opportunity for destination marketing organisations (DMOs), enabling them to connect with travellers at a deeper — even an emotional — level. With nostalgia figuring prominently among this year’s top travel trends, it’s time to delve into how destinations can embrace their Easter traditions to create experiences that stir the memories, minds, and hearts of a new wave of travellers.
Tapping into the nostalgia trend through the many Easter traditions of Europe
If you read our recent Tourism Trends eBook, then you’ll know that nostalgia-cations are one of the travel industry’s key trends for 2025. This is a concept that is seeing travellers — and their families — capture the rosy glow of the past by revisiting some of their most-loved childhood destinations. With thought and care, DMOs can leverage this trend to attract day visits and overnight stays by creating content that resonates with families looking to relive their past and create new memories. This task is made even easier at this time of year because — with its rich traditions and family-centric activities (not to mention the better weather!) — Easter is the perfect moment for destinations to tap into this market.
Whether it’s taking in the moving pageantry of Holy Week in Spain’s Andalucia region or skiing the sunny slopes of Norway, we note that, among our European clients, Easter traditions are being thoughtfully showcased to pull in and attract visitors across a variety of destinations. Yet, among our UK clients in particular, there’s a clear emphasis on highlighting long-standing and much-loved traditions, with egg rolling, Easter hunts and trails, and local lore serving as the perfect vehicle for creating a sense of nostalgia for adult travellers all while introducing new and authentic experiences to younger visitors.
Practical digital marketing strategies for turning a trend into tangible reality
Conjuring up the rosy glow of nostalgia is one thing, but with the right digital marketing tactics DMOs can turn this trend into tangible reality. To that end, consider the following strategies to help your destination capitalise on the nostalgia-cation theme this Easter:
- Then and Now Content: Use your own assets — think photos, videos, and stories — to showcase your destination over the years. The goal? To highlight how the place you represent has changed while still retaining its unique sense of character. At Easter, this could mean looking into your archives for vintage footage of bonnet parades, pageants, and egg hunts.
- Social Campaigns and Competitions: Perfect for this time of year, consider running social campaigns or competitions that encourage visitors to share their memories of past Easter celebrations in your destination. This user-generated content can create a sense of community and engagement, making your destination even more appealing at Easter.
- ‘Rediscover Your Childhood’ Itinerary: If you really want to tickle the nostalgia bone, consider creating a ‘Rediscover Your Childhood’-type itinerary. With this tactic, you can evoke warm and fuzzy memories of your destination among older visitors all while making new ones for younger travellers. To that end, if your destination has a classic Easter activity — be it an egg hunt, trail, parade, or event — this is the time to highlight it.
As thought leaders in destination marketing, DMOs have the opportunity to set trends and inspire travellers. By tapping into the nostalgia-cation trend during Easter, DMOs can position themselves as innovative and forward-thinking, all while simultaneously honouring the cultural heritage of the places they represent. It’s a win-win approach, a move that not only attracts visitors but a tactic that can help to foster a deeper, long-term connection between travellers and their chosen destination.
However you observe it — however you celebrate it — Easter is so much more than just another holiday. It’s a rich tapestry of tradition and culture, a time for coming together and creating memories, and a chance for destinations to stir the hearts and minds of travellers with each and every visit.
