What type of images should be used in a Discovery campaign aimed at generating leads for a tourism company?

Using images of tourists enjoying their tour in scenic locations in a Discovery campaign aimed at generating leads for a tourism company is effective because it captures the essence of the travel experience that potential customers desire. This type of imagery resonates with the target audience by showcasing joyful and engaging experiences, which can evoke emotions and inspire them to envision themselves in those scenarios.

Such visuals help to create a connection with the audience and paint a picture of the adventures that await them, making it more likely for them to engage with the ad and consider the services offered by the tourism company. Additionally, authentic images that depict real people enjoying their travels can enhance credibility and foster a welcoming vibe, further encouraging prospective travelers to explore more about the offerings.

The other options, while they may have merit in different contexts, do not effectively capture the aspirational and experiential nature required for a successful tourism lead-generation campaign. For example, stock photos may lack the authenticity that captures the target audience's attention. Empty hotel room pictures do not convey the vibrancy and experiences associated with a vacation, while images of local cuisines could be supplementary but might not be as impactful as showing the overall travel experience.