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

Using images of tourists enjoying their tour in scenic locations is the ideal choice for a tourism company's Discovery campaign aimed at generating leads. This type of imagery effectively captures the essence of travel experiences, creating an emotional connection with potential customers. It showcases the joy, excitement, and fulfillment that travelers seek, making it more likely to resonate with the target audience.

When individuals browse through visual content for travel inspiration, they are often drawn to imagery that depicts happy people engaged in activities they aspire to experience themselves. Such images can evoke a desire for adventure and exploration, enhancing the likelihood of engagement and interest in the tourism services being offered.

While images of empty landscapes, local cuisine, and transportation options may have their place in certain marketing strategies, they may not be as compelling for lead generation in a Discovery context. Empty landscapes could convey a sense of solitude rather than community and experience, local cuisine might be too niche for broad appeal, and transportation options could detract from the emotional aspect of travel enjoyment. The key is to utilize visuals that stimulate the viewer's imagination and foster a sense of place and experience, which is why images of tourists happily engaged in their travels stand out as the most effective choice.