How OOH and tourism industry work together

Over the past six decades, tourism has experienced continued expansion and diversification to become one of the largest and fastest-growing economic sectors in the world. According to the World Economic Forum Data report, 6 out of 10 of the top visited countries are European. This makes Europe one of the most competitive tourist economies in the world.

• International visitors in Spain spent 77 billion Euro, 8.3% more than in 2015. *1
• Over £22 billion was made in tourist earnings in the last 12 months in the UK *2
• More than 61 million overnight stays were made in France in the first quarter of 2017, an increase of 1.1% over the same period last year. *3

OOH advertising plays an important role in a commuter’s holiday inspiration. According to Exterion Media UK’s award-winning consumer panel,, a quarter of Londoners said advertising on public transport prompts them to start thinking about a holiday, more so than advertising seen on TV and in magazines.

According to, in 2016, 56% of UK urbanites’ spending priorities were taking a short break away, while 55% were taking a long break abroad. The highest spending priorities on their list were:

According to, short breaks are still popular with urbanites – particularly among the younger 16-34 audience:

From buses and billboards to metros, rail, and retail space, Exterion Media can offer impactful platforms in such popular tourist destinations as Dublin, Amsterdam, London, Paris and Madrid. Providing great visibility for any brand looking to engage with tourists on-the-go and urbanites looking for inspiration for their next holiday destination.

*1: Spanish National Institute of Statistics (INE)
*2:  Office for National Statistics (ONS)
*3: French National Institute of Statistics and Economic Studies (INSEE).

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