From morning commutes to downtown third spaces, OOH advertising is inspiring travelers and driving destination decisions by meeting them where they move.
OOH is continuing to prove how it’s a powerful influence on how people dream, plan, and book their journeys. Urban commuters, students, and families spend hours each week in public spaces where OOH naturally integrates into their daily life. Whether it’s professionals balancing work and leisure or Gen Z travelers who want a quick getaway, these messages are a visual reminder that their next adventure is closer than they think.
OOH doesn’t just speak to one type of traveler. Instead, it resonates across audiences ranging from busy 9-to-5 commuters, families, and Gen Z and millennial urbanites. OOH touchpoints reach residents of all ages and economic backgrounds, who are all united by one thing: spending most of their time outside the home.
The data backs that reach. According to research conducted by The Harris-Poll, after seeing an OOH travel ad, 56% of adults added a destination to their travel bucket list, including 70% Gen Z and those in large cities of 1M+ population, and 62% Millennials. These are the exact environments where JCDecaux’s street furniture and placements thrive, turning public spaces into places of inspiration.
Younger travelers are especially driving this resurgence in tourism. McKinsey reports that Millennials and Gen Z now take nearly five trips per year on average, more than any other generation. Their travel-style is spontaneous and driven by the possibility of new experiences and discoveries, which is exactly the mindset that OOH engages.
OOH connects with audiences across the booking window, from the first thought of a potential trip to the final click to book flights. A 2025 TravelBoom study found that 65% of U.S. travelers plan vacations one to three months in advance. Expedia further reports that more travelers are booking closer to their travel dates, a trend that has been consistent since the second quarter of 2025.
OOH effectively captures both audiences. A unique bus shelter display can inspire someone researching next season’s vacation, while a well-placed billboard can inspire a last-minute weekend getaway from a metropolitan city to a nearby local destination. This level of flexibility gives travel brands and related marketers the ability to reach both early planners and spontaneous travelers at the same time.
OOH’s impact extends beyond just dissemination of information and the resulting increase in awareness. 67% of consumers who notice travel ads take additional mobile action afterwards, including 82% of those living in large cities of 1M+ population. Among all ad viewers, actions included searching for more information (37%), following the brand/destination on social media (26%), or using an app to redeem a travel offer (17%), highlighting how real-world exposure leads to higher online engagement.
Whether promoting a winter escape to Montreal, a sunny getaway to Florida, or local tourism in the same or nearby states, effective OOH tourism campaigns do more than just advertise: they transport. They connect the viewer’s current environment to the emotion of the destination. For JCDecaux, this means not only showcasing these destinations but doing so in the very locations where future travelers are already imagining their next trip.
Travelers are constantly looking ahead, and brands have an unmatched opportunity to connect with audiences on the move. For marketers, JCDecaux’s network offers the reach, and relevance to move people, literally and figuratively, toward their next great adventure.
Explore how other top travel and tourism advertisers are using OOH ads to stand out and drive engagement.
