Social Ads for
Tourism & Local Government

With vertical video ads,we find the winners and back themand run all of it for you.

Strong in video creative
Full support after the click
A full range of marketing solutions

We focus on video showing the experience of time spent in the destination and on measurement that can answer 'how many came' within the fiscal year, so that tourism ad spend turns into visits.

See what we do Consultations and quotes are freeTalk to TripClear

Results

Trip planning starts on social media now

311properties

Authorities can't tell whether any of it is working

Number of local authorities citing difficulty verifying whether their posts are effective as a challenge in running social media

Digital Smart City Foundation, Survey of Local Authorities on Tourism, 2024 (n=720)

327properties

And there aren't enough people to run it

Number of local authorities citing a shortage of people as a challenge in running social media. Instagram is the most used platform, with 605 responses

Digital Smart City Foundation, Survey of Local Authorities on Tourism, 2024 (n=720)

49.1%

Half of twentysomethings look for destinations and travel tips here

Instagram, named by people in their twenties as a source of travel information. Overall it is 26.4%, and travel booking sites 28.4%

Rakuten Insight, Survey on Travel, March 2025 (n=1,000)

17.8%

Women under 30 weight social media above all

Share of women in their teens and twenties naming social posts by individuals or travel media as the single most important source when choosing where to go. Overall it is 5.6%

Jalan Research Center, Domestic Overnight Travel Needs Survey, spring 2025 (people intending to travel, n=3,151)

43.3%

Four in ten inbound visitors check social before departure

Share naming social media as a useful source before departure. Video sites come in at 39.6%

Japan Tourism Agency, Consumption Trend Survey for Foreigners Visiting Japan, 2025 annual report

Ad video
Landmark Co., Ltd.
Kitaibaraki, Ibaraki

Glamping
Izura Hot Spring
Shimoda, Shizuoka

Hotels & ryokan
Shimoda View Hotel
Shibuya, Tokyo

Hair salon
A hair salon in Shibuya
Japan National Stadium, Tokyo

Food truck
Iwasaki Honpo (braised-pork burgers)
Sweets maker
Tokyo Tenryu
Asakusa, Tokyo

Craft workshop
RAGTIME COIN FACTORY
Kawaramachi, Kyoto

Café
Sugary, an acai bowl shop
Football club
Reilac Shiga FC
Auto repair
Doggies outfit customs (Dufflyer LLC)
Kitaibaraki, Ibaraki

Glamping
Izura Hot Spring

4 benefits of social ads for tourism and local government

01

Reach people choosing where to go

People who watched your tourism video can be reached again before the season changes.
02

Shift delivery with peak and off-peak

Spending the budget down before the fiscal year ends only drives up costs and leaves no learning behind.
03

Compare seasons and experiences

With a single seasonal video, you have nothing to fall back on if it misses. Split the angles and put money behind the ones that work.
04

Report results before the visit

Place tags on your tourism site and sign-up forms, and you can explain a project's results in sign-ups.

Four reasons tourism bodies and local governments choose TripClear for social ads

10M+views/month

Strong in video creative

The experience, the season, getting around, the quiet hours. With POV and no on-camera talent, one location shoot yields many videos.
AI-powered

Creative testing at scale with AI

Spread visitors out in peak season and bring them in off-season, with AI comparing many messaging ideas at once.
Past the click

End-to-end support

At fiscal year end we hand over admin access and analysis, detailed enough to write into next year's spec.
Joined-up channels

A full range of marketing solutions

Posts that took off on tourism association or municipal accounts can run again as ads. Services to combine with

Consultations and quotes are freeTalk through the process

Process

From measurement set-up and delivery to the year-end handover: how it runs

Delivery design through reporting and next year's plan, supported end to end

1Inquiry and quote

We ask about your product, conversion point and current ads, agree what counts as one result, then send a quote.
2Delivery design and measurement set-up

Eight tenths of whether advertising works comes down to the design before delivery.
3Vertical creative production

Building a comparable set comes before building one perfect film.
4Small tests and picking the winners

Not instinct. The early data tells us what works.
5Reallocating budget across peaks and troughs

Budget moves to what is working, and the split changes with the season.
6Monthly reporting and the year-end handover

Records are kept detailed enough to write straight into next year's specification.

Plan APerformance-based

Pure performance-based

Pay only for the results you get. No setup fee, no fixed monthly charge.

In a month with no results, you pay us nothing

Setup fee: ¥0
Fixed monthly fee: ¥0
Performance fee: Set per resultCharged only in months with results
Ad spend: At costPaid separately to the platform

A good fit when

The conversion — purchase, sign-up, booking, brochure request — completes online
Each result is valuable enough to justify a performance fee
You can expect at least ten results a month, the volume the algorithm needs to learn

What counts as a result is agreed in writing before the contract starts. If the conditions above don't apply, we will recommend the management fee model instead.

Plan BFee-based

Management fee

The conventional model: a management fee proportional to ad spend. Suited to campaigns that aren't pinned to a single conversion point.

Works for awareness campaigns and concentrated seasonal pushes

Management fee: Single- to double-digit % of ad spendVaries with campaign scale
Production and management: Monthly, quoted individuallyDepending on volume of creative, whether a landing page is built, and team structure
Ad spend: At costPaid separately to the platform

A good fit when

You want reach, awareness or growth in branded search — goals that don't count neatly
You have a new or seasonal product and want a concentrated push over a fixed period
Your conversion point or expected volume doesn't meet the performance-based conditions

The management fee and production charge apply in any month a campaign runs, regardless of results.

If you're unsure, just tell us whether you have a conversion point. We'll tell you which model fits at the first meeting.

Under either model, the ad spend paid to the platform is charged separately at cost.
Exact figures are given in the formal proposal, once we understand your product, goals and campaign scale.
You can revisit the pricing model at any point after the campaign starts.
Landing page production is quoted separately, based on the page structure and length. It is available under either pricing model.

We'll lay out the approach and cost for your business when we talk

Consultations and quotes are freeRequest a quote

Our contract is single-year and the budget ends with the financial year. Is there any point advertising?

There is. Within the year you end up with the measurement infrastructure and a verdict on what worked, and at year end we hand over admin access, the material and the analysis. Next year picks up from there.

How is the fee decided?

There are two structures, fully performance-based and management-fee based. In tourism and local government, where programmes rarely reduce to a single conversion point, we almost always propose the management fee. The structures are set out on the social ads pricing page.

If we can't measure the effect, we can't explain it internally or to the council.

We implement measurement before delivery and agree in advance what counts as working. Reporting leads with sessions by referrer and bookings, and states plainly what falls outside what can be measured.

Can advertising be made without the mayor or our officers appearing?

It can. POV (first-person) footage with nobody on camera doesn't depend on anyone's likeness or statements, and a single scene can be swapped out the same day. Only where a concept does involve people appearing does the pre-publication review go into the contract. For how we film, see POV video for tourism and local government.

We have landscape promotional video made by a production company. Can it be used in ads?

It can. Running it unchanged, though, we honestly wouldn't recommend. The first three seconds, the subtitles and the length need rebuilding for how vertical gets watched. We confirm the scope of secondary use before starting.

Won't advertising make overcrowding worse?

Where that is a concern, we change the objective of the delivery itself. Nothing runs in the crowded periods and areas; delivery narrows to quiet seasons, surrounding areas and the early and late hours.

Can we hire you for SNS ad management, including Instagram ads and TikTok ads?

Our SNS ad management is built around Instagram ads and TikTok ads, and covers Meta ads in general, including Facebook. We handle the whole package, from creatives for each message angle to campaign setup, small-budget tests, optimization and reporting.

Which company runs this service?

TripClear Inc., based in Shinsen-cho, Shibuya, Tokyo. Our core is social media management and vertical short-form video production, and we support tourism associations and local authorities. For the company profile, see Company.

Do you have case studies or a track record with local governments and tourism associations?

Our case studies with local governments and tourism associations are introduced on the social media management page. Our track record across industries is collected in Works.

Which ad platforms can you run?

Mainly Instagram and Facebook ads (Meta ads) and TikTok ads. We turn the videos that performed well on your social accounts into ads, run small budgets to find what works, and then scale the spend. Media costs paid to the platforms are billed separately at cost.

View the full service lineup

Get in touch

Social ads for
tourism and local government.
Get in touch,
we're always happy to talk

Free consultations and quotes available

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Social Ads forTourism & Local Government

Results

Trip planning starts on social media now

4 benefits of social ads for tourism and local government

Reach people choosing where to go

Shift delivery with peak and off-peak

Compare seasons and experiences

Report results before the visit

Four reasons tourism bodies and local governments choose TripClear for social ads

Strong in video creative

Creative testing at scale with AI

End-to-end support

A full range of marketing solutions

Creative that moves people

From measurement set-up and delivery to the year-end handover: how it runs

1Inquiry and quote

2Delivery design and measurement set-up

3Vertical creative production

4Small tests and picking the winners

5Reallocating budget across peaks and troughs

6Monthly reporting and the year-end handover

The delivery mix for tourism and local government, and what we watch on each

Performance-based or management fee — choose whichever suits your product and your goal

Pure performance-based

Management fee

Questions we are often asked by tourism associations and local authorities

Other support for tourism associations and local authorities, and social ads in other industries

Other services for tourism associations and local authorities

Social ads in other industries

Every social marketing service can be takenon its own or in combination

Social Media Management

POV Studio

Influencer PR

Social Ads Management

Inbound Tourism Marketing

Performance-based Recruitment Marketing

Japan Market Entry Marketing

Social ads fortourism and local government.Get in touch,we're always happy to talk

Social Ads for
Tourism & Local Government

Every social marketing service can be taken
on its own or in combination

Social ads for
tourism and local government.
Get in touch,
we're always happy to talk