Facebook Marketing: Still a Powerhouse in 2025!

In digital marketing, we often focus on the latest trends - whether it’s TikTok, Instagram Reels, or AI-driven marketing. But while newer platforms grab attention, Facebook remains one of the most powerful tools for marketers in 2025, and it's no exception for tourism.

In fact, Hubspot has identified Facebook in their list of "Top Digital Marketing Trends in 2025" and highlighted from their survey of over 1700 marketers, that 40% of them indicated that the Facebook platform is among their top 3 drivers of ROI. 

If you’ve been neglecting Facebook in favour of newer trending platforms, it’s time to rethink your strategy.

Here’s why.

1. A Massive & Engaged User Base

Despite predictions that Facebook would decline, the platform still boasts nearly 3 billion monthly active users worldwide. In New Zealand and Australia, it remains one of the most-used social networks across all demographics with high engagement levels. While younger audiences may split their time between TikTok and Instagram, Facebook remains the go-to platform for Millennials, Gen X, and Baby Boomers - many of whom have significant spending power. If these generations are part of your audience as a tourism business, then Facebook is a must to include in your social organic and paid strategies.

2. Advanced Targeting & Advertising Capabilities

Facebook’s advertising platform is still one of the most sophisticated available. With its ability to target audiences based on interests, behaviours, demographics, and even life events, no other platform offers the same level of precision. In 2025, new AI-driven tools have made ad optimisation even more effective, ensuring that businesses can reach the right people at the right time.

Why this matters:

• Laser-focused targeting for tourism operators, reaching travellers actively planning their next trip.
• Lookalike audiences help find new potential customers similar to your best-performing ones.
• Retargeting capabilities ensure you stay top-of-mind with past website visitors.

3. A Hub for Community & Engagement

Facebook Groups continue to thrive, with millions of users engaging in niche communities. For businesses, this means an opportunity to foster brand loyalty, encourage discussions, and provide value without relying solely on paid advertising. Smart brands are using Groups to share tips about their destination and products, or even create exclusive spaces for their customers - whether it’s a travel inspiration community, a support hub, or a place for VIP offers. 

Example: Be active on local travel groups like NZ Travel Tips or Australia Travel Tips & Deals, provide advice and helpful tips for your destination as well as your own products (when appropriate).

4. Facebook Has Multiple Channels

Facebook is no longer just a social media platform - it’s an ecosystem. From Messenger and Facebook Marketplace to Reels and Stories, marketers have multiple ways to reach their audience. It integrates seamlessly with Instagram, WhatsApp, and even AI chatbots, making it a key player in any multichannel marketing approach.

5. Strong SEO & Local Search Benefits

Many people now search for businesses directly on Facebook rather than Google. A well-optimised Facebook Business Page acts as a secondary website, driving traffic, reviews, and enquiries. If you’re in tourism, this is crucial - potential travellers often check Facebook reviews, updates, groups, and photos before making a booking decision.

6. Video & Short-Form Content Are Thriving

While TikTok and Instagram Reels are big players in short-form video, Facebook has adapted. Facebook Reels and in-feed video content continue to see strong engagement, and with Facebook’s superior ad targeting, video marketing is more powerful than ever. It's not uncommon for some brands to see much higher engagement on a Facebook post compared to the exact same post on Instagram.

Tip: Short, engaging travel videos showcasing your destination, experiences, and customer testimonials work incredibly well here.

Don’t Ignore Facebook in 2025!

While it might not be the newest, flashiest platform, Facebook remains a marketing giant in 2025 as a tried and true performer. Its massive user base, advanced advertising tools, community-driven engagement, and multichannel capabilities make it a must-have in any tourism business’s digital strategy.

Rather than abandoning Facebook for the latest trend, use it alongside newer platforms for a well-rounded marketing approach. The brands that succeed in 2025 will be the ones that leverage Facebook’s strengths while adapting to the evolving digital opportunities of newer social media platforms.

Do you need assistance to up your Facebook game? Let's chat!