How bespoke map illustration helps tourism marketing
Visitors start exploring before they arrive
For many travellers, the experience of a place begins long before they get there. They're already imagining what it will be like, deciding what they want to see and building a picture of the destination in their minds.
A bespoke illustrated map can become part of that anticipation. It can give people a glimpse of the character and atmosphere of a place, helping them imagine their visit while also showing them what there is to discover.
And because the map is doing some practical work at the same time, it can build confidence as well as excitement. Visitors can begin to understand where things are, how different places relate to one another and what they might want to explore, so that when they arrive, the place already feels a little more familiar.
An illustrated map tells the story of a place
Of course a destination is more than a collection of streets, buildings and landmarks. Each has its own character, history and atmosphere, and illustration can give those qualities expression in the map.
Local architecture, landmarks, landscape, lettering, colour and small observational details can all communicate something about what makes a place distinct. These layers can tell visitors what kind of place they're looking at before they've even arrived.
This gives an illustrated map a storytelling role as well as a practical one. It can introduce the identity of a destination visually, helping people form a stronger sense of place and making the experience of discovering it feel more personal and memorable.
Helping visitors discover more
An illustrated map can do more than show visitors where the main attractions are. By drawing attention to places, features and connections they might otherwise overlook, it can encourage people to explore beyond the obvious.
It can help visitors see how different attractions and areas fit together, perhaps prompting them to wander a little further or investigate something they might not have otherwise considered.
For tourism organisations, this can mean helping visitors make more of their time in a destination, rather than simply using the map to get from one place to another.
Supporting tourism across different formats
Another great thing about illustrated maps is that they don’t just have to live in one place. The same artwork can become part of a website, visitor guide, brochure or welcome pack, depending on how and where visitors are going to encounter it.
It can also be used as part of interpretation, signage or a wider tourism campaign, helping create a consistent visual connection between different parts of the visitor experience.
Thinking about these different uses from the outset can help ensure the map works well wherever visitors find it.
Why bespoke illustration strengthens destination branding
A bespoke illustrated map can also become part of the visual identity of a destination, instead of just carrying information about it. The colours, lettering styles, imagery and style can reflect an existing brand, while the map itself brings those elements together in a way that feels unique to the place.
Because the artwork is created for that specific destination, it can give visitors a visual experience they won't get from a generic map. It can help create a more distinctive impression and make the place easier to recognise and remember.
Used across different visitor materials, the same illustrated map can also help create consistency. The map becomes another piece of branded communication, connecting the practical information visitors need with the identity and character of the destination.
Examples of tourism map illustration
Treasures of Tenerife Created for a travel feature in Metro in partnership with British Airways and Tenerife Tourism, this illustrated map combined destination highlights with reader-generated travel tips to inspire year-round visits to Tenerife.
The artwork brought together Tenerife's varied attractions in a way that made the island feel varied and worth exploring. A hand-lettered title and an inset map of Santa Cruz added character while helping the double-page spread work as both an engaging travel feature and a useful guide.
Visitor Map for South Dakota Tourism Created for the official South Dakota tourism guide, this map was designed to help visitors navigate key destinations across the state while keeping the visual treatment clean and approachable.
The pared-back style placed the emphasis on illustrated icons, with accurate routes and tourist information locations providing the practical backbone. The finished map was used in both print and digital formats to support self-guided road trips and encourage exploration.
Themed Trail Maps for Georgia Tourism For Georgia's state travel guide, I created two illustrated maps showing themed routes through the state: the Chieftains Trail, focused on historic sites, and a wildlife trail through wetlands and forests.
Hand-drawn icons, collage layers and an organic, textured treatment reflected the landscapes and gave each trail its own identity while keeping the maps part of the same series. The maps were designed to encourage visitors to explore beyond the usual hotspots and discover smaller destinations along the routes.
Is an illustrated map right for your destination?
If you're looking for a way to help people understand your destination while also giving them a feel for its character, an illustrated map could be a valuable part of your visitor experience.
Think about what you want visitors to notice, discover and remember, and whether a map could help you communicate those things before they arrive and while they're exploring.
If the answer is yes, it may be worth exploring what a bespoke illustrated map could do for your destination.