Wise: Modern Tourism and Avoiding Traps


Wise aimed to address the growing trend of mass tourism’s negative impact and the general public’s lack of interest in local landmarks. The challenge was to encourage people to rediscover the joy of sightseeing, both locally and globally, without falling into typical tourist traps.


To meet this challenge, Wise orchestrated a campaign leveraging the expertise of Tom Holland and Dominic Sandbrook, historians and hosts of ‘The Rest Is History’ podcast. The campaign’s multifaceted approach included:

  • Data Analysis: Wise gathered data revealing significant gaps in local landmark visits across various regions, showcasing the overlooked beauty in one’s vicinity.
  • Podcast Collaboration: Holland and Sandbrook discussed common irritations with modern tourism and offered insightful advice on smart sightseeing.
  • Media Outreach: The campaign reached out to multiple media platforms, spreading the word about the importance of enjoying tourism sustainably and wisely.


The campaign achieved considerable success in terms of reach and engagement:

  • Extensive Media Coverage: Wise’s campaign secured 345 media opportunities, ensuring widespread dissemination of the message.
  • Impressive Reach: With a total reach exceeding 278 million, the campaign resonated with a vast audience.
  • Diverse Media Engagement: Coverage spanned from BBC Scotland to Times Radio, ensuring the message reached a varied audience demographic.

Data Insights and Story Highlights:

  • Under-visited Local Landmarks: The campaign highlighted that over 60% of residents in areas like East Midlands and South West had not explored prominent local landmarks.
  • Global Tourism Desires: Contrasting the local neglect, there was a strong global interest in sites like the Pyramids of Giza and the Great Wall of China.
  • Issues with Mass Tourism: The campaign brought to light the downsides of mass tourism, such as overcrowding and the loss of the authentic sightseeing experience.
  • Advice from Experts: Holland and Sandbrook provided unique perspectives on sightseeing, focusing on lesser-known sites and using a Wise card for cost-effective travel.