By Alex Lemecha-Sim, Business Director, M&C Saatchi
Travel has always been aspirational, a playground for our wildest dreams. But while wanderlust for many can be satisfied with a stay in a bougie hotel; for some, gratification can only be achieved through discovering the inaccessible, the untouched, even the impossible. Today’s ultra-exclusive traveller doesn’t just want to leave the beaten path, they want to blaze a trail no one else can follow. The world’s most inaccessible places have become the ultimate status symbols.
Tourism brands have long played Cupid to these desires, selling visions of private islands, luxury retreats, and extreme experiences promising unparalleled cachet. But why stop there? Could the golden ticket be marketing the places that not even the most intrepid traveller can visit?
Enter the realm of the unreachable, where the line between marketing and fantasy blurs delightfully. It’s not as ludicrous as it sounds. Exclusivity has always been a powerful marketing tool, especially for destinations. Whether it’s a VIP pass to an Arabian island eco-lodge or a reservation at a “top secret” resort, the allure of unattainability is undeniable. But what if the epitome of wanderlust isn’t just being hard to get to, but impossible to reach?
Consider the tantalising pull of deep space or the ocean’s mysterious depths: locations we may only experience in a sci-fi blockbuster or a distant future. Or the curious case of ‘Inaccessible Island’, drawing adventurous travellers by its very isolation. This volcanic outcrop offers little traditional appeal—harsh weather, rugged landscapes, and limited activities—yet its remoteness and untouched nature attract those seeking extreme bragging rights.
‘Unreachability’ comes in many forms. There’s the literal: places tourists can’t yet visit, like outer space or polar extremes. But there are also destinations blocked by ecological, geopolitical, or financial restrictions.
Certain places, like Svalbard’s fragile frontier environment, or the Galapagos Islands, limit tourism to protect delicate ecosystems. Travellers might dream of visiting but know that responsible tourism requires moderation, meaning fewer people will get the chance.
Cultural restrictions can also render destinations inaccessible. Japan’s Okinoshima Island is a UNESCO gem with an unusual 17th Century twist. This sacred site, housing the Okitsu Shrine, enforces stringent rules that include a male-only, one-day-a-year entry policy. Only 200 lucky gents are permitted access, following a purification ceremony. Once there, they must abide by strict rules—no souvenirs and a vow of silence—a rarity in today’s social media-driven world.
Then there’s technological limitation—places like Mars or the ocean floor, where holiday plans are still a blueprint in Elon’s office. Astro-tourism and deep-sea exploration are still in their infancy; still, these destinations capture our imagination, and marketing could build anticipation for experiences decades away.
And of course, there’s the financial barrier: the ultra-exclusive resorts reserved for the 0.001% like Thanda Island. For most, they might as well be on another planet, but that doesn’t stop people from dreaming. After all, there’s satisfaction in imagining yourself sipping champagne on a private island; even from the comfort of your sofa.
But what if we could harness the potency of unattainability and offer a taste of these untouchable destinations? Innovative marketers are doing just that.
Technology naturally opens up exciting possibilities. During COVID-19 the Faroe Islands’ “Remote Tourism” campaign allowed virtual visitors to control local tour guides like avatars, strolling the lands through the eyes of a native. This brilliantly showcased how technology can create a bridge to unreachable places, a trend that extends to immersive applications like VR and AR granting access to places humans may never visit; like walking on Mars or diving the Mariana Trench.
Saudi Arabia’s “This Land is Calling” campaign has also toyed with this idea ‘IRL’, using the country’s vast untouched regions and dramatic landscapes as a backdrop for cosmic escapism, suggesting that the next best thing to space travel is to explore their otherworldly terrain.
But is this obsession with the unreachable ethical? The line between respectful exploration and voyeurism is blurred. Does paying for ‘enlightenment’ at cloistered sacred sites undermine their meaning, for example, and who really benefits?
One way that marketers can create a compelling narrative for unreachable destinations is by leaning into regenerative tourism. Beyond minimising environmental harm, it actively seeks to leave a place better than it was before, improving ecosystems, communities, and cultures.
Campaigns could incentivise travellers to contribute to conservation in exchange for virtual experiences, turning unattainable places into ethical goals. Regenerative Safaris already prioritise sustainability and education. But why stop there? Imagine enjoying a virtual safari in return for supporting anti-poaching efforts, or behind-the-scenes footage of a protected ecosystem for those who donate to environmental initiatives. It’s like getting a VIP pass to Mother Nature’s greatest hits, without leaving a footprint.
So, should destination marketers push the unattainable dream? Absolutely, but with impact in mind. In a world where everything seems accessible with a swipe, true exclusivity is rarer than ever. These unreachable destinations ignite imagination. With the right stories and tech, they can become symbols of aspiration. The challenge is balancing adventure with responsibility, encouraging sustainable travel while protecting these extraordinary places. After all, some of the most powerful destinations aren’t the ones we visit, but the ones we dream about.
