Google Ads is broadening its Travel campaign beta. Starting now, the campaign type covers Things to Do and Events, not just hotels and flights. Eligible advertisers can promote attractions, tours, and ticket sales directly through search campaigns.

What This Means for Advertisers

Until recently, Travel campaigns focused on accommodation and transportation. The beta expansion gives event organizers, museums, activity providers, and ticketing platforms a dedicated ad format. Google Ads surfaces relevant listings when users search for specific experiences or upcoming events.

Practical Angle for Cyprus and EU Businesses

For small and medium businesses on the island—think scuba diving schools in Limassol, wine tours in Paphos, or concert venues in Nicosia—this update is worth testing. The campaign type integrates with local inventory and can show up in Google Search and Maps. EU advertisers must ensure their data practices comply with GDPR when using audience targeting. Multilingual setups (English, Russian, Greek) are supported, but you will need to structure your feed accordingly.

Eligibility and Setup

Advertisers in selected markets can opt into the beta through their Google Ads account. You need a Things to Do or Events feed from a supported partner or a direct integration. Google recommends using structured data markup on your site to improve listing accuracy. There is no extra cost beyond standard search campaign pricing, but budgets should reflect the test phase—start small and monitor performance.

Key Details from the Announcement

  • Source: Original report by Brooke Osmundson on Search Engine Journal.
  • Beta scope: Initially limited to select advertisers and regions; Google may expand based on feedback.
  • Campaign type: Separates travel inventory from traditional search campaigns, giving users richer ad formats (images, prices, timings).
  • Pro tip: Update your Google Business Profile with accurate event dates and ticket links—this feeds directly into the campaign.

If you run an attraction or event-based business in the EU, now is the time to request beta access. The format reduces friction for users and can lower cost-per-acquisition compared to standard search ads. No one knows how long the beta will last, but early adopters tend to benefit from lower competition.