Tourist traps can be more seductive than tourist destinations. They’re just not as much fun. More than a fifth of UK holidaymakers have fallen into tourist traps while holidaying abroad, with victims losing an average of £200. So at the height of this year’s UK holiday season, indie agency DUDE London and Airalo launched their Tourist Trap, featuring a giant croissant, to teach tourists how to side-step a rip-off.

The idea came from a study conducted by the eSIM platform, which found that a further 27% have knowingly been ripped off or overcharged while on holiday. The most common rip-offs reported include overpriced taxi rides, hidden fees when using card machines and being charged more than locals would. As a result, 49% are now more cautious when spending money or booking activities abroad compared to five years ago. The study also found having reliable internet access makes 69% feel safer when travelling abroad. And 21% said they are typically ‘always’ connected to the internet or mobile data when on holiday; 46% because without internet access they wouldn’t be able to contact friends or family, 40% because they’d be unable to navigate unfamiliar areas and 29% to access tickets and bookings.

The partners’ Tourist Trap, a large-scale installation in busy tourist spot, Potter’s Field in London, features an oversized and overpriced croissant measuring warning sightseers of the tourist traps they can easily fall into while on holiday. The 4 metre x 4 metre installation features a wooden box representing the tourist trap, poised to snap shut over an oversized golden croissant – an instantly recognisable symbol of overpriced tourist hotspots. A handwritten price tag reads “€15”, highlighting the inflated prices travellers often encounter in popular tourist destinations. Across the roof of the trap, bold orange typography reads, “Avoid tourist traps with unlimited data abroad,” alongside Airalo branding and the line, “Download your Airalo eSIM before you travel.” 

To help holidaymakers dodge additional costs this summer, the brand is offering new users 20% off sitewide data plans with code, ‘CROISSANT’, ensuring travellers stay connected and protected. 

Matteo Papa, growth director (Europe & CIS), Airalo, stated, “Falling victim to a tourist trap can put a dampener on, and in some cases a financial strain on, a dream holiday. While some traps can seem harmless at first, the costs can quickly add up and leave travellers feeling frustrated or out of pocket. Doing a little research before you travel, checking reviews, and staying connected while you’re on the go can help holidaymakers make more informed decisions and avoid common pitfalls. Being aware of the most common rip-offs tactics in your destination can go a long way towards helping you enjoy a smoother, more stress-free trip.”

Alex Prew, creative at DUDE London, added, “Every traveller has a story about falling into a tourist trap that could’ve been avoided if they had internet. I was personally promised the ‘world’s most authentic paella’, only to be served a microwaved meal still frozen in the middle. We hope our giant trap means no tourist ever has to suffer the plight of an overpriced croissant again.”

For your next trip. Here are the most “popular” tourist traps:

1.   Food, drinks, and merchandise sold at inflated prices because of a location’s captive audience

2.   Overpriced taxi rides or taxi drivers taking deliberately longer routes to increase the fare

3.   Hidden charges while eating out (e.g. paying for ‘complimentary bread’ left on the table)

4.   Expensive local souvenirs which turn out to be cheaply mass-produced

5.   Being charged more than a local would be in a restaurant

6.   Card machines or ATMs secretly applying large hidden conversion fees

7.   ‘Free’ gifts or bracelets which later require payment

8.   Tour guide rip-offs (i.e. paying a premium for a low-quality tour)

9.   Tourist photo scams (e.g. being charged unexpectedly for photos)

10.   Paying for unsolicited ‘help’ with luggage at airports or train stations

Credits
Client: Airalo
Experiential Marketing Principal: Patxi Gil Crénier
Marketing Lead (UK & Ireland): Chantelle Crewes
Chief Growth Officer: Matteo Papa

Creative Agency: DUDE London
CEO & Partner: Francesca Spitali
Chief Creative Officer: Curro Piqueras Parra
Executive Creative Director: Tomás Gianelli O’Ryan
Creatives: Alex Prew & Josh Markey
Designer: Ross Warrington
Client Director: Hamish Day
Account Director: Adriana Sabia & Jeanine Vette
Head of Production: Francesca Granata
Producer: George Louca
Set Build: Cloud & Horse