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You can forget most PPC as the big boys are bidding crazy amounts per click so that really leaves you with just creating good content which people will link to and spread the word about.
Blogging, twittering and doing anything unique which would drive people to the site. Just remember you are competing against long established sites and a lot of professional tourism sites have invested tens of thousands and even hundreds of thousands in usability, SEO and PPC.
Obviously it depends on your area within the travel niche as to what you are trying to do.
My personal experience is 8 months of building an independent travel forum, and its still bloody hard work. It was designed for travellers to or from Aus so as to give me a bit of a focus otherwise it could be quite aimless targeting travel in general
[edited by: engine at 7:29 am (utc) on July 24, 2009]
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