This study examines the impact of perceived busyness on the effectiveness of destination advertising based on construal level theory. Results from four experiments using two different tourism destination settings (i.e., water sports park and spa resort) indicate that low- (vs. high-) construal tourism destination advertisement is more effective for tourists with higher (vs. lower) busyness perception. This relationship is mediated by the need for time efficiency and benefit focus (serial mediation) and is strengthened when the achievement motivates (i.e., hope of success and fear of failure) of the tourist are high. Our study enriches tourism research by revealing that the effectiveness of destination advertising depends on a matching effect between advertising messages and tourists’ perceived busyness. It also has practical ramifications for destination marketing organizations in that it can enhance their understanding of tourists’ decision-making process with perceived busyness as an internal factor and thus help promote their destinations.