Radio advertisements are often used by destination marketers to increase the awareness and perception of a destination. The aim of this quasi-experimental study is to investigate the effectiveness of radio advertisements a) without humor and music b) with humor only c) with music only d) with both humor and music on tourist attitudes and behavioral intention to visit a destination in the UAE. The results suggest that entertaining radio advertisements (with humor and/or music) are more effective than plain advertisements, and within that, advertisements with humor are more effective than those with music, and with humor and music. The findings provides a novel understanding on the contingent use of radio advertisement in promoting a destination.