When it comes to inspiring tourism travel decisions, user-generated content can be more powerful than any advertisement. It builds trust, showcases authentic experiences, and keeps your business visible all year round. For tourism operators, learning how to harness and encourage this content is essential for staying relevant and competitive.
Here’s why user-generated content matters and how you can make it work for your tourism business.
Travellers trust real experiences
People trust people. When someone shares a photo of their weekend escape, raves about your service in a review, or posts a video from their bushwalk, it tells potential visitors that your experience is worth it.
These moments carry more weight than curated ads. They’re reliable, honest and personal. Whether it’s a couple toasting marshmallows by the fire or a family capturing a moment at your lookout point, these snapshots bring your offering to life. They show the feeling, not just the facts.
It keeps your content pipeline full
Creating a steady stream of new content can be a challenge, especially during off-peak times. That’s where user-generated content becomes invaluable. Your visitors are constantly capturing and sharing content that reflects your experience in real time.
This not only boosts visibility but also helps your brand stay top of mind with minimal effort. Sharing your guests’ content across your channels creates a rolling library of authentic storytelling. One great photo or post can continue to generate interest long after the visit is over.
UGC highlights what guests truly value
User-generated content gives you insight into what stands out most to your visitors. Maybe it’s your morning breakfast boxes, your garden seating area, or the wine tasting paddles that show up again and again in their posts. These recurring moments offer valuable clues.
They help you understand what guests love and what features to lean into your marketing. You might find that your guests are telling a better story than your own campaign, and that story is exactly what future travellers want to hear.
Encourage sharing with sample prompts
You don’t need a big campaign to get more user-generated content. Small touches go a long way. A printed card in each room with your Instagram handle and hashtag, a sign near a popular photo spot, or a thank-you email inviting guests to share their experience can all prompt action.
Make the sharing process easy and natural. Let guests know how you love seeing their photos, and when you repost their content, tag them and say thanks. This not only shows appreciation but encourages others to join in.
Create moments worth capturing
Some experiences naturally inspire sharing. Think of the views, the plating, the atmosphere, the mood. You can help by designing or enhancing spaces that invite people to stop and take a photo. It could be a bright mural, a lookout with a seat, a warm fire pit, or a perfectly styled room.
Creating those simple, photo-worthy moments encourages guests to pause, take it in, and share it with others. It adds value to their stay and visibility to your brand.
Build community and belonging
Tourism is personal. When guests share their experiences, they are not just showing what they did, they are becoming part of your story. Featuring user content on your platforms builds a sense of community and connection. It also shows your audience that your business listens and values their voice.
Using branded hashtags like #WinterInTheHills or #StayAndSipBarossa can help link experiences together and give your brand a recognisable presence online. When people see others using the hashtag, they’re more likely to join in.
Keep your brand active year-round
User-generated content is especially helpful during slower seasons. A guest posting about their winter escape, foggy forest walk, or hearty seasonal meal can highlight your offerings at a time when traffic is quieter.
This seasonal content adds depth to your year-round marketing. It shows that your destination is worth visiting in every season, not just during peak times. It also supports campaigns focused on winter, wellness, off-grid escapes or local discovery.
Reach your ideal audiences
User-generated content often reflects the kind of traveller you want to attract. Photos from digital nomads, couples, families or solo explorers can help shape future messaging and appeal to similar audiences.
A guest who posts about working from your cosy cabin may inspire other remote workers to consider a midweek booking. A foodie sharing their tasting platter could speak directly to others planning a gourmet weekend. These shared experiences show others how your destination can fit their lifestyle and interests.
Final thoughts
User-generated content is more than a bonus; it’s one of the most effective ways to build trust, reach new travellers and stay connected with your audience. By creating spaces and experiences worth sharing, encouraging participation, and celebrating your guests’ voices, you turn into advocates.
At Purple Giraffe, we believe that every tourism business has a story to tell. Let your guests help tell yours. Want to build a stronger user content strategy? Get in touch with our team, we’d love to help you turn everyday moments into lasting impressions.
