Tourism content marketing is about more than just showcasing destinations – it’s about providing valuable information, building trust, and inspiring action. Whether you’re a hotel, tour operator, winery, or regional tourism organisation, having a well-thought-out content strategy is essential to stand out in a competitive industry.
The five key strategies outlined below will help you create engaging, effective, and results-driven tourism content.
But, before we get into that, let’s discuss the main motivator behind creating content.
Content marketing is trust gen, not lead gen.
Content marketing isn’t just about generating immediate leads – it’s about building relationships and earning trust at scale. While every business wants to convert customers quickly, the reality is that only 3% of your B2B (business to business) audience is ready to call or commit to a purchase at any given time.
The other 97%? They don’t know you yet. They’re in the ‘research phase’, still comparing options, or may not even realise they need your product or service just yet. If your content only targets the ready-to-buy audience (your “loyals”), you’re missing the opportunity to nurture and educate the majority of your market.
So, what happens when that 97% is finally ready to make a purchase?
Well, they already know, like and trust your brand, they think of you first, and they recognise your expertise and credibility, and, most importantly, they commit, with a genuine sense of ease that your brand earned itself.
Consistent, value-driven content – whether through blogs, social media, videos, or email marketing – helps you stay front of mind, build brand authority, and create meaningful connections.
Content = Trust. And trust is what turns your audience into loyal customers when the time is right.
With that said, let’s get onto strategies for tourism content.
Use storytelling to create connection
Travel decisions are often driven by emotion, and storytelling is a powerful way to make your brand more relatable. Instead of simply describing what you offer, focus on real experiences, customer stories, and unique perspectives. Whether it’s a feature on a visitor’s journey, an insider’s guide to the region, or a ‘must do’ experience from your team, authentic content fosters stronger connections with your audience.
Prioritise high-quality visual content
Strong imagery and video content play a critical role in influencing travel decisions. Invest in professional photography, engaging video content, and user-generated visuals to provide an immersive experience. Short-form videos is a top performer in the digital space right now, with Instagram Reels and TikTok clips being highly effective in reaching and engaging potential visitors.
Optimise for search and local discovery
SEO plays a significant role in tourism marketing. Ensure your website and content are optimised with the right keywords, clear meta descriptions, and mobile-friendly design. Claim and maintain your presence on Google Business Profile, TripAdvisor, Yelp, and your local directories to make it easy for potential visitors to discover your business.
Think like a traveller visiting a new town for the first time. First, how can they find you? Then next, why should they trust you with their hard-earned money? What would you do? Most people check their smartphones, searching phrases like ‘best places in Fremantle’ for ‘dates/adventure/value/cocktails’ or ‘best places in Adelaide’ for ‘wine tasting/dining/sightseeing/hiking’. Start with your best asset and strive to let people find it easily with SEO.
Practice community management for engagement
Social media is a key tool for tourism businesses, but success requires more than just posting content. Build your community by genuinely checking in – respond to comments, run interactive polls, and encourage user-generated content. Tagging locations, using relevant hashtags, and partnering with content creators to visit your venue or review your product can also increase visibility and brand awareness.
Follow up, feedback, and thank you.
Marketing doesn’t stop once a visitor has booked or visited. Email marketing, retargeting ads, and ongoing content updates help maintain relationships and encourage repeat business.
Consider sharing exclusive promotions for returning guests as a sign of appreciation, seasonal travel guides to keep things fresh, or behind-the-scenes updates to keep your audience engaged year-round.
Need a tourism marketing strategy that works?
See how we can help you elevate your content marketing with a strategic, results-driven approach. Whether you’re looking to refine your brand messaging, create engaging social media content, or develop a full-scale marketing strategy, our team at Purple Giraffe is here to help.
Let’s work together to increase your visibility, attract more visitors, and drive meaningful engagement.
