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Start Planning Your Tourism Marketing for Next Year

As with all seasonal businesses, it is important in the tourism industry to get ready for the next season far in advance, so that you can start filling up bookings earlier, providing cash flow stability, and letting you focus on providing a memorable experience for your guests.

Looking back at your previous year, and also at your competition, can provide some insight as to where your guests are coming from, and where you are missing guests that your competitors are getting. Quite often blog or social media posts from tourism businesses will have images of guests enjoying themselves that mention where the guest is from. For example, a fishing guide may show a picture of a guest holding a salmon, and make reference to the guest coming from Oregon.

Using your own records, combined with the posts your competitors publish, you can gather a strong base of information to use when targeting guests of your own for the next season.

Some important features for a tourism website are:

  • Visually appealing
  • User friendly
  • Search Engine Optimization
  • Fresh and original content
  • Calls to action
  • Online booking

Great care should be taken during any project like this to utilize all the features together in a complimentary manner, as any one feature of a website does not make it successful on its own.

Visually Appealing

  • Unique branding and logo design to stand apart from competition
  • Limit of 2-3 main colours, complimentary to your branding
  • Darker text on a lighter background
  • Simple, focused and clutter free
  • High quality images and videos

User Friendly Layout

  • Optimized for mobile devices
  • No more than 3 levels of navigation
  • Larger text sizes to increase readability
  • Limit large blocks of text by using headings, sub-headings and bullet points
  • Fast page load times

Search Engine Optimization

  • Keyword research
  • Competitor analysis
  • Create and submit sitemaps
  • Use Google and Bing webmaster tools
  • Use of keywords in page title, url, article title, article text, metadata

Fresh and Original Content

  • Regular blog posts
  • Photos and videos of happy guests
  • Try writing about points other competing blogs don't cover
  • Tell a story
  • Social sharing

Online Booking

Allow viewers to view availability
 Incorporate an online reservation system
 Use images and videos to show off what the guest is reserving to increase conversions
 Be very clear up front about cancellation fees and any other cost

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