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Good day to our fellow tourism aficionados! Those of you who have followed us over time know that at TourismTiger our aim is to help guide tourism and activity operators to make the best choices for their tourism website. Among dozens of crucial elements that contribute to having a successful, visually attractive and sales-driven website is content, or copy. Over these past years, we have read our fair share of bad content. What does bad content look like, you ask? Let’s put it this way: ​​bad content is like a dull pencil—lacking sharpness, unable to make a point, and ultimately destined to be forgotten in the bottom of a drawer.

This is why we think it doesn’t hurt to go back to the basics, and take a look at what optimized content looks like. We’ll cover key points on how to improve your tour descriptions for your website, and why this is necessary to keep your audience engaged and booking tours with YOUR company instead of others’, so let’s jump straight into it!


Why Should I Pay Attention to Tour Descriptions?

Crafting descriptions that are informative yet engaging is crucial for building trust and enticing visitors to book with you. There are a number of practical strategies and techniques you can use to enhance your tour descriptions, ultimately driving conversions and boosting your credibility in the eyes of your audience.

Your tour description is the ultimate pitch to your potential customer—it’s your chance to stand out and make them eager to choose your tour above all others. In earlier posts on this blog, we’ve discussed the importance of using keywords and crafting rich, SEO-optimized content. Now, let’s delve even deeper.

Writing out a basic description is not enough. Unless you are in the middle of nowhere, you have competition. Even if you are the only person offering your specific tour, they will always have other options. You need to write with detail and follow the principle of ‘more is more’. Less is more may apply to some things, but it most DEFINITELY does not apply to tour descriptions. Detail helps, but it must be structured and clean. Having it all tied up into a beautifully branded package doesn’t hurt either (and we can help with that). includes as much detail as possible. This is one of our more recent examples of how the content gives the reader clear and detailed insight into what this tour company offers, what the tour is all about, and what you can expect to see and do throughout the tour.

The “BETTER” Method

Follow our ‘BETTER’ method to write great tour and activity descriptions, and you will be WAY ahead of the pack.

Basic Breakdown: Start out your summary with a basic breakdown and bullet points of the major attractions you are going to including the price, starting point and other basic details.

Exhibit the Experience: Lay out in great detail the tour while keeping the curiosity factor. Use subheadings and short paragraphs to break up the information, and include photos so people can see what they are getting.

Short and sweet will NOT help you sell. It’s a myth. People are risking their holiday experience with you. Go into a good amount of detail. You need to get the structure right for this to be effective. Huge blocks of text? Definitely not the way to go! Readers will become bored and likely navigate away from the page, or worse your website.

Here’s a little overview of what our trusted structure looks like:

Small Intro -> a short bullet point list of USPS (unique selling points) -> Exhibit the Experience -> Photo Gallery -> Additional Detail (for those who are looking to confirm a specific thing) -> Exhibit Your Expertise -> Testimonials -> FAQs (do you allow children? etc.)

It seems like a lot of info to include, but most people will stop scrolling once they hit the photo gallery. Those who have additional questions will typically keep going until they find the answer they need.

Tick Their Boxes: What do people need to know? Do you cater to individuals with special needs? Children? Are meals included? What do participants need to bring? Are admission fees included? Have you listed literally every single place you go to? Who knows what your potential guest has in mind! Get it all out on your description of the tour!

Testimonials: Inserting user-generated content such as testimonials from well-known review platforms is a great way to make visitors feel confident about your tour company. People trust the experiences of fellow travelers. Include testimonials you have received for that specific tour. Make sure the testimonials reference specific highlights of your tour rather than the generic ‘we loved it!’ type of testimonials that one sees around. Include photos (or videos) where possible.

Expertise: In your description, demonstrate your specific expertise that makes the tour magic — how your local knowledge gives YOU insider secrets and history that they could never tap into anywhere else.

Reservation: At the bottom of your description, have a call to action – a gigantic button, a contact form, a calendar of availability – to guide people to book. Whatever it is, the end of your description should flow into the exact action you want your website visitor to take.

Incorporating our ‘BETTER’ method into your tour and activity descriptions can catapult you ahead of the competition. Remember, it’s crucial to structure your content thoughtfully, emphasizing key attractions and details without overwhelming your readers. By offering a comprehensive breakdown, showcasing the experience with captivating descriptions and visuals, and addressing common inquiries, you establish credibility and trust.

Content & AI

AI (ChatGPT, Gemini etc.) has taken front and center stage over the last couple of years, and it has proven to be helpful in automating certain tasks. But, in the world of creative writing, it has led to a certain monotony in content across the internet, and readers are now able to distinguish between content written by a human, and content produced by the infamous bots (infamous in this context, we do know how AI is otherwise a powerful tool and can help enhance productivity among other things). You can gain more insight about how AI can help (and hinder) your creative writing needs for your tourism website, but to leave you with a brief takeaway, it is crucial to ensure the AI-generated content aligns with your brand voice and message. We recommend always reviewing and adjusting the content created by the chatbots. For example, use AI for inspiration, and modify it with your own unique writing style.

Are you ready to take your tourism business to new heights? Our expert team specializes in crafting bespoke, sales-driven websites that not only look stunning but also deliver compelling content that resonates with your audience. Whether you’re a boutique activity operator or a multi-day tours business, we’re here to help you reach your needs and goals. We’ll ensure your website is a powerful tool for attracting and converting customers. Get in touch with us today to discover how we can elevate your online presence!

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