Content Writing for the Tourism Industry
The tourism industry relies heavily on compelling, high-quality content to attract visitors and promote destinations. As travel has increasingly moved online, content writing has become a vital part of tourism marketing. Whether crafting website copy, blog posts, social media updates or brochure text, content writers play a key role in showcasing why people should visit a particular place.
In this article, we will explore the different types of content needed for tourism, how to conduct effective research, techniques for engaging writing, best practices, and tips for breaking into this specialized field of content writing.
Types of Tourism Content
There are several main categories of written content produced for the tourism industry:
Website Content – Webpages detailing attractions, activities, accommodations, dining, tours and more. This includes destination descriptions, city guides, event listings and service pages. Key points, compelling imagery and calls to action are important.
Blog Posts – Regularly published pieces featuring interesting facts, itineraries, travel tips, reviews and stories. Visuals like photos help bring destinations to life for virtual visitors. User comments foster engagement.
Email Newsletters – Periodic roundups of new listings and recommendations sent to subscribers. Personalized tone and easy scanning are priorities. Links encourage further exploration.
Print Brochures – Physical promotional materials like maps and guides distributed at visitor centers and welcome centers. Concise yet compelling overviews with pictures stand out on shelves.
Social Media Updates – Shares of new blog posts and visual content on Facebook, Twitter, Instagram and other major platforms. Hashtags promote discoverability. Interactions build credibility.
Videos – Professionally produced videos showcasing destinations through YouTube, organizers’ websites and other video hosting sites. Storytelling style engages potential visitors.
Effective Research is Key
To craft compelling content about any location, thorough research is essential. Tourism writers must become subject matter experts on their destinations by studying a wide variety of official and unofficial sources:
Tourism bureau websites – Find community profiles, statistics, event calendars and approved narratives.
Guidebooks and travel articles – Get informed perspectives on attractions, activities and recommended experiences.
Destination marketing organization reports – Learn about area demographics, visitation numbers and trends over time.
Tourism business websites – Discover participating hotels, restaurants, tours and other service providers.
Destination reviews – Get a sense of travelers’ opinions on sites like TripAdvisor.
Newspaper and magazine archives – Find local angles and stories not available elsewhere.
Google Maps and Street View – Virtually explore neighborhoods, parks and public spaces.
Cultural center websites – Understand artistic, historical and cultural institutions.
Climate data – Address weather conditions travelers may encounter.
With thorough fact-checking across many credible sources, writers gain the knowledge needed to accurately represent a destination and pique target visitors’ interests through content.
Engaging Storytelling Techniques
Once research is complete, the real craft of content writing begins. Rather than simply reciting facts, skilled tourism writers employ narrative techniques to actively engage potential visitors from start to finish:
Use of active voice verbs like “Explore historic churches” instead of “Are explored.”
Personalization through first-person perspectives like “I discovered the charm.”
Dialogue and quotes from residents bring destinations alive.
Humor, when done tastefully, makes content more appealing.
Lists, bullet points and sidebars break up dense blocks of text.
Rhetorical questions pique curiosity about “what else is there to do?”
Strong lead paragraphs hook readers immediately.
Well-placed anecdotes and vivid descriptions enhance visualizations.
Callouts highlight must-see spots and experiences to bookend visits.
By crafting lively narratives, content writers turn informative articles into true stories that compel virtual explorers to become real-life visitors. Memorable writing leaves lasting impressions long after readers move on.
Content Writing Best Practices
In addition to engaging storytelling, skilled tourism content follows important structural and technical best practices:
Establish a unique voice for the destination while maintaining an enthusiastic yet professional tone.
Include relevant keywords and phrases to maximize search engine discoverability.
Use subheadings, bulleted lists and other on-page optimization techniques.
Incorporate high-resolution, rights-cleared photos to illustrate the experiences described.
Provide accurate contact details, addresses, hours and links for all mentioned businesses.
Carefully proofread all content for spelling, grammar, punctuation and factual errors.
Request official photography assets, maps or logos from local organizations as needed.
Respect all branding, style and content guidelines set forth by hiring organizations.
Keep content fresh and updated regularly to maximize engagement over time.
Following such standards helps tourism writers deliver professional, complete content that performs as intended for clients and intended audiences. Ongoing measurement and improvement ensure long-term success.
Breaking into Tourism Content Writing
For those looking to craft content specifically around travel destinations, destinations, here are some tips for breaking into this lucrative field:
Develop clips by contributing unpaid articles and blog posts early on to build a portfolio.
Highlight relevant education like degrees in writing, communications or marketing on your resume.
Pursue the Certified Destination Management Executive certification from Destinations International.
Join professional groups like the Society of American Travel Writers to network.
Follow relevant tourism brands and destinations on social media to stay updated.
Offer to assist local CVBs, tourism boards or PR agencies on spec work initially.
Maintain your own travel blog to demonstrate passion and knowledge of the industry.
Consider internships or entry-level roles at industry publications to gain experience.
Familiarize yourself with major software like Content Management Systems in use.
Cold call or email regional/city tourism marketing departments about freelance opportunities.
With proper preparation and persistence, aspiring writers can break into this fulfilling specialty that allows discovering new places worldwide through words. Connecting travelers with memorable locales is highly rewarding.
Content writing plays a pivotal role in promoting destinations and experiences to would-be visitors. By conducting comprehensive research and drafting lively narratives using best practices, skilled tourism content writers share the wonders of new lands with global audiences. Entry requires dedication and portfolio-building though opportunities abound. Overall, this specialized writing field makes invaluable cultural contributions.
Andrew Stroud