How to Write Website Copy That Sells Your Tourism Experience
When it comes to your tourism business, your website isn’t just an online brochure. It’s your best salesperson. The right tourism website copywriting can mean the difference between someone clicking away or booking their next adventure with you. But writing website text for small businesses in tourism can be tricky. How do you balance information, personality, and persuasion while keeping it guest-focused?
1. Speak to your guest, not about yourself
One of the most common mistakes tourism operators make is turning their website into a biography. Your visitors don’t want a long-winded story about when you founded your business. They want to know what’s in it for them.
Instead of saying: “We started our business in 2005 and have been operating tours ever since.”
Try: “Discover the best of [destination] with expert-led tours that take you off the beaten track.”
Tip: Use “you” more than “we” in your copy. This instantly makes your content feel more guest-focused and relatable.
2. Use storytelling to spark excitement
Tourism is an emotional purchase. People are buying memories and experiences, not just services. Your website copy should paint a vivid picture of what they’ll feel, see, and do.
Instead of just listing inclusions, describe the experience: “Feel the ocean breeze as you cruise past dramatic coastal cliffs, then sip a locally-made wine as the sun dips below the horizon.”
This type of tourism website copywriting taps into emotions and helps potential guests visualise themselves there, making it far more powerful than generic descriptions.
3. Keep it clear and scannable
Most visitors skim your content rather than reading every word. Break your website text for small businesses into short paragraphs, use headings, and highlight key details with bullet points.
Who is the experience for? (Families, couples, solo travellers?)
What’s included?
When does it run?
How do they book?
Clarity removes friction and makes it easy for guests to take action.
4. Add strong calls to action (CTAs)
A guest may love your offer but still hesitate if it’s not obvious what to do next. Every page should guide visitors toward their next step:
“Book your spot today and start your adventure!”
“Check availability for your travel dates.”
“Contact us to plan your perfect getaway.”
Strategically placing CTAs throughout your site is crucial when learning how to write website content that converts.
5. Optimise for search without sounding robotic
Yes, SEO matters but keyword stuffing will only make your copy feel forced. Naturally weave in keywords like where it fits, while focusing on readability and flow.
Google favours user-friendly content. If it’s clear, relevant, and engaging for real humans, it’s far more likely to rank well.
6. Keep refining your copy
Your first draft doesn’t have to be perfect. Monitor what’s working. Are certain pages converting better? Are guests asking questions your copy could answer upfront? Regularly updating your site ensures your content stays fresh and aligned with what your audience wants.
Learning how to write website content that sells your tourism experience isn’t about being overly salesy. It’s about connecting with your guests. Write as if you’re speaking directly to them, focus on their needs, and make it irresistible to book.
When done well, your tourism website copywriting becomes more than just text. It becomes a powerful driver of bookings and growth for your business.