Website Photography Tips for Tourism Businesses
Simple ways to showcase your experience, and turn browsers into bookers
If there’s one thing that can make or break your website at first glance, it’s your photography. In the tourism industry, your product is the experience — and the only way to show that online is through compelling, high-quality images.
Whether you run a boutique stay, food experience, cellar door, or guided tour, your website photos need to do some serious heavy lifting. They should build trust, evoke a feeling, and help potential visitors picture themselves in your space.
The good news? You don’t need to be a pro photographer (or hire one right away) to dramatically improve your website visuals. These website photography tips for tourism businesses are easy to implement and will help your brand make the right first impression — instantly.
1. Prioritise Natural Light Wherever You Can
Good lighting makes the biggest difference in how your space or experience feels online.
Tip: Take photos in natural daylight — ideally in the morning or late afternoon when the light is soft and warm. Avoid using harsh overhead lighting or flash unless absolutely necessary.
Example: For accommodation or food photos, open the blinds, switch off artificial lights, and shoot with sunlight streaming in.
Why it matters: Well-lit images feel more inviting, authentic, and professional — and people are more likely to stay longer on your site (which is great for SEO).
2. Use Real People in Real Moments
Stock photography feels generic. Your audience wants to see you, your space, and the kind of experience they’ll have.
Tip: Capture real guests (with permission), your team in action, or natural candid moments. People connect with people — especially in the tourism space.
Example: A couple enjoying a glass of wine on your deck, a family walking a local trail, or a guest interacting with your product or space.
Why it matters: Showing people in your images helps potential customers imagine themselves there — which can directly influence their decision to book.
3. Shoot Both Landscape and Portrait Orientations
This one’s for your website and your marketing materials.
Tip: Always capture a mix of horizontal (landscape) and vertical (portrait) shots.
Landscape works well for website banners and galleries
Portrait is ideal for social media, mobile layouts, and press coverage
Bonus Tip: On Squarespace, your banner images should be landscape and high-resolution to avoid stretching or blurriness.
Why it matters: Having both options gives you flexibility across all digital touchpoints, making your brand feel consistent and polished.
4. Keep It Clean and Uncluttered
The space around your subject is just as important as the subject itself.
Tip: Before snapping your shots, tidy the space, remove distractions (like bins, cords, unnecessary signage), and focus on one key element in each photo.
Example: Don’t photograph a full dining room with clutter — focus on a styled table set for two with a clean background.
Why it matters: Clean, minimal compositions make your offering look more professional — and help your photos stand out in a crowded visual space.
5. Optimise Your Images for Your Website
Once you have beautiful photos, make sure they’re working with your site, not against it.
Tip:
Resize your images so they load quickly (aim for 1500–2500 pixels wide)
Compress large files without losing quality using tools like TinyPNG
Rename each file with descriptive names like otways-eco-retreat-cabin.jpg
Add alt text to every image for SEO and accessibility
Why it matters: Optimised images mean faster load times (great for user experience and SEO), better search visibility, and a more professional site overall.
6. Plan a Seasonal or Quarterly Photo Refresh
Tourism is seasonal — and your photos should reflect that.
Tip: Plan to update your images every few months to reflect the current season, special offers, or changes to your space.
Example: Showcase autumn leaves, winter firepits, spring gardens, or summer beach walks — whatever reflects your unique experience.
Why it matters: Fresh imagery keeps your website relevant and engaging, and also signals to Google that your site is active (another sneaky SEO win!).
When it comes to selling a tourism experience online, your words matter — but your photos speak first. The right imagery can build trust, spark emotion, and help turn browsers into bookings.
You don’t need a studio or a big budget — just thoughtful planning, good light, and a focus on what makes your offering special.
Want help reviewing the visuals on your current website? My Website Health Check includes a personalised review of your site — including image use, layout, and user experience. It’s quick, affordable, and packed with insight.