TL:DR Social media drives bookings, not just likes. Stand out by engaging, running smart campaigns, and making it easy for travelers to choose you.
If your attraction isn’t active on social media, you’re missing out on more than just likes, you’re missing out on direct bookings.
Whether you run a zipline course, a historic walking tour, or a treehouse getaway, social media is where today’s travelers discover new experiences and decide where to spend their time (and money). And when those posts link directly to online booking software, you make it effortless for guests to go from scrolling to reserving.
But posting pretty pictures isn’t enough. The brands that stand out are the ones that connect, engage, and show up like real people.
This guide breaks down exactly how to do that from running seasonal campaigns and giveaways to responding to comments and resharing your guests’ best moments.
Let’s dive into the best way to handle social media marketing for tourism.
Crafting Compelling Facebook and Instagram Stories
Since the introduction of Facebook and Instagram Stories, attractions have had the chance to share more spontaneous, behind-the-scenes content—the kind that doesn’t always fit the polished vibe of the main feed. With Stories, you can give followers a real-time look at what’s happening daily, which helps build a deeper connection, especially when you highlight the human faces behind your brand.
It’s a great way to show moments like staff prep, guest interactions, or even those unexpected plot twists that make each day unique. Use built-in features like polls, quizzes, and countdowns to make your Stories even more interactive, allowing followers to engage with you rather than just watching from the sidelines.
It’s also easier to repost your followers’ content to your Stories than to your feed—just take a page from Fat Tire Tours’ playbook. The company regularly shares Reels and photos created by guests on its Instagram Stories, giving those guests a spotlight while showing appreciation for the tag. It’s a small gesture, but it reinforces that the brand is paying attention—and that guest experiences matter.
Utilizing User-Generated Content (UGC)
The example above—Fat Tire Tours sharing guest-made Reels on their Stories—perfectly uses user-generated content. UGC like this builds trust, adds social proof, and keeps your content calendar full of authentic posts. The best part? No production crew needed.
Another great example comes from Hawaii’s tourism board. They launched the hashtag #LetHawaiiHappen, encouraging travelers to share their most memorable island moments. The response was massive—travelers flooded Instagram with sunsets, surf shots, and poke bowls, all tagged and ready to be reshared by the tourism board. By regularly posting that content on their channels, Hawaii turned everyday visitors into brand ambassadors and made the islands feel more welcoming.
Planning Contests and Giveaways
Nothing excites guests more than the chance to win something, especially when it’s free. Giveaways tap into the fear of missing out (also known as FOMO), encouraging them to act here and now. When executed well, a giveaway can quickly go viral and attract many new followers.
Here are a few tips to reach the most people possible:
- Hashtags: Create a unique hashtag for your contest to track entries and increase visibility.
- Story Sharing: Encourage participants to share your post or their entry in their Stories.
- Tagging Friends: Ask them to tag friends in the comments for additional entries.
The Sanctuary Treehouse Resort The Sanctuary Treehouse Resort nailed the formula with an Instagram giveaway offering a free two-night stay. To enter, followers had to like the post, follow the account, and tag friends for extra chances to win. Simple? Yes. Effective? Absolutely.
Promoting Special Offers and Events
With the right social strategy, you can turn timely moments into major engagement drivers. Take Staunton, Virginia, for example. The tourism board positioned the town as a summer getaway by building a “Staunton Bucket List”, a curated list of warm-weather activities like chasing ghosts and exploring caves, all inspired by UGC. The campaign drove 21,000 clicks, 850,000 impressions, and over 500 referrals to local partners.
We can also look at Natural Habitat Adventures in Alaska for inspiration. They posted a Reel of a mama bear and her cub playing in a field to announce the start of bear season. It was simple, timely, and completely captivating, showcasing the season’s magic while plugging their Grizzly Ship Expedition in the caption. A great reminder that sometimes, the best promos are rooted in what’s happening right now.
The takeaway? Make your offers feel tied to the moment. Highlight seasonal activities, use visuals that match the vibe, and don’t forget a clear CTA—whether it’s “book now,” “save your spot,” or “enter to win.”
Using Hashtags to Increase Reach
Hashtags are one of the easiest ways to expand your reach on social media. When used right, they can help new guests discover your attraction, especially those already searching for something like what you offer. You want to use a mix of branded, community, and seasonal hashtags:
- Branded hashtags (like #LetHawaiiHappen) help build identity and encourage guests to share their experience
- Community hashtags tap into local pride or niche travel communities, like #VisitStaunton or #AlaskaBearSeason
- Seasonal hashtags tie your offer to the moment, #WinterEscape or #SpringBreakReady
One strong example: The Gold Coast’s #LoveGC campaign. After a cyclone hit the region, the tourism board rallied locals and visitors to post their favorite moments using the hashtag #LoveGC. The result? A wave of positive, user-generated content that restored excitement about visiting and gave people a reason to share their love for the region.
Building a Community Through Social Media
Many brands turn to social media not just to promote their offerings, but also to connect with their audience. Take Ryanair, for example. The budget airline has built a massive following on TikTok by leaning into humor and embracing the frustrations of low-cost flying. From making fun of tight seats to roasting customer complaints, Ryanair creates content that feels like it’s coming from your travel buddy, not a corporate account. It’s playful, self-aware, and rooted in the traveler’s perspective, turning viewers into fans and fans into a community.
GoPro has built a similarly tight-knit community—only theirs is powered by user content. With over 20 million Instagram followers, the brand shares customer-shot footage and tags them in the post. GoPro isn’t just talking to photographers; they’re handing them the spotlight and letting their content speak for the brand.
Whether through a branded hashtag, user-generated content, or a well-defined voice, the key to building community is creating space for your audience to feel seen and like they belong.
Responding to Comments and Messages That Build Brand Affinity
Replying to a comment might seem small, but it can go a long way in making someone feel seen. When brands respond like real people, it builds trust. A quick thank-you, a playful emoji, or a helpful answer can turn a one-time visitor into a repeat customer.
Devour Tours, an award-winning food tour operator, does just that. The response in the example above shows the brand is listening and wants to be part of the conversation. It feels personal—not automated—and reminds followers that there’s a real team behind the account.
This kind of engagement also boosts visibility. Instagram and TikTok reward active conversations, so responding to comments isn’t just good hospitality—it’s a smart strategy.
Want to go a step further? Reshare a guest’s Story with a personal note or drop into the DMs with a voice reply. These little touches make your brand feel human, and that’s exactly what customers are looking for today.
Encouraging and Managing Online Reviews
Online reviews can be the deciding factor between someone booking or bouncing. They’re a form of digital word-of-mouth, and they carry real weight. Encourage happy guests to leave reviews while the experience is still fresh. A quick follow-up email, a QR code at checkout, or a friendly ask from a staff member can go a long way. People are more likely to share feedback when you make it easy for them.
Of course, not every review will be five stars. When a negative one pops up, resist the urge to stay silent or respond defensively. A calm, thoughtful response shows future guests that you care and are willing to fix what went wrong. The goal doesn’t have to be a perfect rating, although you can certainly strive for that, too. But the fundamental importance here is to show that you’re responsive and committed to creating a great experience. Because when people see that, they trust you more.
Using Social Media Analytics Tools to Understand Your Audience
If you’re not checking your analytics, you’re basically flying blind. Social media platforms offer a goldmine of insights, like who’s engaging with your posts, when they’re more likely to be online, and what content they’re clicking on.
Start with the basics: Instagram and Facebook Insights, TikTok Analytics, or even Google Analytics if you’re linking back to your website. Look at what posts perform best, when your audience is most active, and which call-to-actions actually get clicks.
This data can help you create posts that better resonate with your followers. Your behind-the-scenes content may get more shares than polished photos. Or maybe your audience is most active on Tuesday mornings. The more you know, the better you can tailor your content to what your audience actually wants.
Integrating Social Media with Other Marketing Channels (Like Email)
Overall, social media works best when it’s not doing all the heavy lifting on its own. Integrating your socials with your other marketing channels, like email, your website, and even on-site signage can bring a bigger positive return.
For example, you might share your best-performing Reels in your newsletter, or add social proof (like guest reviews or UGC) to your website’s booking page. You can even tease email-exclusive deals on Instagram to encourage more people to sign up for your newsletter. It’s all about creating touchpoints that reinforce each other. When someone sees your offer in an email, then again on Instagram, and then on your site—it sticks.
Keeping Up with Industry Social Media Trends and Best Practices
Social media is always evolving. Unfortunately, this means that what worked last year (or even last month) might not work the same way this week. We’re talking about changing algorithms, fresh trends, and new platforms. It’s a lot to keep up with, so we recommend setting aside time each month to scan what’s trending on platforms like Instagram and TikTok.
Follow other attractions, creators, and industry leaders. Every now and then, look to see what they’re posting about. Are they using new content formats or emerging features (like broadcast channels or collaborative posts)? More importantly, pay attention to what your audience is responding to. Trends are only worth chasing if they align with your voice and your guests’ interests.
***
At the end of the day, social media is about building relationships. Stay consistent, stay human, and don’t be afraid to experiment. Your next loyal guest might be one post—or one comment—away.
