Best Practices: Social Media for Tour Operators

Best Practices: Social Media for Tour Operators 

There’s no doubt that social media has become an indispensable tool for businesses, and but social media for tour operators? The travel industry is no exception! With the increasing importance of visual content and the shift in how travelers research and plan their trips, using social media effectively can help your tour business grow. Whether you’re a seasoned tour operator veteran or just starting a new business, social media is a great way to promote your tours and make an impression in the industry.  

Consider this: over half of all travelers say they use social media to find and make travel plans, with 81% of those younger than 35 claiming to do so. This gives tour operators a special opportunity to increase their visibility and connect with more customers. Wondering how to start or if whether you’re taking the right approach to social media? Consider these best practices when it comes to social media for tour operators.

Visualization is Key for Travelers

Travel is inherently visual, and nothing captures the essence of a destination like stunning photography and engaging videos. As a tour operator, you have the unique opportunity to showcase the incredible experiences you offer through high-quality visual content. 

Tips for Effective Visualization: 

  • Photography: Invest in a good camera or hire a professional photographer to capture the beauty of your destinations and the joy of your customers. Use these images across all your social media platforms. 
  • Videos: Create short, captivating videos that highlight the key attractions and unique experiences of your tours. Consider using drone footage for breathtaking aerial views. 
  • Instagram Stories & Reels: Utilize Instagram’s features to share behind-the-scenes looks, customer testimonials, and quick tips or trivia about your destinations. These formats are perfect for engaging with your audience in a more casual and interactive way.

Shape Your Business Narrative

Social media for tour operators offers a platform to tell your story and connect with your audience on a personal level. By sharing content that reflects your passions and mission, you can create a strong, authentic brand narrative that resonates with potential customers. 

How to Shape Your Narrative: 

  • Mission & Values: Regularly post about your mission and values, what drives your business, and why you are passionate about travel. This helps build a connection with like-minded travelers. 
  • Behind the Scenes: Share glimpses of what goes on behind the scenes in your business. Introduce your team, show how you prepare for tours, and highlight any unique aspects of your operations. 
  • Customer Stories: Highlight stories from your customers. Share their experiences and testimonials to provide social proof and build trust with potential clients. 

Leveraging Social Media as a Search Engine

Younger travelers increasingly use social media platforms like Instagram and TikTok as search engines to discover new destinations and experiences. By using the right hashtags and descriptions, you can improve your visibility and attract this audience. Bonus tip: Remember Pinterest? It is actually an incredible search tool that’s largely underrated for travel professionals and tour operators!  

Tips for Social Media Optimization: 

  • Hashtags: Research and use relevant hashtags that your target audience is likely to search for. Include location-specific tags, travel-related tags, and popular trending tags in the travel community. 
  • Descriptions: Write compelling descriptions that include keywords related to your tours and destinations. Make sure your captions are informative and engaging to encourage interaction. 
  • SEO for Social Media: Treat your social media profiles like mini-websites. Optimize your bio, use keywords, and include links to your website to drive traffic.

Building Loyalty and Relationships

Staying in touch with past customers through social media for tour operators helps build loyalty and fosters long-term relationships. Engaging with your audience regularly keeps your brand top-of-mind and encourages repeat bookings. 

Strategies for Engagement: 

  • Post Past Trips: Share photos and stories from past tours to remind customers of their wonderful experiences and inspire new ones to join. 
  • Interactive Posts: Engage your audience with interactive content like polls, quizzes, and Q&A sessions. Ask for their opinions and feedback to show you value their input. 
  • User-Generated Content: Encourage customers to share their photos and stories from your tours. Repost this content to your page to build a sense of community and authenticity. 

Consistency is Key

Growing a strong social media presence takes time and consistency. Regularly posting high-quality content and engaging with your audience will yield significant returns on investment over time. 

Tips for Consistency: 

  • Content Calendar: Plan your content in advance using a content calendar. This helps ensure you post regularly and maintain a consistent presence. 
  • Scheduling Tools: Utilize social media scheduling tools like Hootsuite or Buffer to manage your posts and maintain a steady flow of content. 
  • Monitor & Adjust: Track your social media performance and adjust your strategy as needed. Pay attention to what types of content resonate most with your audience and replicate that success. 

Tour Operator Social Media Examples & Inspiration 

Still not sure where to start? Take a look at some of these tour operators doing an amazing job on social media.  

Backroads: This adventure travel tour operator has built up an engaged following on Instagram using stunning imagery from its trips.  

VBT Bicycling Vacations: This Vermont-based bike tour operator shares helpful, informative content that showcases their expertise on LinkedIn. 

Azzurro Dream Travel: This small tour operator uses authentic photography from small group trips to Italy to highlight a personalized experience.  

Arrangements Abroad: This tour operator uses Facebook to show how their trips promote cultural enrichment through travel.  

Luxury Experiences Turks & Caicos: This Caribbean tour operator displays their beautiful branding and experience through photography and videography.  

The Italian on Tour: This Italy tour operator uses Pinterest to highlight unique and helpful content for their local-focused, authentic food and wine small group tours.  


Case Study: Transforming Operations & Boosting Growth with Caradonna Adventures 


Incorporating social media into your marketing strategy is no longer optional for tour operators—it’s essential. By focusing on visual content, shaping your business narrative, leveraging social media as a search engine, building relationships with past customers, and maintaining consistency, you can effectively grow your brand and attract more travelers, old and new. Start implementing these strategies today and watch your tour business thrive!