Winning the Digital Tourist: Social Media Strategies That Work for Tourism Businesses

Winning the Digital Tourist: Social Media Strategies That Work for Tourism Businesses

In today’s travel landscape, tourists are no longer just browsing brochures—they’re scrolling Instagram, watching Reels, and following travel influencers before booking their next adventure. For tourism businesses, mastering social media isn’t just optional—it’s essential. Whether you're a small operator in Tasmania or a national tourism brand, building a powerful online presence can significantly increase visibility, trust, and ultimately, bookings.

Here’s how to win over the modern digital tourist with a smart, sustainable social media strategy.

1. Understand Your Ideal Traveler

Before posting anything, define your target audience. Are you speaking to eco-conscious backpackers, luxury travelers, adventure seekers, or families? Understanding their behaviors, platforms of choice (Instagram vs. Facebook vs. TikTok), and the type of content they engage with is key to creating posts that resonate.

2. Embrace Visual Storytelling

Tourism is visual by nature. Showcase your destination through high-quality photos, behind-the-scenes videos, drone footage, and user-generated content. Platforms like Instagram and Pinterest thrive on wanderlust, so tap into that by sharing immersive, emotional content that tells a story and invites interaction.

Pro tip: Feature happy customers, scenic spots, and authentic moments—these perform far better than generic stock imagery.

3. Be Consistent, Not Just Present

Posting randomly doesn’t build momentum. Create a content calendar to post regularly and keep your brand active. Use a mix of content types:- Educational (e.g., travel tips)- Inspirational (e.g., sunrise photos, local quotes)- Promotional (e.g., limited-time offers)- Interactive (e.g., polls, quizzes, “this or that” travel games)

Platforms reward consistency—and so do your followers.

4. Leverage Hashtags and Geotags

Hashtags help new audiences discover your content, while geotags can place your business in trending travel destinations. Use a mix of:- Industry tags: #TravelAustralia #EcoTourism- Location-based: #TasmaniaTravels #VisitCradleMountain- Niche tags: #SlowTravel #DigitalNomadLife

Geotag every post and encourage guests to tag your business when sharing their own content.

5. Engage, Don’t Just Broadcast

Social media isn’t a one-way street. Reply to comments, react to stories where your business is tagged, and jump into relevant travel conversations. The algorithm—and your customers—love businesses that engage.

Tip: Use tools like Facebook Messenger and Instagram DMs to offer real-time support or booking info.

6. Collaborate with Local Influencers

Partner with local micro-influencers or travel bloggers who align with your values and audience. Sponsored stays or co-created content can expose your business to a highly relevant audience. Focus on partnerships that feel authentic and produce evergreen content you can reuse.

7. Use Paid Ads Strategically

Organic reach is valuable, but targeted ads can help amplify key campaigns—like seasonal offers or new experiences. Use Meta Ads Manager or boosted posts to target your ideal tourist by location, interests, and behaviors.

Make sure your ad creatives align with your organic content for a seamless brand experience.

Tourism marketing isn’t about shouting the loudest—it’s about telling the right story to the right people, in the right way. A well-crafted social media strategy can turn passive browsers into loyal customers.

If you’re ready to streamline your content, attract the right travelers, and grow your tourism brand online, visit [Social Bothy](https://www.socialbothy.com.au/) to see how we help tourism operators shine on social media.

Stay authentic. Stay local. And most of all—stay social.