International tourism is smiling again… perhaps thanks to tourism content writing, who knows? In 2024, global tourism recorded 1.4 billion arrivals, marking a shift back to normal after several lackluster years following the Covid 19 pandemic. Tour operators have regained their composure, but many websites only present their travel destinations succinctly. Or else, it’s a long, flat text, listing the places to visit… that everyone already knows! In short, there’s nothing new for travelers who, even more than before the pandemic, want to live a unique travel experience, not just “do Mexico” or “do Jordan”.
To convert your readers into travelers, you’ll need to turn your tourism content writing into a tribute to the spirit of travel. To discover, to experience, to melt into a culture, to be surprised, enchanted, bewildered… Quite simply, to live an indelible and transformative travel experience, conducive to personal development.
Today’s travelers want to live a unique experience, to escape their everyday lives, to discover a whole new culture and to come back from their trip around the world a grown-up. To give the reader the first taste of this feeling, there’s nothing better than a well-written travel content writing to take the surfer into a world of emotions!
For your web content to have a chance of arousing the emotion your reader is looking for, you need to :
(Too) Often, when you visit a tour operator’s website, you’re being presented with a long list of places to visit. Even without leaving your living room, you can already feel the long queues of tourists trying to get to the destination’s most prominent temple or museum. You can already hear children grumbling and older people complaining about the heat and the waiting time…
In short, these types of SEO travel copy are far from making the reader dream! Under these conditions, they’re more akin to everything that the intrepid traveler in search of adventure and emotion shuns: overtourism! As a result, these tourism content writing give the destination and the tour operator an old-fashioned look. The very opposite of what’s needed to turn a simple reader into a traveler!
If you want your travel copy to convert, you need to be original, and there’s nothing better than sharing experiences!
In short, when you publish your web article, make sure you give your readers the irresistible desire to live all these unique experiences!
Today, the trend is towards sustainable tourism, and all the better for it! Travelers no longer want to simply “buy a destination”, they want to discover it intimately, while remaining as close as possible to its ecological values. This is the challenge facing tour operators: to become a player in responsible tourism, in sustainable destinations, in transformative travel that respects the environment.
This type of tourism has become a major preoccupation for many travelers, especially the younger ones. If you’re planning to attract this type of prospect, you’ll need to show them that you share their concerns…
According to Travel Agent Central, 77% of travelers aged 18 to 29 say that sustainability influences their travel decisions. 58% of them say they would spend more if they could be sure that their money went back fairly to the local communities they visit.
These figures show a real trend among travelers, even if it remains less marked among travelers over 51. To convince your audience that you share their environmental values, it’s important to get the message across to them in your web copy. This not only reassures them of the environmental impact their trip will have on the destination, but also reinforces your positive image as a committed tour operator.
To push the envelope even further and differentiate yourself from your competitors, you can also choose to integrate video into your travel destination pages. Conversion rate guaranteed to soar! By integrating a high-quality multimedia medium into your web content writing to present the destination, you’ll maximize your readers’ engagement rate.
It’s not just a question of compiling photos of must-see places to visit, but rather of showing your brand’s personality. Opt for an elegant, impactful montage highlighting the destination’s strengths, culture and environmental issues. To boost a destination or launch a new one, investing in travel marketing video is an idea worth exploring, and the figures from Statista are compelling:
Travel videos sell, and many travelers will publish them during their stay, so follow the trend!
Ultimately, for a tourism content writing article to convert your readers into travelers, you’re going to have to convey emotions and present the destination in a more original and less formal way than your competitors. And to take your conversion process one step further, use travel marketing videos to boost engagement and convey your brand’s environmental values!
Are you looking for a professional tourism copywriter? Would you like to incorporate video marketing into your publications?
