Most tourism operators didn’t get into business because they wanted to spend their evenings creating Instagram reels, writing captions, or trying to work out why Facebook suddenly changed something again (welcome to my world!).
You got into tourism because you love creating experiences. Whether that’s running guided tours, managing accommodation, operating attractions, organising adventures, or helping people create incredible memories.
Social media often ends up becoming “that thing we know we should do”.
And that’s where many tourism businesses get stuck.
After spending years working in social media marketing and working closely with travel and tourism brands, I’ve noticed some common mistakes that pop up again and again.
And most of them are surprisingly easy to fix.
Mistake #1: Only posting when bookings are slow
This is probably the biggest one I have seen.
A lot of tourism businesses go quiet on social media when things are busy, then suddenly start posting again when bookings drop off.
The problem is that social media doesn’t work like a tap you can turn on and off whenever you need customers. The operators who see the best results are the ones who consistently show up all year round, not just when they need more bookings.
Think about it from your customer’s perspective.
Someone might see your content today, follow your page, watch your Stories for a few months, then finally book six months later when they’re ready to travel.
If you’re only posting when things are quiet, you’re missing out on all those future customers.
Mistake #2: Making every post a sales pitch
Nobody logs onto social media hoping to be sold to every five minutes.
Yet many tourism pages look like an endless stream of: “Book now!” “Limited spaces available!” “Don’t miss out!” “Book your spot today!”
Of course you need promotional content. You’re running a business. But if every post is asking for a booking, people quickly tune out.
The best tourism accounts create a mix of content.
- They educate
- They entertain
- They inspire
- They tell stories
- They showcase behind-the-scenes moments
Then, when they do ask for the booking their audience is already engaged.
Mistake #3: Forgetting that people buy experiences, not products
Most travellers don’t book because of the vehicle you’re using.
They don’t book because of your accommodation room dimensions. They don’t book because of your safety briefing.
They book because of how they imagine they’ll feel.
- Excited
- Relaxed
- Adventurous
- Connected
- Inspired
Social media should help peopl picture themselves having that experience.
Instead of focusing solely on features, focus on the moments your customers will remember.
- Show the laughter
- Show the reactions
- Show the views
- Show the memories being made
That’s what sells it to them.
Mistake #4: Not using customer content
I see tourism businesses spending thousands on professional photography while completely ignoring the amazing content their guests are already creating.
Some of the highest-performing tourism content isn’t professionally produced at all.
It’s a happy customer posting a sunset photo. It’s a family sharing their experience. It’s a traveller filming their first glimpse of a destination.
This type of content feels authentic because it is authentic. People trust other travellers.
So encourage guests to tag your business. Create a branded hashtag. Of course, remember to ask permission to share their content.
You might be surprised by how much great content is already out there waiting to be used.
Mistake #5: Trying to be everywhere
Many tourism operators feel pressure to be active on every platform.
- TikTok
- Threads
- YouTube
The list goes on!
The reality is most don’t have the time, resources, or team to do that effectively.
I’d much rather see a tourism business doing an excellent job on one or two platforms than doing a mediocre job on six. Focus on where your audience actually spends their time. Master those platforms first. Then expand if it makes sense.
Mistake #6: Ignoring comments and messages
Social media isn’t a billboard. It’s a conversation.
When someone takes the time to comment on your post, ask a question, or send a message, they’re giving you an opportunity to build a relationship.
Yet I regularly see tourism pages with unanswered comments sitting there for days or even weeks. People notice. Future customers notice too. A simple reply can make a huge difference. And it shows there are real humans behind the business.
Mistake #7: Expecting instant results
This one catches a lot of people out.
Businesses post consistently for a few weeks, don’t see a flood of bookings, and decide social media doesn’t work. The reality is that social media is often playing a longer game.
Social media is about:
- Building awareness
- Building trust
- Building familiarity
- Building confidence
Many people will follow your business for months before making a booking decision. Particularly for higher-value travel experiences.
Consistency is what wins. Not quick bursts of activity.
What does this mean for tourism operators?
Most tourism operators aren’t making these mistakes because they’re doing anything wrong. They’re making them because they’re busy running a tourism business. And that’s completely understandable.
The challenge is that today’s travellers are spending a huge amount of time researching online before they book.
Your social media presence is often one of the first impressions they’ll have of your business.
A well-managed social media presence helps potential customers trust you before they ever enquire. And trust is often what turns a follower into a booking.
If you are a tourism operator and you’ve recognised your business in a few of these examples, don’t panic. You’re definitely not alone. Some small improvements, applied consistently, can make a surprisingly big difference over time.
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If you’re in the travel and tourism industry and you’re struggling to keep up with social media, feel free to connect with me, Kate Anderson. I’m always happy to share practical tips and ideas that help tourism businesses show up online with more confidence and consistency.