Social Media for Tourism Organizations

Social media presence is deeply our daily lives is undeniable. With over half the global population and 90% of internet users engaged on various platforms, it presents an invaluable opportunity for travel companies to connect with a vast audience. Or a smaller niche community; no matter how small your niche, with everyone online, there is always a community that loves your products. The influence of social media on travel decisions is significant, with more than 70% of people saying they are influenced by what they see online. For travel companies, leveraging social media is not just about garnering likes but about fostering meaningful interactions with the travel community.

The Power of Social Media in Travel

Building Brand Awareness and Preference

Social media platforms are the place to interact with customers and your target audience and shape a brand and preferences for destinations. Here you can tell your brand story, by showcasing who you are, what are your values, your unique selling points, and why customers should buy from you instead of your competitors.

Engaging with the Community

Beyond promotion, social media allows for direct engagement with customers. By participating in conversations, sharing insights, and gathering feedback, companies can deepen their understanding of their audience's needs and preferences.

Enhancing Customer Service

Social media also acts as an additional channel for customer service. Companies can respond to inquiries, offer practical travel tips, and assist customers in maximizing their travel experiences.

Strategies for Social Media Success

What do you need to do to grow an social media audience and what does is take to turn a channel into a powerful communication tool between you and the travel community. How do you find balance between being a helpful and entertaining resource for your audience and not only like you but make them come back for more content and interact with you.

Focus on Community Building

Success on social media goes hand in hand with creating a community of like-minded individuals who share a passion for the same niche, destination and your offerings. This involves putting your audience at the center of your content strategy, providing them with valuable information, and engaging in meaningful interactions. Your community is your target audience, your niche. Be present in Facebook group, react on messages of customers and other community members.

Content is King, Post Regular and Consistent

Users of your social media channels expect your content to be engaging and genuine. The content you share on social media should inspire, educate, and entertain your audience. (Inspire, Help, Proof & Sell). High-quality visuals, compelling stories, and posts that offer immediate value are key to capturing attention. Regular posting schedules and a mix of content types can help maintain engagement and encourage community participation.

Help customers get the most out of their holiday with practical tips and convince people to buy your product because its to good to resist.

Be clear, with your messages, one message at a time, quick to consume and or at least quick to judge if spending more time on the content will give value. You need to grab attention quickly, people don't have time and act with a split second.

Maybe most important is to post regular, it doesn't make sense to post once a quarter, try to post at least once a week, but more if you can. If you don't post regular a social media doesn't work, because its about 2 way communication, building an audience, if you are silent for long times, you are like that friend that never calls back.

Reuse existing content

Be smart with your content, you don't have to create post all from scratch ! Reuse content you have already made and use your social channels to promote content with long lasting value like a blog or a Youtube video. Most of the time a blog or video will get you visitors for a longer period of time. But you can also share or re-edit, post from your destination marketing organization, local news, posts from other travelers.

A great way to help structuring your social media is by creating social media posts on fixed timings, for example every Monday and schedule for the rest of the week. To stay consistent work with monthly and yearly plannings where you define your themes and topics. Especially if you are creating a story world that you want to unfold on social media.

You don't need to put a lot of time on making things completely perfect, yes the visuals need to be sparkling but there is no need for over production, authenticity of your messages and values are much more important.

Leverage User-Generated Content

Because social media is used by friend / family / relations who interact with each other its a great place to share experiences from customers on a trip with you, which is super power full, especially if you tag them. You bring your content / company under the nose of their friends, which might trigger an conversation about your company. Encouraging customers to share their experiences under specific hashtags can amplify your reach and provide authentic testimonials for your brand. Advertise in localities where your customers come from can also help to spark conversations.

Boost what works

Boost those posts that worked well to attract a bigger audience and let more people know about your travel company. Only boost in your target markets, think about boosting to cities vs countries so that your focus is better. Choose those cities you already have customers in.

Effective Social Media Practices

Choosing the Right Platform

Selecting the appropriate social media channel depends on your target audience and the type of content you are comfortable producing. Whether it's TikTok for younger audiences or Instagram for visually-driven narratives, the platform should align with your marketing objectives and audience preferences. Start with one social media at a time, does it work for your travel company go for the next.

Optimizing Your Social Media Profile

A complete and engaging social media profile is essential for making a strong first impression. Ensure that all fields are filled out, including a profile picture and links to other digital assets, to facilitate easy navigation for potential customers.

Interaction and Engagement

Active participation on your chosen platforms is crucial. Liking, commenting, and sharing posts from your audience can foster a sense of community and encourage more interaction with your brand. Be human, be empathetic, show you understand your customers, and share their concerns, feelings and desires but also provide solutions for problems, fears and possible pain points to come to your destination.

Measuring Success

Success metrics in social media marketing extend beyond bookings or visits. Engagement rates, reach, and audience growth are valuable indicators of your social media strategy's effectiveness. Regularly analyzing these metrics can help refine your approach and boost your social media performance.


In the digital age, social media is a powerful tool for travel companies to connect with their audience, build brand loyalty, and drive business growth. By focusing on community engagement, delivering valuable content, and utilizing strategic practices, travel companies can harness the full potential of social media to achieve their marketing objectives.

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