Key Ways to Boost Traffic to Your Tourism Website

For small tourism businesses, your website isn’t just a digital brochure, it’s your most powerful sales tool. But having a beautiful website isn’t enough, you need a steady stream of visitors to turn lookers into bookers.

So, how can you drive more high-quality traffic to your site without spending a fortune? Here are practical, proven strategies to get more potential travellers clicking through to your business.

1. Optimise for Search (SEO): Get Found on Google

SEO is a fundamental part of your website success. If travellers can’t find you on Google, you’re missing out on a massive opportunity.

• Use the right keywords: Think like your ideal customer. Are they searching for “eco-friendly lodges in Queenstown” or “best family tours in Rotorua”? Use these terms in your website content, page titles, and blog posts. TIP: The Google Ads keyword tool is a great way to find out which keywords are the most popular.
• Speed up your site: A slow website = lost bookings. Use tools like Google PageSpeed Insights to check and improve load times. Common issues are large images on your page, make sure you down size them for the web first.
• Get local SEO right: Claim and optimise your Google Business Profile so travellers searching for your location find you first.
• Create helpful content: Google loves fresh, valuable content. Write blogs like "The Ultimate 3-Day Itinerary for Fiordland" or "10 Hidden Gems in Christchurch Tourists Miss."

2. Use Social Media to Drive Clicks

Social media isn’t just for engagement, it’s a powerful driver of website traffic.

• Post travel-inspiring content: Stunning images, short videos, and behind-the-scenes moments. Always include a call-to-action (CTA) like "Plan your trip now"
• Use Facebook & Instagram Stories: Add links to your stories to make it easy for people to visit your site.
• Pin important posts: If you have a special deal, itinerary, or announcement, pin it to the top of your Facebook page with a direct link.
• Collaborate with influencers: Even small, niche travel influencers can introduce you to new audiences and send traffic your way.

3. Create Content for Your Traveller Audience

Your website traffic will attract visitors with content they are looking to find answers for - having a blog on your website is a vital tool to achieve this! All blog articles can appear in search results for the topic and broaden the website visitors as a result. Make sure the content is closely aligned with your tourism business to drive bookings.

• Write travel guides and articles: Use your local knowledge and expertise to create digital guides in your blog “Best Time to Visit the Bay of Islands” or “How to Travel NZ on a Budget” are also highly shareable.
• Share upcoming events and festivals: Regular blog articles about events happening in your area will help drive visitation and bookings.
• Use storytelling & video: Showcase real guest experiences and emotional travel stories.

4. Use Paid Ads Strategically

A small budget can go a long way with targeted advertising.

• Google Ads: Appear at the top of search results (in the 'sponsored ads' section) for high-intent keywords for your business type like "luxury eco-lodges in Wanaka."
• Facebook & Instagram Ads: Drive new traffic with targeted Meta ads, or run remarketing ads to people who visited your site but didn’t book.
• YouTube video ads: Show off your experience in action with short, engaging clips.

5. Listi on Tourism & Partner Websites

Connecting with other businesses can amplify your reach.

• List on key tourism websites: Sites like NewZealand.com, your RTO site, or niche tourism directories to drive targeted traffic.
• Cross-promote with local businesses: Team up with hotels, restaurants, or tour guides for guest blogs, referral links, or joint promotions.
• Encourage backlinks: Ask travel bloggers and tourism websites to link to your site, it helps with both traffic and SEO.

6. Email Marketing: Bring Visitors Back to Your Site

Not everyone who visits your website will book right away, but with a smart email strategy, you can nurture leads and drive repeat visits.

• Offer an incentive: A free local travel guide, discount code, or itinerary planner in exchange for an email sign-up.
• Send personalised recommendations: If a customer inquired about adventure tours, follow up with "Top 5 Adventure Activities in [your region]—Book Now!"
• Use automated email sequences: Set up cart abandonment emails to remind visitors who started booking but didn’t finish.

Posted by ResBook Team on February 20, 2025