The modern tourism industry is one of the most competitive playing fields, at least from a marketing standpoint. Almost everything is done online, and standing out from the crowd requires a combination of strategy, skill, and consistency. While many successful marketers boast superior knowledge of the market dynamics, novices create mistake-riddled strategies and end up hurting their business’s credibility. Here are a few of those mistakes alongside tried-and-tested ways to avoid them:

  1. Doing it alone

This is perhaps the most common mistake among startups and small-business owners. Many agents read blog content on marketing and assume they are well equipped to set off a campaign. The tourism industry is pretty crowded and, as stated above, challenging to thrive in. Without a proper tourism marketing partner, you are bound to struggle, and your marketing strategy will probably offer an underwhelming ROI. Marketing experts not only know the industry and have a better chance of creating an effective marketing strategy but also take the marketing burden off your shoulders and let you concentrate on other aspects of your business.

  1. Failing to create a website

If you haven’t thought of creating a website for your tour operating business, you are riding for a fall. Many people prefer booking trips online, and travel agencies that have a website have a better chance of getting business than not having one, regardless of service quality differences. Websites have also been shown to increase business credibility and bolster reputation.

  1. Ignoring social media

Experienced marketers know that Facebook, Twitter, Instagram, and other major platforms expose you to thousands of potential clients and even give you the chance to target certain audiences. If you aren’t on Facebook and Instagram yet, this is the best time to take your business there.

  1. Ignoring the search engines

Search engines are incredibly powerful marketing tools. They decide which site gets the most exposure for specific search queries. Paying special attention to search engine optimization (SEO) helps ensure all your marketing efforts aren’t in vain. If you entrust an agency with your marketing, make sure they are acquainted with SEO. Key benefits of SEO include:

  • Quality traffic
  • Better user experience
  • Acts as a main source of leads
  • Helps to build brand credibility
  • Promotes brand awareness
  • Helps to improve website speed
  1. Not implementing an email marketing strategy

Spamming has given email marketing a bad reputation, but the technique is still highly effective and can make a difference for your business. With regular emails, you can keep old customers and high-quality leads engaged, so they don’t forget they had a positive encounter with you. For example, if you are a zipline tour operator, you can send monthly emails to your subscribers informing them of special offers and upcoming events. The bottom line is to keep them engaged, whether they actually want to book a trip or not.


Avoiding these mistakes can help you boost your repute among clients and search engines. Make sure to review your marketing strategy and eliminate anything that undercuts your efforts.


Northern girl Laura is the epitome of a true entrepreneur. Laura’s spirit for adventure and passion for people blaze through House of Coco. She founded House of Coco in 2014 and has grown it in to an internationally recognised brand whilst having a lot of fun along the way. Travel is in her DNA and she is a true visionary and a global citizen.

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