With an abundance of digital resources available to them, travelers have endless options when it comes to planning their next adventure. Popular platforms like TikTok, Instagram, and Google often rank high as travelers' preferred sources of travel inspiration, but contrary to what you might think, tourism websites stay top-of-mind for a large number of travelers. Whether it's due to their long-standing usage, accidental discovery via booking sites, prominent ranking in search engines, or general safety and reliability, tourism websites remain a proven staple in the world of destination marketing.

Destination marketing organizations (DMOs) play a crucial role in promoting their destinations to potential visitors and generating tourism. In today's tech-driven world, having a well-designed and user-friendly website is essential for DMOs to effectively showcase their destinations and attract visitors. A great tourism website not only provides valuable information to potential visitors, but it also offers a seamless user experience, encouraging them to discover and plan their next trip through maps, planners, and people-driven stories.

Here, we’ll uncover nine of the best destination and tourism websites, highlighting what makes them stand out and offering tips and insights for destinations looking to improve their online presence and stay relevant in a sea of social platforms.

But first, let’s dig in and discover why tourism websites are the cornerstone of destination marketing.

The Importance of Tourism Websites for Destinations

Tourism websites serve as a hub of information and a key marketing tool for destinations seeking to attract new visitors and stand out. A first-rate landing page can showcase a destination's unique character and culture, along with its attractions, events, and activities. Well-designed websites not only provide a positive and memorable experience for travelers, but they also streamline the booking process and boost revenue for local businesses. And, perhaps most importantly, a well-maintained website can provide destinations with valuable data and insights into the behavior and preferences of their target audience, which can inform future marketing and tourism development strategies. In this digital age, a robust online presence is indispensable for destinations looking to reach targeted audiences and make a lasting impression.

The Building Blocks of a Successful Tourism Website

A great tourism website has the potential to immerse visitors in unique experiences, both old and new, near or far. By providing comprehensive information, it serves as a virtual guidebook that helps travelers curate the perfect itinerary and make the most of their journey. Whether they are seasoned travelers or first-time visitors, a dynamic website can set the stage for an unforgettable experience. Key elements of a good DMO website include the following:

Engaging visitors while capturing first-party data

Engaging visitors is crucial for a successful tourism website. Your website's value significantly increases when it effectively collects first-party data. Integrating a Visitor Experience Platform, like Explore, transforms passive visitors into active trip planners. Explore's AI trip planner seamlessly integrates into your website's top navigation, capturing visitors' email addresses as they plan their trips, which enables you to remarket to them. Additionally, Explore offers features such as a visitor hub, interactive guides, and digital passports that incentivize participation, all designed to boost visitor engagement and gather valuable data, enhancing the overall visitor experience and driving more tourism to your destination.

User-friendly design

A clean and welcoming website design is not only critical, but it's virtually table stakes for today's discerning consumers. A well-designed website allows users to access important information about attractions and events quickly and easily, which is crucial for travel planning. Above all else, a website with a user-friendly design helps to create a positive first impression of the destination and contributes to the overall image and voice of the destination. When users have a positive experience on the website, they are more likely to return and recommend the destination to others. User-friendly design makes the website more accessible, enhances the user experience, and helps to drive conversions.

Comprehensive information

You got them to your website. Now you need to keep them there. A well-designed tourism website provides a wealth of information about the destination, including trip planning, local attractions, itineraries, maps, events, activities, and accommodations. This helps to give potential visitors a complete picture of what the destination has to offer. Important information includes a destination overview (a brief intro to the destination including its history, geography, and key attractions), accommodation options, travel information, local activities and attractions, dining and entertainment options, maps and itineraries, interactive trip planning tools, destination news, destination blog, and accessibility information.

High-quality visuals

According to a study by HubSpot, visual content is over 40 times more likely to get shared on social media than other types of content. What's more, in a survey by Adobe, 67% of consumers rated the quality of product images as "very important" when making a purchase decision online. And for a tourism board, the product is the destination. Drone shots, first-person video, and user-generated content (UGC) help to create an emotional connection between the potential visitor and the destination. High-quality visuals don’t just help with first impressions but lead to increased engagement, improved user experience, and lasting memories.

Mobile-responsive

According to a Google report on the Traveler’s Road to Decision, 84% of leisure travelers rely on search engines via smartphones to find local information. If a DMO’s site isn’t mobile-friendly, travelers will be frustrated and give up. Only 23% of visitors will push on and continue with a non-mobile-friendly site. On average, a mobile-optimized website can see a 20% increase in conversion rates compared to non-optimized websites.

Focus on local businesses

Tourism websites should leverage local businesses to attract and inspire new visitors and locals alike. Not only does this help support the local economy, but it brings more attention to the places that make your destination unique. Destinations can boost local businesses by featuring them in sample itineraries, niche lists, neighborhood guides, or with a business directory or listing page.

Interactive and immersive experiences

Interactive content has been shown to double user engagement and conversion and for DMOs, there is no shortage of opportunities to include interactive elements on tourism websites. Itinerary-building tools and interactive maps and guides, virtual experiences like AR, video content, games, check-in challenges, polls, and quizzes or “finders” are just a few examples of great interactive and immersive experiences that can be implemented on your website. Tools like Explore, make it as simple as a few clicks to get up and running with interactive maps, guides, digital passports, and AI-powered trip-planning tools.

Storytelling

Most importantly, a great tourism website tells a great story. What makes this destination so special? Does it have a rich history? A hidden gem? A unique culture? Breathtaking beauty? What's the differentiator? The most successful DMOs have a clear point of view about who they are, who their audience is, and how to resonate emotionally with them. A destination storytelling approach to marketing launches builds brand loyalty and leaves lasting memories, ultimately yielding more bookings.

In addition to the above, the website should have a strong focus on search engine optimization (SEO) to ensure that it is easily discoverable by potential visitors and accessible on the go.

Ultimately, a good DMO website should be a valuable resource for both potential visitors and the local tourism industry, providing information, inspiration, and a seamless booking experience.

Our Conclusion? Great Tourism Websites Yield Great Results

Tourism websites can have a significant impact on conversion rates, which in destination marketing often refers to the percentage of visitors to a website who take a desired action, such as making a booking or subscribing to a list. Research has shown that a well-designed and user-friendly DMO website can increase conversion rates by simplifying the booking process.

Studies have also shown that mobile optimization and responsive design can also positively impact conversion rates, as more and more travelers are using their mobile devices to research and book trips. According to Google, Travelers say they used mobile sites slightly more than mobile apps when looking for information while in a destination on a trip. So it's more important than ever before to optimize your site for mobile web to capture the attention of your potential visitor regardless of device. Overall, the impact of DMO websites on conversion rates highlights the importance of investing in a strong online presence and user-friendly website design.

9 of the Best Destination and Tourism Websites 2023

Now, let’s take a look at some tourism websites that are leading the pack. These websites are setting the standard for effective and engaging digital experiences that drive tourism and help destinations reach their full potential.

1. My Switzerland

Zermatt, Switzerland

My Switzerland invites visitors to explore the breathtaking beauty of one of Europe's most iconic destinations. From the soaring peaks of the Swiss Alps to the shimmering waters of Lake Geneva, Switzerland is a feast for the senses. With My Switzerland as a guide, visitors can explore things to do by season, plan flights, hotels, and amenities, and cash in on one-of-a-kind deals and offers. The website is a portal to the best of what Switzerland has to offer, with in-depth information on local attractions, events, and activities. From hiking and skiing to dining and shopping, "My Switzerland" makes it easy for visitors to plan the perfect Swiss getaway.

2. Machu Picchu 360

Machu Picchu, Peru

Machu Picchu 360 is a literal window into one of the world's most iconic destinations. With its interactive 360-degree panoramic images and virtual tours, the site transports you to the heart of the ancient Incan city, surrounded by majestic mountain vistas and steep valleys. From the comfort of your own home, you can explore the intricate stone terraces and pathways, marvel at the sophisticated engineering, and imagine what life was like for the Incan people who once called Machu Picchu home. With its high-quality visuals, easy navigation, and comprehensive information, "Machu Picchu 360" is the ultimate guide to this bucket-list destination.

3. Keep Exploring Canada

Vancouver, Canada

From the snow-capped peaks of the Rockies to the rolling hills of the Maritimes, Canada is a land of breathtaking beauty and endless adventure. Keep Exploring Canada provides an inside look into the country's vibrant cities, charming towns, and breathtaking natural wonders, with in-depth information on local attractions, events, and activities. The site is segmented into niche categories: wellness, cultural experiences, natural wonders, and more. Whether you're an enthusiasts of the national parks seeking adventure in the great outdoors or a foodie looking to dive mouth first into the country's rich culture and food scene, "Keep Exploring Canada" makes it easy for any type of traveler to plan a dream Canadian vacation.

4. Hello Burlington VT

Burlington, Vermont

Hello Burlington VT is more than just a website - it's a virtual gateway to one of the dreamiest destinations in the country. As soon as you land on the site, you're enveloped by stunning videos of the city's rolling mountains, picturesque lakefront, and bustling streets, all of which set the stage for a truly unforgettable experience. With its user-friendly design, unique color story, quirky maps, and comprehensive library of SEO-optimized lists and guides, planning a trip to Burlington has never been easier. From exploring the local food scene and shopping at independent boutiques to discovering the city's rich history and outdoor recreation opportunities, Hello Burlington VT does a fantastic job of marketing to both locals and potential visitors.

5. Travel Kansas

Kansas

Travel Kansas is a destination marketing organization with a website that takes you on a journey through the heart of America's Great Plains. With its interactive features, rich multimedia content, and comprehensive information, the website is a portal into each and every unique experience that awaits visitors in Kansas. Travel Kansas’ landing page is a visual storyboard that pulls the visitor into the colors, landmarks and vibe that is Kansas. Travel Kansas’ well-loved ‘The Story’ Series explores the faces and places that make Kansas such an incredible place to live and adventure, from Kansas racing to its one-of-a-kind Cosmosphere.

6. SLO CAL

San Luis Obispo, California

SLO CAL is the best of California's Central Coast. With its sun-kissed beaches, rolling hills, and quaint towns, this idyllic region around San Luis Obispo is a place of stunning beauty and endless adventure. SLO CAL provides a comprehensive guide to the region's local attractions, events, and activities, with in-depth information and high-quality visuals to help you plan your perfect Central Coast vacation. With a super user-friendly design, a built-in trip-planner, and a section devoted to the Central Coast’s Check-in Challenges and trails, SLO CAL makes acquisition easy and activation seamless. Whether visitors are seeking a relaxing beach getaway, an action-packed outdoor adventure, or a cultural escape, "SLO CAL" highlights the best of this breathtaking region.

7. Visit Idaho

Idaho

Rugged beauty and endless adventure that awaits you in Idaho. From the soaring peaks of the Rockies to the rolling hills of the Palouse, Visit Idaho provides a wealth of information on the state's diverse landscapes, charming towns, and vibrant cities. From seamless user experience to well-curated content, Visit Idaho’s site does a lot of things right. Key highlights include their Cultural Connections corner, where visitors can watch Idaho’s vibrant history come to life through first-person stories by native residents, and their ever-changing Run the Numbers block that tallies up Idaho’s state parks (28), wineries (60+), miles of navigable water (3k), and then some.

8. Travel Belize

Belize

Travel Belize takes visitors on a journey to one of the most vibrant and diverse countries in Central America. With its stunning beaches, lush jungles, and ancient ruins, Belize is a place of endless adventure and beauty. "Travel Belize" is a tourism website that invites visitors to explore this breathtaking country virtually with super clean navigation, high definition video, and an interactive flight map that makes booking a trip to Belize easy. From snorkeling the world-famous Barrier Reef to exploring the ancient Mayan ruins, Belize is a place where memories are made and dreams come true. Whether visitors are looking to relax on a tropical beach, hike through the jungle, or dive into the country's rich culture, "Travel Belize" makes it easy to plan your perfect getaway.

9. This Is Cleveland

Cleveland, Ohio. f11photo / Shutterstock.com

This is Cleveland invites visitors to experience the heart and soul of one of America's most vibrant cities. With its rich history, diverse culture, and unparalleled energy, Cleveland, Ohio is a place like nowhere else. This is Cleveland's tourism website provides a comprehensive guide to the city's local attractions, events, and activities with in-depth information and high-quality visuals to help visitors plan their perfect Cleveland vacation. The primary focus of This is Cleveland’s website is community, and that shines through clearly with vibrant visuals of Cleveland locals biking, dancing, and gathering. The real gem here, though, is the Cleveland Culture section that offers up guides catered to Cleveland’s Black, AAPI, LGTBQ+, and Hispanic communities.

From Inspiration to Booking: The Top Tourism Websites for 2023