The world's best tourism websites in 2016 | The Insight Files |

The most significant trend in front-end design and content management of tourism websites over the last few years is the shift from static 'bilboard' websites - promoting tourism and hospitality partners with lots of banner ads and generic descriptions - to more organic story-driven portals that resemble travel media websites. According to Skift, the best tourism storytelling prioritises three things:


  1. Developing proprietary mobile friendly maps customised to the destination versus relying on Google Maps's limited functionality in terms of design.
  2. Diving deeper into consumer segmentation profiles and developing more nuanced content based on that intelligence.
  3. Surge towards longer-form videos profiling local residents who are proudly promoting their destination in a more natural, authentic voice.


Find out which tourism websites rank in the top 25 here.