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:
- Developing proprietary mobile friendly maps customised to the destination versus relying on Google Maps's limited functionality in terms of design.
- Diving deeper into consumer segmentation profiles and developing more nuanced content based on that intelligence.
- 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.