Digital Storytelling for Tourism: Engaging Travellers Before They Arrive
Here's the truth: your guests' experience doesn't start when they check in.
It starts the moment they stumble across your Instagram post at 11pm on a Tuesday, or when they're scrolling TikTok during their lunch break, or when they're Googling "best things to do in [your region]" six months before their trip.
Digital storytelling is how you capture them in those moments. It's how you build anticipation, create connection, and turn casual browsers into excited bookers.
But here's the thing: most tourism operators are doing it wrong. They're posting pretty pictures with no soul, or they're treating social media like a chore instead of the most powerful marketing tool they have.
Let me show you how to do it right, with real examples from operators who are absolutely killing it.
Visuals That Stop the Scroll
People's attention spans online are basically non-existent. You've got maybe two seconds to make them stop scrolling. That means your visuals need to be absolutely stunning.
Not just "nice."
Stunning. Make-you-say-"whoa" stunning.
Real example: Tourism Australia's Instagram (@australia) is the masterclass in this. They curate the best user-generated content from around the country daily, and every single post is visually arresting. Vivid sunsets over the Outback, underwater shots of the Great Barrier Reef teeming with life, dramatic coastal cliffs, intimate wildlife moments. They're not just posting photos, they're creating desire.
The genius move? They feature real travellers' photos (with credit), which both gives them endless content and makes people feel like these experiences are achievable, not just aspirational.
Another standout: Qualia Resort on Hamilton Island has their Instagram game dialled in. Every shot is carefully curated to show the luxury, the landscape, and the lifestyle. Infinity pools at sunset, couples walking on pristine beaches, perfectly plated meals with ocean views. They're not selling a resort, they're selling a feeling.
How to apply this:
Invest in quality photography and videography. It doesn't always need to be professional, but it needs to be good. Natural light, strong composition, authentic moments.
Use video wherever possible. Short-form video (Reels, TikToks, YouTube Shorts) is outperforming static images massively right now.
Show the experience, not just the place. Don't just photograph the beach, photograph someone's joy as they experience the beach.
Tell Stories of Real People and Culture
Generic content is invisible content. If you want to stand out, you need to share stories that only you can tell.
This means getting specific about your place, your people, and your culture. Share the Indigenous history, the family businesses, the local characters, the traditions that make your region unique.
Real example: Tiwi Islands Adventures does this brilliantly. Their social media and website don't just show you pretty island scenery. They introduce you to the Tiwi artists, explain the significance of the designs, show you the traditional smoking ceremonies, and share stories directly from community members. You're not booking a tour, you're being invited into someone's Country and culture.
Another strong one: Adelaide Central Market uses their digital channels to spotlight the stallholders. You meet the third-generation fishmonger, the Italian nonna who's been making pasta for 40 years, the farmer who grows heirloom tomatoes. These people become characters in the Market's story, and suddenly you're not just buying vegetables, you're supporting real humans with real histories.
How to apply this:
Interview the people who make your business special: guides, chefs, artists, long-time locals.
Share "day in the life" content. What does a typical morning look like for your team?
If you're working with Indigenous communities or cultural experts, amplify their voices. Let them tell their own stories in their own words.
Behind-the-Scenes Content Builds Trust
People are obsessed with seeing what happens behind the curtain. It makes them feel like insiders, and it humanises your brand.
Show them how the magic is made: the chef prepping for service, the guide learning a new trail, the housekeeping team setting up a room, the sunrise you wake up to every morning at your property.
Real example: MONA (Museum of Old and New Art) in Tasmania is an absolute master of this. Their Instagram and TikTok accounts give you sneak peeks of new installations before they open, interviews with artists, time-lapses of exhibitions being set up, even cheeky behind-the-scenes moments with staff. The museum feels alive, dynamic, and accessible (even though the art inside can be challenging and provocative).
They also use their "Dark Mofo" festival content brilliantly, building hype with glimpses of preparations, artist arrivals, and the controlled chaos of creating a major cultural event.
Another great example: Sal Salis Ningaloo Reef regularly shares content showing their guides in action: preparing the tents for guests, cooking over open flames, spotting wildlife during reconnaissance walks. It builds credibility and excitement. You're not just booking a glamping experience, you're joining a team who genuinely lives and breathes this environment.
How to apply this:
Take your phone out during setup, prep, or planning. Film 30 seconds of something interesting.
Introduce your team members. People book experiences from people they feel they know.
Show the imperfect, real moments. Not everything needs to be polished. Authenticity beats perfection.
User-Generated Content is Your Secret Weapon
Nothing builds trust like social proof. When potential guests see real people having genuine experiences at your place, it's more convincing than any ad you could run.
User-generated content (UGC) is gold because it's authentic, it's free (mostly), and it gives you endless content.
Real example: Lord Howe Island Tourism actively encourages visitors to tag them in posts and uses the hashtag #LordHoweIsland. Their social feeds are filled with stunning visitor photos of the island's beaches, hiking trails, and marine life. It works because:
Potential visitors see real people (not models) experiencing the island
The variety of content shows different ways to enjoy the destination
It creates a community feeling around the island
Another smart operator: Kangaroo Island Wilderness Tours reposts guest photos and videos constantly, always with credit and permission. They also feature guest testimonials and stories in their Instagram Stories and on their website. The result? Their feed feels vibrant and trustworthy.
How to apply this:
Create a branded hashtag and actually use it. Put it everywhere: on your booking confirmation, in your welcome materials, on signage.
Ask permission before reposting. A simple DM saying "We love your photo! Can we share it?" works wonders.
Feature UGC in your Stories and Highlights. Create a "Guest Adventures" highlight reel on Instagram.
Make it easy for people to tag you. Ensure your Instagram handle and hashtag are visible at your property.
Master the Platforms Where Your Audience Actually Lives
You don't need to be on every platform, but you need to be excellent on the ones that matter for your audience.
For tourism, that's primarily Instagram, TikTok, Facebook, and YouTube. Each has its own flavour.
Instagram: Aspirational, visual, great for Reels and Stories. Perfect for showcasing beauty and lifestyle.
TikTok: Authentic, fast-paced, trending. Perfect for personality-driven content, trending sounds, and showing the fun/real side of your business. Younger demographic skews here.
Facebook: Still massive for older demographics and community groups. Great for longer-form posts, events, and local engagement.
YouTube: Long-form video, tutorials, virtual tours, destination guides. Strong for SEO and evergreen content.
Real example: Bondi Beach doesn't have a single official account, but the location tag on Instagram has over 2 million posts. The smart local businesses and tourism operators use location tagging, relevant hashtags like #BondiBeach and #Sydney, and they engage with user content. The beach has become a character in countless TikToks and Instagram Reels, perpetually marketing itself through other people's content.
Regional success story: Noosa Tourism uses Instagram to showcase luxury and natural beauty, TikTok for fun, fast-paced content showing beach life and local hotspots, and Facebook for community engagement and event promotion. They tailor content to each platform rather than just cross-posting the same thing everywhere.
How to apply this:
Pick 2-3 platforms and do them well. Don't spread yourself thin trying to be everywhere.
Adapt your content for each platform. What works on Instagram doesn't always work on TikTok.
Use platform-specific features: Instagram Stories and Reels, TikTok sounds and effects, Facebook Events and Groups.
Post consistently. Algorithm favour accounts that show up regularly.
Your Website Needs to Tell a Story Too
Your website shouldn't just be a booking engine with some photos slapped on. It should be an immersive storytelling platform that gets people excited about what you offer.
Blog posts, destination guides, itineraries, local tips: all of this content helps potential visitors visualise their experience and positions you as the expert.
Real example: Exceptional Kangaroo Island (run by a collection of premium operators) has a website that's basically a love letter to the island. They've got detailed guides on what to see, where to eat, how to get around, and when to visit. They feature local businesses, share stories about conservation efforts, and create itineraries for different types of travellers.
The result? Visitors arrive better informed and more excited, and they're more likely to book multiple experiences because they've been educated on what's available.
Another strong example: Tasmania's Freycinet Lodge has a website that doesn't just show you rooms. It walks you through the experience: the landscape, the wildlife, the dining, the activities. They have a blog with hiking tips, wildlife spotting guides, and seasonal recommendations. It's content that serves the visitor, not just the business.
How to apply this:
Start a blog on your website. Write about local events, insider tips, seasonal highlights, hidden gems.
Create suggested itineraries for different types of visitors (families, couples, adventure-seekers, etc.).
Include practical information that helps people plan: what to pack, how to get there, best times to visit.
Update it regularly. Fresh content helps with SEO and gives people a reason to come back to your site.
Make It Easy to Take the Next Step
Here's where a lot of operators drop the ball. They create amazing content that gets people excited... and then there's no clear path to booking.
Every piece of content you create should have a purpose and a call to action. Not always "book now" (that can feel pushy), but always a next step.
Calls to action that work:
"Save this post for your next trip to [destination]"
"Link in bio to explore our [experience]"
"DM us 'ITINERARY' for a free planning guide"
"Tag someone you'd bring here"
"Sign up for our newsletter for insider tips and early-bird offers"
"Click the link to check availability"
Real example: Lady Elliot Island Eco Resort does this brilliantly on Instagram. Their posts often end with "Link in bio to start planning your reef escape" or "DM us to chat about your dates." They make it conversational and easy.
They also use Instagram Stories effectively with swipe-up links (now "link" stickers) that take you directly to relevant pages: accommodation options, diving experiences, special offers.
How to apply this:
Always include a call to action in your social posts, even if it's just "Save this for later."
Make your booking process as simple as possible. Every extra step loses you potential customers.
Use link tools like Linktree or Beacons to give people multiple options from your Instagram bio.
Respond quickly to DMs and comments. If someone's asking about availability, speed matters.
The Email List You're Probably Ignoring
Social media is fantastic, but you don't own that audience. Instagram could change its algorithm tomorrow and tank your reach. Email? That's yours.
Building an email list should be a priority, and your digital content is how you do it.
Real example: Spirit House on the Sunshine Coast offers a free recipe when you sign up for their newsletter. Once you're on the list, you get updates about cooking classes, menu changes, special events, and seasonal tips. It keeps them top of mind, and when someone's planning a Sunshine Coast trip, guess who they think of?
How to apply this:
Offer something valuable in exchange for email addresses: a planning guide, a discount code, a packing checklist, exclusive content.
Send regular emails (monthly at minimum) with helpful content, not just sales pitches.
Segment your list: past guests, potential guests, local community, travel trade. Tailor your messages accordingly.
The Bottom Line: Start Now, Improve as You Go
Digital storytelling isn't about being perfect. It's about being consistent, authentic, and strategic.
You don't need a massive budget or a professional videographer (though those help). You need a smartphone, a willingness to share your story, and a commitment to showing up regularly.
The operators who win in digital storytelling aren't necessarily the biggest or the flashiest. They're the ones who genuinely care about their place and their guests, and who've figured out how to translate that care into compelling content.
So start today:
Post one piece of behind-the-scenes content this week
Ask your last five happy guests to share a photo and tag you
Write one blog post about something only you know about your destination
Create one Reel showing what makes your experience special
Do that consistently, and you'll be miles ahead of your competitors.
Need help building a digital storytelling strategy that actually drives bookings?
At Exceptional Experiences, we help tourism operators create content that connects, engages, and converts. From social media management to website content strategy, we make sure your story gets heard.
📩 Let's talk about your digital presence. Book a strategy call with Sarah Colgate and let's get started.
