Defining Your Tourism Brand's Voice


Today, we’re talking about your tourism brand voice. In a sense, this is also your brand’s personality.

It’s a way of sharing the values, beliefs, and culture of your company.

Every tourism brand has a voice

In the life span of a tourism brand, these are your brand’s first words! 

And when you’re interacting with potential tourists, the voice and tone affect how those first few words are heard by your customers.

A law firm might present itself more seriously. After all, its target needs to trust in a law firm’s expensive services.

Netflix might be more irreverent. It’s an entertainment platform, so it can aim to be entertaining in all of its touchpoints. 

High fashion is exclusive. It projects an air of individuality, so maintaining that is important to the prestige.

Why develop your tourism brand voice

Being able to communicate consistently lets you create a stronger relationship with your potential customers. When they see the same tone on your website and your social media and the emails you send out, they get a better understanding of who you are - and who you’ll be when they eventually sign up to spend time with you, stay at your hotel, or do your activity.

The opposite is true, too. If you’re funny and loud in your emails, classy and refined on your website, and purely factual on social media, it’s hard to get a sense of who you are… or who you’re trying to reach.

How to give your tourism brand a voice

Think broadly about who you might want to reach. Each of these groups of people is likely tuned into a certain kind of voice.

And, it’s worth noting, they might tune out other voices.

That’s okay. No brand is for everyone. There’s certainly a risk in picking a group (did you pick the wrong one? The least profitable one? The smallest one?), but it’s a risk worth taking to connect further with them.

(And this isn’t permanent - if you decide you’d like to change your voice, you can.)

Here are four examples of tones of voice that could be used for tourism brands, along with a few Do’s, Don’ts, and Risks.

Luxurious Brands (High-end hotels, luxury tours, 5-star services)

Descriptions: Elegant, refined, exclusive.

Do: Write longer sentences. Use evocative words that spark the senses.

Don’t: Use slang. Contractions. Exclamation points. 

Risk: Only appealing to a small audience.

Dependable Brands (Transportation)

Description: Family-focused, useful, reliable.

Do: Write like a friend. Ask questions to demonstrate concern. Be trustworthy and warm.

Don’t: Change your tone between mediums.

Risk: Being even-keeled (or even boring!) might keep you from being interesting or holding someone’s attention.

Adventure Brands(Activities, extreme sports)

Description: Living on the edge, memories of a lifetime.

Do: Sell the adrenaline, the uniqueness, the limits. Write how people talk.
Don’t: Be mean or critical. Just because you’re daring and challenging doesn’t mean exclude.

Risk: Accessibility. Not everyone can do every type of outdoor activity.

Exciting Brands (Group tours, cultural tours)

Description: Fast-paced and exciting, the passion comes through.

Do: Be verb-driven (Dive into excitement, run into the wild, dig in!).

Don’t: No adverbs. No long sentences. Get to the point.

Risk: Niche-specific. What you’re interested in is not going to be everyone’s cup of tea.

Today’s exercise:

If you have a tourism company or activity, look through your materials. Then fill out the start of your own Tourism Tone of Voice Cheat Sheet. Are there any areas that are conflicting? Consider how you might revise to create a more consistent approach.

If you’re looking to start your own tourism company, go straight to the chart below. Fill out your ideal Tourism Tone, the description, the Do’s and Don’ts, and the Risk.

Tourism Tone of Voice Cheat Sheet






Just know that by defining your tourism voice now, you’ll make everything that comes after - each email, social media post, advertisement, and more - easier. 

Now that you have an idea what your tourism brand sounds like, it’s time to figure out the visuals. 

How should your tourism brand look? Let's jump into logos, colors, fonts, and more!

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