From Likes to Bookings: 5 Social Media Must-Haves for Tourism

Social media is your passport to the world. If you’re in the tourism business, you’re sitting on a goldmine of opportunities to connect, inspire, and engage with future travellers. But here’s the thing – it’s not about being on every platform. It’s about choosing the right ones and using them strategically to tell your story. So, let’s break it down! Here are five key social media platforms you should have in your marketing toolkit and why they’re perfect for your tourism business.

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1. Instagram: The Visual Playground

Instagram is essentially a virtual travel magazine. Why? Because it’s all about stunning visuals. If you want to showcase the beauty of your destination, Instagram is the place to be.

Why Instagram:

It’s more than just pretty pictures. It’s about capturing moments that evoke emotion and inspire dreams. People scroll through Instagram looking for escapism and connection - your brand can provide that!

How to use it:

Use Instagram to tell the visual story of your destination, activities, and experiences. Share behind-the-scenes moments, local adventures, and authentic experiences that invite your audience to dream about their next holiday. Utilise stories, reels, and carousel posts to keep content dynamic and engaging.

Pro Tip: Ensure your images and videos are optimally sized for Instagram. Check out our guide for the right specs: Instagram Image & Video Sizes.

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2. Facebook: The Community Hub

Think of Facebook as a global community noticeboard. It’s where people stay connected, share experiences, and importantly - plan their next trip.

Why Facebook:

Facebook is fantastic for building trust and fostering relationships. With detailed targeting options, you can reach the right audience with the right message at the right time.

How to use it:

Use Facebook to promote events, share travel tips, and post customer reviews. Consider running a Facebook group for travellers interested in your destination, or using Facebook Live to showcase real-time experiences.

Pro Tip: Want to know why Facebook remains a powerhouse in 2025? Read our latest insights here: Facebook Marketing in 2025.

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3. TikTok: The Trendsetter

TikTok is where the fun happens. It’s fast, engaging, and one of the best ways to capture the attention of younger travellers.

Why TikTok:

People flock to TikTok for short, entertaining videos. This makes it an excellent platform for travel businesses to showcase destinations in a fresh, exciting way.

How to use it:

Get creative! Highlight thrilling activities like zip-lining, showcase stunning sunsets, or feature quirky local traditions. Use trending sounds, challenges, and #TravelTok hashtags to increase visibility.

Pro Tip: New to TikTok? Get started with our guide: How to TikTok for Tourism.

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4. Pinterest: The Travel Inspiration Board

Pinterest is where future travellers go to dream and plan. It’s a powerful visual discovery tool that can keep your brand top of mind for months, even years.

Why Pinterest:

People use Pinterest for trip planning, searching for hidden gems, and exploring unique travel ideas. By sharing compelling visual content, you can inspire travellers long before they book.

How to use it:

Pin high-quality photos, itineraries, and travel guides. Create boards with themes like ‘Top 10 Things to Do in [Your Destination]’ or ‘Best Hidden Beaches in [Location]’ to attract searches.

Pro Tip: Learn how to maximise Pinterest for your tourism business: Pin Down Pinterest for Tourism.

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5. YouTube: The Home of Epic Travel Stories

If Instagram offers quick glimpses and TikTok delivers fun snippets, YouTube is where deep storytelling happens.

Why YouTube:

Long-form content allows for in-depth storytelling - perfect for showcasing destinations, sharing travel guides, and featuring customer testimonials. Plus, YouTube’s strong SEO means your videos can drive traffic and bookings long after they’re uploaded.

How to use it:

Create engaging travel vlogs, behind-the-scenes videos, and in-depth guides. Offer helpful content like “Best Time to Visit [Your Destination]” or “A Day in the Life of a Traveler in [Location].”

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At Tomahawk, we know social media can feel overwhelming. But when you focus on the right platforms and approach them with a strategic, creative mindset, you’ll see real results. The key is to pick the channels that align with your tourism brand, tell compelling stories, and build a community around your destination.

The best part? Social media is a playground for creativity. So have fun with it! Whether you’re posting a breathtaking beach shot on Instagram or taking your audience on a virtual journey via YouTube, the possibilities are endless.