Do you need help writing tour descriptions that sell? You’re not alone. Most tour operators struggle to put their amazing experiences into words that grab attention. It’s like knowing you have a great story to tell but not knowing where to begin. And if you’re reading this, you probably want your tour descriptions to drive more bookings, right?
In this article, you’ll learn exactly how to write compelling tour descriptions that not only sound good but also help you rank higher on search engines like Google. We’ll cover the key elements that make a good tour description, and how you can craft one that speaks directly to your audience, grabs their attention, and gets them excited to book with you.
What Should You Include in a Winning Tour Description?
You’ve got just a few seconds to catch someone’s attention with your tour description. So, what are the must-have elements that will keep browsers hooked? Let’s dive in.
1. Attention-Grabbing Headline
Your headline is the gateway to your tour. If it doesn’t stand out, potential customers will scroll right past. A Microsoft study found that you have just 8 seconds to capture attention—1 second less than a goldfish! That’s why I’ve put “attention-grabbing headline” at the top of the list.
Make it clear, exciting, and focused on the experience your customers will enjoy. Think of it as a quick snapshot that shows what makes your tour special, not just another generic one.
Here’s a simple recipe you can follow in writing a great tour headline:
- [Experience or activity] + [What makes it unique] + [Location or special detail]
- Discover [Unique feature] on this [Type of experience] in [Location]
Examples:
- “Private Sunrise Safari: Up-Close with Lions in Kruger National Park”
- “Sunset Dolphin Cruise: Family-Friendly Fun in Miami’s Crystal Waters”
- “Exclusive Wine Tasting: Discover Napa’s Hidden Vineyards”
- “Discover Hidden Waterfalls on this Guided Hike in Costa Rica.”
Pro Tip: Avoid vague titles like “Walking Tour” or “City Tour.” Instead, highlight what sets your experience apart.
Make your headline pop with "power words" that instantly grab attention and stir emotion. Words like “discover,” “explore,” and “unlock” spark curiosity, while “indulge” and “immerse” appeal to a sense of luxury or adventure. Use these words to paint a vivid picture of your tour, helping customers imagine themselves on the journey and driving them to book.
2. Clear Overview or Summary
Once your headline hooks, the next step is to quickly answer, “What will I experience on this tour?”
This is where you give a clear, summary of the most important details. This will serve as the trailer for your tour—it should highlight the best parts without giving away everything.
Here’s what to include:
- What will they do? Mention the main activities. Will they hike, sail, or cook? Be specific.
- What will they see? List the key landmarks or highlights. Unique sites, rare wildlife, or famous spots?
- What makes this experience special? This is where you drive home your unique selling points (USPs). Is it a private tour, led by an expert guide, or includes local delicacies?
Example of a solid summary:
“Join us for a thrilling sunset dolphin cruise along Miami’s coast. You’ll get up close with playful dolphins, soak in breathtaking views of the skyline, and enjoy complimentary drinks as you relax on board. Perfect for families and couples looking for a memorable evening on the water.”
This summary gives potential customers a clear picture of what to expect: dolphins, sunset, drinks, and a relaxing vibe.
Pro Tip: Write your summary like you’re answering a friend’s question, “What’s this tour all about?” Keep it conversational, yet informative.
3. How to Structure a Tour Description
Now that you’ve got your reader’s attention with a strong headline and overview, it’s time to dive into the details. But be careful—not too many details at once!
A well-structured tour description follows a logical flow that gives the reader all the essential information in an easy-to-digest format.
Here’s a simple structure you can follow:
A. What’s Included
Start with the basics. People need to know the key logistical details up front, so they can decide if your tour fits their needs.
Include:
- Tour Duration: How long is the tour? Is it a half-day or full-day experience?
- Location/Meeting Point: Where does the tour start? Is pickup included?
- What’s Covered: Does the price include meals, transport, entry fees, or guide services?
Example:
“This 3-hour guided walking tour of Rome includes skip-the-line access to the Colosseum and a visit to the Roman Forum. Your ticket covers all entry fees, and you’ll also enjoy complimentary gelato at the end of the tour.”
Pro Tip: Be clear and upfront. You don’t want guests to be surprised by hidden costs or unclear instructions.
B. Unique Selling Points (USPs)
Next, focus on what makes your tour stand out. Why should someone choose your tour over another? Highlight the special perks or experiences only you offer.
Think about:
- Expert Guides: Do your guides have special expertise (e.g., historians, chefs, wildlife experts)?
- Exclusive Access: Can your guests visit places or see things that other tours can’t offer? Maybe it’s after-hours access to a museum or a private experience in a popular tourist spot.
- Local Flavor: Do you incorporate authentic, local experiences? Think about things like tasting local foods, meeting artisans, or interacting with wildlife.
Example:
“Led by a professional archaeologist, this small-group tour takes you beyond the usual tourist route to explore hidden tunnels beneath the Colosseum. You’ll discover Rome’s underground history like never before, with exclusive access to areas closed to the public.”
Pro Tip: Ask yourself, “Why would someone regret not booking this tour?” The answer is what makes your tour unique, and that’s what you need to highlight.
C. Itinerary and Key Highlights
People love knowing what they’re getting into. A clear and simple itinerary helps potential customers visualize the experience.
Format it like this:
- 9:00 AM – Meet at the central square for introductions and a welcome coffee.
- 9:30 AM – Visit the first historical site: the ancient city walls.
- 11:00 AM – Enjoy a traditional lunch at a local café.
- 1:00 PM – Conclude the tour with a scenic boat ride.
Pro Tip: Focus on the most exciting parts of your tour. Don’t overwhelm them with every single detail. Give enough to paint a picture, but keep it engaging and to the point.
Example:
“Start your day with a scenic drive through Tuscany’s rolling hills. Visit the iconic Leaning Tower of Pisa before enjoying a traditional lunch at a family-owned vineyard. In the afternoon, explore the medieval town of Siena, where your guide will share fascinating local legends.”
4. Emotional Appeal: Why It Matters
People don’t just buy tours—they buy experiences, memories, and emotions. That’s why it’s important to tap into what your potential customers are looking for emotionally.
Think about it this way: A person doesn’t want a boat ride just for the sake of being on a boat. They want the peace and excitement of being on the open water, or the joy of spotting dolphins. Appeal to those feelings.
Here’s how to do it:
- Use Sensory Words: Describe what they’ll feel, see, taste, or hear. This helps them imagine being on the tour.
Example: “Feel the warm breeze as you glide across the crystal-clear waters of the Caribbean, watching the sun dip below the horizon.”
- Paint a Picture: Make it easy for your readers to imagine themselves there.
Example: “Picture yourself strolling through centuries-old vineyards, sipping wine under the golden Tuscan sun.”
Pro Tip: Use language that speaks directly to their emotions. Ask questions that encourage them to think about how they’ll feel.
Example:
“Can you imagine the thrill of walking through ancient ruins, where gladiators once fought for their lives? Or the peace of floating on a quiet river, surrounded by towering mountains? That’s what you get from this tour.”
5. Writing with SEO in Mind
Now, let’s talk about writing for search engines and readers. You want people to find your tour description when they search for it online. But be careful to optimize your writing without sounding robotic.
Here's what you can make sure of:
A. Keywords
Think about what potential customers would type into Google to find your tour. Use those keywords naturally throughout your description.
If you have the extra budget, you can use a keyword research tool like Ahrefs, SEMrush, or Keywordtool.io.
For example, in this article, the keyword is “how to write tour descriptions.” Similarly, for your tour, your primary keyword could be something like “sunset dolphin tour” or “Rome Colosseum tour.”
Tip: Use your primary keyword in the headline, first sentence, and a few more times throughout the tour description.
Example:
“Looking for an unforgettable Rome Colosseum tour? This guided experience takes you through the ancient arena with skip-the-line access, offering a unique perspective on Roman history.”
B. Write for People First, Search Engines Second
Although you want to rank on search engines, your main goal is to appeal to the reader. So write in a natural, conversational tone.
Avoid keyword stuffing. Search engines like Google are smart enough now to understand content written for humans.
Pro Tip: Use short paragraphs, bullet points, and subheadings. This makes it easy for readers (and Google bots) to skim the important details.
4 Common Mistakes to Avoid When Writing Tour Descriptions
Even the best tour can get overlooked if the description doesn’t hit the mark. To help you avoid that, here are four of the most common mistakes tour and activity operators make—and how you can avoid them.
#1 Being Too Vague
You want to keep things simple but don’t be so vague that your potential customers are left with questions.
If your description is too broad, people won’t understand what makes your tour special. They’ll move on to another option that offers more detail.
Mistake Example:
“Join us for a fun city tour.”
There’s nothing here to grab attention. It’s unclear what the tour includes or why it’s special.
Fix:
Instead of being vague, add specific details about what customers can expect.
“Join us for a 3-hour walking tour of Rome’s historic sites, including skip-the-line access to the Colosseum and a guided visit to the Roman Forum. Along the way, our expert local guide will share hidden stories of the city’s past.”
Specific details help customers picture the experience and get excited about it.
#2 Using Overly Complex Language
Tour descriptions should be easy to read. If you use complicated words or long sentences, you only confuse your audience.
Most people reading online prefer straightforward language, especially if English isn’t their first language.
Mistake Example:
“Our knowledgeable tour guides will elucidate upon the esoteric historical narratives embedded in these venerable monuments.”
See those big words? They don't do any help. Would you book a tour like that?
Instead ...
Fix:
Use clear and simple language that anyone can understand.
“Our expert guides will share fascinating stories about the history behind these ancient monuments.”
Isn't that simpler?
Always aim for clarity over sophistication. Imagine you’re explaining the tour to a friend.
#3 Forgetting to Highlight the Benefits
Many tour descriptions focus too much on features and forget the benefits. Features tell you what is included, but benefits show why they matter and how they create a memorable experience.
Mistake Example:
“This tour includes hotel pickup, transportation, and lunch.”
It’s clear, but does it stand out? Not really. Many tours offer the same.
Fix:
“Relax with convenient hotel pickup and comfortable transportation. Plus, savor a delicious local lunch for an authentic taste of the region.”
Benefits make the experience real, showing customers the value behind each feature.
#4 Not Including a Strong Call to Action (CTA)
You’ve written a great description, but without a clear CTA, you risk losing your reader. A strong CTA tells them exactly what to do next.
Mistake Example:
“We hope you join us!”
Fix:
“Ready to explore Rome’s hidden gems? Book your spot now to secure your place on this unforgettable experience.”
A clear, actionable CTA pushes customers toward booking and removes hesitation.
These simple tweaks can turn readers into bookers. With a strong CTA, you guide customers smoothly from browsing to booking, transforming curiosity into commitment.
Now, let’s see how these tour description techniques come to life with a real-world example from a successful food tour operator.
Learn from This Winning Tour Description Example
A well-crafted tour description does more than provide information—it excites, engages, and turns interest into bookings.
Below, we’ll break down key takeaways from Secret Food Tours that illustrate these principles in action.
1. Front-loads the Quick Summary
The box below the heading summarizes the key details of the tour: duration (3 hours), stops, group size (12 max), and language. At a glance, it helps potential customers decide if it's right for them.
Lesson: Always provide essential details upfront. It helps potential customers make a quick decision.
2. Writes Like a Tour Guide Speaks
The description is written as though a tour guide is personally talking to the reader. Using “you” language makes it more engaging and conversational. Sensory-rich words like “crispy,” “creamy,” and “flavorful” give readers a vivid picture of what they’ll experience, making the tour feel more real.
Lesson: Write like you’re talking to your guest. Engage them with fitting adjectives and descriptions that make the experience come to life.
3. Primes Customer Expectations with Easy-to-Skim Bullet Points
The description breaks down the 7 steps of the tour in easy-to-skim bullet points. This prepares customers for what they can expect at each stop and reduces any surprises. With it, customer feels more informed and confident about what they’re signing up for.
Lesson: Use bullet points to list the tour itinerary. It helps make your content more skimmable and mobile-friendly too.
4. Upsells Special Experiences
The tour description cleverly includes an option to upgrade with a “drinks package,” inviting guests to enjoy special cocktails and a 10-year-old port. This is a smart way to offer additional value and increase revenue.
Lesson: Include upsell opportunities in your tour description. Offer something extra that enhances the experience.
5. Adds Engaging and High-Quality Media
Photos and videos of guests enjoying the tour are strategically placed. This creates excitement and helps potential customers visualize themselves on the tour. It’s like giving them a sneak peek of the experience before they book.
Lesson: Use multimedia to show off the fun and energy of your tours- photos and videos of the tour. We know the feeling of seeing happy faces, it makes us want to join in. ;)
6. Excites Guests With What They'll Taste
Since this is a food tour, the description includes a “What You’ll Taste” section. Listing specific dishes and drinks creates excitement and curiosity. People know exactly what they’re getting and can already start imagining the flavors.
Lesson: Be specific about what your guests will experience. Whether it’s food, sights, or activities, let them know what’s coming in a dedicated section.
7. Provides Clear Meeting Spot Directions with Google Maps Embed
The meeting point is clearly outlined with a map and specific instructions, making it easy for tourists to plan their day. This level of detail helps reduce any confusion, especially for travelers who may not be familiar with the area.
Lesson: Always include a clear meeting point and use tools like Google Maps. It removes uncertainty and helps guests arrive on time.
8. Adds a Helpful FAQ Section
The FAQ section in the London Bridge Food Tour listing is the final touch that reassures and educates potential customers. Adding a well-crafted FAQ below your tour description helps address common concerns, reducing hesitation and encouraging bookings.
Why It Works:
FAQs help answer practical questions like “What should I bring?” or “Is the tour kid-friendly?” This boosts confidence and clears up any doubts before customers even need to ask.
How to Choose Questions:
Think about the most common inquiries from past guests. These could be about accessibility, dietary restrictions, weather conditions, or payment methods.
How to Format Answers for SEO:
Use a conversational tone in your answers and naturally incorporate keywords. For example, instead of “Yes, we have vegetarian options,” you could write, “Yes, we offer vegetarian options on our London food tour.” This helps improve SEO while answering questions clearly.
Pro Tip: Keep the answers concise and to the point. Use short paragraphs or bullet points to make them easy to read, especially on mobile devices. FAQ sections not only serve readers but also signal to search engines that your page offers comprehensive and helpful information.
9. Simplifies Checkout Experiences with a Booking Widget
Secret Food Tours makes booking effortless with their booking widget powered by TicketingHub online booking software.
You get more than just a tool in a booking widget—this streamlined process eliminates any friction, turning curious visitors into confirmed bookers instantly. With it, your customers can book their spot in seconds, thanks to real-time availability and smooth payment options.
Lesson: Make it easy for your customers to book! A seamless booking widget ensures visitors can reserve a spot quickly, boosting your conversions effortlessly.
Conclusion: Final Tips for Writing Tour Descriptions that Convert
Crafting an impactful tour description isn’t just about listing facts—it’s about creating an immersive experience for your reader. If Secret Food Tours can do it, so can you!
Let’s recap how to make your tour descriptions shine:
1. Front-load Key Info: Share the essentials—tour length, group size, highlights—upfront.
2. Write Conversationally: Speak directly to your target audience with “you” language.
3. Use Sensory Details: Help readers imagine the tour with rich, descriptive words.
4. Structure with Bullet Points: Break down information for easy skimming.
5. Upsell Opportunities: Offer upgrades or extras to enhance the experience.
6. Include Media: Add photos or videos to help visualize the experience.
7. Be Clear About Logistics: Provide detailed meeting instructions and a map.
8. Utilize an FAQ: Address common questions and boost SEO.
9. Use an Online Booking System: Integrate a booking widget like TicketingHub for a seamless booking experience.
Follow these steps, and you’ll create tour descriptions that inform, excite, and ultimately convert readers into happy bookers. Your goal is to take potential travelers on a journey before they’ve even left home—make sure it’s an unforgettable one!
Want to make it easy for customers to book with you? Get the TicketingHub demo today and see how a smooth frictionless checkout experience can turn your tour booking website browsers into bookers!
FAQ
1. What should I include in my tour description?
When writing a compelling tour description, focus on these key points.
- Summary of the entire tour’s activities, trip extra services inclusions, and any unique features.
- Mention the duration, pickup location, and cancellation policy.
- Spice up by feeding the emotional value by describing the local cuisine, local experts who’ll guide the tour, and vivid imagery of the experience.
The best description connects with potential travelers and emphasizes how your tour creates lasting memories.
2. How long should a tour description be?
Aim for around 150-200 words, written in an easy-to-read format. Short paragraphs, bulleted lists of key points like tour package highlights, and present tense writing make it digestible for readers.
This length allows you to include additional details, such as tour experience and extra service inclusions while staying concise enough for site visitors to skim.
3. How can I make my tour description more exciting?
Write a tour description like you’re telling a story.
- Use vivid imagery to describe an unforgettable journey and appeal to the emotional response of potential travelers.
- Mention hidden gems, local experts, and personal connection opportunities with local culture.
- Use high-quality photos and videos of previous tours and local cuisine to add value and make the entire tour package more appealing.
The more excitement you convey, the more travelers will want to book.
4. What’s the best way to add keywords for SEO?
Incorporate keywords naturally into your description by weaving them into your sentences. For example, if you offer tour packages, mention it early, such as “This tour package includes a guided visit to…” This helps with SEO while keeping the writing smooth.
Include phrases like “travel business” and “travel website” when describing your offerings, ensuring search engines rank your page higher.
5. How do I make my tour stand out from others?
- Focus on your unique features and emotional value. Highlight what makes your tour business different—whether it’s hidden gems, local experts guiding the way or unforgettable experiences.
- Share recent reviews and how many awards you’ve won to build trust.
- Include a clear and inviting call to action, and use a professional tone that fits your brand personality.
- Lastly, add high-quality photos and descriptions of trip extra services inclusions to help your visitors picture themselves on the tour, creating a personal connection.
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