Creating Destination Visitor Guides That Wow

Tuesday, February 13, 2018
feature blog graphic Sponsored by CrowdRiff


Every year, or even every season, DMOs embark on a huge project: putting together a print visitor guide. The goal? Give potential visitors the information, resources, and inspiration they need to choose your destination and start planning their trip.

The challenge is that these days, there are thousands of resources available for travelers. A typical traveler visits dozens of websites as they plan and book their trip, and that’s not to mention influences from social media and recommendations from friends. 

On the other hand, you can’t just appeal to travelers. Your visitor guide also needs to promote the local businesses, especially for DMOs whose funding is member-driven.

So as a DMO, how do you make sure your efforts don’t get lost in this sea of information?

We sought to answer this question: What makes a standout visitor guide?

Over the past few months, we’ve collected over 50 DMO visitor guides from all over North America. We’ve also tried our hand at making pocket visual guides as a marketing promotion to show what's possible with UGC.

Here are some tips to create visitor guides that make a lasting impact:

  • Choose a cover that makes a great first impression.
  • Avoid too many text-only pages.
  • Create a seamless reading experience between your content and your ads.
  • Take inspiration from guidebooks, magazines, even cookbooks!
  • Design around your visuals, not the other way around.
  • Use a mix of UGC and professional visuals.
  • Write copy that makes an emotional connection.

To learn more about this topic, watch CrowdRiff’s webinar on the latest trends in visitor guides.

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