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According to a study carried out in 2021 most American websites dedicated to tourism are largely underused (low traffic, low visit times, etc.), especially in comparison with travel industry websites. The latest figures published by the comparator Sky scanner also point in this direction with an explosion of “mobile app” uses for booking travel.
If we broaden our vision to all the sites dedicated to tourism, we note, however, that this type of site displays logistical information (for example, what public transport to get from the airport to the city center) city), tourist resources (the opening hours of the most famous museum in the city or the calendar of cultural activities), all with very beautiful images.
Tourist websites have evolved in recent years by inviting themselves on social networks and opening up to mobility. They are also becoming more and more aesthetic. Among hundreds of tourist sites in different countries, states, cities, here is the list of the 20 best designed sites (they are not presented in any particular order).
What formats for the content?
Two content formats are used on the majority of the tourist sites presented here. The first is rich content with “modules” that allow users to discover new activities by chance.
The other content format is more visual and lets the visitor find or search for the type of activity they are interested in before bringing it to a new page with related content related to that interest.
What trends in terms of design?
We can easily identify 2 trends in terms of design by observing these 20 sites.
One (which is highly visual) is a visit that is made to the visitor when scrolling through the home page. The bottom of the page is always a “call to action” in the form of packs or links encouraging reservations. For example, Travel Oregon , Tourism Malaysia and Visit Brasil are excellent in this area.
The other trend is the display of high-impact visuals on the first section on the first page seen by a user. Almost all sites use this technique, and Go To Hungary is the most extreme example: the home page does not scroll and the background image is fixed.
Travel and mobility?
With the rise of mobility, and particularly among travelers, it is very important for these websites to be accessible from mobile devices (tablets and smartphones). Eleven of these 20 sites presented here have “Responsive Design” versions (55%). This equipment rate is well above the average (20%) but still ultimately quite low, given the nomadic target to which these sites are aimed.