Travel & Tourism Copywriting

The world is a wonderful place. It doesn’t need quite so many adjectives.

There are some extraordinary places in the world. Spectacular landscapes, fascinating cities, remarkable people and experiences that stay with you long after you’ve unpacked.

So why does so much travel writing make everywhere sound exactly the same?

Apparently, every destination is breathtaking, every beach is pristine and every holiday promises memories that will last a lifetime.

Good travel copywriting does something rather more useful.

It helps people imagine being somewhere else, understand what makes it different and decide whether it’s somewhere they actually want to go.

I’ve been writing professionally for 30 years, including work for easyJet, TUI, Kuoni, Expedia, Ryanair, Viking, Oceania and VisitBritain.

I help travel and tourism businesses find the interesting details, communicate the practical information and give people a reason to explore further.

Without describing every destination as paradise.

Every destination has a story. Not necessarily the obvious one.

A destination is more than a collection of attractions, restaurants and agreeable weather.

It’s the character of the place. Its people, history, landscape, food and everyday life. And sometimes the most interesting things aren’t the ones everybody photographs.

Good destination copywriting looks beyond the obvious.

I’ll research what makes somewhere distinctive, speak to people with local knowledge and find the details that give readers a genuine sense of place.

Whether I’m writing a destination guide, tourist board campaign or travel website, the aim is to make somewhere appealing without making it sound interchangeable with everywhere else.

Because there’s more to Italy than pasta, and considerably more to Thailand than beaches.

A holiday needs more than a beautiful photograph

A photograph might capture somebody’s attention. But it rarely answers everything they need to know.

What’s included? How demanding is the itinerary? How much travelling is involved? Who is the holiday suitable for? What happens if plans change?

The answers can matter just as much as the destination.

A family booking its annual holiday has different priorities from a couple considering a luxury escape or somebody planning their first adventure tour.

I’ll look at the audience, the itinerary and the experience being offered, then establish which details deserve attention.

Good travel writing makes the prospect appealing. Good travel copywriting also helps somebody make an informed decision.

Tour operators have different stories to tell

Adventure holidays, escorted tours, cruises, specialist expeditions and tailor-made travel all attract different customers.

Some want independence. Others value expertise, reassurance or the convenience of having somebody else organise everything.

A specialist walking holiday shouldn’t sound like a luxury Mediterranean cruise. And a carefully planned cultural tour deserves more than a paragraph about escaping the everyday.

I’ll work with your itineraries, product specialists and destination information to explain what makes each experience worthwhile.

That includes the places, activities, accommodation and arrangements, along with the details that might influence someone’s decision.

An itinerary should build anticipation. But it also needs to tell people where they’re going on Tuesday.

Getting there is part of the experience

Airlines, cruise operators, rail companies and other travel providers face a slightly different communications challenge.

Their customers may be choosing between routes, services, schedules, comfort, convenience and price. They want to know what the journey involves and what they’re paying for.

Sometimes the writing needs to be imaginative and promotional. At other times, it needs to be reassuring, informative and almost impossible to misunderstand.

I’ve worked with major travel and transport brands, so I understand the importance of adapting the message to its purpose.

Particularly when clarity matters more than creativity. Nobody wants an imaginative interpretation of their baggage allowance.

Tourism is about people as well as places

Tourist boards, destination organisations and visitor attractions have more to communicate than the reasons somebody should visit.

They may also need to encourage off-season travel, promote lesser-known locations, support local businesses or explain responsible tourism initiatives.

Different audiences need different messages.

A first-time international visitor may want an introduction to a destination. Someone who lives nearby may be looking for a reason to return.

And environmental claims need to be supported by evidence rather than another reference to sustainable adventures.

I’ll help find the stories and practical details that speak to those different interests. Without losing the character of the place.

Travel and tourism copywriting services

As a travel and tourism copywriter, I work with travel agencies, tour operators, airlines, cruise companies, tourist boards, destination organisations and visitor attractions.

Travel and tourism website copy
Destination descriptions and travel guides
Tour descriptions and holiday itineraries
Travel brochures and promotional publications
Airline, cruise and rail marketing copy
Tourism advertising and destination campaigns
Travel blogs, articles and editorial features
Travel brand messaging and tone of voice
Booking and customer communications
Email campaigns and seasonal promotions
Responsible tourism and sustainability content
Corporate communications and annual reports

I can work directly with your organisation or alongside your marketing team, agency, designers and destination specialists.

Thirty years of knowing what to leave out

My background in journalism, government speechwriting and commercial copywriting has taught me to research unfamiliar subjects, ask useful questions and recognise what matters to the reader.

Travel is a particularly good example.

There’s often far more information available than anybody needs. The trick is deciding which details make the experience distinctive, which provide reassurance and which simply get in the way.

I’ll help you find the right balance.

And try very hard not to describe another sunset as unforgettable.

Somewhere interesting in mind?

Perhaps you’re launching a destination, rewriting a travel website, developing a brochure or promoting an experience that deserves better than the usual travel clichés.

Tell me what you’re working on, where you’re taking people and what you want the words to achieve.

I’ll help make the journey sound worth taking.