How to Write a Great Tour Description

You have a great tour, but the people who look at your booking website stay for just a few seconds and click away. It could be that your booking system is too confusing for them to effectively navigate, or it might simply be that your description doesn’t grab their attention.

Creating an exciting summary that captures what it is truly like to be on your tour takes skill. It’s important to explain your tour vividly and clearly, without sounding overhyped.

Here are a few tips to get you started:

Use Active Voice

Even the best summary will sound dull if you use passive voice. If you’re not sure what that means, compare these two sentences:
Jill threw the ball.
The ball was thrown by Jill.

The first one is active voice, and the second is passive. Active voice is typically seen as more engaging by readers and should be used whenever possible. You can easily scan your summary for potential passive voice by searching for the word ‘was’ or ‘has been.’ If you see them, read the sentence carefully to see if it is passive voice.

Come up With a Great Hook

What is it exactly that makes your tour so special? If there were two tour companies in the same area, what would make yours different from the other one? What makes your tour special is your hook. This could be a tour guide who always knows where the rhinos are at any given time of day, or the captain of a ship who can entertain and enlighten as well as steer.

This is probably the most important part of your tour description because it shares the value of what the customer will be seeing, and what makes you different. It’s okay to take your time on this, and throw out a lot of ideas to get you started. Most writers come up with a minimum of 6 ideas before settling on the one that will be their main focus.

Who, What, When, Where, Why and How

In journalism, these 6 questions are essential to any article, and a tour description is no different. In order to be clear and concise, you need to answer some or all of these questions.

Who will you be going with? Is it someone who has a skill that makes them better than a normal tour guide? What will you be seeing? You might not need to state when, unless there is a particular sight that can only be seen at certain times a day, such as tide pools. Where you are going is critical if you’ll be visiting a quaint village or an ancient ruin.

Perhaps the most important question is why. Why should they go with you? Why are you different? Why do they want to go with your tour company?

All of these things need to be addressed to make a great summary.

Your tour description could be the primary reason customers choose you, or don’t. Take the time needed to make your tour description the very best you can so your customers will be glad to click the sign up button. For more information, visit TourTools at