What inbound travel companies and DMCs should be posting on social media

Social media content is not only about being found in the digital space but also for showing your potential clients and partners what your company actually does. Read on for some top tips on content strategies that work for tour suppliers, based on our experience of working with and promoting over 50 inbound operators around the world.

Social media is a great way to raise awareness about your company, engage with other industry professionals and build trust with your audience - it is also one of the first things potential partners may investigate along with your website because they want to see that you are an active, functioning company. Although often overlooked by tour companies with a B2B sales model, it is highly important for attracting the right partners.

With years of hands-on experience in online marketing, we understand what works - and just how challenging it can be for inbound operators to create content that captures the attention of the right audience, let alone find the time to keep up with it all! This article addresses the most asked questions we get, ranging from when and how often to post to the most relevant channels as well as content topics for inbound tour operators.

You can also learn more about our content writing services, get a free assessment of your channels and contact our specialists directly here.

Which social media channels to choose

Before designing your content strategy, the most important question is: Which social media platforms are best suited for your business? With new platforms emerging all the time, it can quickly become overwhelming, leading some to spread themselves too thin across every channel. But choosing the right platforms is key to an effective strategy. For all travel-related content, one rule remains constant: it needs to be visual and supported by catchy, informative text. So when it comes to platform selection:

• LinkedIn is the most relevant channel for business-to-business (B2B) tour operators in the UK. It’s designed for professionals seeking partnerships, industry updates and networking opportunities.

• Instagram is ideal for showcasing brand personality, products and services in a more engaging and visual way. Its mobile-friendly design and popularity with travel audiences make it a valuable addition to your mix.

• Facebook works well for consumer-facing content, combining visuals with longer-form text. It has also grown to be very popular as a news hub and is where a product managers often go to investigate companies. However, it's less commonly used for B2B research and partnership outreach.

  
  

In short, inbound operators targeting the B2B segment should prioritise LinkedIn. However, while Instagram and Facebook are more consumer focused, they can both still play a role in supporting visibility and brand awareness. Whatever mix you choose, be sure to tailor your content to fit each platform’s style and audience.

Show where you operate and the experiences you offer

One of the best ways to demonstrate your expertise is by sharing useful information about the destinations or regions where you operate. In addition to posting images from your current tours, consider creating purely informative content - accompanied by strong visuals - that highlights your destination and brand’s appeal. Aside from the natural or cultural attractions, product managers are also interested in practicalities such as accommodation options, ease of access, flight connections, market demand/arrivals data etc. Sharing updates about new flight routes, available hotel standards, or recently opened sites signals that you understand the needs of your business clients.

It’s equally important to highlight the types of tours and activities you offer - whether that’s adventure travel, classic sightseeing, family holidays or something else. Posts featuring guests engaging in memorable activities like hiking, sampling local cuisine or connecting with local communities helps to illustrate exactly what your company offers.

Reveal the faces behind your tours with ‘behind the scenes’ content

At The Adventure Connection, we often say that ‘people buy people’ - this is so true! In the travel industry, trust is essential and showing the real people behind your business helps to build it.

Sharing content that shows members of your team on location - e.g. staff training, volunteering, guide profiles or just casual moments at the office - can add personality and authenticity to your business. Given that most of the daily communication is online, this is very important for building trust and making partner relations more personal.

Announce your trade show schedule

Participating in trade shows is a key part of building professional relationships in the travel industry. These events are where product managers and buyers actively seek new partners, so it’s important for inbound operators to announce their presence. Be clear about whether you’re exhibiting or simply attending, and share where and when potential partners can meet you. 

Posting during and after the event - through photos, updates, or short reflections - also shows that your company is engaged with the industry and serious about building connections.

Make sure you post about your Fam Trips

Organising Fam Trips for travel professionals sends a strong message: you're not only running quality tours but also actively promoting your destination.

Whether you're hosting tour operator representatives or travel journalists, Fam Trips provide excellent opportunities to showcase your professionalism and the quality of your services and should be highlighted on your social media. 

And don’t forget about your sustainability initiatives

Sustainability is no longer a niche topic - it’s a core value for many buyers and travellers alike. Sharing your sustainability efforts shows that you're committed to responsible tourism and understand the expectations of the international travel trade.

Whether you're highlighting community partnerships, plastic reduction policies, carbon offset programs or certified credentials like Travelife or GSTC, this type of content builds trust and demonstrates long-term thinking. Even small steps, when communicated clearly and authentically, can make a strong impression on partners who prioritise ethical and sustainable practices in their supplier selection process.

Need help with your social media promotion?

Creating social media content that truly engages and builds trust with potential partners takes more than beautiful photos - it requires a strong understanding of the travel trade and what buyers are looking for. At The Adventure Connection, our team combines deep industry knowledge with content strategy and social media expertise to help our partners build a credible and consistent presence online.

From planning and creating posts to managing your channels, we handle everything with minimal input from your side. Our goal is to keep your content relevant, professional and targeted - so you can focus on growing your business while we help you stay visible and connected in the right circles.

Learn more about our social media services and request a free content assessment HERE

Or contact our marketing team directly to discuss your project HERE