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The Latest
19 Nov 25
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Article
Tourism begins online: how to build a destination website that actually moves people
'Roundup' is the collection of key stuff we've either been reading, discussing or working on during the month at Avenue.
For most visitors, your destination starts on a screen.
They browse other regions, compare options, ask for recommendations and make quiet decisions about what feels worth the time and money.
Your website sits at the centre of that process.
It can either help people feel confident about choosing your region or push them toward somewhere that tells its story better.
Our goal at Avenue is simple.
We design destination websites that move people from curiosity to action, while supporting the wider ambitions of the region behind them.
What a destination website really has to do
A tourism website has to balance several jobs at once. It must:
- Inspire visitors to see, stay and explore
- Give locals a sense of pride and something worth sharing
- Give operators real visibility
- Reflect the region’s strategy, brand and long term vision
- Support board and executive reporting around growth and impact
That is a lot of weight for one platform to carry.
So we start by asking a different question.
“If this website worked brilliantly, what would change for your region?”
The answer to that question shapes everything that follows.
Our approach:
From story to digital experience
Every region has its own character, tensions and strengths. We see the website as a place where those realities can be expressed with clarity rather than glossed over.
Our approach focuses on three layers.
1. Story
We clarify what makes your region distinct.
- What do people love once they arrive?
- What do locals wish outsiders understood?
- Where do you want growth, not just visitation?
This becomes the story the website has to tell.
2. Structure
We then design the information architecture and UX around the real journeys people take.
- Early stage dreamers
- Families in planning mode
- Business or events visitors
- Locals looking for things to do
Each should feel like the site has been quietly built for them.
3. Surface
Finally, we bring it to life through visual design and content that feel true to the region, rather than generic tourism imagery and copy.
The outcome is a tourism website that captures the feeling of being there, not just reading about it.
Designing for real visitors, not just pageviews
Good UX and UI are not about trends. They are about respect for people’s time and attention.
We focus on three things.
1. Clear paths for different audiences
Visitors should not have to guess where to click next. We design clear paths into content for:
- Different traveller types
- Different trip lengths
- Different interests or themes
This reduces friction and increases time on site.
2. Mobile first, always
Most visitors explore tourism websites on phones. We design for small screens first, then scale up, so the experience feels natural wherever it is used.
3. Accessibility as default, not an afterthought
Inclusive design is simply the right way to design. We aim for high level accessibility so that people of different abilities, ages and devices can all use the website with confidence.
“Tourism is for everyone. Your website should be too.”
Interactive tools that help people plan
Planning a trip is a mix of emotion and logistics.
The website should support both.
Favourites and itinerary builders
We use favourites and itinerary tools that let visitors:
- Save attractions and experiences
- Rearrange them into a plan that makes sense
- See key details in one place
- Share or print their itinerary
This turns vague interest into a concrete plan.
Curated itineraries and trails
Not everyone has the time or desire to build an itinerary from scratch. We work with local teams and equip them with tools to design curated itineraries and trails that give visitors an easy starting point with the flexibility to make it their own.
Helping people find what they actually need
Tourism websites are often full of excellent content that is hard to find. We solve that in a few ways.
Smart search and filtering
We use tools like Algolia to deliver instant, relevant search results and filters that feel natural to use. This means:
- Less time hunting through menus
- Faster access to the content that matters
- Less frustration and drop-off
ATDW integration that works for your team
We have extensive experience integrating ATDW data into destination sites. The benefits for your team include:
- Listings that stay up to date automatically
- Less manual content entry
- Ability to override and customise imagery and copy on individual listings
- Control over tagging and regional groupings
- A single, reliable source of truth
The benefit for visitors is simple. They can trust the information they see.
Maps that help people understand your region
Maps are more than a utility. They are a way to help visitors form a mental model of your place.
We create interactive maps that:
- Show anchor experiences and hidden gems
- Group content in intuitive ways
- Support both early dreaming and on-the-ground use
When maps are done well, they encourage visitors to explore further and stay longer.
Performance and the technology underneath
Visitors do not see the technical stack, but they definitely feel it.
We use a modern headless WordPress approach.
The practical benefits are:
- Fast load times that support both UX and SEO
- Strong performance on mobile networks
- Flexibility for future features and integrations
- Solid security and reliable hosting
The aim is to give your region a platform that will support it for years, not months.
Content presentation that engages.
And feels natural.
How information is structured affects how people respond to it.
We use purpose-built content modules to:
- Break up information into digestible pieces
- Highlight what matters most
- Connect related content in meaningful ways
- Make updates easy for your team to manage
People skim far more than they read online, so thoughtful structure and engaging presentation give them a smooth, enjoyable path through your content.
These featured tourism projects show how our approach looks in practice. Each project shares a common thread. A clear regional story, expressed through thoughtful design and a user experience that guides real action.
Visit Ballarat
Rebranded, rebuilt and globally recognised. We partnered with the City of Ballarat to deliver a high-performing tourism website that brings the region’s new brand to life. Fast, intuitive and fully mobile-first, the site empowers both visitors and the in-house marketing team, and increased page views by 226%.
Canberra “In The City”
Our vision for the City Renewal Authority’s “In The City” website was to become a central hub for everything happening across the city of Canberra – from shopping and dining to entertainment and monthly campaigns that showcase what makes Canberra unique.
Ballarat In The Know
The City of Ballarat commissioned Avenue to produce a website for its local community that was as engaging as the one aimed at visitors, promoting the latest events, the best food and drink venues, and amazing experiences that the region has to offer.
Canberra.com.au
Recognised as one of the most innovative cities on the planet, Canberra is the perfect place to live, work, and study. We delivered a website that communicated this message loud and clear.
We consider our website to be at the forefront of user experience & design.
Lucy Ibrahim – former Head of Marketing, Visit Ballarat
We could not recommend the team at Avenue enough – creative thinkers, client focused, strategic, innovative design, idea generation & delivery have all been top notch.
Our awards & recognition
Ready for what’s next for your region?
A tourism website is not a brochure. It is core digital infrastructure for how your region is seen, chosen and experienced.
If you’re looking for a website that inspires discovery and drives visitation, we are always open to a conversation about:
- Where you are now
- Where you want to be
- How digital can support that journey