We know how much heart and hustle go into your visitor guides! It’s so much more than just a brochure—it’s your destination’s first impression, a go-to trip planner, and a chance to tell your story in a way that really sticks. Whether it’s printed, digital, or a mix of both, a great guide can spark traveler inspiration, rally local pride, and drive real tourism impact.
To help spark inspiration, we’ve rounded up 8 top tips we’ve learned from destinations over the years, plus real-life examples to fuel your creativity.
1. Cover All Your Audiences
The best guides speak directly to the people they’re trying to reach. Are you attracting adventure seekers? Foodies? Families with kids? Craft your content and visuals to reflect their interests, preferences, and questions.
⭐ Visit Madison’s Visitors Guide includes curated sections for outdoor lovers, families who travel, wellness seekers, and more, with immersive photography and practical planning tools.
2. Highlight Local Experiences & Hidden Gems
Go beyond the obvious. Showcasing off-the-beaten-path gems and stories from locals gives your destination a unique, authentic voice. Travelers want to experience what makes your community truly special.
⭐ Visit Fort Wayne’s Visitor Guide features a handy hidden-gem finder to help visitors uncover all the best off-the-beaten-path spots. They’ve also included a list of 10 activities under $10—a great way to showcase local favorites that are budget-friendly.
3. Incorporate User-Generated Content (UGC)
Photos and testimonials from real visitors provide authenticity and relatability. UGC helps travelers see themselves in your destination and builds trust through real experiences.
⭐Cape Cod’s Visitors Guide showcases a spread of real traveler photos, giving the guide a personal and engaging feel. Social handles are included to credit the creators, and with CrowdRiff, the team streamlined the process of sourcing and securing rights to use these authentic visuals.
4. Make It Easy to Navigate
Clarity is key. Organize your content by themes (e.g., Eat, Stay, Play), use bold visuals, include maps, and offer downloadable or interactive versions. QR codes can guide readers from print to digital resources seamlessly.
⭐ San Francisco’s Visitors Guide features a detailed map that highlights the city’s diverse neighborhoods, then breaks down the unique experiences each one has to offer—from iconic sights to local favorites.
5. Tell a Cohesive Brand Story
Your destination has a personality—let it shine through! From tone and voice to visuals and layout, your guide should reflect a consistent story that helps visitors connect emotionally to your brand.
⭐ Lexington Kentucky’s Guide blends local wildlife, arts, and food culture with engaging visuals to create a consistent, welcoming vibe.
6. Include Themed Itineraries
Help travelers picture themselves in your destination with curated itineraries. Whether it’s a “48 Hours in Town” itinerary or niche themes like “Best Local Breweries” or “Family Weekend Getaway,” these practical guides spark action.
⭐ Sarasota’s Visitors Guide offers a variety of itinerary ideas based on interests, including foodie finds, outdoor adventures, family-friendly attractions, and more.
7. Promote Sustainable & Inclusive Travel
Modern travelers want to make a positive impact. Use your guide to highlight sustainable practices, accessible experiences, and meaningful ways to support local communities.
⭐ Manitoba’s Visitors Guide shares stories and experiences rooted in Indigenous culture—including food spots, festivals, and events—offering travelers a deeper, more authentic connection to the region.
8. Think Beyond the Page
Your visitor guide is more than a list of things to do—it’s a storytelling tool that influences perception, planning, and long-term love for your destination. By combining authentic visuals, clear planning tools, and a strong brand story, you’ll give travelers a reason not just to visit—but to come back again and again.
⭐ Nova Scotia’s Doers & Dreamers Travel Guide strikes a nice balance between inspiration and information, combining stunning imagery with practical tips to help visitors dream big and dive right into their journey.
Have a good tip we missed? Let us know. We’d love to hear how you’re bringing your visitor guide to life!
