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The Types of Photos You Must Include on Your Tour or Activity Site

Last updated on April 16, 2024
4 minute read
Key Takeaways

  • Know the right photos to use to capture your target customer
  • Capturing images that reflect your brand and company value
  • Put your photos in the most advantageous places on your website - hint, they may not be exactly where you think!

Skill Level


Your website serves as more than just an online brochure for your tour and activity business—it’s your primary sales tool. To stand out and attract the right audience, you must effectively showcase what you have to offer. One of the most powerful ways to do this is through the strategic use of photos. High-quality images can help potential customers envision the experiences you provide, drive bookings, and ultimately boost your revenue. In this article, we’ll explore the kinds of photos that tour, rental, and activity operators should use on their websites to attract the right audience and grow their business.

Photos of People Enjoying Themselves During the Experience

The saying, “A picture is worth a thousand words,” couldn’t be truer when it comes to showcasing your tours and activities. Photos of people genuinely enjoying themselves during the experience are invaluable. These images capture the essence of what you offer—joy, excitement, and adventure. Show potential customers what to expect by sharing candid shots of participants laughing, smiling, and having fun.

Pro Tip: show a representation of your target audience in the photos. If you offer family-friendly tours, show families.

These photos should find a prominent place on your tour or activity pages where people actually book with you. They provide reassurance and create a sense of anticipation for your potential customers. Don’t forget to include shots featuring your tour guides and staff interacting with guests. This personal touch can make all the difference in building trust and encouraging bookings.

Scenery & Location Shots

For operators whose tours or activities involve stunning scenery or unique locations, it’s essential to show off these picturesque settings. Even indoor operators, such as axe throwing or escape rooms, can utilize photos of their unique and immersive environments. This is where you can get creative, using high-quality photos with edits and filters to add that extra wow factor.

Consider placing these scenic shots on prominent website pages like the homepage and the about page. While they may not directly drive bookings, they create a compelling first impression and set the tone for your brand. 

Pro Tip: Majestic location photography works best when you want to remind viewers of what’s in store for them. But use it sparingly because you don’t want to give away all your secrets up front! 

Close-Ups & Detail Shots – Especially If You Offer Something Unique

If your tour or activity offers something unique or special, capture it with close-up and detail shots. Whether it’s an up-close encounter with an animal at your zoo, the vibrant colors of flowers on a hiking trip, mouthwatering dishes from a food tasting, or the marine life you can see on a snorkeling excursion—these details make your business stand out.

These shots not only showcase what makes your business unique but also provide potential customers with a deeper understanding of the experience they can expect. Don’t be afraid to highlight anything that sets you apart, no matter how small it may seem. It’s the tiny details that often make the biggest impact.

Rental or Charter Gear Shots

For operators who provide rental equipment or guided tours that involve gear, consider sharing images of this equipment publicly. It builds trust with potential customers and demonstrates your commitment to safety and quality. Showcasing well-maintained and modern gear can reassure people that they’re making the right choice by booking with you.

Highlight the variety and condition of the equipment you offer. Consider adding captions or brief descriptions to explain how each piece contributes to the overall experience. These gear shots can be included on relevant pages like equipment rental sections or tour descriptions to give customers a complete picture of what’s in store for them.

Key Takeaways

In the driven world of tour and activity business, captivating photos are your secret weapon for attracting the right audience and making money. By strategically incorporating images of people enjoying your experiences, showcasing stunning scenery, and capturing unique details, your website will inspire potential customers and build trust. Make the most of this visual storytelling tool to showcase what makes your business exciting and it will become an effective sales tool. 

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