10 creative Instagram marketing ideas to boost bookings for your tour business

If you run tours, you already know the usual Instagram drill. You post the perfect sunset from your sunset cruise, the most colorful dish from your food tour, or that one photo everyone takes at your most popular stop. 

Those pictures are great, but travelers are looking for more than pretty views. They want to see the people who make your tours special and the moments that happen behind the scenes.

Creative Instagram marketing helps you move beyond the standard highlight reel and tells the real story of your business. When you show travelers what it is actually like to experience your tours, you build trust faster and spark more interest from people who are ready to book.

In this article, you will find 10 creative Instagram ideas that help you show the human side of your tours, share authentic moments, and keep your audience engaged. Each idea includes examples from operators who are already bringing their stories to life.

1. Turn your guides into on-screen storytellers

Your guides are the heart of your tours, so let them take center stage on Instagram. Travelers want to see the real people who lead your adventures, welcome guests, and set the tone for the day. 

Short video intros, quick hello messages, or behind-the-scenes clips of guides getting ready can make your business feel warm and approachable.

These videos do not need to be polished. A simple walk-and-talk before the first tour of the day or a quick moment between groups can show off your team’s personality and help travelers feel connected before they even arrive. 

This example shows how effective a personable team member can be on camera: https://www.instagram.com/p/DOMi8SojkuK/

Pro tip: Reels with trending sounds often get more views, which can help your guides reach a wider audience.

2. Create “day in the life” stories

Travelers love seeing what goes on behind the scenes during a typical day on tour. A “day in the life” story is an easy way to show it. 

Capture quick clips of your team loading gear, prepping boats, opening the shop, or welcoming the first guests of the day. These moments help travelers understand the care and effort that go into every experience you run.

This format works well because it feels real. Instead of a staged photo, viewers see the energy, movement, and personality of your operation. That kind of transparency builds trust and gives travelers a clear picture of what they can expect when they book.

Here is a great example of a simple, effective “day in the life” clip: https://www.instagram.com/p/DLq173qoKZF/?hl=en

3. Guide Q&A Reels

A quick Q&A with your guides is one of the easiest ways to bring more personality to your Instagram feed. 

Ask your team fun, light questions like “What surprises guests the most on this tour?” or “Where do you go for the best local snack after work?” Short answers make great Reels that are easy for travelers to watch and share.

These Q&A moments help your audience feel like they already know your team. When travelers see the people behind your tours, it builds familiarity and encourages them to book with confidence. 

It also gives your guides a chance to show their passion for your destination and the experience you offer.

Here is a strong example of a fun this or that question that is easily adaptable:
https://www.instagram.com/p/DQ-BX3SkuqI/?hl=en

4. Share traveler takeovers

A traveler takeover brings a fresh perspective to your Instagram feed. Invite a guest or local influencer to share short clips, stories, or photos from their experience. 

They can highlight the views, the energy of the day, and the moments that stood out to them. Their voice introduces your tours to new audiences while giving followers a first-person look at what it feels like to be on your adventure.

Takeovers work well because they feel authentic. Travelers trust other travelers, so seeing your experience through someone else’s lens can be more persuasive than anything you post yourself. You also get a library of user-generated content you can repost later.

Encourage takeover guests to tag your account, mention your tour by name, and point viewers to your booking link in your bio.

4. Collaborate with travelers and local creators

When travelers tag your business in their posts or Reels, it is an opportunity to reach a much wider audience. Instead of simply liking the post or sharing it to your Stories, take the next step and invite the traveler to be a collaborator. When they accept, the post will appear on both of your profiles, which increases visibility and gives your audience an authentic look at your experience through someone else’s perspective.

You can also accept collaborator requests when travelers tag you first. Many guests already share their favorite moments from your tour, and accepting the request lets their content live on your profile as well. It is an easy way to build your feed with real stories while strengthening your relationship with the people who are already excited about your brand.

This approach keeps your Instagram presence active, community-driven, and full of genuine traveler experiences that inspire others to book.

5. Timelapse transformations

Timelapse videos are a simple way to show the energy and movement that make your tours special. Whether your team is prepping boats, organizing equipment, or getting your space ready before the first guests arrive, capturing it in a quick-motion format turns ordinary moments into eye-catching content.

Travelers love seeing the behind-the-scenes work that brings each tour to life. Timelapse videos also perform well in feeds because they are dynamic and easy to watch. They highlight your attention to detail and give your audience a sense of what it feels like to step into your world for the day.

Here is a great example of a timelapse in action:
https://www.instagram.com/p/CFIHoqaANl5/?hl=en

6. “What’s in the bag” or “on the boat” posts

Think about the classic “what’s in my bag” posts you see from fashion influencers. Travelers love that same peek behind the curtain, and it works just as well for tour operators. Instead of makeup pouches and accessories, you can show the gear, snacks, and essentials that go into running a great tour.

For a boat tour, that might include sunscreen, reusable water bottles, safety gear, and your crew’s favorite sunglasses. For a walking tour, you might highlight comfortable shoes, local snacks, weather-ready layers, or the binder of fun facts your guides carry. These posts are playful, easy to create, and full of personality.

They also help travelers understand what to bring, what you provide, and how prepared your team is every day. It is a simple way to show your professionalism while keeping the content fresh and relatable.

7. Unscripted customer reactions

Nothing captures the feeling of your tour better than a real guest reacting in the moment. After the experience ends, ask travelers (with permission) to share one word or a quick sentence about how they felt. Record it as a short clip and compile a few into a quick Reel.

These reactions are powerful because they are spontaneous and honest. Travelers trust what other travelers say, especially when the excitement is still fresh. Even a simple “amazing,” “unexpected,” or “worth it” can encourage someone else to book.

Short, authentic testimonials like this are easy to film, easy to watch, and have a strong impact on travelers who are considering your tour.

8. Collaborate with local businesses

Partnering with nearby restaurants, shops, hotels, or other attractions is a simple way to expand your reach and support your community at the same time. 

Create a post or Reel together, tag each other (same as you would with creators), and show how your experiences fit into a full day in your destination. Travelers who discover your partner may end up discovering you, too.

This kind of collaboration does more than boost visibility. It also helps travelers imagine what to do before or after your tour, which makes planning easier and more exciting. 

That naturally leads into the next idea. When you pair these collaborations with a curated itinerary, you give travelers a clear, complete picture of how to spend their time.

Here is an example of how you can feature local businesses in a simple text overlay:
https://www.instagram.com/p/DQ9X96NjKLm/

9. Micro-itineraries

Travelers often look for help planning their time, and micro-itineraries are an easy way to guide them. Create a carousel post that walks your audience through “24 hours in our city” or “Morning to sunset on the water.” Include your tour as part of the plan and pair it with local spots you love, like a coffee shop, scenic viewpoint, or dinner recommendation.

These posts work well because they help travelers visualize their entire day. Instead of seeing your tour as a standalone activity, they see how it fits into a full, memorable experience. Micro-itineraries are also highly saveable, which means they continue working for you long after you publish them.

Here is an example of a simple, effective micro-itinerary carousel:
https://www.instagram.com/p/DQZU5gvDCDl/

10. Staff picks

Your staff know your destination better than anyone, which makes their recommendations valuable to travelers. Share your team’s favorite restaurants, scenic lookouts, coffee spots, or things to do before or after your tour. These posts feel personal and help your audience experience your location the way a local would.

Staff picks also reinforce your role as a trusted guide in your community. When travelers see that your team genuinely loves the place they work in, it builds credibility and adds depth to your brand. These simple recommendations can inspire someone to explore more, stay longer, and book with more confidence.

Here is an example of a strong staff recommendation post:
https://www.instagram.com/p/DQ43FoykfRJ/?hl=en

Keep growing your reach

Creative Instagram content can do more than attract attention. It helps travelers connect with your team, understand the experience you offer, and feel excited to book. When you combine thoughtful storytelling with a strategy that highlights the people behind your tours, your social presence becomes a powerful part of your marketing toolkit.

If you want more ideas to elevate your marketing, explore our latest insights here: https://fareharbor.com/blog/category/marketing/