What Tourism Websites Perform the Best For You?

Best Performing Tourism WebsitesI’m interested to hear from New Zealand tourism operators as to what tourism websites bring them the most traffic and booking enquiries and why.  Is there a website that you would absolutely always maintain a listing on (free or not)?

I quite often monitor the website statistics for tourism clients to see where their traffic sources are coming from so we can make decisions on where to best spend marketing money for online advertising.  The answers are not always clear cut, and some sites work better for some and not for others, often depending on how the site ranks businesses (alphabetical or paid vs non-paid listings for example).

So is your most valuable tourism website any of the following or something else?

  • Our national tourism website newzealand.com
  • High profile tourism websites that you pay to list on like AA, Jasons and New Zealand Tourism Guide
  • Your RTO, regional and local tourism websites
  • Sector or Niche tourism websites that you specialise in e.g. luxury accommodation, B&B’s, Eco-tourism, etc
  • Instant booking websites like Wotif, Ezibed, Travelbug, Expedia and so on

Perhaps there are a few key ones, and if you don’t know then you probably should find out.  It’s a good strategy to be listed on a combination of the above listed sites to ensure broad exposure, so it’s just a matter of figuring out which ones.  In any case it would be great if you could share what you think works for you.


  1. Lance February 18, 2010 at 1:24 pm #

    For us it’s mainly newzealand.com and Wotif for bookings. I always wonder whether it’s worth it to pay to list on some websites but just try them out for a while to test.

  2. Jes February 19, 2010 at 12:01 pm #

    Agree with Lance. Wotif good -especially out of the busy season – and newzealand.com. Also tourism.net also works for us. Jasons from being one of the top referrers, has diminished recently. Google analytics tels us that in the last month or so some of our main referrers have been newzealand.com (211) tourism.net (91) tripadvisor (60)a ccommodationinnewzealand.co.nz (60) regional website- hawkesbaynz (51) AA (36) and Jasons down at 15. Of course these are dwarfed by Google searches (organic) at 2552!

    • Michelle Ackers February 19, 2010 at 12:13 pm #

      Thanks for sharing your stats Jes, certainly sounds like you are listed on a good range of sites to get traffic and interesting to see how well you do with the newzealand.com listing compared to some of the paid tourism sites.
      Your organic google results shows how important it is to rank well in google searches.

  3. Staglands February 19, 2010 at 12:16 pm #

    We don’t get alot via specific tourism websites but the most common for us is wellingtonnz.com, newzealand.com.au and a few from tourism.net. As with Jes – most visitors are from search engines or our current clients.
    I’ll definitely keep an eye on this blog as there’s so many websites out there I am continually wondering what ones are best as it can take alot of time to keep up

  4. Simon McManus February 23, 2010 at 10:03 am #

    It depends what you’re looking for, WOTIF vs tourism.net offer quite different things.

    For strictly directory sites (those that link to you and put contact details) newzealand.com has definitely shown good improvement lately. Tourism.net.nz is probably my pick as best paid site historically across all regions. But doesn’t offer the same opportunities in print or promos as Jasons or AA.

    • Michelle Ackers February 23, 2010 at 10:34 am #

      Yes I don’t think there is any question that listing on the free “official tourism” sites like newzealand.com and your RTO site (not all free) is a pretty easy decision.

      Likewise listing on popular booking sites like wotif.com is worthwhile provided you can manage the updating effectively.

      So the question comes down to which of the paid sites to list on – particularly the more prominent but expensive ones, not all operators can afford to list on all of them. Based on comments so far tourism.net.nz seems to be more popular in terms of performance, but happy to hear alternative views.

  5. Allanah February 23, 2010 at 8:08 pm #

    Great question, and I look forward to seeing other’s throughts. Our stats fluctuate – referral sites that work well for us are our local RTO site (destination marlborough), newzealand.com, and tourism.net. Interestingly though, we also get quite good referrals from other local operators businesses – e.g. guiding companies on the track. ANd best of all, we are just starting to see some referrals come through from twitter and facebook, making that effort look like it might start to be worthwhile…

    • Michelle Ackers February 24, 2010 at 12:22 pm #

      Good to see some mention of social media sites as traffic sources too. These are free but involves a time investment to get a return.


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