Finding the Right Destination Website Design Agency for your Next Project

In the vibrant landscape of tourism marketing across the American South, destination websites are as relevant and important as ever in attracting travelers and driving bookings.  As decision-makers in destination, attraction, and place industries throughout the region, understanding and harnessing the potential of emerging AI-driven tools is also increasingly essential for maximizing the effectiveness of your website.

As award-winning website designers in this industry, we want you to have success in your next project (whether your partner with us or not!) so we’ve pulled the following tips together.  Read on for a refresher on what to look for when vetting a good provider!

Research to Support Destination, Attraction, and Tourism Web Development

Before layering in AI-powered technologies, custom travel bots or digital experience curators, an expert travel website design agency will lean heavily on research.  Specifically, they should focus on research that drives a strategic framework for website development.  Early analysis should include review of core audiences, including existing AND target growth audiences.  Who are these people?  What motivates their travel decisions and purchases?  And what can you offer them specifically that no one else can?

A great partner will ask you for data (in-house, from CRMs, or other third-party tools) that can be reviewed and dissected with purpose.  Since most websites nowadays are actually rebuilds, it’s important to capture critical behavioral flow and user engagement information from a current site, long before a new website is laid out.

Getting People to Book More Visits Through a Tourism Website

Whether you’re a tour operator or a DMO, your website’s interface serves as the digital gateway to your destination, shaping visitors’ first impressions and guiding their journey.  But if you want people to come to your website and actually DO something, you’ve got to make sure it’s easy for them to DO it.

That starts with a great user interface.  People hear the term user interface and glaze over a little bit, but user interface in plain speak is really just slang for “how well people can get around your website and get what they need.”  A great user interface is (see above) rooted in data and strategic positioning, and has solid functionality and design.  Well-designed user interfaces, like this Webby Award honoree and American Advertising Award honoree for the Land Trust of North Alabama, usually have some additional things in common.

What to Ask A Web Development Agency for Consumer, Travel, and Tourism Websites

Here’s what to listen for when vetting your next website development partner:

1.) A less is more approach re: clicks.  (With just a few exceptions, modern websites should strive to give users the information they’re looking for and make it easy for them to convert, in no more than two clicks.  Yep.  Just two.)

2.) A little wireframe goes a long way.  (Efficient web developers will leverage simple or mid-level wireframes to think through the architecture of a website as well as its content pillars.  This saves a lot of trouble and expense later on, reducing the number of potential edits.)

3.) Stability and innovation should be balanced priorities. (The most innovative website with a million bells-and-whistles isn’t going to serve your needs well in the long run if your website isn’t secure, or is overly challenging to manage.  At Red Sage, we’re big believers in building websites that our partners can manage almost totally independently – coming to us for the big stuff like add-ons or campaigns, or security needs.)

AI Tools for Community, Attraction, or Tourism Websites

With the advent of AI-driven chatbots, destinations across the American South can now offer personalized assistance and streamline the user experience.  Imagine a traveler visiting a website for the Great Smoky Mountains or Savannah’s historic district and engaging with a chatbot that provides tailored recommendations on must-see attractions, dining options, and local events.  By integrating custom travel bots, destinations can enhance user satisfaction and drive engagement, ultimately leading to increased visitation and revenue.

AI-driven digital experience curators can take things a step further too, delivering detailed itineraries instead of assorted recommendations. Picture a traveler visiting the website for Nashville’s Music City and receiving a curated travel plan featuring live music venues, historic sites, and local eateries – all aligned with their musical tastes and preferences.

As AI has exploded on the scene, so have the number of tools available for these kinds of integrations with website design.  Our agency places a high priority on pre-vetting tools whenever possible, to assess security and efficacy.  Ask your next web development partner what their approach is to finding the “gold” in a sea of, well, tin.

Website Content that Drives Community and Destination Growth

Compelling website content still lies at the core of any successful tourism website, inspiring travelers to explore the diverse offerings of the American South (or anywhere you’re promoting.)  And here’s an area where we recommend you don’t go overboard with AI.  It’s so tempting to throw some details into ChatGPT and roll up content for your website page or blog, but research is very clear that modern consumers (and travelers!) can spot inauthentic content fairly easily and they don’t like it.

A high-quality travel and tourism website developer will leverage AI where appropriate, but also pull in the talent of experienced copywriters.  Great visuals and content should be relevant and engaging, fostering deeper connections and encouraging repeat visits.  Pulling in social media feeds and incorporating fresh content from local venues or attractions is a great way to SHOW your community’s real character without having to TELL so much.

When is it Time to Invest in a New Website for Tourism or Destination Marketing?

This is one of the questions we are asked most often as a leading agency in this industry.  One obvious answer is when your organization is undergoing a rebranding or a refresh, or when you’re considering launching an integrated campaign with diverse media placements and want to ensure cleaner data through setup and tie-ins on your website.

Another obvious answer is when you’re unsure, or unable to clearly communicate the value of your community marketing and promotions efforts to key stakeholders.  If your board or ownership are always wanting to see more clearly where dollars are driving revenue, it might be worth investing a a website overhaul.  A leading agency will recommend starting with the end in mind, as in, ensuring performance marketing best practices are utilized on the new site.

From staple data analysis tools such as Google Analytics, to traffic and engagement heat-mapping, look for a qualified agency partner to bring you good solutions for data visibility and activation.  This is just too critical a piece of the puzzle to ignore in 2025, but sadly, it’s often an afterthought.

Building the Best Destination Marketing or Attraction Website Available

Whether promoting regional recreation opportunities, or the vitality of an entire community for economic development, your website is a comprehensive tool for becoming a destination of choice.  Great web builds should be rooted in solid fundamentals, while embracing the latest AI-driven tools such as recommendation engines, predictive analytics, and dynamic pricing models.  Look for both, and you can expect measurable results for revenue growth and tourism!

Interested in talking with us about a possible project?  Reach out today at info@redsageonline.com.  We offer complimentary initial website audits and are always happy to share what we know.