In today’s digital-first world, having a strong online presence is crucial for tourism businesses. Whether you run a watersports company, tour business, or focus on rentals, a Google Business Profile (GBP) (formerly Google My Business) is one of the most powerful tools to attract customers, improve visibility, and drive bookings.
This guide will walk you through everything you need to know about Google Business Profile and how to leverage it for your tourism business. We’ll start by explaining what GBP is and why it matters, then provide a detailed, step-by-step breakdown of how to set up and optimize your profile. You’ll also discover key strategies to improve your local search rankings, learn the specific benefits GBP offers for tourism operators, and understand how it can help you attract more travelers and increase revenue.
Ready to take your tourism business to the next level? Let’s get started.
Google Business Profile is a free tool offered by Google that enables businesses to control and enhance their online visibility across both Google Search and Google Maps. When potential travelers search for services such as "Best hotels in Charleston" or "Parasailing near me" a properly optimized GBP is likely to appear in what's known as the local 3-pack - the prominent top three results that appear for location-based searches.
For tourism businesses, this powerful feature translates into several key advantages. First, it significantly boosts your visibility to potential customers at the exact moment they're searching for services you offer. Second, it helps build credibility and trust through verified business information and authentic customer reviews. Finally, it creates direct pathways for bookings by enabling potential guests to contact you immediately through phone calls, direct messages, or by visiting your website - all without any intermediary steps that might lead to lost conversions.
By appearing in these prime search positions with complete, accurate information, tourism businesses can effectively capture the attention of travelers who are ready to book, making Google Business Profile an indispensable tool for any tourism operator looking to grow their customer base.
Go to Google Business Profile and click “Manage now.”
Enter your business name (ensure it matches your official branding).
Select the most relevant business category (e.g., “Hotel,” “Travel Agency,” “Tour Operator”).
If you have a physical location (e.g., a hotel or office), enter the address.
If you’re a service-area business (e.g., a tour guide operating in multiple locations), select the regions you serve.
Google requires verification to prevent fake listings. You can verify via:
Postcard by mail (takes 5–7 days)
Phone or email verification (if eligible)
Instant verification (for some Google-verified accounts)
Once verified, fill out every section to maximize visibility:
Accurate Name, Address, Phone (NAP): Must match your website and other listings.
Business Hours: Include special hours for holidays/peak seasons.
Website & Booking Links: Direct travelers to your site or booking engine.
List your offerings (e.g., “Guided City Tours,” “Adventure Packages,” “Luxury Stays”).
Add pricing if applicable.
Upload high-quality images of your property, tours, or experiences.
Include videos (e.g., a 30-second tour of your hotel or a travel vlog).
Promote seasonal deals, new tours, or events.
Use strong CTAs like “Book Now” or “Limited-Time Offer.”
Encourage happy customers to leave 5-star reviews.
Respond professionally to all reviews (positive and negative).
To truly maximize your Google Business Profile's potential, tourism businesses need to implement advanced optimization strategies that go beyond the basic setup. Start by strategically incorporating relevant keywords into your business description – instead of generic statements like "We offer great tours in Bali," craft a detailed description such as "Experience the best Bali adventure tours, including sunrise hikes at Mount Batur, waterfall excursions, and private Ubud cultural tours." This helps Google better understand and rank your offerings for relevant searches.
Make it easy for potential customers to connect with you by enabling direct messaging through your GBP profile and integrating convenient booking options like Reserve with Google or direct links to your booking page. The Q&A section presents another valuable opportunity to engage with travelers – proactively address frequently asked questions like "Do you provide airport transfers?" while promptly responding to any new inquiries that arise.
Maintaining an active presence is crucial; treat your GBP like a social media channel by posting weekly updates, special offers, and engaging content such as announcements for new tour launches ("🌴 New Eco-Tour Launching Next Month – Early Bird Discounts Available!") or customer spotlights ("📸 The Smith family loved our sunset cruise!"). Finally, regularly review your GBP Insights to track key metrics like profile views, calls, and website visits, using these valuable data points to refine and improve your strategy over time. By implementing these advanced techniques, you'll significantly enhance your visibility and attract more bookings through your Google Business Profile.
Your Google Business Profile isn't just another marketing channel—it's the modern equivalent of prime roadside billboard space combined with a 24/7 booking office. The tourism businesses thriving today are those who recognize that GBP optimization isn't a one-time task, but an ongoing conversation with potential customers.
By implementing these strategies consistently, you'll not only appear more frequently in searches but will convert those searches into bookings at significantly higher rates. Remember, in the competitive tourism industry, your GBP isn't just about being found—it's about being chosen.
Start with one strategy today, track your results, and watch as your tourism business becomes the obvious choice for travelers in your market. The water's fine—dive in!