Your page might be called About Us, but it should not be entirely about you. An About page may not be the most visited page on a tourism website, but it can become one of the most important when a traveller is deciding whether to trust the people behind the experience.
When a prospective guest clicks on a tourism business About page, they are rarely looking for a complete company history. They are trying to answer quieter but much more important questions.
Who is behind this business? Do they know what they are doing? What will the experience feel like? Does this place share the things I value? Can I trust these people with my money, my time and an important part of my holiday?
That makes an About page far more than somewhere to record the year your business opened. It can help a traveller move from liking the look of your experience to feeling confident enough to book it.
A tourism About page has a different job
When someone is researching an accountant, tradie or marketing agency, they are usually comparing expertise, capability, reliability and results. Those things also matter in tourism, but the buying mindset is different.
A traveller is imagining themselves in the experience.
They want to picture who might welcome them, guide or cook for them. They want to understand the character of the place and whether the experience will suit the way they like to travel. If it is an expensive stay, an adventurous activity or a special occasion, they may also be looking for reassurance before committing.
This is why simply transferring a standard About Us page formula to a tourism website rarely works. A tourism business About page needs to bring together people, place, experience and proof.
What does your guest need to know?
The balance between people, place, experience and proof will change depending on what you offer. Before writing, consider what a traveller may still need to know before feeling comfortable booking.
Different tourism experiences raise different questions:
- Wineries, breweries and distilleries: Who is behind the product? Where is it made and what shapes the cellar door experience?
- Station stays and farm stays: Who are the hosts? What is the property’s connection to the land and what can guests expect, particularly in a remote location?
- Tour operators: Who will lead the experience? What local knowledge, qualifications and safety practices do they bring?
- Accommodation businesses: Who owns or manages the property? What is the hosting style and what gives the stay its character?
- Restaurants, cafés and food experiences: Who is behind the food? Which producers, traditions or influences shape the menu?
- Attractions, cultural experiences and events: Who is responsible for the experience? What expertise, cultural authority, conservation work or community involvement supports it?
Focus on the questions that matter to your guest. Detailed itineraries, room configurations, menus, accessibility information and booking conditions can sit elsewhere on the website.
What should a tourism business About page include?
While every business is different, most strong tourism business About pages include these seven elements.
1. Who you are, what you offer and where you are
Do not make visitors read your full story before they understand the basics. Clearly introduce the business, location and experience.
Avoid generic statements such as:
We are passionate about creating unforgettable experiences.
Be specific:
We run small group walking tours through the outback Central Australia, sharing the landscapes, characters and stories that are easily missed when you travel through alone.
The second version gives the traveller something tangible to understand and remember.
Meet Your Hosts – Mount Little Station, South Australia
2. The part of your story that matters
Explain how the business began but only include details that help visitors understand the experience offered today.
Why did you restore the cottage, open your farm to visitors, begin guiding tours or build a menu around local producers? Focus on the parts of your story that explain why the business exists and what makes it different.
You do not need to include every milestone along the way.
3. The people behind the experience
Tourism and hospitality are human industries. Someone will welcome the guest, prepare the room, lead the tour, pour the wine or help when plans change.
Use names, real photographs and relevant details. A guide’s local knowledge, a host’s connection to the property or a chef’s relationship with regional producers says more than a list of generic team values.
For a larger business, focus on the team, purpose and standards guiding the experience rather than forcing everything into a founder story.
4. Your connection to place
Your experience is connected to a landscape, town, community, history, food culture or natural environment. Explain that relationship rather than treating the destination as a pretty backdrop.
You might mention your history in the region, relationships with local producers, knowledge informing the experience or contribution to the community.
Take particular care when referring to Aboriginal culture, stories or connections to Country. Cultural authority, permissions and community relationships must be represented accurately.
5. What shapes the guest experience
Help visitors understand how you do things, not just what you sell.
Why do you do only groups small? Is the accommodation private or personally hosted? Why does the menu change with the seasons? How does the cellar door connect the wine with its place of origin? Who are your suppliers and yes even answer a few frequently asked questions.
Keeping it easy to find – Boston Bay Diner, Port Lincoln
These choices help the right guest decide whether the experience suits them.
6. Proof that supports your story
A good story creates connection, but visitors may still need evidence before they book.
Relevant proof might include:
- Independent reviews
- Awards or accreditation
- Qualifications, licences or insurance
- Guiding, hosting or industry experience
- Safety and maintenance practices
- Named producers, suppliers or community partners
Accessibility and sustainability claims also need to be specific. Rather than saying your experience is accessible to everyone, explain the facilities and support available and be honest about any limitations.
Take the same care with environmental claims. EU consumer protection rules that began applying on 27 September 2026 restrict unsupported generic claims such as green, sustainable and eco-friendly. Australian businesses must also ensure environmental claims are clear, specific and not misleading under ACCC guidance.
Wherever your visitors live, the principle is the same: explain what you do and support it with evidence. Read more in our guide to avoid greenwashing in your tourism marketing.
7. A clear next step
Do not finish with a team photograph and leave the visitor wondering what to do next.
Invite them to explore your accommodation, view an experience, read your accessibility information, check availability, plan a visit or book directly.
Your images are part of the story
The photographs on your About page should reinforce the story you are telling.
Use real photography rather than AI generated or generic stock images. Show the owners, hosts, guides, makers or team in the place where the experience happens.
Useful images might include:
- The people behind the business
- Your team delivering the experience
- The surrounding place or community
- How the product is made or cared for
- Historical photographs that add meaningful context
Add captions when they help explain who or what is shown, and include accurate alternative text so meaningful images are accessible to people using screen readers.
Can your About page help with Google and AI search?
Yes. Clear information helps Google and AI tools understand who you are, where you are and what experience you offer.
Keep your business name, location and key details consistent across your website, Google Business Profile, ATDW listing and social media accounts. Write naturally for people rather than filling the page with awkward keywords.
An About page cannot guarantee higher rankings or AI recommendations, but it gives search platforms better information to work with.
Want to understand how AI tools find and recommend tourism businesses? Download our free guide: Get Found in AI Search.
Before you publish: a quick About page check
Read the page as though you know nothing about the business. Can a prospective visitor quickly answer these questions?
1. Who operates the business?
2. What experience do they offer and where are they located?
3. Why was the business or experience created?
4. Who will host, guide, welcome or look after me?
5. What is their genuine connection to the place?
6. What makes the experience different and who will it suit?
7. What evidence supports their important claims?
8. Do the photographs show the real people, place and experience?
9. What should I do next?
If several answers are missing, the page may be telling your story without helping the visitor make a decision.
Make your story useful to the visitor
People want to know the story behind a tourism business, but they do not need to know everything about you.
Choose the details that help travellers understand the experience, decide whether it suits them and trust the people delivering it. That is when an About page becomes more than a business biography and starts supporting the booking journey.
Not sure where the gaps are in your own marketing? Take the free Tourism Marketing Health Check to see what is working and where to focus next.
