Search Engine Optimization

Google Business Profiles for Tourism – Complete Guide

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On October 17, 2025
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For tour operators, Google Business Profile is one of the simplest and most effective tools to showcase your business online. It helps travellers find you when they search locally, showcases reviews, and provides a snapshot of what you offer before they even reach your website.

Yet, many businesses leave their profile half-complete or outdated, missing out on valuable visibility. Setting it up properly not only improves your chances of appearing in Google Maps and local searches, but also builds trust with people ready to book through showcasing reviews.

At Thin Slice Digital, we help businesses use their Google presence to drive direct bookings, not just clicks. This guide walks you through the key steps to create and optimise a profile that works as hard as your website.

1. Start with the Right Setup

If you haven’t claimed your Google Business Profile yet, that’s your first quick-win. Visit google.com/business and follow the setup process.

Once your profile is verified, pay attention to these essentials:

  • Choose the correct primary category. For most, this will be Tour Operator, Sightseeing Tour Agency, or Travel Service.
  • Add secondary categories for any specialities, such as Boat Tour Agency, Bike Rental Service, or Walking Tour Operator, etc.
  • Set your location accurately. If you can, pin a physical base instead of just a service area. Google tends to prioritise verified addresses in search results.

By setting up your GBP you’re ensuring the first step in Local SEO is covered! 

2. Write a Clear and Compelling Description

Your business description helps Google understand what you do and helps customers decide if you’re the right fit.

Keep it short, natural, and specific. Mention your location, tour type, and what makes your experiences unique. Avoid keyword stuffing; instead, use phrases your guests would naturally search for, like private tours in Galway or whiskey tastings in Limerick.

Example:“We provide private walking and driving tours across County Clare, specialising in small-group experiences that explore the Cliffs of Moher, The Burren, and beyond.”

A well-written description signals both professionalism and authenticity, which is why professional Content Writing is crucial!

3. Add High-Quality Photos and Videos

Travellers rely on visuals when choosing who to book with. Profiles that include strong imagery get far more clicks and calls.

Upload photos that show:

  • Your tours in action, guests enjoying the experience.
  • Your vehicles, boats, or facilities.
  • Scenic highlights from your routes.
  • Smiling guides and genuine customer moments.

Short video clips perform especially well. A quick 15-second panoramic shot or behind-the-scenes reel adds movement and personality to your listing.

Regularly refresh your photos to show that your business is active and up to date.

4. Keep Contact Details and Hours Updated

Few things discourage a potential customer faster than outdated information.

Double-check that your address, phone number, website, and email are correct. Keep your opening hours current, including seasonal variations or public holidays.

If you offer private tours by appointment, list your general response hours instead of fixed times. Accuracy here directly affects your visibility in local search.

5. Post Regular Updates

Google allows you to publish posts directly to your profile, much like a mini social feed. Use this feature to announce:

Posting once or twice a month is enough to signal that your business is active. Each new post adds a layer of freshness to your profile and increases engagement.

6. Encourage Google Reviews (and Respond to Them)

Reviews are the heartbeat of local visibility. The more positive reviews you have, the higher your business ranks in Google Maps and local search results.

After each tour, send guests a simple thank-you message with a direct link to leave a Google Review. Avoid asking for TripAdvisor or OTA reviews if your goal is to build independence from third-party platforms.

Respond to every review, positive or negative. Thank people for their time, address any issues professionally, and show future visitors that you care about feedback.

7. Highlight Accessibility and Key Amenities

Google allows you to include detailed information about your facilities. Use this to your advantage.

Add details such as:

  • Wheelchair accessibility.
  • Parking availability.
  • Restroom access.
  • Family-friendly or pet-friendly options.

These small additions show inclusivity and help your listing appear in more specific searches. It’s also an excellent way to reflect your brand’s care and professionalism.

8. Link to Your Website and Social Channels

Your profile should lead visitors to your booking environment, not an OTA page. Link directly to your website and to social channels where you actively post updates.

When adding a website link, use your homepage or an overarching page including all of your Tours. Avoid any links that redirect users to platforms taking commissions.

Consistency matters too. Use the same business name, phone number, and address (your “NAP”) across your website and social media profiles. It builds credibility in Google’s eyes and improves your search ranking.

9. Track Performance and Adjust Over Time

Your Google Business Profile comes with free insights that show how people find and interact with your business. Check regularly to see:

  • How many people viewed your listing.
  • How many clicked “Call” or “Visit website.”
  • What keywords led them to you.

Review this data monthly to understand what’s working and what needs improvement. The more engagement your profile generates, the more Google rewards it with visibility.

Conclusion: Your Free Marketing Asset

A well-optimised Google Business Profile works quietly in the background to attract ready-to-book customers. It’s your free digital storefront, one that complements your website and strengthens your local presence.

By keeping it accurate, engaging, and regularly updated, you ensure travellers see your business at its best before they even visit your site.

Need help improving your visibility or connecting your website to your Google presence? Book a consultation with Thin Slice Digital and we’ll show you how to turn your profile into a steady source of direct bookings.

Key Takeaways

  • Claim and verify your profile.
     Start by setting the right primary and secondary categories that match your services.
  • Write a strong description.
     Use natural language that includes your location and what makes your tours unique.
  • Add photos and videos.
     Show guests, guides, and experience. Fresh visuals attract more clicks!
  • Keep your information accurate.
     Update hours, contact details, and seasonal schedules regularly.
  • Post updates often.
     Share offers, blog links, and new experiences to keep your profile active.
  • Encourage Google Reviews.
     Ask every guest for feedback, and respond to each review with a personal touch.
  • List accessibility details.
     Mention features like parking, wheelchair access, or family-friendly options.
  • Link to your own website.
     Direct users to your booking page, not to OTAs or third-party platforms.
  • Monitor your performance.
     Use Google Insights to see how people find you and adjust your content accordingly.

Stay consistent.
 Regular updates and aligned contact information build long-term trust and visibility.

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