---
type: "Sector"
title: "Travel and Tourism Marketing Agency | Roicool"
description: "Marketing for tour operators, DMCs and travel agencies: when to advertise in each source market, tour pages that rank, and RFPs tracked to signed deals."
url: "https://www.roicool.com/en/industries/travel-tourism-marketing-agency"
lang: "en"
dateModified: "2026-10-20"
expert: "Zehra Adaş"
resource: "https://www.roicool.com/en/industries/travel-tourism-marketing-agency"
alternates:
  tr: "https://www.roicool.com/sektorler/turizm-pazarlama-ajansi.md"
generated: { by: "process:roicool-cms", at: "2026-10-20T00:00:00.000Z" }
related:
  - { title: "Industries", resource: "https://www.roicool.com/en/industries.md" }
---

# Travel and tourism marketing agency for tour operators, DMCs and travel agencies

A travel and tourism marketing agency helps tour operators, destination management companies (DMCs) and travel agencies sell their tours and programmes online: Google Ads on destination and tour searches, Meta and YouTube campaigns that create demand, SEO in each market's language, proposal pages for corporate buyers, and tracking from the first inquiry to the booking.

## What does a travel and tourism marketing agency do?

| Business | Note |
| --- | --- |
| Tour operator | B2C |
| DMC | B2B and B2C |
| Inbound / outbound agency | TÜRSAB licence |
| Incentive and MICE | proposal |

If you run a hotel or resort: \[hotel marketing agency\](/en/industries/hotel-advertising-agency).

## Why tour and travel companies find growth hard

### One company, two very different buyers.

A tour operator or DMC sells to individual travellers and to organisations. The traveller compares the tour, checks the price and books within days, or asks on WhatsApp. The organisation (a company planning an incentive trip, an association organising a congress, a partner agency abroad) sends an RFP, and the deal closes weeks later by phone and email. The two buyers search with different words, decide on different timelines and need different tracking; one campaign and one contact form serve neither well.

### Demand moves by market and by month.

Every source market has its own holidays, school breaks and booking habits. A budget spread evenly across the year pays for clicks in one market after people have decided, and in another before anyone is searching. The plan has to run backwards from the travel month, by booking window.

### The sale happens where the ad platform can't see it.

Most tourism sales close in WhatsApp, on the phone, by email or in a booking system, not in a website checkout. Marketplace sales (GetYourGuide, Viator) show up in yet another dashboard. If those sales are never sent back to the ad accounts, Google and Meta optimise for form fills and clicks, and you can't see which market or which tour makes money.

## A channel plan for tour operators and DMCs

| Channel | What it does | When | Buyer | How it's measured |
| --- | --- | --- | --- | --- |
| Google Search (destination × tour type) | Shows your tour page for searches like "Cappadocia balloon ride" or "Ephesus day tour" | In each market's booking window | Traveller | Inquiries, bookings, cost per booking |
| Google Search (brand) | Brings people searching your name to your own site | All year | Both | Inquiries and sales from brand search |
| Google Things to do | Shows tours and activities in Google's experiences results; free listings or pay-per-click ads | All year | Traveller | Clicks, bookings |
| Meta (Instagram, Facebook) | Inspiration, destination content, remarketing to site visitors | Before and during the booking window | Traveller | Inquiries, WhatsApp conversations, bookings |
| YouTube | Shows the tour and the destination on video | Before the booking window | Both | Views, then brand searches and inquiries |
| SEO in each market's language | Lasting visibility for destination, tour and programme pages | Ongoing; results take months | Both | Organic inquiries by language and country |
| LinkedIn and B2B search | Reaches corporate buyers looking for incentive, congress and group programmes | Their planning period | Organisation | RFPs, won proposals |
| Marketplaces (GetYourGuide, Viator) | Reach travellers you can't reach alone | All year | Traveller | Platform reports, net revenue after commission |
| Email (past guests, partner agencies) | Repeat business, next season's programmes | Before the season | Both | Repeat bookings, partner inquiries |

## Site structure for travel SEO: destination × tour type × language

Travellers search for the tour, not the company: a destination plus a tour type ("culture tour", "day trip", "boat tour"). So each important destination and tour type needs its own page: the itinerary, duration, what's included, the meeting point, the cancellation terms, the total price and a booking or inquiry button. Each page is written in the language of the market it targets, and the language versions are linked with hreflang. Corporate buyers get their own section: incentive programmes, congress and meeting services, group capacity, past programmes and an RFP form. The same site then gives each buyer its own path. → [International SEO](https://www.roicool.com/en/services/international-seo) · [What is hreflang?](https://www.roicool.com/en/glossary/hreflang-tag)

## Google Ads: by market and tour type

Campaigns are split by market (country and language) and by tour type; each campaign's budget opens and closes with that market's booking window. Brand searches get their own campaign, so someone searching your company name sees you before a reseller's ad. The price in the ad and on the tour page must match, and in Türkiye it must include taxes (see [Rules](https://www.roicool.com/en)). → [Google Ads agency](https://www.roicool.com/en/services/google-ads-agency)

## Google Things to do and marketplaces

Google shows tours and activities in an experiences section of its results. Operators can list their products for free or advertise, and pay per click for ads. For a single operator, Google recommends connecting through a connectivity provider (a booking system); a direct integration needs Google's approval and a content licence agreement. We check before set-up that your booking system supports the connection.

Marketplaces such as GetYourGuide and Viator put your tours in front of travellers you could not reach alone, and take a commission per sale. GetYourGuide says it charges commission only on completed bookings, that the rate varies by country of operation, and that the exact rate is shared after sign-up. Viator's rate is set in the supplier agreement. The goal is not to leave the marketplaces; it is to see the net revenue of each channel, after commission or after ad spend, side by side.

## Meta and YouTube: inspiration and remarketing

A tour decision often starts with a photo or a video. On Instagram, Facebook and YouTube, content about the destination, the guides, the group and the experience creates demand; travellers who viewed a tour page but did not inquire see that same tour again. Many inquiries arrive on WhatsApp, and if the start and the outcome of each conversation are not tracked, Meta cannot learn what drives sales. → [Meta ads agency](https://www.roicool.com/en/services/meta-ads-agency) · [YouTube ads agency](https://www.roicool.com/en/services/youtube-ads-agency) · [What is Meta Conversions API?](https://www.roicool.com/en/blog/what-is-meta-conversions-api)

## B2B: incentive travel, MICE and partner agencies

Corporate buyers plan programmes months ahead and ask several DMCs for proposals. They find a DMC through service pages that show up for what they search ("incentive travel programme", "congress organisation", "group tour"), past programmes, LinkedIn content shown to the right roles and an RFP form that gets a fast reply. The form asks for the number of participants, the date range, the cities and the budget range, so your sales team can qualify the request on day one. Partner agencies abroad get their own page, a product catalogue and a named contact. → [LinkedIn ads agency](https://www.roicool.com/en/services/linkedin-ads-agency) · [B2B SEO](https://www.roicool.com/en/services/b2b-seo) · [CRM consulting](https://www.roicool.com/en/services/crm-consulting)

## What we do: our service package for travel and tourism

### Google Ads

Campaigns by market and tour type, brand protection, Things to do ads. → \[Google Ads agency\](/en/services/google-ads-agency)

### Meta and YouTube ads

Inspiration, remarketing, WhatsApp inquiries. → \[Meta ads agency\](/en/services/meta-ads-agency), \[YouTube ads agency\](/en/services/youtube-ads-agency)

### Travel SEO and AI visibility

Destination, tour and programme pages, hreflang, and correct information in the sources AI assistants read. → \[SEO agency\](/en/services/seo-agency), \[International SEO\](/en/services/international-seo), \[AEO\](/en/services/aeo)

### Website

Tour page templates, booking or inquiry flows, Webflow CMS. → \[Web design agency\](/en/services/web-design-agency), \[Webflow\](/en/services/webflow)

### B2B inquiries and CRM

RFP form, source fields in the CRM, proposal tracking. → \[CRM consulting\](/en/services/crm-consulting), \[LinkedIn ads agency\](/en/services/linkedin-ads-agency)

### Tracking

WhatsApp and call tracking, offline conversion import, reporting by market. → \[Call tracking and WhatsApp\](/en/services/call-tracking-whatsapp), \[Looker Studio reporting\](/en/services/looker-studio-reporting)

## What we measure

### Cost per inquiry

Ad spend ÷ form, WhatsApp, phone and email inquiries (by market).

### Inquiry-to-booking rate

Inquiries that became bookings ÷ all inquiries.

### Cost per booking

Ad spend ÷ bookings (won proposals for B2B).

### ROAS

Booking revenue ÷ ad spend.

### Gross-profit ROAS

Gross profit of bookings ÷ ad spend; better for decisions than revenue ROAS, because tour costs are high.

### Proposal win rate (B2B)

Won proposals ÷ proposals sent.

### Net revenue by channel

Revenue left after marketplace commission or ad spend.

## How we work

1. **Market and season map.**: From two seasons of booking and inquiry data, your source markets, travel months and average booking window per market.
2. **Tracking setup.**: Forms, WhatsApp, phone and booking system tracked; closed sales in the CRM sent back to Google Ads and Meta.
3. **Pages.**: Destination and tour pages, corporate proposal pages, language versions.
4. **Campaign calendar.**: A start month, budget and channels for each market; a separate plan for corporate buyers.
5. **Monthly review.**: Inquiries, bookings, revenue and cost by market and tour; next month's budget split.

## How do you track RFPs and WhatsApp sales?

**How do you track RFPs and WhatsApp sales?** When an inquiry arrives, the ad click ID (the GCLID for Google) is saved in the CRM with the form or WhatsApp record. When the sale closes, that ID and the sale value go to Google Ads as an offline conversion; Meta gets the same information through the Conversions API. Campaigns then aim for sales, not form fills. Corporate deals can take months, so the conversion window is checked at set-up. Consent rules for visitors from Europe reduce the tracking signal; the report shows that gap separately. → [Google Ads offline conversion tracking](https://www.roicool.com/en/blog/google-ads-offline-conversion-tracking) · [Offline conversion](https://www.roicool.com/en/glossary/offline-conversion) · [WhatsApp conversion tracking](https://www.roicool.com/en/blog/whatsapp-conversion-tracking) · [Server-side tracking](https://www.roicool.com/en/services/server-side-tracking)

## If you sell in Türkiye: rules that shape your ads

Travel agencies in Türkiye must show their licence number (from the Ministry's operating licence) and their registered name on the opening page of every online sales channel and at the foot of other pages. They must notify the Ministry and TÜRSAB of the online channels they sell through. Agency products may not be sold on e-commerce sites that sell other goods, but agencies may advertise and list there. The licence requirement and TÜRSAB membership rest on Law no. 1618. Since 2024, agencies that market accommodation must check and show the property's licence number.

In ads, the price must be the total sale price including all taxes, and anything not included must be stated clearly. Discount ads give start and end dates, and the advertiser must be able to prove the earlier price. Pre-contract information for package tours is regulated separately. Commercial email and SMS to past guests follow Law no. 6563 and the İYS register; data on travellers in Europe falls under the GDPR. Brand terms on Google follow Google Ads policies; Things to do listings follow Google's partner terms. Other markets have their own rules; your legal adviser sets the legal frame.

## Who this is not for

- Companies that sell their whole allocation through partner agencies and never sell to travellers or organisations directly: there is nothing for a campaign to sell.
- Companies that don't log inquiries, with WhatsApp and phone sales recorded nowhere: logging comes first, otherwise no one can see which market brings sales.
- Tour operators who sell to travellers but won't show a price on the site and won't change their quote process: travellers who can't see a price look for the tour elsewhere.

## Our work in travel and tourism

### MEP

Corporate site on Webflow with an SEO- and AEO-ready structure; published in the case: 97 performance score, 10+ CMS collections. → \[Read the case\](/en/case-studies/mep-premium-webflow-showcase)

### Marveltour

A DMC working with groups travelling to Türkiye; we design and build its site on Webflow. No results shown.

## Related resources

- Blog: [Google Ads offline conversion tracking](https://www.roicool.com/en/blog/google-ads-offline-conversion-tracking) · [WhatsApp conversion tracking](https://www.roicool.com/en/blog/whatsapp-conversion-tracking) · [What is Meta Conversions API?](https://www.roicool.com/en/blog/what-is-meta-conversions-api) · [What is GA4?](https://www.roicool.com/en/blog/what-is-ga4) · [How does ChatGPT choose brands?](https://www.roicool.com/en/blog/how-chatgpt-chooses-brands)
- Glossary: [ROAS](https://www.roicool.com/en/glossary/roas) · [CPA](https://www.roicool.com/en/glossary/cpa) · [Hreflang](https://www.roicool.com/en/glossary/hreflang-tag) · [Offline conversion](https://www.roicool.com/en/glossary/offline-conversion)
- Tools: [ROAS calculator](https://www.roicool.com/en/tools/roas-calculator) · [Ad budget calculator](https://www.roicool.com/en/tools/ad-budget-calculator) · [Conversion rate calculator](https://www.roicool.com/en/tools/conversion-rate-calculator) · [ROI calculator](https://www.roicool.com/en/tools/roi-calculator)

## Sources

1. [Regulation amending the Travel Agencies Regulation, Official Gazette 14.01.2021, no. 31364](https://www.resmigazete.gov.tr/eskiler/2021/01/20210114-3.htm)
2. [Regulation on Commercial Advertising and Unfair Commercial Practices, Official Gazette 10.01.2015, no. 29232](https://resmigazete.gov.tr/eskiler/2015/01/20150110-5.htm)
3. [Google Ads Help, Introducing Things to do on Google](https://support.google.com/google-ads/answer/10723429)
4. [GetYourGuide Supply, How much does GetYourGuide charge](https://www.getyourguide.supply/join/how-much-does-getyourguide-charge)
5. [Google Ads Help, offline conversion import](https://support.google.com/google-ads/answer/7012522)
6. [Ministry of Culture and Tourism, border statistics](https://yigm.ktb.gov.tr/TR-9851/sinir-istatistikleri.html)
7. [Roicool, MEP case study](https://www.roicool.com/en/case-studies/mep-premium-webflow-showcase)

## FAQ

### Which companies does a travel and tourism marketing agency work with?

Tour operators, destination management companies (DMCs), inbound and outbound travel agencies, and companies that organise incentive trips or congresses. Hotels and resorts, see our hotel page; clinics and companies that bring in patients, see our [health tourism](https://www.roicool.com/en/industries/health-tourism-marketing-agency) page.

### What is a destination management company, and how is it different from a tour operator?

A DMC brings together a destination's hotels, transfers, guides, venues and activities and runs the programme on the ground, mostly for agencies and organisations abroad. A tour operator packages those services into tours and sells them to travellers or agencies. Many companies do both.

### What is MICE tourism, and what is incentive travel?

MICE stands for meetings, incentives, conferences and exhibitions (or events). Incentive travel is a trip a company organises to reward its staff or dealers. The buyer is an organisation, and the sale closes with a proposal after a process that can take months.

### When should a tour operator start advertising?

Work backwards from the travel month, using your booking window. Your average booking window comes from your own data: the days between booking date and travel date. Ads start that many days before the travel season begins, plus time for the campaign to learn. The planner above works this out for each market.

### Which channels bring tour bookings?

For travellers, Google Ads on destination and tour-type searches, Google Things to do, Meta and YouTube for inspiration and remarketing, SEO in each market's language and marketplaces. For organisations, service pages, LinkedIn and an RFP form that gets a fast reply. You see which channel brings sales once the sales are sent back to the ad accounts.

### Should I be a GetYourGuide or Viator supplier?

Marketplaces reach travellers you can't reach alone and charge commission per sale. GetYourGuide says it takes commission only on completed bookings and that the rate varies by country. Decide by comparing the net revenue of a marketplace sale after commission with the net revenue of a direct sale after ad spend.

### What is Google Things to do?

It is the part of Google's results that shows tours, activities and attractions. Operators can list for free or run ads they pay for per click. For a single operator, Google recommends connecting through a connectivity provider, usually your booking system.

### How do I know whether corporate RFPs turn into revenue?

When the inquiry arrives, the ad click ID is saved in the CRM. When the proposal is won, that ID and the deal value go to Google Ads as an offline conversion. The report shows inquiries, proposals sent, proposals won and cost by market and campaign.

### Must a travel agency in Türkiye show its licence number online?

Under Türkiye's Travel Agencies Regulation, the licence number and the agency's registered name go on the opening page of every online sales channel and at the foot of other pages, and the online channels are notified to the Ministry and TÜRSAB. For the wording of the ads themselves, ask your legal adviser.

### How should a tour price appear in an ad?

In Türkiye, the price in an ad must be the total sale price including all taxes; any entry fee, transfer or extra not included is stated clearly. Discount ads give start and end dates. The price in the ad and on the tour page must match.

### Which language should I use to reach travellers abroad?

Each source market's own language. Tour pages are written in it, campaigns target that country and language, and tracking is split by market. Each market's cost per inquiry and per booking then shows separately, and the budget moves between markets on data.

### What is the difference between hotel marketing and tour marketing?

A hotel sells room nights; its topics are OTA commission, Google's hotel ads and the booking engine. A tour company sells programmes and experiences to two buyers, travellers and organisations, and most sales close by proposal or message. If you're marketing a hotel, our [hotel page](https://www.roicool.com/en/industries/hotel-advertising-agency) fits better.

Breadcrumb: [Home](https://www.roicool.com/en) › [The rhythm of your industry, our strategy](https://www.roicool.com/en/industries) › Travel and tourism marketing

Related pages:

- [Industries](https://www.roicool.com/en/industries)

**Let's see which market sells, when, and at what cost.** Tell us your source markets, your season calendar and how inquiries reach you; we'll send a roadmap covering pages, campaigns and tracking. [Get a proposal](https://www.roicool.com/en/get-a-proposal?sektor=turizm-pazarlama-ajansi)

Source: https://www.roicool.com/en/industries/travel-tourism-marketing-agency · Last updated: 2026-10-20