Best Practices for Tourism Web Sites
Tourism has been more impacted by the Internet than virtually any other industry.
Research "shows that over two-thirds of online consumers report having used online travel
sites to research their travel products and destination information."1 Another study
reports that "nearly 70% of Web surfers have visited a travel-related Web site"2
Given this competitive environment, the Tourism Marketing Council of Alberta identified
the need for a best-of-class Web site to promote Alberta tourism. IME was hired to identify
best practices in the use of Internet technology to promote tourism. We examined and analyzed
tourism Web sites around the world. Sites were assessed for usability, functionality, and
the information content.
The study resulted in concrete recommendations to the Council on best practices in design,
navigation, content and special features. We also identified nine core best practices that
were essential to a successful tourism Web site.
