How to run a social media contest that drives bookings for your tour business

Imagine you’re scrolling through Instagram after wrapping up a long day of tours. You see a competitor’s post — it’s a giveaway for a sunset kayak experience, and it already has hundreds of comments. It’s not just likes; it’s bookings, buzz, and brand recognition. 

You wonder, “How do I do something like that without a marketing team or a huge budget?” 

This post is here to answer that. Social media contests aren’t just about going viral — they’re about connecting with travelers, growing your audience, and driving real results for your tour business.

Choose the right platform

Pick a platform that matches your audience and goals:

• Instagram and TikTok: Great for Gen Z and Millennials
• Facebook: Best for Gen X and older travelers
• Twitter/Threads: Great for reach and hashtag engagement
• Pinterest and YouTube: Niche, but powerful for visual content

Pro tip: You don’t have to limit yourself to just one. Promote across platforms and direct people to a central landing page or your website.

Set your contest goal

What do you want to achieve?

• Gain more followers
• Increase engagement (likes, comments, shares)
• Get more bookings or inquiries
• Build brand awareness
• Collect user-generated content (UGC)
• Grow your email list

Once you know your goal, you can choose the right contest type.

8 easy contest ideas for tour and activity operators

 

FareHarbor B.V. and its affiliates do not provide legal advice. Please consult a legal professional or contest policies before conducting a contest.

1. Follow to win

Goal: Grow your follower count

Ask people to follow your account for a chance to win a free or discounted experience. Share it via email and on your website to drive qualified followers who are already interested in what you offer.

2. Submit a photo

Goal: Collect user-generated content

Ask travelers to share their favorite photo from one of your experiences. You can gather submissions by hashtag or through a form on your website.

Pro tip: Add a note in your contest rules stating that photo entries may be used in future marketing.

3. Tag a friend

Goal: Reach new people

Have users tag a friend who might love your tour or activity. It’s a fast way to reach similar audiences — just remember, this isn’t allowed on Facebook, but it is on Instagram and Twitter.

4. Hashtag contest

Goal: Build community and visibility

Create a custom hashtag (like #KayakKeyWest2025) and ask participants to post photos or stories using it. This helps travelers share their experience and increases your brand exposure.

5. Share our post

Goal: Boost exposure

Ask users to share your content to their stories or reshare your post. Make sure the post features an eye-catching photo — think action shots, smiling customers, or scenic views.

Note: Facebook doesn’t allow “share this post” contests on personal timelines.

6. Comment or like to enter

Goal: Encourage engagement

Ask followers to like or comment on a post to enter. Simple to run and track, and a great option for quick giveaways.

7. Caption this photo

Goal: Drive comments and creativity

Post a fun or quirky photo from one of your tours and ask people to write a caption. These contests encourage creativity and interaction — and give your followers a chance to show their personality.

8. Email sweepstakes

Goal: Grow your email list

Have followers enter a giveaway by submitting their email address. You can use Facebook Instant Forms or embed a form on your website. This is especially useful if you’re preparing for a new tour launch or seasonal promotion.

Choose a prize that excites your audience

You don’t have to give away a full tour — smaller incentives still work:

• Free or discounted experience
• Merchandise like hats or t-shirts
• Add-ons (like a free drink or photo package)
• Gift cards to your shop or another local business

Pro tip: If you’re giving away a product not directly related to your business (like a GoPro), avoid using the brand name in your promotion unless you have permission.

Make the rules clear

Be transparent about how to enter, how a winner will be chosen, and when the winner will be announced. Whether it’s a random draw, most likes, or a team vote — spell it out. Always follow platform-specific guidelines to avoid penalties.

Ready to boost your visibility?

You don’t need to be a social media expert or have a massive following to make contests work. With the right strategy and a little creativity, you can spark real excitement about your tours, grow a community of engaged followers, and even turn likes into bookings. 

Whether you’re just getting started or looking for new ways to stand out in a crowded market, contests are a low-risk, high-reward tool to keep in your marketing toolkit — and we’re here to help you use them effectively.

Want more ideas for promoting your tour business online? Explore our marketing tips for tour operators.