Google and Instagram are Friends

Big news from the digital world: Instagram content from Business accounts is now being indexed and displayed more prominently in Google search results. In other words, your Instagram photos, Reels, and posts have a much better chance of showing up when potential travellers are searching on Google.

For tourism businesses, this is another example of the evolution of content, and is a golden opportunity!

What’s Changed?

Until recently, your business content on Instagram lived and thrived inside the app, but it wasn’t always easy for Google to pick it up. Now, Google is giving public Instagram Business content more visibility in search results, meaning travellers don’t have to be logged into Instagram to stumble across your posts.

That means every public Instagram post is another chance to appear in search results. Whether someone is searching for “luxury lodge Rotorua” or “best whale watching tour Fiji,” your well-optimised post could be the one they click. 

Why It Matters for Tourism

More Visibility Where Travellers Are Searching

Google is still the first stop for most travellers when planning their trip. If your Instagram content is now part of what they discover, you’ve just doubled the chances of inspiring them, both on search and social.

Perfect for Visual Storytelling

Tourism is visual and unlike plain text results, Instagram posts stand out with an image preview. Stunning landscapes, adrenaline-fuelled activities, delicious food experiences, these are far more powerful when shown than described. Instagram gives you that visual storytelling edge, and now those same posts can catch attention on Google.

A New Layer of SEO

Search Engine Optimisation (SEO) isn’t just about your website anymore. Some people will never click through to your website from a Google search, but they will happily browse your Instagram feed. This means your first impression may come through your social media, not your homepage and that is fine if your feed is as polished as your website. 

Your Instagram captions, hashtags, and even location tags could play a role in helping your posts surface in Google search. Think of it as “social SEO” and it’s an area where your tourism business can stand out fast.

Content Longevity Will Boost Bookings

Your Instagram posts do not just disappear after a few days. When indexed by Google, a post from last year could still appear in search results and bring you new followers (and bookings) today. Every time your post pops up on Google, it’s another opportunity to get in front of someone who might book. The easier it is for them to see your experiences in action, the easier it is for them to imagine themselves there and hit “book now.”

Optimise Your Instagram Content for Google

This change breaks down the walls between social media and search in a way that massively benefits tourism. Travellers can now discover your Instagram content before they even think to open the app. For you, it’s a chance to extend your reach, inspire more visitors, and turn that search into a booking.

If there was ever a time to double down on your Instagram strategy, it’s now. Focus on the following:

• Optimise your Instagram profile: Make sure your profile is set to “Business,” your bio is clear, and your website link is up-to-date.
• Use location tags & hashtags: For tourism, location is everything. Always tag the correct place and consider using both the specific site and the wider destination in your hashtags and captions. These can increase your chances of appearing for destination-specific searches.
• Post consistently: Fresh content means more chances for discovery, both in Instagram and now in Google.
• Optimise your captions to think like a traveller: Think about the phrases potential customers might type into Google and weave them naturally into your captions. Use location names, experience types, and seasonal details. 
• Use descriptive alt text: Instagram allows you to add alt text to your images for accessibility. This is also something Google can read, so be descriptive about what is in the image.
• Post evergreen content: Yes, the sunset tonight is stunning, but also post content that will be just as relevant six months from now. Think “Top 5 things to do in…” or “A guide to our favourite local restaurants."
• Link strategically: Google may lead people to your Instagram, but once they are there, make sure your profile has a clear link to your booking page or website.

The Tomahawk Takeaway 

If you are in tourism, your Instagram feed is not just a pretty gallery. It is a searchable, visual gateway to your business that can show up in Google results and attract customers before they even click on your website. So it's time to treat your Instagram like the SEO-friendly marketing tool it is. Your future guests might just find you because of that perfect shot you posted months ago.

If you need some support with your Instagram content our team are gurus at creating attention-grabbing and SEO-friendly content! Get in touch to have a chat on how we can support your social media and SEO performance.