Tours Around Tasmania is a curated travel experience platform designed to showcase the depth, diversity, and raw beauty of Tasmania through guided tours, experiences, and local insights.
The objective was to create a high-conversion, editorial-style website that inspires exploration while seamlessly guiding users toward booking.
Multi-page experience system for different tour categories Highlight sections to quickly scan offerings Integrated storytelling (locations, culture, nature) Clear CTA placements throughout the journey Contact + enquiry flows designed for low frictio
Tasmania offers an abundance of experiences — nature, food, culture, adventure — but this creates complexity:
• Too many options → decision fatigue
• Tourism websites often feel cluttered or generic
• Users need both inspiration and structure
• Trust is critical when booking experiences remotely
• Organise a wide range of experiences into a clear system
• Create a sense of immersion and desire
• Guide users from browsing → booking effortlessly
• Position the brand as a premium, curated authority
This creates a “destination-first” experience, where Tasmania itself becomes the hero.
Instead of overwhelming users with categories, the site is structured around how people actually think about travel:
This reframes the site from a “tour directory” into a curated journey platform.
The website was built on Squarespace, simple, clean, easy to navigate for the everyday customer and true-blue Aussie.
