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
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
Visual Direction
Dark UI base → cinematic, immersive, premium Rich landscape photography → emotional pull Soft overlays + gradients → readability + depth
This creates a “destination-first” experience, where Tasmania itself becomes the hero.
Typography
Elegant serif headings → evokes storytelling + heritage Clean sans-serif body → clarity for practical information
Imagery Strategy
Expansive landscapes → scale and awe Human moments → relatability Activity-focused shots → clarity of experience
The site blends:
Magazine-style storytelling (to inspire) Structured booking pathways (to convert)
This allows users to:
Explore Tasmania emotionally Then transition seamlessly into action
Experience-Led Navigation
Instead of overwhelming users with categories, the site is structured around how people actually think about travel:
Adventure
Nature & National Parks
Food & Wine
Cultural Experiences
Seasonal highlights
This reframes the site from a “tour directory” into a curated journey platform.
Each page uses repeatable content blocks:
Hero imagery + context
Experience highlights
Supporting details
Call-to-action
This ensures:
Easy navigation Fast comprehension
Consistency across a large volume of content
The website was built on Squarespace, simple, clean, easy to navigate for the everyday customer and true-blue Aussie.
