I’ve audited hundreds of tourism websites across DMOs, hotels, and tour operators. The biggest mistake I see? Brands copying what their competitors are doing without understanding why those strategies work or fail. A proper competitor SEO analysis isn’t about mimicking your rivals. It’s about finding the gaps they’ve missed and the opportunities they’ve wasted.
Here’s exactly how I analyze tourism competitors for my clients, using the same process that helped me build CostaRicaDivers.com into a top-ranked dive operation.
Step 1: Identify Your Real SEO Competitors
Your business competitors aren’t always your SEO competitors. When I worked with a Costa Rica adventure tour operator, their biggest business rival was a local zipline company. But their biggest SEO threat? TripAdvisor and Viator ranking for all their target keywords.
Use Ahrefs or SEMrush to identify who’s actually ranking for your target keywords:
- Enter 10-15 of your primary keywords
- Export the top 10 results for each
- Count domain frequency across all results
- Focus on domains appearing most frequently
Look for three types of competitors: direct business rivals, content aggregators (like TripAdvisor), and unexpected players ranking for your terms.
Step 2: Analyze Competitor Content Strategy
Content gaps are where tourism brands find their biggest opportunities. I use Ahrefs’ Content Gap tool to compare up to 5 competitors simultaneously.
Here’s what to look for:
Keyword Coverage Analysis
Export all keywords where competitors rank in positions 1-10 but you don’t rank at all. Sort by search volume and look for patterns:
- Location modifiers: “things to do in [city] with kids”
- Seasonal terms: “Costa Rica dry season tours”
- Experience descriptors: “luxury eco lodge Costa Rica”
- Practical queries: “what to pack for Thailand diving”
I found one hotel client was missing 200+ “[destination] honeymoon” variations that their competitors owned completely.
Content Format Gaps
Tourism searchers want different content types for different stages:
- Inspiration stage: photo galleries, destination guides
- Research stage: comparison articles, detailed itineraries
- Booking stage: pricing pages, availability calendars
Check what formats your competitors use for high-traffic keywords. If they’re ranking with basic text pages for visual searches like “Maldives overwater bungalows,” you can outrank them with better imagery and galleries.
Step 3: Technical SEO Audit of Competitors
Tourism websites have unique technical challenges: large image libraries, multiple languages, seasonal content, and booking integrations. Here’s how to find competitor weaknesses you can exploit.
Site Speed and Core Web Vitals
Run competitors through PageSpeed Insights and check their Core Web Vitals in Search Console (if you have access) or use tools like GTmetrix.
Tourism sites often struggle with:
- Unoptimized hero images (often 2MB+ files)
- Heavy booking widgets slowing initial page loads
- Gallery scripts causing layout shifts
If competitors have poor LCP scores above 2.5 seconds, you can gain ranking advantages with optimized images and faster hosting.
International SEO Setup
Check competitor hreflang implementation using tools like Screaming Frog or Ahrefs’ Site Audit. Most tourism brands mess this up:
- Missing return tags between language versions
- Incorrect country/language targeting
- Duplicate content across different country sites
When I audited a European hotel chain, they had hreflang pointing to the wrong language combinations for 12 countries. Easy win for competitors who get it right.
Step 4: Backlink Profile Analysis
Tourism backlinks are different from other industries. You need location-specific authority and travel industry relevance, not just high domain authority.
Link Source Categories
Analyze competitor backlinks in these categories:
- Travel publications: Travel + Leisure, Conde Nast, local magazines
- Blogger outreach: Travel bloggers with engaged audiences
- Destination resources: DMO websites, local chambers
- Partnership links: Hotels linking to activities, airlines to destinations
- User-generated content: Review sites, social platforms
Use Ahrefs’ Backlink Intersect tool to find sites linking to multiple competitors but not to you. These are warm prospects for your link building.
Seasonal Link Patterns
Tourism backlinks often spike seasonally. Check when competitors gain their strongest links. December-February for warm destinations, summer for European city breaks. Time your outreach accordingly.
Step 5: Local SEO Competitive Analysis
For tourism businesses, local SEO extends beyond your physical location to include destination-based searches.
Google Business Profile Optimization
Check competitor GBP profiles for:
- Category selections (primary and secondary)
- Photo quantity and quality
- Review response strategies
- Post frequency and content types
- Special offers and booking links
Local Content Strategy
See what local content competitors create:
- Neighborhood guides
- Local event coverage
- Partnership announcements with local businesses
- Staff spotlights and local community involvement
When I analyzed dive operators in Thailand, the top performer had 50+ pieces of content about specific dive sites, local marine life, and seasonal diving conditions. Their competitors had generic “diving in Costa Rica” pages.
Step 6: SERP Feature Analysis
Tourism queries trigger multiple SERP features: image packs, local packs, featured snippets, and knowledge panels. You need to understand which features competitors own.
Featured Snippet Opportunities
Use SEMrush or Ahrefs to find keywords where competitors hold featured snippets. Tourism snippets often answer:
- “Best time to visit [destination]”
- “How much does [activity] cost”
- “What to expect at [attraction]”
- “How to get from [A] to [B]”
I helped a Thailand tour operator steal 15 featured snippets by creating better-structured FAQ content that directly answered common questions.
Image Pack Domination
Visual searches dominate tourism. Check image search results for your target keywords. Look for:
- Image alt text optimization
- File naming conventions
- Image schema markup
- Gallery page optimization
Creating Your Action Plan
After completing your analysis, prioritize opportunities based on impact and effort:
Quick Wins (0-30 days)
- Fix technical issues competitors haven’t addressed
- Target featured snippet opportunities with existing content
- Optimize images for keywords competitors rank poorly for
- Improve page titles and meta descriptions for high-traffic terms
Medium-term Projects (1-6 months)
- Create content for keyword gaps you’ve identified
- Build relationships with sites linking to competitors
- Develop local content strategies competitors are missing
- Implement international SEO improvements
Long-term Strategy (6+ months)
- Build topical authority in areas competitors neglect
- Develop unique content formats competitors can’t easily copy
- Create sustainable link-earning content strategies
- Build partnerships competitors don’t have access to
Monitoring and Iteration
Set up monthly competitor tracking using your preferred SEO tools. Monitor:
- Ranking changes for shared keywords
- New content publishing frequency
- Technical improvements they implement
- Link building activities and new partnerships
- SERP feature wins and losses
Create alerts for when competitors launch new campaigns or make significant site changes. The tourism industry moves quickly, especially around booking seasons.
Frequently Asked Questions
How often should I analyze tourism competitors?
I recommend monthly light reviews and quarterly deep dives. Tourism is seasonal, so competitor strategies change frequently. Set up automated tracking for key metrics and dig deeper when you notice significant shifts in rankings or traffic patterns.
Which SEO tools are best for tourism competitor analysis?
Ahrefs is my go-to for comprehensive analysis, especially content gaps and backlinks. SEMrush excels at PPC competitor insights, which matter for tourism brands. Screaming Frog handles technical audits. For local SEO, BrightLocal provides better tourism-specific insights than general tools.
How do I identify tourism content gaps competitors are missing?
Look beyond obvious travel terms. Analyze question-based keywords, seasonal variations, and micro-moments like “last minute [destination] deals.” Use AnswerThePublic and Google’s “People also ask” sections. I often find competitors missing practical content like packing lists, weather guides, and transportation options.
What makes tourism backlink analysis different from other industries?
Tourism links need geographic and topical relevance, not just authority. A link from a local DMO or travel blogger often outperforms one from a high-DA tech site. Seasonal timing matters too. Links gained during peak travel planning periods (January-March for summer destinations) carry more weight.
How do I compete with large travel aggregators like TripAdvisor?
Don’t try to beat them on breadth. Win on depth and specificity. Create detailed, locally-focused content they can’t match. Target long-tail keywords with commercial intent. Build direct relationships with travelers through email marketing and social media. Focus on branded searches and building repeat visitors.
Competitor SEO Analysis for Tourism Brands
Ready to uncover the SEO opportunities your tourism competitors are missing? Let’s discuss a comprehensive competitor analysis that identifies your quickest path to ranking improvements and increased bookings.
About the Author
I’m Peter Sawicki, a Destination SEO Strategist helping tourism brands and DMOs grow their online presence through SEO, technical audits, and creative digital strategies. Over the years I’ve worked across multiple countries and markets, which gives me a global perspective on every project I take on. When I’m not optimizing websites, you’ll most likely find me underwater. Scuba diving is where my two biggest passions meet.
