How Tourism Operators Can Leverage Instagram’s SEO Turn in 2025

Instagram has rolled out a major shift—public content from Business and Creator (professional) accounts -such as photos, videos, Reels, and carousels- is now crawlable and indexable by Google and other search engines.

Our community operates from the world's most beautiful destinations, providing the most unique and unforgettable moments - so for the tourism industry this isn't just an update, it’s a game-changing opportunity.

‍

Why This Matters for Tourism Operators

‍

1. Expanded Search Visibility

Imagine your latest Reel or photo appearing directly on Google Search or Google Images when potential travelers search for destinations or experiences. This new visibility opens up a valuable organic discovery channel beyond Instagram’s native platform!

2. Visual Storytelling Meets SEO

Tourism marketing thrives on visuals, and now those visuals can drive long-lasting discovery, with posts acting like micro-landing pages bringing visitors directly to your offerings.

3. Bridging Social & Search Strategies

This update blurs the lines between social media and SEO, forcing operators to think in terms of search-optimized storytelling, not just engagement metrics.

‍

‍

What Tourism Operators Should Do Now

a) Ensure Your Account Is Eligible and Public

To benefit, your Instagram account must be:

• A professional account (Business or Creator)
• Set to public
• Managed by a user aged 18 or older

You can also opt out of indexing by disabling “Allow public photos and videos to appear in search engine results” under your privacy settings.

b) Treat Your Captions Like SEO Titles

Write caption front-loaded with target keywords and engaging hooks. Think phrases like “Adventure hiking in Fiordland” rather than vague or generic text.

c) Maximize Alt Text Utility

Use Instagram’s alt text feature to describe scenes in detail. This improves accessibility and enriches Google’s understanding of your visuals.

d) Strategically Use Hashtags & Geotags

Blend brand, category, and location tags (e.g., #QueenstownTours, #NZHiking, #MilfordSound) to align with both social discovery and search intent.

e) Audit & Refresh Older Posts

Archive posts that no longer align with your brand or SEO strategy. Focus on evergreen, travel-long content that remains relevant to search intent.

f) Optimize Your Micro-Landing Assets

Treat profile bios, highlights, and pinned posts as mini landing pages. Use them to guide search-driven visitors deeper into your brand’s story.

‍

Strategic Benefits at a Glance

Higher search visibility

‍Instagram posts appear directly on Google and other search engines

‍

‍Evergreen content impact

‍Posts maintain relevance and bring traffic long after publishing

‍

‍Local SEO boost

‍Hashtags and geotags help surface your content for location-based searches

‍

‍Enhanced brand trust

‍Authentic visual content builds trust and engagement

‍

Moreover, authentic user-generated content like guest experiences can now surface in search results, boosting credibility and appeal.

‍

Action Plan: What to Do Immediately

1. Verify account eligibility and ensure public professional status.
2. Review privacy settings—disable indexing only if necessary.
3. Develop a caption strategy with SEO-focused keywords.
4. Add rich, descriptive alt text to visual posts.
5. Use a mix of relevant hashtags and precise geotags.
6. Clean up outdated content; highlight evergreen experiences.
7. Refine your bio, profile, and highlights to serve as SEO touchpoints.
8. Monitor search engine traffic to your Instagram via Google Analytics.

‍

The July 2025 Instagram–SEO integration is a huge moment for tourism operators. Visual storytelling isn't just for engagement anymore, it’s an open-door invitation into search-driven discovery.

‍

Adapt strategically, optimize creatively, and watch your destination content increasingly shine both in scrolls and search results!

‍