For years, LinkedIn was viewed primarily as an online résumé platform, merely a place to update your job title, connect with coworkers, and occasionally scroll through career updates. Today, it’s become so much more than that.
For many companies and organizations, LinkedIn has evolved into one of the most valuable platforms for visibility, credibility, networking, and business growth. At PINEAPPLE, we’ve seen firsthand how strategic LinkedIn can strengthen relationships, amplify storytelling, and position brands and professionals as leaders within the travel industry.
Whether you’re representing a destination marketing organization, tourism board, hotel, attraction, or agency, here’s why LinkedIn deserves a place in your marketing strategy, and how to use it effectively.
The tourism industry is built on relationships, trust, and storytelling—three things LinkedIn does exceptionally well.
With more than one billion professional users worldwide and hundreds of thousands working specifically within travel, tourism, and hospitality, LinkedIn offers a unique opportunity to connect with industry peers, media contacts, clients, and future partners in a professional setting.
Unlike other social platforms that prioritize entertainment-first content, LinkedIn rewards expertise, insights, and authentic conversation. It’s one of the few platforms where thoughtful industry commentary and behind-the-scenes perspectives consistently perform well.
For tourism brands, LinkedIn can help:
- Increase brand visibility
- Build credibility and trust
- Strengthen industry relationships
- Generate business opportunities
- Highlight company culture
- Support recruitment efforts
- Showcase leadership and expertise
It’s also an incredibly valuable platform for discoverability, including SEO and AEO. Active LinkedIn profiles and company pages can improve Google visibility and help reinforce your digital presence beyond your website alone.
Your Team Is One of Your Greatest Marketing Assets
One of the biggest advantages of LinkedIn is that people connect with people before they connect with brands.
That’s why employee advocacy matters.
When team members actively engage on LinkedIn, whether they’re sharing event takeaways, celebrating client wins, posting industry insights, or supporting company content, it expands overall reach and creates more authentic engagement.
A company’s page is important, but the collective voices behind a brand often have even greater impact.
At PINEAPPLE, we encourage our team to use LinkedIn as a space to showcase expertise, build relationships, and contribute to conversations happening within the tourism industry. Strong personal brands naturally strengthen the company’s brand.
Start With a Strong Profile
Before focusing on posting content, it’s important to make sure your LinkedIn profile is polished and professional.
Your profile should clearly communicate:
- Who you are
- What you do
- What industries you specialize in
- What value you bring
A few key areas to focus on include:
Professional Visuals
Use a professional headshot and a branded cover image that aligns with your industry or company identity.
A Strong Headline
Instead of only listing your title, use your headline to showcase your expertise and specialty.
For example:
Account Manager at Pineapple Public Relations | Telling Destination Stories Through Strategic Media & Influencer Relations
An Engaging “About” Section
Your bio should read more like a story than a résumé summary. Focus on your experience, your approach, and what excites you about your work within tourism and PR.
Updated Experience & Skills
Keep your experience current and include relevant certifications, skills, and areas of expertise that support your professional positioning.
What Should You Post on LinkedIn?
One of the most common misconceptions about LinkedIn is that every post needs to sound overly corporate or polished. The content that performs best is usually authentic, conversational, and insight driven.
Some of the best tourism and PR-related LinkedIn content includes:
- Industry insights and trends
- Event recaps and conference takeaways
- Behind-the-scenes moments
- Campaign highlights
- Client success stories
- Team milestones and achievements
- Thought leadership perspectives
The key is to focus less on “selling” and more on sharing value, perspective, and experience.
A simple formula for strong LinkedIn content:
- Start with an engaging hook
- Share a story, insight, or observation
- Offer a takeaway others can learn from
- End with a question or conversation starter
LinkedIn is built for engagement and discussion, not perfection.
You Don’t Have to Post Constantly to Stay Active
One of the best things about LinkedIn is that visibility doesn’t rely solely on creating original content.
Engaging others is just as valuable.
Simple actions like:
- Commenting on industry posts
- Reposting content with personal insights
- Congratulating peers and clients
- Supporting coworker achievements
- Participating in industry conversations
…all help strengthen visibility and relationships over time.
For brands, employee engagement also plays a major role in content performance. When team members like, comment on, and share company posts early, it can significantly increase overall reach and engagement.
LinkedIn Best Practices to Keep in Mind
Like any professional platform, there’s a balance between being authentic and staying professional.
A few best practices we always recommend:
Do:
- Share expertise and experiences
- Celebrate wins and milestones
- Support coworkers and clients
- Stay positive and professional
- Engage consistently
Don’t:
- Share confidential information
- Speak negatively about clients or industry peers
- Overshare personal details
- Engage in unnecessary online drama
Final Thoughts
LinkedIn has become one of the most valuable platforms for tourism and hospitality professionals looking to grow their network, strengthen visibility, and establish industry credibility.
For destinations and tourism brands, it’s not just about having a presence, it’s about using the platform intentionally. Sharing authentic insights, engaging with others consistently, and empowering employees to participate in the conversation can create long-term value far beyond likes and impressions.
At the end of the day, tourism is a relationship-driven industry. LinkedIn simply gives us another powerful way to build and strengthen those relationships.