Design compelling touristic services

Tourism journey mapping: tools for innovative travel experiences

Use software to create and visualize your customer journey map for touristic services. Journey mapping helps to make intangible interactions visible over time and to understand your customers’ experiences.
A graphic illustration of a journey map with two person icons, separate cards, and an emotional graph
Journey map example

The touristic customer journey

This customer journey map is divided in three stages: pre-travel, travel and after-travel. It consists of basic journey map details such as a text description and visualizations. Furthermore, we included a channel overview and the activities that happen backstage. Also the high-level travel experience is linked in the journey, so you can jump to that for a greater overview.

Improving travel experiences through journey mapping

See how Smaply’s tourism journey mapping tools enable you to best understand your customers’ experiences tourism

Journey maps

When creating tourism journey maps it’s important to not only consider the steps that you - as an organization - have influence on, but also all the others that might impact the customer’s experience in your destination or hotel, etc.
Learn more about the journey map tool


Personas are the first step towards creating a customer-centered mindset within your organization. Empathize with the tourist - what’s their aim? Business, leisure, visiting friends? What are their needs when looking for a destination or a hotel?
Learn more about the personas tool

System maps

Create a common understanding of who is involved in the journey. Who needs to be considered when going through an innovation phase? What’s the context of each stakeholder and what is the relationship between them and the tourist?
Learn more about the system map tool

Share insights, collect feedback, and present results.

Have your team and stakeholders participate in the journey mapping process. Let others access your maps, let them see your changes and have discussions on steps.

Icon showing a group of users

Multi-user access

Collaborate with your team members on your journey map and share your knowledge and insights with each other.

Icon of speech bubbles indicating comment mode

Comment mode

Pro Plan

Invite others to comment on your journey maps. Have online discussions with geographically dispersed teams.

Icon of a grid, indicating the option of multiple personas

Multiple personas

Compare the experiences of multiple personas in one journey map. Learn how and why their experiences differs and optimize your service accordingly.

Icon of a swooshy arrow, indicating sharing functionality

Live share

Basic Plan

Share read-only versions of your maps and let others follow changes your journey map in real-time.

Icon of arrows in all directions, indicating drag & drop functionality

Drag & drop all the things

Rearrange all the elements of the map, such as steps and lanes, by dragging and dropping them into place.

Icon of multiple paper sheets, indicating export functionality


Export maps and personas to high resolution PDF, PowerPoint, Excel and PNG files to print, present and analyze.

Icon of a person with a crown, indicating customer centricity

Customer centricity

Establish a common customer-centric language across your organization with personas and journey maps.

Icon of a paint brush

White labeling

Custom branding and subdomain for a consistent look & feel supports easier adoption across your organization.

Icon of a group of persons

Overview multiple agile teams

Using the same cloud-based tool allows you to jump between different zoom levels of journey maps and identify which CX projects support or contradict each other.

Icon of a smiling smiley

Business impact

Many studies show that improving customer experience has a positive impact on customer loyalty, churn, and revenue growth.

Icon of a university hat

Training & coaching

We can train your teams and help you as a sparring partner to scale customer-centricity in your organization.

Icon of a star

Standardize journey maps

Increase speed and accessibility of journey maps across your organization. Reuse data from previous CX projects and build on top of previous research.

For free, forever
Start mapping tourist customer journeys today!
Sign up for free