People ask me often what the best travel/tourism website is. The answer is “it depends”. A website is a success when it is relevant to it’s users and meets the objectives of the person or organization who produces it. But there are definitely best practices out there.

So the first best practice is New Zealand for visual design/branding. New Zealand’s PureNZ brand is very well represented on their website. The site looks pure, has stunning visuals and great content. I’ve spend a lot of time on this website over the last few years and New Zealand made it on my list of places to visit after my first or second visit. The recently launched new homepage gives me a headache though, I like the old one better.