The problem
02 / 06A young tour operator had to sell the country before it could sell a tour. Most visitors had no picture of North Macedonia at all, and the site had to take real money for fixed departures while still capturing the traveller who wants something built for them.
The decisions
- 01
Lead with the landscape, not the itinerary table
WhyNobody books a country they cannot picture. The photography had to do the selling before any pricing appeared.
ResultA photography-forward site that establishes the place first.
- 02
Two paths: book a package, or ask for a custom trip
WhyForcing a bespoke traveller through a fixed-departure checkout loses the highest-value enquiries.
ResultIntegrated booking for fixed packages, and a separate enquiry flow for bespoke itineraries.
- 03
Tours as a content model with per-tour itineraries
WhyA growing operator adds departures constantly; each one cannot be a development task.
ResultNew tours are added as content, with itinerary and pricing built in.
What shipped
Outcome- Multi-day tour packages bookable directly on the site
- Bespoke-trip enquiries captured separately from fixed departures
- Tours maintained as content rather than hand-built pages
Build something similar
Tell me what you are building and where it is stuck. I will reply within one business day with an honest view on fit, likely scope, timing and a realistic starting range.