One destination brand, a season's worth of microsites
A destination organization rarely has just its visitor site. There is the festival, the food trail, the winter campaign, the meetings and sports sales pitch, and a dozen small partners whose own websites let the destination down. This page looks at two jobs We.Inc can do for a tourism board: running its own microsites under one brand, and giving small partners a decent website of their own.
TL;DR
- Campaign, event and trail sites built from a description and edited by clicking, under your destination brand, with your own domains.
- Partners can be clients: a B&B or tour operator gets a site in your portal, under your rules, and can pay you for it through your own Stripe account if you choose.
- Single-step approval before a partner's site goes live, and per-partner switches for store, blog, forms and domains.
- We are not a booking engine, a listings database or a CRM. Book a demo to see whether the fit is right.
Two problems that look like one
Tourism boards usually come to a white-label platform with one of two problems, and it helps to separate them.
Problem one: our own sites. The main visitor site is often a large, data-driven platform tied to a listings database and a CRM. Around it sits a stream of short-lived sites: a festival this summer, a craft beer trail, a wellness campaign, a bid for a sports event, a page for a convention that is in town for four days. Each one goes to an agency, takes weeks, and costs more than its life justifies.
Problem two: our partners' sites. A destination is judged by the weakest website a visitor lands on. The family-run inn with a site that has not changed since 2015, the kayak outfitter whose only presence is a social page, the gallery with no opening hours online. Many boards already run training for partners; few can give them a tool.
We.Inc can help with both, but they use the platform differently.
Your own microsites
Treat each campaign or event as a client of your own brand, owned by the staff member running it. Give each a site limit of one and a review date in the notes.
*The brand owner's home on a demo brand: the brand, the number of clients, and the portal address.*
*A sample site built from a template on the demo brand. A festival or trail site starts the same way, from a description or a template, and is then edited by clicking or chatting.*
A workable life-cycle for campaign sites:
| Stage | What happens | Who |
|---|---|---|
| Brief | One paragraph: audience, dates, what the visitor should do | Campaign lead |
| Build | AI builds the first version from the brief; the lead edits by clicking or asking in chat | Campaign lead |
| Review | Brand, accuracy of dates and prices, partner names, accessibility check | Marketing manager, through the approval queue |
| Live | Domain or subdomain connected, links from the main site and social | Campaign lead |
| Wind-down | "This event has ended" notice, links to next year or to the main site | Campaign lead |
| Archive | Download the code, pause the client | Marketing manager |
Plan the wind-down from the start. Expired campaign pages that still rank, promise a 2024 festival date and lead nowhere are the commonest quality problem on destination domains.
A website offer for small partners
Many boards already run a partner or member programme. Adding a website to it is a real benefit for a small business and gives you something useful to talk about at renewal time. In We.Inc each partner becomes a client of your brand: they sign in on your portal, see your name and colours, and build their own site.
*What a partner sees after signing in: your destination brand, a prompt box and their site.*
*Partners can start from a template instead of a blank page.*
Things to decide before you offer it:
- Whose site is it? It should be the partner's. Let them connect their own domain and download their site if they leave; a board that holds partners' sites hostage will regret it.
- What does the board control? Your defaults decide whether partners can publish without approval, run a store or a blog, and connect a domain. Approval for a first launch is a sensible default.
- Will you charge? You can include the website in the partnership fee, or bill partners through your own Stripe account. Some boards are public bodies with rules on selling services; check yours first.
- Are you endorsing them? A site in your portal is not a quality mark. Say so in your partner terms.
*If you bill partners, plans and payments are set up here and the money goes to your Stripe account. Shown with no prices set.*
*Invitations and system emails go out with your brand, not ours.*
What a destination should not expect from us
Be clear-eyed. We.Inc builds and hosts websites. It is not:
- A listings or CRM platform. Your partner database, listings feed and lead management stay where they are. A partner's own site can link to their listing on your main site.
- A booking engine or channel manager. Partners keep their booking tools and link to them from their site.
- A visitor-guide app. If you need offline maps or itinerary planning, that is a different product.
For the main visitor site with thousands of listings, a specialist destination platform or enterprise CMS is usually the better fit. We.Inc is for the campaigns around it and for the partners who need help.
Public bodies: accessibility applies
Many destination organizations are nonprofits or private bodies funded by assessments, but some are departments of a city, county or state. If yours is a government entity, the ADA Title II web rule applies to its web content: WCAG 2.1 Level AA by April 26, 2027 (total population 50,000 or more) or April 26, 2028 (smaller entities and special district governments). See our Title II guide. Whatever your status, visitors include people with disabilities, and accessible pages are simply better tourism marketing. Sites are AI-built; your team must test them. *General information, not legal advice.*
Measuring whether it works
Each site has an analytics panel, and the brand owner sees signups, sites and visits across clients. Decide what you will measure before a campaign launches: outbound clicks to partners, newsletter sign-ups, form enquiries for meetings and groups. Without that decided up front, a microsite is just a cost.
*Brand-wide insights on a demo brand (little data yet). For a board, this shows how many partners have built and published.*
Sources
Last checked 2026-10-25.
- Federal Register, Extension of Compliance Dates for Nondiscrimination on the Basis of Disability; Accessibility of Web Information and Services of State and Local Government Entities, April 20, 2026: April 26, 2027 and April 26, 2028.
- ADA.gov, Fact sheet: new rule on the accessibility of web content and mobile apps: WCAG 2.1 Level AA, how to find your population, and the five exceptions.
Book a demo with one campaign you are planning and one partner who needs a better website.
Book a demo. Pricing is tailored to your volume and setup, and you get your exact price on the call. 0% transaction fee.
Frequently asked questions
Can a tourism board give partner businesses their own websites?
Yes. Each partner can be a client of your brand, sign in on your portal and build their own site under your rules, with approval before their site goes live if you switch it on.
Can partners take their website with them if they leave the programme?
The platform lets a site's full code be downloaded or synced to GitHub, and partners can connect their own domain if you allow it. We recommend writing that right into your partner terms.
Does We.Inc replace our listings database or booking engine?
No. We.Inc builds and hosts websites. Listings, CRM and bookings stay in your existing systems, and sites link to them.
How quickly can a campaign microsite be built?
A first version is built by AI from a short description, then edited by clicking or chatting. Your review and accessibility testing set the real timeline.
Keep reading
- White label website builder: the We.Inc platform
- Manage many websites from one account
- Bill your clients under your own brand
- Brand governance across many websites
- ADA Title II website deadline: April 2027 and April 2028
- Website vendor exit plan
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