Facebook is limiting links. Here’s another way to share your tourism content

You’ve written a useful blog, put together a family packing guide or created an itinerary you know your customers would love. Normally, you might share the link in a Facebook post and move on. As Meta rolls out limits on external links, it’s time to be more deliberate about how people find your content.

Meta’s help page says that Pages seeing the restriction can include external links in up to two organic posts or comments per month. The change is still rolling out, so what applies to your Page may differ from what another operator sees.

One option is to invite people to request a resource in the comments and send it through Messenger. Meta Business Suite has a comment-to-message automation that can respond when someone comments with a keyword or phrase.

For tourism operators, this could work well for content that answers a question people ask before booking:

• A guide to choosing the right experience for their family

• A three-day itinerary for your region

• What to pack for a winter activity

• Your guide to private charters or group experiences

• A blog explaining the best time of year to visit

How to set up a comment-to-message reply

1. Pick the resource and keyword

Choose one useful page on your website, then give it a short keyword people can easily type, such as GUIDE, WINTER or ITINERARY. Make sure the page is up to date and easy to read on a phone.

2. Set up the message in Meta Business Suite

On desktop, open Meta Business Suite → Inbox → Automations and look for Comment to message. Add your keyword and write the message people should receive, including a direct link to the resource. Meta describes this automation as a reply to comments on your posts that contain specified keywords or phrases.

Keep the message warm and brief:

Thanks for asking! Here’s our guide to choosing the right rafting experience for your family: [link]. If you’re unsure which trip will suit your group, reply here and we’ll help.

3. Write the post and test it

The Facebook post still needs to offer something useful. Share a tip or answer part of the question, then tell people what they can request and what will happen when they comment.

For example:

Bringing the family to Taupō and wondering whether your children are ready for rafting? Age is one consideration, but confidence on the water matters too. We’ve put together a guide to help you choose a trip everyone will enjoy. Comment RAFTING and we’ll send it to you privately.

Once the post is live, test the keyword from another account. Check that the message arrives, the link works and the page delivers what your post promised.

Check the links people can already find

While you’re thinking about how people move from Facebook to your website, take a minute to check your Page details and bio. Is your website link current? Does it take people somewhere useful? If you have a Knowledge Hub, itinerary collection or booking page, make sure visitors can find it easily from your website’s home page.

That matters particularly if someone sees your post but doesn’t want to comment for a link. They may simply visit your profile to look for it themselves.

Keep building what you own

Facebook’s rules can change, and so can the reach of any individual post. Your website content gives you a place to publish the full story, answer questions properly and keep useful information available long after a social post has disappeared down the feed. A good blog can also be shared in your newsletter, used by your reservations team and sent directly to trade partners or guests.

The same thinking applies to the customer information people choose to share with you. If someone subscribes to your email newsletter, you have a way to stay in touch that isn’t entirely dependent on Facebook showing them your next post. Give people a clear reason to subscribe and make sure they know what they’re signing up for. A comment requesting a guide is an invitation to send that guide, rather than permission to add someone to your mailing list.

I wouldn’t turn every Facebook post into “comment a keyword”. Save it for resources worth requesting, and continue sharing stories, photos and tips that people can enjoy on the platform. Then keep your profile links current, your website useful and your own audience relationships growing. Those habits will serve your business through the next change Meta makes, whatever it turns out to be.