Curate or Include? The Decision Could Mean Your Reputation

As a copywriter who works in tourism, I’ve written more roundup blog posts than I can count. Posts like:

 “Ten Patios You’ll Love This Summer”

 “Five Can’t-Miss Cocktail Bars”

 “The Ultimate Guide to Sushi Restaurants”

But no matter how many I write, the same question always comes up again and again. 

When you write a list, do you curate or do you include?

Do you handpick the standouts and crown your winners, or do you put every option on the list and let readers decide for themselves?

If you work in tourism, it’s an important question, because how you build a list shapes how your destination is perceived, how your partners feel represented, and how much your readers trust you. The answer, as with most good storytelling, depends on your purpose.

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Why List-Making Matters in Travel Content

In tourism marketing, there are endless types of long-form content you can write, each with its own important purpose in the larger content ecosystem. There’s the deep dive that unpacks a neighborhood story, the behind-the-scenes feature, the seasonal guide, or the data-driven trend piece making sure people know where to find that new viral TikTok drink in your area or the best spots to visit from that TV show everyone’s obsessing over.

But one of the shining stars of destination storytelling is the list, or what we lovingly call the “listicle.”

Part article, part list, it’s the format that does it all. It’s quick to scan, easy to share, and satisfying to read. There’s a reason why “best of” and “top ten” posts dominate travel blogs and DMO sites, and it’s quite simply that people love them. Lists organize the overwhelming and give shape to an endless scroll of options. They also provide a sort of promise that someone—ideally an expert—has already done the thinking for us.

And while curation versus inclusion doesn’t only apply to this format, as it influences every kind of content decision, from who you feature in a deep dive to which stories get told at all, the tension shows up most clearly in list-style posts. That’s where the comparison becomes visible, and the question of who’s in and who’s out feels the sharpest.

But not all lists are created equal. Some are curated—carefully edited and intentionally limited. Others are inclusive—comprehensive, democratic, and generous in scope.

The trouble is, both have value and serve an audience. And choosing the wrong approach can make your content feel either elitist or watered-down.

So, let’s define what we mean.

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What Is a Curated List?

A curated list is a shortlist that includes a handpicked, high-confidence set of recommendations. These are your “Top 10 Date-Night Spots,” “Five Can’t-Miss Restaurants,” or “Local’s Picks for the Best Latte.” The word “curated” implies selectivity and taste, and it tells the reader, "We've tried these. We trust them. You can too.

Curated lists put the spotlight on quality, authority, and uniqueness.

They’re focused and bold enough to leave things out when they don’t quite earn their spot. 

The pros:

• They establish your brand as an expert and tastemaker.
• They save readers time by filtering choices down to the best.
• They make a post easier to digest, remember, and share.

The cons:

• They can unintentionally alienate businesses not included.
• They may invite political backlash (“Why wasn’t my business listed?”).
• They require strong editorial confidence and clear selection criteria.

Curation, in other words, is about voice and not volume.

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What Is an Inclusive List?

An inclusive list aims to capture everything in a given category. Think “All Jazz Venues in the Area” or “Complete Festival Guide.” It’s comprehensive, directory-style content that builds community goodwill and business visibility.

Inclusive lists emphasize representation and fairness. They feel generous and transparent, especially when you’re writing for a local audience that values collaboration.

The pros:

• They build trust with local businesses and partners.
• They signal openness, diversity, and support for everyone in the mix.
• They can drive more search traffic by covering all relevant keywords.

The cons:

• They risk overwhelming readers who just want quick recommendations.
• They can feel repetitive or too long for casual browsing.
• They dilute your brand’s editorial voice and sense of authority.

Inclusivity, then, is about community and completeness, but sometimes at the expense of narrative clarity.

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The Case for Curated Content

Curated content is a top-performer, and there’s data to prove it. According to Nielsen’s 2024 Global Trust in Advertising Report, 84% of consumers trust recommendations from experts, friends, or influencers more than general sources.

People crave confident, guided opinions, and curation delivers that. 

When you choose to curate, you position your brand as a trusted guide, not just an information hub. Visitors facing decision fatigue want to be told what’s worth their time. Instead of scrolling through 50 restaurant names, they want five they can book tonight.

Curated content also reinforces editorial authority. A “Top 10” list tells readers your DMO (or your brand) has real on-the-ground expertise, and you’re not afraid to take a stance. It shows that you’re a tastemaker, and in so many ways, that’s what tourism is all about. 

It’s also a powerful trust-builder. Readers can sense when you’re being honest. If your top patio pick really is the best Aperol spritz west of downtown, your audience will reward you with repeat visits and word-of-mouth credibility.

Ultimately, curation turns a list into an authentic story, and that story is what makes people want to experience a place for themselves.

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The Case for Inclusive Content

But what about inclusivity? According to Deloitte’s 2025 Gen Z and Millennial Survey, 78% of Millennials and Gen Z expect brands to show diversity and inclusivity across all communications. That expectation doesn’t stop at social media. It extends to your blog, too.

When you take an inclusive approach, you build goodwill and transparency. Every business sees themselves represented, and every organization gets a chance to share in the spotlight. In tight-knit tourism communities, that visibility goes a long way.

An inclusive list says: We see you. You belong here.
It’s a form of partnership building that helps DMOs and small business ecosystems thrive.

It also prevents the dreaded “Why wasn’t I included?” backlash. You can confidently say your goal was comprehensiveness, not selectivity. For new locals, researchers, or highly engaged planners, inclusive lists provide the broad visibility they need to explore fully.

Inclusivity broadens your footprint, while curation sharpens it. Both have value.

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When to Choose: A Simple Decision-Making Framework

So, which one should you choose? The answer lies in intent, meaning who you’re writing for and what you want the post to accomplish.

Here are some general guidelines for when to choose each:

Choose to curate when:

• Your post has a clear “best of” or “must-do” angle.
• Your readers are visitors or short-term planners who want efficiency.
• You want to highlight expertise or tell a story with personality.
• You have firsthand experience or strong data supporting your picks.
• The full list is long or generic, and showcasing just the top choices will help readers and sharpen your message.

Choose to include when:

• Existing partnerships or sponsorships make it important to feature everyone, and leaving someone out could create friction.
• You’re building a comprehensive guide (such as an event calendar or seasonal directory).
• The topic naturally lends itself to listing every option.
• Exclusions could create issues with fairness, perception, or community goodwill.

In practice, curated content helps visitors make decisions, the goal of most destination marketing orgs.

Inclusive content helps locals and businesses feel represented.

Knowing which group you’re serving before you start writing is the difference between impact and frustration.

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How to Make the Call: The Choices Behind Every List

It’s one thing to talk theory, but the actual process of deciding who makes your list is rarely so simple. Here’s how these choices play out in real life and what to consider when you’re in the editor’s seat.

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When There Are Only a Few (But All Are Good)

Suppose your town has five sushi restaurants and three have big reputations. The other two are fine but the three win awards, show up on “best of” lists, and pull big crowds. If all five actually deliver solid experiences, does narrowing it down really serve anyone? Excluding the two lesser-known spots can feel arbitrary and create political headaches, even if your intent is to spotlight the standouts. In cases like this, leaning toward inclusivity is often the safest—and fairest—move, as long as quality standards are met.  Headlines in this instance might look like “Inside the 5 Sushi Spots of [Area]” or “Craving Sushi? 5 Places that Deliver”.

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When Readers Want the Best, Not the Full List

Sometimes, the topic itself demands strong curation. For instance, “Best Wings in Town” or “Best Voted Burgers.” When readers seek out these guides, they expect honest, confident picks based on taste, popularity, or local reputation—not a broad directory of every contender. This isn’t the place to be fair for the sake of politics; it’s the time to deliver real winners your audience can trust. For example, if locals are fiercely loyal to a top-three wing spot, highlighting those truly beloved places builds your authority and earns genuine reader engagement, even if it means leaving some businesses off the list. Headlines here might look like “The 3 Wing Spots Locals Swear By” or “Our Top Picks for the Best Burgers in [Area].”

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The Complex Business Challenge 

When a supportive local chain or community partner isn’t exactly what travelers seek, skipping them may disappoint them, but leading with mediocre selections can dilute your guide’s authority. In these cases, a smart middle ground is to keep your recommendations focused on visitor favorites, while also mentioning the other category participants in a supplemental list or directory, so everyone gets a nod without compromising your editorial standards.

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When There Are Too Many to List 

Now imagine you’re covering pizza and count 27 places in your radius. Even the most committed foodie doesn’t want to scroll that far. Here, a massive list risks overwhelming your reader and dilutes the value of every recommendation. This is a perfect moment for a hybrid strategy: call out your top picks up front—maybe by crust style, neighborhood, or “best for families”—and then link to a complete directory or include a simple chart for power users. When lists are this long, grouping or splitting them into specialized posts (like “Best Deep Dish” or “Late-Night Pizza Joints”) keeps your guides usable and relevant. Headlines for a massive list might look like “The Top 5 Pizzas to Try First” or “Your Guide to the Best Slices in [Area] (Plus Even More to Explore).”

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How Many Is Too Many? When to Split the List

When your list creeps past a reasonable length—think 30 coffee shops or 40 boutiques—it’s time to break it up. Smaller, themed posts (“Best Coffee Shops for Tea,” “10 Coffee Shops with Fast Service,” “Coffee Shops to Work From”) give every business a chance to shine and keep the reader engaged.

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When in doubt, ask yourself the following questions:

• Will leaving someone out cause more harm than help?
• Does the topic benefit from comprehensiveness, or is it more helpful to filter for quality and experience?
• Are you fulfilling any partner or stakeholder obligations?
• Can your reader actually use the list, or are they likely to bounce once it’s too long?
• Can (or should) this be broken up into multiple posts?

There’s no one-size-fits-all rule. The right approach depends on your category, your community, and your goals. The more intentional and transparent you are about your decisions, the stronger your list and your relationships will be.

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Putting It Into Practice

After weighing all the factors, such as list size, quality, partner dynamics, and audience needs, here’s how the theory looks in action:

Example 1: “Top 5 Brunch Spots” (Curated Approach)

You pare down a long list to the five standouts. Each is chosen for exceptional quality, experience, or unique vibe. This style is perfect when readers need guidance or you want to reinforce your brand’s editorial authority.

Example 2: “Complete 2025 Farmers Market Guide” (Inclusive Approach)

When you’re aiming for transparency or need to fulfill partnerships, you include every market, vendor, and scheduled date. There’s little editorial judgment, because the value comes from access and community coverage.

Example 3: “Our Favorite Patios for Summer (plus the Complete Outdoor Dining Directory)” (Hybrid Approach)

Some categories—especially those with plenty of options—demand blending. Start by spotlighting the best, then point readers to a comprehensive list or supporting directory with every option for those who want to explore further. This way, you balance expert picks with fair representation.

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What’s At Stake: The Reality of the Wrong Choice

Every DMO has faced, or easily could face, the “Why weren’t we featured?” email. Curated posts naturally create hierarchy, and hierarchy can ruffle feathers. That doesn’t mean you should avoid strong editorial opinions; it just means you should manage them with clarity and consistency.

The key is to set expectations early. Create a written selection framework and stick to it. This could include how often you’ll refresh lists, how you vet partners, etc. The more transparent your process, the less personal any omission feels.

And when in doubt, pair curation with transparency. An “All Participants” directory published alongside your “Top Picks” is the digital equivalent of diplomacy, where everyone gets recognition, and your readers still get direction.

At Kick Push, we talk about it like this. Authority earns clicks; empathy earns trust. The best tourism content finds its balance between the two, showing confidence in your choices while keeping space for everyone to belong.

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Finding Your Balance for Impact

So, should you curate or include?

The short answer is both.
The long answer is it depends on who you’re writing for.

Curated lists help your readers decide faster and trust your expertise, while inclusive lists strengthen your relationships and improve partner visibility. 

The best brands learn to do both thoughtfully, because that's how you build credibility and connection.

Need help finding your balance between curation and inclusion? Reach out. We help destinations craft content strategies that earn both clicks and community trust.