How illustrated and practical tourist maps help tourism destinations stand out

ByLe CartographisteInUncategorizedOnDecember 2, 2024April 21, 2025

Header for the article What is an illustrated map showing a split image made of 4 different illustrated map examples

Over the years as a freelance map illustrator and designer, I’ve had the pleasure of creating a wide variety of tourist maps for destinations around the world. While working with cities, tourism boards, and travel-focused brands, I’ve often found that people are unsure about the difference between illustrated and practical maps, and which one best fits their needs. So in this article, I’ll break down the two approaches, explain how they differ, and share why both can be incredibly useful in a tourism context.

1. What makes an illustrated map special?

Illustrated maps are one of my favorite formats to create. Imagine a map that doesn’t just show where things are, but makes you want to go there. That’s the essence of an illustrated tourist map.

These maps are designed to highlight the charm and identity of a place, rather than showing every street or measurement with precision. Whether it’s a city, park, coastal region, or cultural trail, illustrated maps bring destinations to life through creative visuals: oversized landmarks, bold icons, vibrant color palettes, or playful characters.

They’re eye-catching and often used in tourism materials to create excitement and tell a visual story about the area. From visitor guides to promotional posters, they help attract and inspire people to explore a destination in a memorable way.

3 examples of illustrated maps: map of Tasmania, itinerary in Morocco, typical Parisian restaurants — Three examples of different illustrated maps: a map of Tasmania showing local attractions, wildlife and activities, a map highlighting an itinerary through Morocco with illustrations of landmarks and activities for a travel agency called Patch Adventures, a map of Paris representing typical French dishes served in specific restaurants for the book “Let’s Eat Paris” by François-Régis Gaudry about Parisian gastronomy and published by Marabout in France.

2. What defines a practical map?

Practical maps are more traditional, they’re built with accuracy and clarity in mind. Designed to help people find their way around, these maps focus on geography, scale, and functionality. They’re great for showing roads, trails, neighborhoods, and specific locations with real-world accuracy.

In tourism, practical maps are often used in travel guides, hiking booklets, or on hotel handouts, where orientation and reliability are essential. They include features like distances, pathways, street names, and topography to help visitors navigate with confidence.

But that doesn’t mean they have to be dull! I still enjoy adding creative touches through layout, color, and icons to make these maps both useful and pleasant to look at.

3 examples of practical maps: hiking trail, street map of Paris, transit map for Big Bear Lake trolley — Three examples that show that practical maps can be classic or creative: a hiking trail map for Wanderlust Mediterranean (a travel book published by gestalten), a street map of Paris with locations of specific points of interest for the book “Let’s Eat Paris” by François-Régis Gaudry about Parisian gastronomy and published by Marabout in France, a transit map with exact location of the stops of the Big Bear Lake free Trolley shuttle for the Visit Big Bear visitors guide.

3. How do illustrated and practical maps compare?

Here’s a quick overview of how these two approaches differ and complement each other, especially in a tourism setting:

Artistic vs. Functional: Illustrated maps emphasize visual storytelling and charm, while practical maps focus on accuracy and guidance.
Visual Appeal: Illustrated maps catch the eye and convey the mood of a destination. Practical maps prioritize readability and usability.
Accuracy: Illustrated maps creatively highlight key features or experiences. Practical maps show precise distances and layouts.
Purpose: Illustrated maps are great for promotional materials and sparking curiosity. Practical maps are best for orientation and helping visitors get around.

Comparison of an illustrated (on the left) and a practical (on the right) map of the same area: Napa Valley — Both these maps were created for the same client and feature the same area: Napa Valley in California. Each of these maps achieve different goals and you can see the difference between the illustrated map (on the left) and the practical map (on the right). The illustrated maps promote the fact that you can enjoy great Mexican food in Napa Valley whereas the practical map is used for orientation and to easily locate a selection of wineries.

4. Benefits of using an illustrated map or a practical map

Both types serve important roles in tourism, and which one you need depends on the goal of your project.

Illustrated Maps:

Engagement: Great for attracting attention and drawing people in.
Destination appeal: Showcase highlights in a fun, memorable way.
Flexibility: Works beautifully in brochures, websites, posters, or social media.
Storytelling: Adds depth to travel guides and destination branding.

Map of the Bay Area with illustrated points of interest — Illustrated map of the Bay Area in California focused on the town of Petaluma and illustrating all the attractions and activities visitors can enjoy less than 60 minutes away by car for the Visit Petaluma visitors guide.

Practical Maps:

Accuracy: Ideal for clear navigation and planning.
Utility: Helps visitors move through unfamiliar areas with confidence.
Detail: Includes essential info like roads, routes, and landmarks.
Trust: Adds credibility and professionalism to your visitor materials.

Cremorne Point neighbourhood map and guide — Practical map for an hotel in Sydney, Australia. This is a map of the neighborhood that’s handed out to the hotels guests upon check-in with a list of recommendations for cafes, restaurants and activities.

5. So what type of map do you need?

If you’re planning a tourist map but not sure where to start, you’re not alone. Many of my clients reach out during the early stages of a project unsure whether they need an illustrated map, a practical map, or a mix of both. These questions can help guide your decision:

What is the primary purpose of the map?
If the goal is to attract attention and showcase what makes your destination special, go for illustrated. If the focus is on helping visitors find their way, a practical map is best.
Who is your audience?
Illustrated maps are ideal for visitors seeking inspiration, culture, or leisure. Practical maps are useful for travelers needing clear orientation and logistics.
What kind of information should it show?
To highlight attractions, landmarks, or local flavor, choose illustrated. To show roads, distances, and access points, practical is the way to go.
Where will the map be used?
For marketing materials, visitor brochures, or online promotion, an illustrated map will help your destination shine. For printed travel guides, park signage, or wayfinding tools, a practical map ensures usability and clarity.

Split image made of 2 illustrated and 2 practical maps — Each map has a purpose and each map can be creative and clear, even practical maps.

5. Conclusion

Both illustrated and practical maps have value, and often, the best projects use a bit of both. Illustrated maps draw people in and showcase the spirit of a place, while practical maps provide the precision and structure visitors need to explore with confidence.

In tourism, choosing the right type of map comes down to purpose, audience, and format. If you’re not sure, I’m always happy to help guide that decision based on your goals and content. A successful map isn’t just beautiful or accurate, it’s the one that connects your destination with the people who are excited to discover it.

To learn more about me, visit my About page and if you want to see more of my work, you can browse my portfolio. You can also follow me on Instagram for recent work and updates.

Greg Franco