Viator is to introduce user generated images as it looks to build on a successful six months since it launched consumer reviews to the site.
The US-based travel portal, which specialises in providing trips and excursions for travellers, said it estimated 30% of users who book a tour via the website are posting a review once they return home.
Users will be able to upload their own photographs from tours to the site in the third quarter of 2007, with functionality for video clips expected to follow.
The rapid growth of the business has also sparked interest from US travel agents to provide in-store booking facilities.
Chief executive Rod Cuthbert said the company would be targeting UK travel agents and operating groups in the coming months with a similar trade-only function.
Around 60% of traffic to Viator currently comes from the US, followed by 20% from the UK and a further 20% from the rest of the world.
Meanwhile, transatlantic business class-only airline SilverJet has signed a deal to incorporate Viator products for New York and London into its Sightseeing & Tours channel.