As a smaller tour operator with access to the internet and a limited budget, you can learn a lot from these bigger companies. I love to see what some of the big brands are doing with social media. You can often find some ideas that might apply to your business.
This post from e-consultancy offers 25 excellent examples of Facebook pages.
Although these are enticing to think about implementing on your own page, I wonder if having this as the primary landing page for Facebook detracts from the more personal community feeling you might bet from landing on the wall. Any thoughts?