5 Tourism Marketing Strategies To Inspire Businesses During Their Off Season

Discover the top tourism marketing strategies you can use to spread the word during your company’s next low season.

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5 Tourism Marketing Strategies To Inspire Businesses During Their Off Season | Beyonk Blog
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Discover the top tourism marketing strategies you can use to spread the word during your company’s next low season.
For many businesses in the tourism industry, it’s more than likely you’ll encounter an “off season”. This means it can be a challenge to obtain bookings for your tours, events and activities during certain times of the year.
Particularly for the more outdoorsy attractions, winter can be a particularly difficult time to encourage customers to visit, whilst other niche businesses may thrive during the colder months and suffer in during the summer.
Here is a list of the top tourism marketing strategies you can use to spread the word during your company’s next low season.

Email marketing

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When done correctly, email marketing is a powerful tool. You're likely to already have a database of contacts you market to during your peak seasons, so why wouldn’t you continue that during low seasons too?
Send your loyal customers vouchers or discounts for their next booking, or simply keep your business at the forefront of their mind with regular content-rich newsletters.
Email marketing allows you to connect with your customers on a more personal level. Understanding where they are in the buyer’s journey allows you to provide the right type of content at the right time. Do they need travel inspiration? Or are they looking for particular activities? Your marketing research matters just as much as the content itself.
Use your peak seasons to gain as many contacts as possible and use that data to promote low season offers.

Flash sales, special offers, competitions and gift certificates

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Creating promotional campaigns is a great way to encourage ticket sales and get people excited to visit you during your peak and off seasons. Give customers an incentive to visit with the likes of monthly prize draws, seasonal discounts and even photo contests on your social media accounts.
Everyone loves a sale. That’s why Black Friday and January sales are so popular. Likewise, gift vouchers are the perfect way to encourage your loyal customers to invite friends and family to visit your attraction.

Partnerships

Does your company partner with other organisations in the tourism industry? Using your partnerships is a great way to create some promotions during your off season. Your partners can help you attract new visitors to your website, some of which might be looking for an attraction just like yours.
Likewise, Beyonk clients have access to a network of partners and a wealth of powerful tourism websites, from the likes of Visit Cornwall to National Parks UK. We help leverage our clients businesses to maximise ticket sales and help them to reach a new audience.

Social media activity

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Another important part of any company’s brand is social media. Using social media to promote your business is an excellent way to grab the attention of new and existing customers.
It’s been found that people spend an average of 2 hours and 32 minutes per day on social media. This is your opportunity to get your business noticed on the run up to your low season.
Instagram and TikTok are very visual platforms and are arguably two of the most popular social media networking sites currently, therefore you should be posting regularly. Create the dream experience, share videos and photos of your attraction, encourage customers to tag you and reshare their adventures.
There’s plenty of strategies you can use to encourage customer interaction, so get out there posting social media posts. The more you promote what’s great about your tours and activities, the more likely it is you’ll receive bookings off the back of it.

Gather customer feedback

Many organisations underestimate the value of customer feedback. Often, company reviews are a contributing factor to whether a user will make a purchase.
Particularly sites such as Trustpilot and Capterra are great ways for customers to leave honest feedback about your business and allows you to see what’s working well and what may need some improvement.
Small tweaks to your operations show you value customer feedback and can often result in a stronger relationship with your customers and encourage revisits, as well as referrals.
 
Is your tourism business looking for an intuitive, responsive and simple-to-use booking system? Get started customising ticket types today with Beyonk. It’s completely free to sign up.