Marketing your tourism business in tricky times

Recent economic predictions have indicated we could be in for a rocky time. inflation increases, fuel price hikes and an uncertain economy mean that not everyone will want to think ahead and book a holiday or feel good about spending on a day trip. Combine this with the discounts available on overseas' holidays and iffy British weather and the domestic tourism industry isn't feeling as confident as a few months ago. 

So, there may be tricky times ahead. What can you do about it? 

First of all, it's important to recognise that an economic downturn or recession doesn't affect everyone. And that there is plenty you can do. it's not all doom and gloom. 

I run marketing workshops which go into this in much more detail, but for now here are a few quick tips.

1. Don't discount. Or at least, don't discount until you've done everything else. Focus as much as possible on the value of what you offer. Stress what's included in your prices, and think a little creatively e.g. 'a fantastic breakfast, so good you won't need to eat for hours' or 'the amazing views are all included in the price' or 'learn skills you'll be able to use again and again for years to come' so you're demonstrating the value. 

2. Be consistent in your marketing. Show you're dependable and do what you say you'll do. Visitors want to spend their precious income on things that are as good as they sound. Erratic posting on social media can make you look flakey.

3. Put more effort into generating good reviews and make sure you talk about them, and showcase them. Reassure, reassure, reassure.

4. Think of ways to build loyalty, whether it's through a mailing list or some kind of added value extra. Encourage your visitors to tell others. Promote to your loyal followers and visitors - they're easier to convince to come back again than trying to get completely new visitors who've never heard of you.