When it comes to promoting tourism businesses—whether you run a visitor attraction, a local café, a heritage site, or an outdoor adventure experience—social media is often the first tool you reach for. Posting about an event or activity on your own channels is quick, free, and familiar.
But here’s the truth: posting an event on your own social media is mainly a reminder to people who already follow you. Those followers know who you are, and while the post may encourage them to book again or share with friends, it won’t necessarily attract new visitors.
So, how do you bring in fresh footfall? Let’s explore the different strategies available—and how they fit into your marketing strategy.
Marketing: The Bigger Picture
Marketing is the overall process of understanding your audience, shaping your offer, and delivering it in the right way. It’s not just about posting on Facebook—it includes pricing, packaging, partnerships, and customer experience. Marketing is promotion, advertising AND public relations combined into a campaign.
Example:
A local vineyard studies visitor demand for outdoor activities, then develops a “Wine Tasting and Vineyard Walk” package. They set a competitive price, sell tickets online, advertise using paid Facebook ads, invite a local chef to try the wines in advance, and build loyalty through a membership club.
Promotion: Keeping Your Audience Engaged
Promotion is a slice of marketing—it’s all about communicating your offer and persuading people to come. This includes special offers, events, and reminders.
Example:
A heritage railway runs a “Kids Go Free This Half Term” campaign. They post on their Facebook and Instagram pages to remind existing followers. It encourages repeat visits but mainly engages people who already know about the railway. Posts shared in other groups or on a tourism website could reach new visitors and increase footfall.
Advertising: Reaching Beyond Your Followers
Another marketing element is advertising. This means paying to get your message in front of new people through social media, search engines, or traditional media. Unlike an organic post, advertising allows you to target by location, interests, and demographics. Facebook and Google ads, billboard advertising.
Example:
A wildlife park launches a Facebook ad campaign targeting families within a 40-mile radius, highlighting their “Meet the Meerkats” experience. This brings in fresh visitors who may never have followed their page before.
Public Relations: Generating Buzz and Credibility
PR builds a positive reputation and gets your story shared by others, often without paying for the space. It’s about being featured in newspapers, magazines, blogs, or radio—giving you credibility and exposure to wider audiences.
Example:
A farm park welcomes new-born goats and invites local journalists to cover the story. A regional newspaper publishes “Baby Goats Steal the Show at Staffordshire Farm Park”, attracting families who hadn’t previously visited.
Other Ways Tourism Businesses Can Attract New Footfall
1. Partnerships & Cross-Promotion
Work with other local businesses to create joint packages.
Example: A museum teams up with a local tearoom to sell “Museum Entry + Cream Tea” tickets.
2. Online Travel Platforms
List on TripAdvisor, Google Travel, and VisitBritain. Encourage reviews.
Example: A boutique B&B climbs TripAdvisor rankings thanks to glowing guest reviews, attracting international tourists.
3. Events & Seasonal Activities
Run themed events that appeal to different audiences.
Example: A canal boat operator hosts a “Pirate Family Day” with treasure hunts and dressing up—perfect for families who wouldn’t normally book a boat trip.
4. Influencers & Content Creators
Invite local influencers or bloggers to showcase your experience.
Example: A spa hosts a wellness influencer who shares a TikTok video of their visit, reaching 20,000 potential new guests.
5. Partnerships with Tourism Bodies
Get involved with local councils, DMOs, or National Forest campaigns. Such as Discover East Staffordshire, Visit Staffordshire and We Are Staffordshire
Example: An outdoor activity centre is featured in a “Top 10 Family Days Out in Staffordshire” guide published by Visit England, driving new visitor traffic.
The Key Takeaways
- Posting on your own channels = great for reminders, but doesn’t create new footfall
- Marketing is a combination of promotion, advertising & PR.
- Marketing = essential for reaching new people
