Why Collaborating with Local Businesses Should be Part of Your Marketing Strategy

Often businesses can find competitors as, well, competition. But that doesn’t always have to be the case. When it comes to tourism and hospitality, collaborating with local businesses, can lead to a more joined up experience – one that feels immersive and memorable. This kind of collaboration can not only build your connections within the community but also help to meet the growing demand from travellers for experience-led adventures.

It doesn’t always have to mean working with a direct competitor though. Perhaps you’re a Suffolk-based farm shop looking to team up with a nearby café to supply produce, or a Norfolk-based pub with rooms wanting to partner with a local zoo to create a discounted stay and visit package.

Whether you run a tourist attraction, hospitality venue, or an accommodation provider, building relationships with fellow businesses in your area can strengthen your offer, attract new audiences, and support the broader tourism ecosystem.

Why Collaboration Matters

For visitors planning a day trip, or a longer getaway, discovering a destination through its people, places and flavours is often what makes it memorable. When tourism and hospitality businesses join forces, they can create the ultimate collaboration by offering more joined-up experiences that benefit everyone involved.

Collaborating with local businesses can help to:

• Enhance overall visitor experience

• Increase exposure and shared audiences

• Build a stronger regional identity

• Support the local economy and community resilience

  
  

Ideas for Collaborating with Local Businesses

1.        Food & Drink Experiences

If you’re a tour company, gallery, or events venue, why not team up with local food and drinks producers to elevate your offer. Think Suffolk vineyard tastings after a countryside walk, or a pop-up café inside a heritage attraction using a local street food vendor.

2.        Joint Promotions & Seasonal Campaigns

Collaborate on offers or themed events, like a “Taste of the East” trail that includes stops at artisan bakeries, independent shops, and historic pubs. Create marketing assets like joint flyers, digital campaigns, or competitions to help each other reach wider audiences.

3.        Themed Itineraries

Work with local businesses to create itineraries that encompass a range of experiences. Perhaps a culture and coffee trail, or a weekend wellness escape combining yoga classes, a spa visit and a nourishing lunch spot. These collaborative itineraries can be promoted through local tourism boards or business networks.

4.        Community-Led Tourism

Work with local councils, tourist boards, community groups or schools to create initiatives that engage residents as well as tourists. Collaborations like these show that your business is invested in the local and its long-term growth.

How Can You Start Collaborating?

Take a look at some of the businesses nearby and see why align with your values, whether that’s sustainability, creativity, or a passion for great service. Reach out and introduce yourself, ask questions and see if they would be interested in a partnership. Once you’ve got your collaboration confirmed, make sure to share the news. People love to see businesses working together. It not only builds trust and visibility of your business but also creates a sense of community pride.

If you’re looking to explore new partnerships or collaborative marketing campaigns and not sure where to start, let’s chat. We help tourism and hospitality businesses across the East of England connect with their communities and grow their marketing through a strategic approach.