How to Build a Marketing Strategy That Attracts More Visitors All Year Round

Running a tourism or hospitality business often means dealing with one big challenge: seasonality.

Visitor numbers peak in the summer, over the school holidays, or at Christmas, and then seem to drop off just when you’ve found your rhythm. But the truth is, with the right marketing strategy in place, you can attract visitors all year round. It’s about understanding your audience, planning ahead, and getting creative with what you already have.

Here’s how to build a strategy that keeps your business visible and bookings coming in, no matter the season.

Know your audience and their habits

Before diving into tactics, take time to understand who your ideal visitors are and when they’re most likely to travel. Ask yourself:

• Who are the customers that visit most often?

• Who isn’t visiting, and why?

• What’s stopping people from booking outside your peak months?

For example, families often travel in school holidays, while couples and retirees are more flexible and can be enticed by midweek or off-season breaks. Once you know your audience segments, you can tailor your marketing to suit their needs at different times of the year.

Plan your content around the seasons

Seasonal marketing doesn’t mean just posting festive photos in December and summery shots in July. It’s about thinking ahead and using your content to guide people through the year.

A simple way to start is with a 12-month content calendar. Plan out key dates such as:

• Local events and festivals

• School holidays and long weekends

• Seasonal menu changes or experiences

• Weather-dependent activities (walking, wildlife, coastal breaks, etc.)

  
  

Use this calendar to build content that inspires people to visit - before, during, and after your peak times. Remember, consistency is key. It helps keep your business top of mind all year round.

Collaborate with local partners

Partnerships are one of the most powerful (and underused) ways to extend your reach. Working with local businesses or attractions helps you both share audiences and create more appealing experiences.

By promoting one another, you’ll not only reach new audiences but also strengthen your reputation as part of the local community - something today’s travellers really value.

Keep visibility high in quieter months

Don’t go quiet in the off-season. Even when people aren’t booking, they’re still thinking about their next trip. Keep your marketing consistent through blog posts, newsletters, and social media updates.

Think of quieter months as your time to build relationships, not just sales.

Measure, learn and adapt

The best marketing strategies evolve. Regularly check what’s working, and what’s not, by reviewing analytics, social media insights, and booking data. Ask yourself:

• Which months see the biggest engagement online?

• Which campaigns drove the most enquiries or visits?

• Are there gaps where your audience drops off?

Use those insights to tweak your strategy and build stronger campaigns next year.

Building a year-round marketing strategy isn’t about doing more. It’s about doing things with more intention. By understanding your audience, planning seasonal content, collaborating locally, and maintaining a consistent presence, you’ll create a marketing rhythm that supports your business throughout the year.

Need help building your own marketing strategy?

At NK Marketing, we help tourism, leisure and hospitality businesses across the East of England turn one-off promotions into year-round visibility. Let’s build a strategy that keeps your business front of mind, every season.