Tourism Marketing Strategy & Planning
We help tourism businesses and destinations develop clear, effective marketing strategies — using research and insight to set the right objectives, allocate budget wisely and deliver measurable results. New to the topic? See our guide to what tourism marketing actually involves.
Our Approach
Every effective marketing strategy starts with understanding. We use your existing research — or help you commission new visitor research and insight — to understand your audience, your competitive landscape and your position in the market. From that foundation we develop a strategy that is realistic, affordable and deliverable.
What a Marketing Strategy Includes
- Situation analysis — where you are now
- Audience segmentation — who you are targeting and why
- Clear SMART objectives
- Marketing priorities — where to focus limited budget
- Channel mix — web, print, social, PR, email, media advertising
- Campaign planning and scheduling
- Budget allocation by activity
- Measurement framework
Marketing Plans
We produce marketing plans at every level — from a focused priorities document for a small B&B to a full annual marketing plan for a destination management organisation. Plans can stand alone or sit within a broader destination development strategy developed through our partnership development service.
Delivering the Plan
We don't just write strategies — we can manage delivery too. Our team can execute campaigns across web, print, PR and media, or project-manage delivery by your own team or third-party suppliers.
Frequently Asked Questions
A good tourism marketing strategy should include a situation analysis (where you are now), clear audience segments (who you are targeting and why), SMART objectives (specific, measurable, achievable, relevant and time-bound), a channel mix (web, print, social, PR, email, advertising), a campaign plan and schedule, a budget allocation by activity, and a measurement framework so you know what is working. We also incorporate
visitor research and insight where available.
A focused marketing strategy for an individual tourism business can typically be produced in 2–4 weeks. A full destination marketing strategy for a DMO or local authority, incorporating stakeholder consultation and research, takes longer — usually 8–12 weeks. We agree scope and timeline at the outset.
We do both, depending on what suits your organisation. Some clients want a fully researched strategy they can then deliver with their own team. Others prefer us to project-manage or deliver campaigns directly. We have the in-house skills to execute across
web,
print,
PR and
media — so we can take as much or as little off your hands as you need.
For small tourism businesses, the highest-impact activities are usually: a well-designed, mobile-friendly website with good photography and clear booking capability; a Google Business Profile kept up to date; an active presence on the platforms your target guests use (Instagram, Facebook, Google); a simple
e-newsletter to past guests; and reviews management on TripAdvisor, Google and OTAs.
Tourism business advice sessions can help you prioritise what will make the biggest difference for your specific situation.