3 smart marketing strategies to grow your tour business

Whether you’re running social media, writing emails, or updating your website, your marketing efforts can make or break your success. The good news? You don’t need a full-time team to make a big impact. With the right strategies, you can attract more bookers, grow your audience, and build lasting connections — all while staying true to your business.

Start with these three high-impact marketing tips made specifically for tour and activity operators like you.

1. Focus on the right audience, not everyone

Marketing is all about the right message for the right audience. One of the biggest mistakes you can make is trying to appeal to everyone with your content, whether it’s on social media or in an email.

Focus only on those most likely to book — they’re the ones who matter most. Identifying your target audience takes extra effort, but it will save you a lot of time and money in the long run.

How to tailor your messaging

• Segment your email list to target different audiences with personalized content that increases conversions.
• Make sure your visuals and content are inclusive. You don’t want to unintentionally discourage potential customers from booking.
• Map your customers’ digital journey to get a better idea of where they are in terms of booking an experience. Are they a new customer? A repeat customer? Someone who has been browsing your website without booking? Tailor your messaging to customers in different stages of the consumer journey for higher conversions.
• Write content for specific demographics, like Millennial and Gen Z travelers.
• Take a deep dive into understanding search intent and how to address it in your content.
• Not sure who your target audience is or want to refresh your marketing efforts? Try marketing to your local community as a starting point.

2. Spend smart to get better marketing results

It may not be glamorous, but smart spending fuels growth. Fortunately, you don’t have to break the budget.

You have plenty of options to boost your marketing — many that are free or low-cost. By spending strategically, you can avoid wasting money. Do your research and planning up front, and your ad dollars will go much farther. 

Make the most of your marketing budget

• As a first step, allocate a marketing budget to best serve your business.
• Determine where your ad dollars should go. Options include Google Ads, Facebook Ads, or partnering with CVBs. Understand exactly what each platform reaches and where your money is going. 
• Use A/B testing to see what content customers engage with. Use A/B testing for subject lines, images, or CTAs. Try only one at a time.
• Take advantage of free tools, like Google Analytics, to learn audience demographics, popular pages, and more.

3. Build community into your marketing strategy

It’s easy to feel burned out when you’re always promoting your own business. If your marketing needs a refresh, shift the spotlight to the people around you.

Your guests, guides, and local partners — from nearby restaurants to fellow tour operators — are powerful advocates. People want to work with businesses that are friendly, collaborative, and authentic.

Referrals are some of the highest-value bookings you can get, so make it easy (and fun) for others to talk about you. Show your brand’s personality in everything you share — that’s what makes your business stand out.

Foster connection through your marketing efforts

• Incorporate user-generated content (UGC) into your campaigns. Ask guests to share photos of their tours and tag your business on social media, or highlight your favorite reviews in an email campaign.
• Use local directories to connect with other businesses in your area and reach new audiences.
• Uplift and support fellow tour operators by joining the FareHarbor Distribution Network to resell each other’s tours and activities.
• Feature local businesses like hotels and restaurants on your website. Give them a shout out and work them into your link-building strategy – a win-win for both of you!
• Partner with a local company. Offer a discount for their services, serve their food on your tours, or work together to create a unique experience.

Keep growing your marketing momentum

Marketing your tours doesn’t have to feel overwhelming. With a focused message, smart budget decisions, and community-driven content, you’re well on your way to building a brand travelers trust — and book with.

Looking for more ways to boost your visibility and drive bookings?
Explore our latest marketing tips for tour and activity operators to keep your momentum going.