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.

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.

Related Services

Creative & Branding
Media Buying
Press & PR
Market Research