challenging Tourism marketing in times

As we move towards peak season in Cornwall, many Cornish businesses are considering their marketing strategy for the year ahead. In challenging economic conditions, what are the key things that should be front of mind? Lauren Webb has some suggestions.

2022 seemed to bring with it a perfect storm, especially for those who rely on the visitor economy within Cornwall. With many holidaymakers feeling it was safe to go abroad for the first time since the Covid-19 pandemic, others were starting to feel the bite of the rising cost of living – leading many to choose to forgo their UK holiday.

For those who did book a holiday here in Cornwall, trends indicated that many holidaymakers were watching their spend, cutting out perceived luxuries and opting for more low-cost or no cost options –aided by the advent of a summer heatwave encouraging extra hours on the beach or the coast path.

• Position yourself as essential –from making memories to creating experiences, to educating children to helping conserve our planet, what’s your best way to do this?

• Be true to yourself – be authentic, talk openly about people’s concerns, ask your customers what they need or want and don’t change your style just to accommodate current challenges.

• Support local – forge local partnerships with other businesses, showcase local artists or creatives, and represent the Cornish community you are part of, bring hidden gems to a wider audience.

• Add value – what are you doing that will add more value to your customer’s visit? From deals with local restaurants to discounts for early booking, consider what your audience would appreciate.

Lower visitor numbers over the last 12 months have led tourism businesses to approach 2023 with a degree of caution. The challenges presented by rising inflation, interest rates, utility bills, fuel and food presents difficulties for everyone – how do we navigate these uncertain times?

Think about your messaging. Visits to visitor attractions, galleries or the theatre can be seen as a luxury. It’s important to help your audience realise the importance of time spent together, of the chance to make memories and discover experiences that will be remembered for many years to come.

Messaging around the benefits to your children can also help here – getting them away from screens, out of the front door and being out in the open, learning new skills and enjoying activities can land well with the family market. It helps to create a perception of value to the customer.

Everyone is considering their spending more carefully, so your audience really want to sense the worth of what they’re getting.

Address their concerns within your content marketing. These are difficult times for the majority of people – the cost-of-living crisis is causing challenges for many British households. Are there special offers available? How can people make their day out with you more affordable? Do you have competitions to enter?

Make sure that your communications around this offer stay true to your brand values and the language that appeals to your target audience. Your marketing will only land with your audience if it reflects you accurately.

Consider how you can build a stronger relationship with your existing customers – especially in your email marketing.

There are multiple ways to encourage repeat business with marketing campaigns encouraging previous visitors to returnthrough schemes such as Locals’ Pass or membership schemes, through incentives for loyal customers, through free annual passes when you purchase tickets, or book one ticket (or night of accommodation) get one free.

When marketing budgets are being reduced, it’s important to think about how you can get the most from your strategy when financial resources are limited. Your relationships with the tourism network around you can be key in this area. Consider:

• Can you partner with other visitor attractions to offer special joint ticketing deals to your audience?

• Are there accommodation providers locally who share a similar audience with your business? Are there partnerships to be formed there?

• Can you come up with reciprocal marketing deals with like-minded companies who share your values and goals? If you offer them space in your print and digital channels, will they offer the same in kind?

• Is there a value to your business in being part of a membership organisation? In tourism in Cornwall, Visit Cornwall and Best Days Out Cornwall (run by Cornwall Association of Tourist Attractions) are great examples, as well as national platforms such as Days Out With The Kids.

Marketing can often be overlooked in challenging economic times –especially if businesses are looking to save money. But it’s important to keep communicating with your audience, making sure they understand who you are and why they should connect with you – keep your marketing front and centre during this challenge, and it will stand you in good stead.

Lauren Webb is a freelance marketing consultant based in Krowji, Redruth. She runs Roscoe Communications, a communications consultancy helping tourism, arts and culture organisations in the south west make an impact with their marketing. She also works with Cornwall Association of Tourist Attractions, running marketing and membership for the community of almost 40 top Cornish attractions.

w: www.talktoroscoe.com w: www.bestdaysoutcornwall.co.uk e: lauren@talktoroscoe.com