Whether it’s the annual surge of summer travel or a global event like the FIFA World Cup, visitor traffic creates opportunities for businesses well beyond the tourism industry. Understanding how travellers plan trips and make decisions can help your company make the most of this influx of potential customers.
A day-tripper looking for a quick outing, a business traveller on a tight schedule, and a seasonal visitor settling in for weeks will all move through a market differently and have different priorities. Some are looking for relaxation and convenience, while others are there for adventure, entertainment, or visiting with friends and family. When you understand what motivates your target market, it becomes easier to tailor messages that match what they’re looking for.
It’s also important to remember that travel decisions often happen in stages: inspiration, research, booking, and then in-market discovery once they arrive. Before visitors ever reach a destination, they may be browsing travel websites, searching online, checking social media, or reading visitor guides.
Once they’re in-market, local media and highly visible advertising become increasingly influential. While your CTA may change at different stages of the customer experience (“Explore things to do” vs. “Book now”), consistency across these touchpoints reinforces recognition and builds trust.
Effective marketing to visitors goes beyond listing what you sell and focuses instead on the experience around it. The energy of a restaurant patio, the calm of a scenic attraction, the memory-making of a thrilling adventure… Helping visitors imagine themselves there increases the likelihood that they’ll take the next step.
Photos, video, and descriptive language should communicate the experience as much as the product or service itself.
Kelowna Summer is an example of how local attractions can be presented in a way that helps visitors quickly understand what a destination offers and how they might spend their time there.
Clear communication is especially important to visitors unfamiliar with the area, often short on time, and navigating a large amount of info. Messaging should make it easy to understand what makes your business different and how to find it. Mentioning recognizable landmarks, proximity to popular areas, or easy parking can remove friction and help customers act quickly.
Visitors may only be in your market for a short time, but the impression you leave can last much longer. Recommendations, positive reviews, and even return visits are often the result of an experience that was easy, enjoyable, and worth talking about.
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