When we suffer a few days of rain we immediately write the summer off, yet it never deters people from visiting. In fact, data from Visit Britain shows that the South West enjoyed an increase in visitor numbers in the first quarter of this year, whilst the UK itself is enjoying record tourism numbers in 2017.
Opportunity can always be found in unusual places. Whilst the muddied waters of Brexit unfolded, the value of the pound dropped. For the tourism industry this presented a great opportunity; a weaker pound meant not only more inbound international tourism but more domestic ‘staycations’ too.
We always talk about the family driving down the M5 for their summer holiday. Before, the kids would be in the back playing I-Spy and asking “Are we there yet?” with infuriating persistence. Now, they’re silently (or maybe not so silently) playing on their tablet, with access to a world of information at their fingertips. And if they aren’t looking for things to do, then the parents most definitely are.
Think about it this way. On average, children start using a tablet at just two years old. 81% of all adults in the UK use a smartphone. As a country, we look at our screens over a billion times… per day. Every single day, just looking for something to engage with.
There will always be a place for traditional media spend but, put simply, it isn’t where a decision gets made. It might be the start of a customer’s journey but it is your online reputation – your website, your visibility in search, your social presence and your reviews – that will make the decision for them.
If you aren’t a part of that conversation, then you’ve just missed out on the biggest opportunity you have to gain a new audience. These people are waiting to give you their business – you just need to give them a good reason to walk through the door.
For tourism, that’s a double-edged sword. Because if you can’t convince someone your destination is worth visiting, then you can be sure they’ll easily find somewhere else to go instead.
If you’re ready to be challenged, contact us today.