Maximizing Social Media in the Tourism Shoulder Season
As the vacation season winds down in Peterborough, The Kawarthas and Northumberland and shoulder season approaches, tourism destinations in our region often experience a slowdown in visitor traffic. Shoulder seasons refer to the periods just before and after the peak tourist seasons. These quieter months are often characterized by lower visitor numbers, colder weather, and greater affordability. Historically, attracting tourists during shoulder seasons presented a challenge for destinations, as travellers tend to opt for the more popular, bustling times of the year. Shoulder Seasons present a unique opportunity for businesses in the tourism industry to leverage social media platforms to boost their visibility and attract more visitors. In this article, we will explore the benefits of utilizing social media during the shoulder season and share some effective strategies to make the most of this digital marketing tool.
Why Focus on Social Media?
Social media has revolutionized the way we communicate and gather information. It has become an integral part of our daily lives, with billions of active users globally. Utilizing social media platforms during the shoulder season can help tourism businesses maintain a strong online presence, engage with potential customers, and ultimately increase their chances of attracting visitors even during the slower months.
Building Anticipation
During the shoulder season, it is crucial for tourism businesses to keep their destination fresh in the minds of potential travellers. Social media can be a powerful tool to create anticipation and remind followers of the unique experiences, attractions, and events that await them when they visit. Sharing stunning visuals, engaging videos, and compelling narratives about the destination can captivate the audience and entice them to plan a trip during the shoulder season.
Through social media platforms, destinations can now showcase their unique stories in an authentic and real-time way. They can leverage the power of captivating visuals, share behind-the-scenes glimpses, and highlight lesser-known attractions or experiences. This approach helps travellers see destinations in a new light and encourages them to venture beyond the usual tourist hotspots during shoulder seasons.
Engage with the Community
Social media platforms offer an opportunity for businesses to engage directly with their audience and foster a sense of community around their destination. Encouraging user-generated content, such as photos and reviews, can generate a sense of authenticity and trust among potential visitors. Interacting with followers through comments, likes, and shares shows that the business values its customers and is committed to providing exceptional experiences. By being responsive and addressing any inquiries or concerns promptly, businesses can establish a strong rapport with their online community.
User-generated content (UGC) has become a powerful marketing tool and has particularly impacted shoulder season tourism. Travellers love sharing their experiences on social media, posting captivating photos, and tagging the destinations they visit. Destinations can harness this content by sharing it on their own social media accounts, allowing potential travellers to see the beauty of visiting during the shoulder seasons through the eyes of fellow travelers
Leverage Influencers and Partnerships
Influencer marketing has become a powerful tool for destinations to reach a wider audience. By collaborating with travel influencers, destinations can tap into their large followings and generate buzz around shoulder season offerings. These influencers can effectively promote the charm of off-peak travel, driving interest and encouraging their followers to consider visiting during quieter times. The authenticity and personal touch that influencers bring can significantly sway potential travelers to plan trips during shoulder seasons.
Collaborating with influencers and forming strategic partnerships can amplify the reach and impact of social media campaigns during the shoulder season. Influencers who specialize in travel or promote destinations can be invited to experience the location firsthand and share their experiences with their substantial following. This approach can significantly increase brand visibility and attract a wider audience to the destination. Additionally, partnering with local businesses, event organizers, or tourist boards to cross-promote on social media can create additional buzz and provide mutual benefits.
Exclusive Deals and Promotions
Social media platforms are ideal for disseminating exclusive deals and promotions during shoulder seasons. Travel brands and tourism boards can leverage these channels to offer discounted rates, special packages, or limited-time incentives to attract visitors during quieter periods. By creating an air of exclusivity, destinations can entice travelers with irresistible offers, ultimately boosting shoulder season tourism.
Want some help connecting with customers during the shoulder seasons? Thinking of making a change to your website or brand identity over the off season? Reach out to us for a free discovery meeting to see how OmniWorx Design can help your business!
About the Author - Jack C. Henry
A graduate of OCAD University’s Graphic Design program, Jack blends art with real-world business strategy. The result? Creative solutions that add value to your business. Jack has designed for a wide range of industries including restaurants, retail stores, health care, community organizations and charities. As well as helping companies develop their brand, he creates beautiful marketing materials and signage.
About OmniWorx Design.
OmniWorx Design is a boutique design firm who works with small businesses in Peterborough, the Kawarthas & Northumberland to create branding, signage, websites and other marketing collateral. We specialize in working with businesses in the tourism sector, helping owners maximize the short tourism season and help them stay engaged with their audience over the shoulder seasons. More...