What is visitor attraction brand strategy?

When it comes to brand strategy for visitor attractions, experiences and tourism businesses, it's all about driving engagement and footfall - as well as referrals and repeat visits.

Visitor attraction marketing plays a critical role in capturing the attention of potential visitors, engaging audiences, and driving footfall to destinations. But what exactly does it involve, and how can attractions make sure they're tackling their brand strategy in a logical way that will create momentum and results?

This guide delves into the essentials of visitor attraction marketing, exploring strategies, tools, and examples to help you create meaningful connections with your audience and boost your brand’s success.

Defining Visitor Attraction Marketing

Visitor attraction marketing is the process of promoting destinations, landmarks, museums, theme parks, events, or other experiences to targeted audiences. The goal is to increase awareness, drive attendance, and create memorable visitor experiences - ones that people will shout about online and to their friends and family.

It involves a combination of digital, print, experiential, event, PR and content or social media strategies to:

• Engage potential visitors with compelling narratives.

• Highlight USEFUL selling points (USPs) of the attraction.

• Encourage word-of-mouth referrals and repeat visits.

  
  

Why is Visitor Attraction Marketing Important?

The visitor attraction sector is fiercely competitive as we well know. Plus we're being squeezed when it comes to margins alongside the ever growing expectations of customers for more, more, more.

With countless options for entertainment and leisure, it’s vital for attractions to stand out. Effective marketing ensures:

• Increased visibility in a crowded market.

• Enhanced visitor loyalty through personalised engagement.

• Revenue growth from increased ticket sales and ancillary purchases.

• Stronger brand positioning as a must-visit destination.

Key Strategies for Visitor Attraction Marketing

1. Understand Your Audience. Every successful campaign starts with knowing your audience. Who are they? What motivates their visit? Data-driven insights can help tailor marketing efforts, ensuring they resonate with the right demographics.

   • Family-focused attractions: Emphasise child-friendly and age appropriate amenities and experiences.

   • Cultural landmarks: Highlight history and educational value in a way that fits with how people consume content at home.

   • Thrill-seeker destinations: Showcase high-energy experiences and create bragging rights.

2. Leverage Digital Marketing Tools. The digital space offers endless opportunities for visibility and engagement.

   • SEO-optimised content: Blogs, landing pages, and videos that answer common questions and inspire visits as well as user generated content.

   • Social media campaigns: Engaging visuals, user-generated content, and influencer partnerships.

   • Email marketing: Personalised offers, event announcements, and visitor feedback surveys.

3. Invest in Experiential Marketing. Engage potential visitors with interactive, immersive experiences. For example:

   • Virtual tours of museums or historical sites.

   • Live events streamed on social platforms.

   • Pop-up installations in high-traffic areas to promote upcoming attractions.

4. Collaborate with Travel Partners. Partnering with local hotels, tour operators, and travel platforms expands your reach. Joint promotions, bundled packages, and cross-marketing initiatives can be highly effective.

5. Encourage Reviews and Testimonials. Word-of-mouth remains a powerful tool. Encourage visitors to share their experiences on platforms like Google, TripAdvisor, and social media. Positive reviews can significantly impact potential visitors' decisions.

   
   

Examples of Successful Visitor Attraction Marketing

1. Disney Parks: Masterfully combine storytelling with digital engagement through apps, AR experiences, and personalised itineraries. Disney make the queuing experience part of the magic, how can you do the same?

2. The Louvre Museum: Uses VR experiences and social media campaigns to make art accessible to global audiences.

3. Niagara Falls Tourism: Leverages influencer partnerships and spectacular imagery to maintain its status as a bucket-list destination.

   
   

Challenges in Visitor Attraction Marketing

While rewarding, marketing in this sector is not without its many and varied hurdles - some that we can't predict or plan for:

• Seasonality: Many attractions face fluctuating attendance throughout the year and our weather is definitely unpredictable.

• Budget Constraints: Smaller attractions may struggle to compete with well-funded players, plus our economy is not currently gearing us up for growth.

• Shifting Trends: Evolving visitor preferences require constant adaptation.

  
  

The Future of Visitor Attraction Marketing

Emerging trends like AI-driven personalisation, immersive technologies like AR/VR, and sustainable tourism marketing are reshaping the industry. Attractions that embrace these innovations while staying true to their unique identities will thrive in the years ahead. As long as you can create a compelling story and bring people on that journey so they want to be a part of the adventure, you're going to have a bigger problem of too many marketing ideas, not too few!

Final Thoughts

Visitor attraction marketing is about more than just driving ticket sales. It’s about creating meaningful experiences that inspire loyalty and advocacy. By understanding your audience, leveraging the right tools, and telling compelling stories, your attraction can stand out and build lasting connections with visitors.

Need a hand? If you want a hassle-free chat about how this looks for you and some of the challenges you're trying to get around, let's get a brew and talk.