Want More Visitors? 7 Tips to Market Your Regional Business
Tourism businesses are doing it tough right now. After spending a week recently in the Grampians and Central Victoria one thing is clear. Attracting visitors isn’t as simple as it used to be. So what actually works?
When I work one-on-one with businesses, I am able to dive into their data and create tailored strategies. But no matter the business, the same key marketing principles seem to come up time and again.
If you’re looking to attract more visitors, increase bookings, and grow your revenue, here’s what I recommend (to start with!).
Market Your Destination
Tourists don’t visit just one business, they come for the experience of a destination. Whether it’s a food and wine trail, a weekend getaway, or a seasonal festival, position yourself as part of the bigger regional area.
Collaborate with neighbouring businesses to create joint itineraries.
Highlight other attractions in your region on your website and socials.
Engage with local tourism groups including attending industry meetings and stay informed.
I know that some drinks and wine producers don’t naturally think this way because their core business is drinks production. But if you welcome visitors to a cellar door, distillery, or brewery, I’m afraid to say … you are already in the tourism business!
2. Leverage your Tourism Network
Make the most of Visit Victoria, Tourism Australia, and most importantly, your local Regional Tourism Board (RTB). These organisations offer:
Marketing support
Media exposure
Industry development opportunities
Getting listed on ATDW (Australian Tourism Data Warehouse) should be a priority. It boosts your visibility to tourism trade and could get you featured in tourism campaigns.
It’s also your best way into famils—familiarisation tours where media, influencers, and travel trade experience your business firsthand.
Plus, you can tap into wholesale tourism trade, where your experience gets included in travel itineraries and tour packages. Yes, it means paying commissions, but alongside a strong direct-to-consumer (DTC) strategy, it’s a smart way to build resilience into your business.
3. Make It Easy for Tourists to Find You
Marketing outside your region is great but if people can’t find you when they arrive you’re missing out on easy bookings! Eeeeeeep.
Keep your Google My Business listing up to date, please check that your location pin is correct.
Make sure signage is clear and work with neighbouring businesses if needed.
Get listed on regional tourism map, both print and digital.
Most tourists will start at the nearest Visitor Information Centre, so make sure the staff there know your business. Invite them out for a visit so they can confidently recommend you.
And if you’re in a remote location, set expectations. Frame the journey of getting there as part of the experience. Make the travel time feel like an adventure, not an inconvenience.
4. Drive Engagement with Authentic Social Content
Professional shoots are great for websites and PR, but they don’t always work best on social media. In my experience, polished images get deprioritised in feeds, while more naturally shot video content drives engagement.
So what works? Lo-fi, real, and relatable reels, carousels and stories.
The morning light hitting the vines.
The buzz of a busy Saturday lunch.
A behind-the-scenes moment with your team.
Share wins, losses, and fun moments—anything that helps people connect with you. And if you have cute farm animals, don’t underestimate how much city-based followers love them. Some more tips:
Avoid stock photos, people engage with what feels real.
Prioritise Facebook, Instagram and TripAdvisor, and TikTok to showcase your experience.
You don’t need a professional camera, your iPhone is enough. But learn how to use it.
5. Drive Urgency with Limited-Time Offers
Give people a reason to book now not ‘someday’. Seasonal events, harvest tastings, and weekend-only packages create a sense of urgency that encourages immediate action. When people know an experience is only available for a short time, they’re more likely to commit.
Make it clear that availability is limited to create urgency. Pre-sale access for VIP customers, early bird pricing, or exclusive bonuses with a time limit—like a complimentary tasting upgrade—can also push people to act sooner rather than later.
Time-sensitive offers work especially well for things like chef collaborations, limited vintage releases, or special menus tied to the season. If it’s something they can’t get next week or next month, they won’t want to miss it.
6. Use Social Proof to Convert Browsers into Bookings
A media endorsement is one of the strongest trust signals. If you’ve been featured in Broadsheet, Gourmet Traveller, or a major travel publication, make sure people see it.
Add press quotes to above the fold of your website (don’t hide them in the footer).
Include endorsements in your email marketing.
Share them across your social media channels.
Customer reviews are also powerful. Google reviews, TripAdvisor ratings, and testimonials influence bookings—position them where they’re easy to see.
Another great strategy? Resharing visitor social media content. If a guest captures your destination in a way that aligns with your brand, share it, especially if they have an engaged following.
Tag the creator
Add it to your Instagram Highlights
Boost eith paid media to convert even more potential visitors in bookings
7. Eliminate Booking Barriers
But the most important tip (which is why I saved it to the end) is to make booking as easy as possible. Think of your own expereince when making a booking. No one wants to wait for an email reply—they want instant confirmation.
Use platforms like OpenTable, Little Hotelier, or an embedded booking button with live inventory.
Keep your software and integrations up to date and test the process regularly.
Set up email automations so customers get a confirmation with key details:
How to get there
What else to do nearby
Taxi and transfer options
Consider bundling experiences so visitors don’t have to book multiple things separately. The easier it is to plan book, the more likely they are to commit and the longer they will stay.
If you need help refining your tourism marketing strategy, let’s chat. I work with wineries, restaurants, and regional operators across Victoria to turn marketing challenges into more visitors, more bookings, and more revenue.
Send me a message soon though, my pipeline for Q2 is full already. Let’s make it happen!
Holly x