Do Not Run A Tourism Business*

*Build a Media Company

Let me explain.

The key to success in today’s tourism industry isn’t about simply selling tours or activities. Instead, it’s about becoming a media company because to reach your audience in a world flooded with information, you need to be more than a tour provider; you need to be a tourism media company.

Why Become a Media Company?

By “media,” I mean creating content—articles, travel guides, videos, and anything else that’s valuable or entertaining for people searching for travel ideas. Your expertise means nothing if your customers don’t see it. Think of becoming a media company as the art of putting out meaningful content that draws people in and directs them to your website or booking channels.

And yes, it takes time and money. But here’s the truth: if you want to be visible online—more visible than your competitors—content is your answer.

Essentials for Your Marketing Strategy

Let’s talk basics. Here’s a taste of what you should consider for your strategy:

• Blogs and travel guides that offer real value
• Video content showcasing your experiences
• Social media management to engage audiences
• Ads on Facebook, Google, and TikTok
• Remarketing to recapture those who got away
• Building and nurturing an email list
• Abandoned cart management for those who almost booked

Creating a solid strategy doesn’t mean simply juggling a lot of channels; it means building a coherent, content-rich approach that attracts attention above the usual online noise.

Avoiding the Pitfalls

Now, there are a couple of common stumbling blocks. Many businesses start with the best intentions but quickly lose focus. Why? Usually, it comes down to two things:

1. No Proper Marketing Strategy Informed by Data – You need data to guide your actions.

2. Too Quick to Change Strategy – Consistency is everything. Resist the urge to shift gears every time a new trend pops up.

Running a tourism business is tough work, especially for small, family-run operations where cash flow is crucial. You need your marketing efforts to show results and deliver a clear return on investment. But remember, marketing takes time—especially organic marketing. Patience really does pay off here.

The Case for Patience in Organic Marketing

Organic growth is a slow burner, but it’s worth it in the long run. If you’re feeling the need for quick wins, paid ads can give you an edge while your organic efforts take root. At my agency, we often recommend running paid ads to boost visibility while your content-driven strategy gets up to speed.

And trust me, patience isn’t just a virtue here—it’s a necessity. Gary Vaynerchuk talks about the importance of patience, and in digital marketing, he couldn’t be more right. When I launched my own video series, The Digital Tourism Show, it took nearly 190 daily videos over 6–8 months before it really started to gain traction. I won’t lie—there were times I thought about quitting. But the breakthrough came, and it’s one of the best decisions I’ve made.

Transform Your Business, One Piece of Content at a Time

So, I’m not asking you to stop being a tour operator. But I am urging you to start thinking about your business in a whole new way. Embrace the journey of transforming it into a media company. And yes, you’ll make mistakes. We all do. But hopefully, with the tips and strategies I’ve shared in this book, you’ll make fewer of them and build a business that’s not only profitable but genuinely inspiring.

Imagine being proud of a media company that just so happens to sell world-class tourism experiences. That’s where the magic happens.

Lookers into Bookers, The Tourism Marketing Blueprint book!

Soon to be released is my latest book, Lookers into Bookers, The Tourism Marketing Blueprint. Everything you will see in this book is 100% the strategy I took for real life tour operator. No filter. No BS. Just the facts.

In this book, I will cover the exact approach we took to grow their leads, bookings and, ultimately, their business.

Register your interest here to be informed of its launch later in 2024: https://forms.gle/oMqs2s5J4Twbtt2X9

Listen to this article in the Lookers to Bookers Podcast

Available on all good Podcast platforms.

https://player.captivate.fm/show/aad55ccf-45c8-40dc-b83b-f973c4d5e543