Big Tourism Marketing Ideas for Little Budgets

Marketing is hard. Cutting through all the noise to be heard and convincing people to spend money in your town–not easy. Sure, some of us are blessed with paradise towns that practically market themselves. But for those of us who live somewhere a little more challenging, what can we do? Luckily, social media is a terrific tool to help you get attention even when you don’t have a huge budget.

Tourism Marketing Ideas for Chambers

Maybe you’re the only group in your area trying to attract tourists or perhaps you have a DMO you can collaborate with, but if you have a small marketing budget in a place that is off-the-beaten tourism path, you’ll need to be a little more creative in your approach.

First and foremost, video and images are the most powerful tools you have in your marketing arsenal. Thankfully, we all have cameras and video cameras in our pockets these days. So capturing that content is quick. Instagram makes it easy to create a Reel using its templates and several clips of raw footage and images. In fact, you can create a tourism Reel in the time it takes to watch a commercial at night.

Embrace Your Unique Identity

And if you don’t have a unique identity, you can create it. Here are a few ideas on how you might do that:

• Quirky Branding. Develop a fun, catchy slogan or mascot that embodies your town’s personality (Think Punxsutawney and their groundhog!).
• Themed Events. Create festivals or events around your town’s history, local products, or unique quirks. What are you known for? What could you be known for? (In the 1950s and ’60s, Helen, Georgia; Leavenworth, Washington, and Frankenmuth, Michigan all adopted Bavarian themes in their town’s architecture to help draw crowds. But since this takes quite a bit of planning and money, we won’t do more than mention it here.)
• Play up your makers. Your artisans, craftspeople, wineries, distilleries, breweries, restaurants, and other makers set your town apart from others. Tell their story.
• “Only In…” Campaign. Showcase the experiences or items tourists can only find in your town. Or answer a question you’re always getting asked like this video created by the Sequim Government does.

Digital Domination on a Dime

Social media can help you reach a lot of people locally and across the world. While your area may not hold the type of draw that brings people from other countries, you can levy the power of social media to capture the day trip market. Whether you’re going for tourism marketing that brings in the world or attracts staycationers from nearby towns, social media can help you attract a crowd through:

• Running contests and giveaways that encourage sharing. For example, photography contests or other interactive challenges encourage visitors to explore and share their experiences in your town. Use social media to promote these events and showcase participants’ entries.
• Partnering with local influencers or micro-influencers.
• Using photos and videos to show off your town’s best. More about what kinds of things you should post in a bit.
• Creating 360-degree virtual tours of your main attractions, local shops, and scenic spots.
• Sharing stories about your town’s history, including well-known and lesser-known facts. Highlight local heroes and famous former residents to create a sense of intrigue and connection.
• Partnering with local shops, restaurants, and artisans to create themed experiences or vacation packages. Promote these collaborations on social media to offer tourists a comprehensive and unique experience.
• Providing insights into local events, safety measures, and community projects. This transparency can reassure potential visitors and showcase the town’s vibrant community life.
• Encouraging visitors to share their photos and experiences using a specific hashtag. Repost this content to build a sense of community and authenticity around your town’s social media.
• Developing and sharing posts that remain popular over time, such as guides to historical attractions or seasonal events like best leaf-viewing (or bird-watching) vantage points. These can be tweaked occasionally and scheduled throughout the season to maintain engagement without entirely new content creation.
• Engaging and responding to comments and messages on social media. Set an alert for your town’s or area’s name. When someone posts that they’re coming for a visit, introduce yourself and give them a few must-see suggestions or a link to your destination guide or page. Engaging with your audience builds a sense of community and can encourage more people to visit your town.

By implementing these strategies, you can effectively use social media to attract tourists and showcase the unique charm of your small town. But you needn’t do it alone.

Community Collaboration Wins

Maybe the chamber doesn’t have money allocated for tourism but perhaps other entities do. That’s when collaboration can be very valuable. You might work with your local DMO, City, State Tourism Board, or Convention Bureau(s) to provide unique experiences for travelers or the dollars to market those experiences.

Additionally, consider ways to work with others to achieve favored outcomes. You can create joint packages or discounts with local businesses (hotels, restaurants, and/or attractions); encourage locals to share their favorite spots on social media and become unofficial tour guides; and/or organize clean-up days, public art projects, or guided hikes to make your town more welcoming.

Think Outside the (Tourist) Trap

Again, in small towns and those off-the-beaten-path, you need to differentiate yourself from nearby areas. If you want to convince someone to travel to see you, you need to point out the unusual–what makes you different.

Some communities turn to:

• Niche Marketing. Target specific groups (foodies, outdoor enthusiasts, history buffs) with tailored experiences and promotions.
• Off-Season Appeal. Offer unique events or packages during your slower months to attract visitors year-round.
• Hidden Gem Hunts. Create a scavenger hunt that leads tourists to lesser-known attractions or local businesses. Some communities also hide items like rubber ducks or painted rocks throughout the town to entice people to visit. I love the idea of picking up a “Dinosaur Trail Map” from City Hall in this video from the Granger Chamber of Commerce in Granger, Washington.

Media Magic Without a Million-Dollar Tourism Budget

Think of ways you can leverage earned media to draw a crowd. Use press releases to get media interested in stories about your town’s events, businesses, or residents. Look at how Fordyce, Arkansas got coverage from the media on their mural project.

Consider how you may leverage the skills of travel writers to cover something interesting going on in your town. Offer a complimentary stay to travel bloggers or journalists in exchange for honest reviews and coverage. Share articles written about your town.

Since travel is largely about escape and exploration, create “Day in the Life” videos that showcase a typical (but fun!) day in your town through short, engaging videos set to catchy tunes.

If You Have a Little Money in Your Tourism Budget…

Try:

• Geo-Targeted Ads. Target your online ads to people searching for nearby getaways or specific interests relevant to your town.
• Maps and Guides. Develop online or PDF maps that guide visitors to key attractions like murals, historic sites, or scenic viewpoints. Share these resources on social media to help tourists plan their visits. Destination guides are always a big hit. You can create online and print versions. To attract visitors in all age groups you want to do both. Additionally, if your area’s cell signal and internet leave something to be desired, print copies of maps and guides can help you stay connected with travelers who may otherwise be annoyed with not finding what they want because they can’t get a signal.
• Utilize Targeted Social Media Advertising. Use social media platforms like Facebook, Instagram, and X to run targeted ad campaigns. These can reach specific demographics interested in the type of experiences your town offers.

What Kind of Visuals Are the Most Effective in Tourism Marketing?

To effectively engage audiences on social media, focus your videos and images on specific types of visuals that resonate well with users. Don’t forget short video gets some of the best engagement and shares out there.

If you’re wondering what kinds of clips you should be using, here are the visuals that tend to perform best:

1. Stunning Landscapes and Scenery. High-quality images of natural beauty, such as parks, lakes, mountains, weather conditions, and sunsets, attract attention and evoke a sense of wanderlust. These visuals can showcase the town’s unique environment and outdoor activities available for visitors. Share both popular and hidden gems to keep the content fresh and engaging.
2. Local Events and Festivals. Capturing vibrant moments from local events, farmers markets, parades, and festivals creates excitement and encourages attendance. Action shots of people enjoying these events convey a lively atmosphere and community spirit, enticing visitors to want to be a part of it all.
3. Historic and Cultural Sites. Historic landmarks, museums, and cultural attractions can pique interest in the town’s heritage. Vintage photos paired with current images can tell a compelling story about the town’s evolution.
4. User-Generated Content. Reposting user-generated content not only engages the community but also provides a diverse perspective on what the town has to offer.
5. Behind-the-Scenes Shots. Visuals that showcase local businesses, artisans, or community projects foster a personal connection. Highlighting the people and stories behind the town will make it more relatable.
6. Food and Drink. Mouth-watering images of local cuisine, craft beverages, and unique dining experiences attract food enthusiasts. Highlighting local restaurants and their specialties entices visitors to explore your culinary scene.
7. Seasonal Changes. Posting visuals that showcase the town’s beauty across different seasons keeps content fresh and relevant. Include seasonal decorations, activities, and landscapes that reflect the changing environment.
8. Infographics and Maps. Creating visually appealing infographics or maps that highlight attractions, trails, or local history provides valuable information in an engaging format. These resources are often shared widely and serve as helpful guides for tourists.
9. Animals and Wildlife. Images of local wildlife or pets add a charming touch to social media feeds. Appeal to animal lovers and those interested in outdoor adventures.
10. Candid Community Moments: Capturing candid moments of locals enjoying their daily lives makes viewers want to be in the heart of your community. It’s inviting and warm. These visuals help potential visitors feel connected to the town and its residents, making the visit worth the trip for them.

By utilizing these tips, you can enhance your social media presence, attract tourists, and foster a sense of community engagement even if you don’t have a travel and tourism budget the size of Texas.