10 Marketing Techniques for Tour and Activity Operators

Jarod LaFalce

Co-Founder / COO of BookingTerminal

Published on: October 7, 2025 | Estimated Read Time: 8 minutes

Introduction

Providing a fantastic experience for your customers is only part of the job as a tour or activity operator. The other—and often trickier—part is making sure people can actually find and book your offerings. Marketing strategies vary widely from business to business, so it’s important to explore different channels, test what works, and focus on the techniques that fit your niche.

In this post, we’ll walk through 10 proven marketing techniques—ranging from online profiles and social media to partnerships and paid advertising—that can help you reach more travelers and grow your bookings.

1. Create Online Business Profiles

The first step in expanding your reach is to build and maintain key online business profiles. Platforms like Google Business, Tripadvisor, and others help legitimize your business while making it easier for travelers to find you through multiple channels.

In today’s digital-first world, most customers begin researching trips and activities online. Having complete, accurate, and visually appealing listings gives you a better chance of being discovered—and booked.

Check out this blog post for more on which low-investment profiles every operator should set up.

2. Encourage Reviews

Once your online profiles are set up, the next step is to encourage reviews from your customers. Reviews not only build credibility but also improve your visibility across search platforms.

They play two major roles in marketing your offerings:

• Social proof: Positive reviews reassure potential customers that your experiences are worth booking.
• Discoverability: A higher volume of quality reviews helps your listings appear more prominently on Google, Tripadvisor, and other channels.

Check out this blog post to learn how to automate and perfect your review process.

3. Publish Content About Your Niche

One of the best ways to boost your SEO (Search Engine Optimization) is by creating and publishing content—like blog posts—on your website. SEO is one of those buzzwords that gets tossed around a lot, but at its core, it simply means how easily people can find your website online.

By regularly publishing content related to your niche—like insights about your tours, local attractions, or industry trends—you give search engines more reasons to rank your site higher. When people read, share, or engage with your posts, it signals to Google that your site is credible and relevant.

The bonus? You’re creating content about something you’re passionate about, and at the same time, helping more people discover your business.

4. Use Social Media Strategically

Social media isn’t just for scrolling anymore—it’s become a major channel for travelers discovering and choosing experiences. With the rise of short-form content, platforms like Instagram, TikTok, and Facebook are now key places where people plan their trips and activities.

Even if you don’t want to jump into videos or reels, posting regularly—photos, customer stories, behind-the-scenes moments—creates another valuable touchpoint for potential customers to find you. The key is to stay consistent and authentic so your social presence feels like a natural extension of your brand.

5. Partner with Local Businesses

One of the best ways to expand your reach is by teaming up with other local businesses. Partnerships can take many forms—referrals, bundled experiences, cross-promotions, or even shared events. Whether it’s a local restaurant, hotel, or attraction, these collaborations help you tap into a completely new audience and build credibility within your community.

Plus, partnerships often lead to organic word-of-mouth and positive press—both powerful marketing tools.

6. Partner with Local Tourism Boards and DMOs

Similar to collaborating with local businesses, working with your local tourism board or Destination Marketing Organization (DMO) is a great way to expand your reach. Once again, these partnerships can take many forms—from simply having a listing on their website to providing brochures, photos, or other materials they can share with visitors.

Every location is different, but the overall goal is the same: these organizations want to make your area an appealing destination for tourists. By showcasing what you offer and why it’s special, you can reach travelers who might not have found you otherwise.

7. Market to Repeat Guests and Cross-Sell Offerings

If you offer multiple experiences or tours that customers can enjoy more than once, re-engaging past guests can be a powerful way to boost bookings. Automated workflows in a CRM make this easy—for example, sending an email two months after a guest’s tour to highlight a new offering or seasonal experience.

A CRM isn’t required; even a simple email list and thoughtful follow-up can help you stay top of mind. The key is to remind past guests of the value and excitement of your experiences, encouraging them to return or try something new.

8. Collaborate with Micro-Influencers

Working with micro-influencers—local content creators with a small but engaged following—can be a highly effective way to reach new audiences. Unlike big-name influencers, micro-influencers often have higher engagement rates and more trust with their followers, making their recommendations feel authentic.

You can collaborate in different ways: invite them to experience your tour, offer complimentary tickets in exchange for content, or co-create posts highlighting your offerings. The goal is to showcase your experience to a relevant audience who is likely to book.

9. List on OTAs and Marketplaces Strategically

Online Travel Agencies (OTAs) and marketplaces can give your tours and activities extra exposure, but it’s important to use them strategically. While they can bring in new customers, they often come with high commission fees, so you’ll want to balance the potential reach with your profitability.

Consider listing only your most popular offerings or seasonal experiences, and track which channels generate the best bookings. OTAs can also serve as a marketing tool by increasing visibility and helping potential guests discover your brand, even if they ultimately book directly with you.

10. Run Targeted Google and Facebook Ads

Paid advertising can be a powerful way to reach travelers who are actively searching for experiences like yours. Google Ads help capture people planning trips, while Facebook and Instagram Ads let you target users based on interests, demographics, and past engagement.

Start small and test different ad creatives and audiences to see what drives the best results. Paid ads are most effective when paired with strong landing pages and clear calls-to-action that make booking simple and straightforward.

Conclusion

Marketing your tours and activities doesn’t have to feel overwhelming. By exploring different channels, building genuine connections, and sharing your experiences thoughtfully, you can steadily grow your reach and attract more of the customers who will love what you offer. The key is to start with a few strategies that make sense for your business, experiment, and refine your approach over time. With consistent effort, these techniques will help more travelers discover your offerings—and turn those first-time guests into loyal, repeat customers.