Marketing tours to your local communities

When tourism trends dip — whether in the off months, during slower travel periods, or unexpected downturns — tapping into your local market can keep your tour business running strong. Building a loyal local customer base isn’t just a bonus; it’s a key part of long-term growth.

The good news? Many of the tools you already use to promote your tours and activities — like email, social media, and your website — also work for reaching locals. The difference is in how you tailor the message.

Who are “local” bookers?

Local bookers aren’t limited to people in your immediate town or city. They include anyone close enough to join a day trip or weekend adventure — customers who can drive or hop on a train to your tour without needing to book a hotel.

The benefit? Locals help fill your calendar year-round, often booking during off-peak times when tourist traffic is lower. Winning them over means more consistent revenue and stronger word-of-mouth in your community.

Think of families looking for a quick weekend activity without the cost of a full vacation, or friends planning a spontaneous day out close to home. Appealing to these customers goes beyond adding extra marketing touchpoints. It’s about building trust and engagement within your community so that supporting your business becomes second nature.

How to build local visibility

To attract local customers, start by improving how your business shows up online. Search engines decide which businesses to display based on three factors: relevance, proximity, and prominence. Here’s how you can boost each one:

• Relevance: Make sure your website content, tour descriptions, and Google Business Profile clearly explain what you do and where you operate.
• Proximity: Add accurate address and location details everywhere you can — from your website to online directories — so searchers nearby can find you.
• Prominence: Encourage reviews, stay active on social media, and get listed in local publications or directories to show Google you’re a trusted part of the community.

Google Business Profile

Your Google Business Profile (GBP) is often the first impression locals see. Keep it updated with accurate contact details, hours, business categories, and high-quality photos of your tours. An optimized profile improves your chances of appearing in Google’s Local Map Pack — those top results that show up alongside a map.

Review management

Today’s consumers almost always check reviews before deciding to book — over 90% say they read reviews before visiting a local business (Loopex Digital). That makes review management a must-have for local bookers. Respond to all reviews — positive or negative — to show you care, and make your business look trustworthy in your community and to search engines alike.

Website optimization

Locals are often searching on mobile. Make sure your website loads quickly (three seconds or less), has legible text, and makes it easy to book without endless scrolling. Keep only the most important details and images on mobile so your tours are front and center.

Build your local network

Marketing to locals isn’t only about showing up online — it’s about showing up in person. Building relationships in your community helps establish trust and keeps your business top of mind.

Here are a few ways to grow your local network:

• Join your chamber of commerce. These groups connect you with other business owners and often host events where you can showcase your tours.
• Partner with nearby businesses. Swap flyers, share social media posts, or bundle experiences with restaurants, breweries, or attractions.
• Support community events. Sponsor a local festival, donate tickets to a charity raffle, or volunteer as a team. Actions like these build goodwill and visibility.
• Join the FareHarbor Distribution Network (FHDN). Easily resell other operators’ activities and have yours resold through their channels. It’s a digital way to cross-promote and reach locals already looking for things to do.

Pro tip: Don’t overthink it. Start by asking yourself, what makes me want to support other local businesses? Then use that same approach to encourage your neighbors to support yours.

How to market emails to locals

Email marketing remains one of the highest-converting tactics for tour operators — and it can be even more powerful when you target people in your own community. Here’s how to make your emails resonate with locals:

• Personalize with location. Mention your city or region in the subject line to show right away that the message is relevant. For example: “Hey Denver locals — adventure is closer than you think.”
• Highlight local milestones. Share business anniversaries, new activities, or seasonal celebrations unique to your area. These updates feel more personal to nearby customers.
• Offer local perks. Reward locals with discounts for bringing a friend or family member. It not only encourages repeat business but also introduces new customers to your tours.
• Segment your list. Use your FareHarbor Dashboard to pull contact lists by zip code so you can send messages directly to nearby bookers.

Pro tip: Keep subject lines short and specific. They’re your elevator pitch to get locals curious enough to open and click.

How to connect with locals on social media

Social media isn’t just for reaching tourists — it’s one of the best ways to connect with people in your own community. Here’s how to use it to build loyalty and drive local bookings:

• Encourage check-ins. Ask customers to check in when they start your tour. Sweeten the deal with a perk, like a discount on their next visit or a free photo package.
• Use location tags. Always tag your city, neighborhood, or attraction in posts. Social media platforms act like search engines, and location tags help locals discover you.
• Leverage user-generated content (UGC). Re-share photos and videos your customers post about their experience. It builds authenticity and shows real people enjoying your tours.
• Collaborate with micro-influencers. Local creators often have highly engaged audiences. Partner with them to showcase your tours in a way that feels relatable and genuine.

Pro tip: Make it easy for customers to share by providing photo-worthy moments — a mural backdrop, branded props, or scenic stops during your tour.

Ways to advertise locally

Paid ads can be a smart way to reach nearby customers — especially if you keep your targeting tight. Here’s how to make your advertising budget work harder for local bookers:

• Set up geographic targeting. Use Google Ads or social media platforms to show your ads only to people within a set radius of your business. For example, a walking tour could target people within 10 miles of your city center.
• Experiment with hyperlocal campaigns. Go beyond city-wide targeting and focus on neighborhoods or even a few blocks around your location. This approach captures “near me” searches from customers ready to book.
• Add local keywords. Include your city or neighborhood name in ad copy and keywords (e.g., “sunset cruise in Miami” or “food tour near me”).
• Track performance. Monitor your campaigns in Google Analytics to see which ads bring in the most local bookings, then adjust your targeting and budget accordingly.

Pro tip: Start small. Even a modest budget can drive results if your ads are highly specific to your area and audience.

Bring it all together

Your community isn’t just where your business is based — it’s one of your most powerful growth engines. By attracting local bookers, improving your online visibility, building partnerships, and tailoring your marketing, you can create a steady stream of loyal customers who keep your calendar full year-round.

Want more inspiration? Explore our marketing blog library for strategies and ideas to grow your business.