I recently saw an advertisement that made me laugh, and then made me think. Two people standing on top of a communication tower, hundreds of metres above a city, waving an enormous flag. Impossible to ignore and, in its own ridiculous way, a perfect picture of how marketing feels for a lot of tourism businesses right now.

Post another Reel. Chase another trend. Learn another algorithm. Try another AI tool. Wave a bigger flag and hope today’s post lands better than yesterday’s. It’s exhausting. And most of the time, it isn’t even the real problem.

Because the challenge for most tourism, hospitality and accommodation businesses isn’t content. It’s visibility.

Here’s what I mean. Your visitors don’t wake up hoping to see another social post. They wake up asking questions where should we stay, where’s a good coffee, what’s actually worth doing while we’re down here? Your business doesn’t need to go viral to answer them. It just needs to show up in the moment someone is deciding. That’s a completely different strategy to “post more,” and it’s a far kinder one to run.

What makes it urgent is that the way people find those answers has changed, and fast. A year ago, most of your visitors would have Googled. Now they’re asking AI for recommendations, searching Instagram instead of a browser, saving TikToks for the drive down, reading reviews long before they reach your website, and watching a creator before they book a room. Discovery has moved. If your marketing hasn’t moved with it, you can be doing everything “right” and still quietly fall behind.

So here’s the one thing worth sitting with. If someone had never heard of your business before today, how many different ways could they stumble across you in the next seven days? Google, Instagram, Facebook, the local visitor centre, a blog, an accommodation partner, a neighbouring business, a friend’s offhand recommendation over dinner. Count them honestly. That number tells you far more about your marketing than your follower count ever will because every one of those touchpoints is a door, and they’re all connected.

That idea that everything is connected is exactly what the Tourism Business Visibility Workshop is built around. It’s a practical session made specifically for South West tourism, hospitality and accommodation businesses, where we unpack how visitors really discover businesses today, why visibility beats followers, which marketing strategies are actually worth your time, and how to build a business people choose, remember and recommend. There are only a handful of places left.

You don’t need a giant flag. You need to be findable in the moments that matter.

Book the Tourism Business Visibility Workshop →

You don’t need a giant flag. You need to be findable in the moments that matter.