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Tourism Seasonality

Most tourist destinations in the world are affected by the phenomenon of seasonality. Destinations with high fluctuations in seasonality often face various challenges, such as overcrowding, high prices, inadequate infrastructure in peak seasons, as well as a lack of services and job opportunities in shoulder and low seasons. Seasonality is a measurable feature with significant economic and social impacts. 

Understanding the main characteristics can help to modify its occurrence. Causes can be natural such as the seasons and related climate conditions, or institutional such as public and school holidays. Consequently, seasonality is regular and consistent and can be predictable and anticipated. This makes it more possible to mitigate. 

To measure the degree of seasonality, destinations can use specific indicators, ranging from tourist arrivals to occupancy rates. There are also indicators regarding initiatives to strengthen shoulder and low season periods, as well as measuring the level of effort designed to reduce seasonality. As seasonality is a factor in unemployment, seasonal employment and turnover of staff, indicators regarding the effects of seasonality on employment are important tools to monitor its social impact.

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An Overview of Tourism Seasonality: Key Concepts and Policies

• Rita Cannas University of Bologna

Seasonality in tourism represents a key topic in academic literature. Since the first study of BarOn (1975) about tourism seasonality, this topic is still currently being tackled over decades by several authors, as well as by policy makers of the tourism sector.

[1] The paper is drawn from: Cannas, R. (2010) Public Policies for tourism seasonality from a territorial perspective. Cases study in Scotland and Sardinia , PhD thesis, University of Bologna, Department of Economics, unpublished.

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What Is Seasonality In Tourism

Published: December 13, 2023

Modified: December 28, 2023

by Velvet Baumgardner

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Introduction

Welcome to the world of travel and tourism! Whether you are a seasoned traveler or someone planning your first adventure, understanding seasonality in tourism can greatly enhance your travel experiences. Seasonality refers to the fluctuations in tourist activity and demand for travel destinations based on the time of year.

When we talk about seasonality, we are referring to the concept that certain destinations experience peak and off-peak periods throughout the year. This can be influenced by a variety of factors, such as weather conditions, cultural events, school holidays, and even marketing efforts. Understanding the patterns of seasonality can help you plan your trips more efficiently, avoid crowds, and save money.

Seasonality is not only important for individual travelers, but also for businesses in the tourism industry. It impacts the profitability and sustainability of hotels, airlines, restaurants, and other travel-related businesses. By analyzing and managing seasonality, businesses can optimize their operations, provide better services, and maximize revenue.

In this article, we will explore the concept of seasonality in tourism, delve into the factors contributing to seasonality, discuss its effects on the industry, and provide strategies to manage and mitigate its impact. We will also examine some case studies that highlight the real-life implications of seasonality in popular travel destinations. So, let’s dive in and discover the fascinating world of seasonality in tourism!

Definition of Seasonality in Tourism

Seasonality in tourism refers to the pattern of fluctuating tourist activity and demand for travel destinations based on the time of year. It is the phenomenon where certain periods experience a higher influx of visitors, while other periods see a decline in tourist numbers.

Seasonality can be influenced by various factors, including weather conditions, holiday seasons, cultural events, and school breaks. These factors influence people’s travel preferences and the timing of their trips. For example, many people prefer to visit tropical destinations during the winter months to escape the cold weather, while others might opt for destinations that offer unique cultural experiences during specific festivals or events.

It is important to note that seasonality can vary significantly between different destinations and can even occur within a single destination. While some popular travel destinations may experience a predictable seasonal pattern year after year, others may have more sporadic fluctuations in visitor numbers due to specific events or promotional campaigns.

The impact of seasonality can be felt by both tourists and businesses in the tourism industry. For tourists, seasonality can affect the cost and availability of accommodations, transportation options, and the overall travel experience. It can also result in overcrowding and long queues at popular attractions during peak seasons, potentially diminishing the enjoyment of the trip.

For businesses in the tourism industry, managing seasonality is essential for maintaining consistent revenue streams and ensuring sustainability. During peak seasons, businesses may experience high demand and profitability, but they also face challenges such as increased competition, higher operating costs, and the need to provide quality services to a larger volume of visitors. Conversely, off-peak seasons can present the challenge of lower demand and limited revenue, requiring businesses to adapt their strategies and offerings to attract visitors during these periods.

Overall, understanding and effectively managing seasonality in tourism is crucial for both tourists and businesses in order to optimize travel experiences, minimize costs, and maintain a sustainable industry.

Factors Contributing to Seasonality

Seasonality in tourism is influenced by a wide range of factors that shape the patterns of visitor numbers throughout the year. These factors can be categorized into several key elements:

• Weather and Climate: One of the most significant factors contributing to seasonality is the weather and climate of a destination. Travelers often prefer to visit destinations with favorable weather conditions during their vacations. For example, beach destinations tend to be more popular during the summer months, while mountain destinations attract visitors during the winter for skiing and snowboarding activities.
• Holidays and Festivals: Holidays and festivals have a significant impact on travel patterns. Many people choose to travel during their national holidays or school breaks. For example, Christmas and New Year’s holidays are an ideal time for family vacations, and popular festivals like Oktoberfest or Carnival attract large numbers of tourists to specific destinations during certain periods.
• Seasonal Activities and Attractions: Certain activities and attractions are only available or more enjoyable during specific seasons. For example, wildlife safaris in Africa might be best during the dry season when animals gather around watering holes, or springtime in Japan is renowned for its beautiful cherry blossoms. These unique experiences attract visitors during particular times of the year, contributing to seasonality.
• Economic Factors: Economic factors, such as exchange rates, can impact travel patterns. A favorable exchange rate can make a destination more affordable for international travelers, increasing the tourist numbers during that period. Conversely, a strong currency might discourage visitors, leading to a decrease in demand during certain times.
• Promotional Campaigns: Marketing efforts and promotional campaigns can influence the seasonality of a destination. Tourism boards, airlines, hotels, and other stakeholders often run targeted marketing campaigns during specific periods to attract visitors. These campaigns can create spikes in tourist numbers during the promotional period and influence travel behavior.

It is important to note that while these factors are influential in shaping seasonality, the specific patterns can vary widely between destinations. Every destination has its own unique set of factors that contribute to their seasonal visitation patterns.

By understanding the factors that contribute to seasonality, businesses in the tourism industry can better plan their operations and marketing strategies to effectively cater to the demands of different seasons. Likewise, understanding these factors as a traveler can help you plan your trips, avoid peak crowds, and make the most of the unique experiences available during different times of the year.

Effects of Seasonality on Tourism

Seasonality in tourism can have both positive and negative effects on destinations and the tourism industry as a whole. Understanding these effects is crucial for businesses and travelers to adapt and make informed decisions. Let’s explore some of the key effects of seasonality:

• Economic Impact: Seasonality can significantly impact the economic aspects of tourism. During peak seasons, destinations experience a surge in tourist numbers, leading to increased revenue for businesses and the local economy. This can create job opportunities and stimulate economic growth. Conversely, in off-peak seasons, there is a decline in visitor numbers, resulting in a decrease in revenue for businesses and potential economic challenges for the destination.
• Service Quality: High seasonality can put pressure on businesses to meet the demands of a larger volume of visitors. This can affect the quality of services provided, as businesses may struggle to handle the increased workload. Longer wait times, overcrowded attractions, and difficulty securing accommodations can impact the overall travel experience for tourists.
• Pricing and Availability: During peak seasons, prices for accommodations, flights, and other travel services tend to increase due to high demand. The limited availability of accommodations can also result in higher prices. Conversely, in off-peak seasons, prices may be lower, and there may be more flexibility in terms of availability. This can provide an opportunity for travelers to enjoy more affordable trips and access to premium services at a lower cost.
• Environmental Impact: Seasonality can impact the environment in tourism destinations. High visitor numbers during peak seasons can put stress on natural resources, lead to increased pollution, and disrupt the local ecosystem. Sustainable tourism practices and responsible visitor behavior are essential to mitigate these impacts and ensure the long-term conservation of natural and cultural heritage.
• Community and Cultural Impact: Seasonality can influence the local communities and cultural dynamics in tourism destinations. In some cases, communities may heavily rely on tourism as a source of income, and the fluctuations in visitor numbers can significantly impact their livelihoods. Some destinations may experience cultural and social changes during high seasons, with an influx of visitors bringing both positive and negative impacts on local traditions and way of life.

Overall, the effects of seasonality on tourism are multi-faceted and can vary depending on the destination and specific circumstances. The key is to strike a balance that maximizes the positive impacts while mitigating the negative effects. By understanding the effects of seasonality, destinations and businesses can develop strategies to manage and adapt to fluctuations in tourist numbers, ensuring a sustainable and enjoyable travel experience for all.

Strategies to Manage Seasonality

Managing seasonality in tourism is crucial for destinations and businesses to optimize their operations, provide consistent services, and ensure a sustainable industry. Here are some effective strategies that can be employed to manage and mitigate the effects of seasonality:

• Diversify Tourism Products: Destinations can develop and promote a diverse range of tourism products to attract visitors during off-peak seasons. This can include creating new attractions, organizing events, and offering unique experiences that are available year-round. By providing a variety of activities and attractions, destinations can encourage tourists to visit outside of the traditional peak seasons.
• Promote Shoulder Seasons: Shoulder seasons refer to the periods just before or after the peak season. Promoting travel during these shoulder seasons can help spread the visitor numbers more evenly throughout the year. Offering incentives such as discounted rates or special packages during these periods can entice travelers to visit during less crowded times.
• Targeted Marketing and Promotion: Destinations can implement targeted marketing and promotion campaigns to attract visitors during off-peak seasons. This can involve marketing campaigns in specific regions or countries, highlighting unique experiences available during those periods, and offering special deals or discounts. By effectively communicating the benefits of visiting during off-peak seasons, destinations can encourage more balanced visitation patterns.
• Collaborate with Stakeholders: Collaboration between tourism stakeholders is essential in managing seasonality. By working together, businesses can create joint promotions, share resources, and develop packages that encourage visitors to explore different attractions and activities within the destination. Cooperation between accommodation providers, tour operators, and local attractions can help distribute the visitor flow more evenly throughout the year.
• Infrastructure and Capacity Development: Improving infrastructure and enhancing the capacity of tourism facilities can help destinations handle the influx of visitors during peak seasons. This includes expanding transportation options, upgrading accommodations, and developing tourist infrastructure in less crowded areas. By increasing the capacity to accommodate visitors, destinations can manage the seasonality more effectively.

It is important to note that managing seasonality requires a long-term perspective and consistent efforts. Continuous monitoring and analysis of visitor patterns, feedback from tourists, and collaboration between stakeholders are essential for implementing effective management strategies.

By employing these strategies, destinations can maximize their potential as year-round tourism hotspots, provide better experiences for visitors, generate sustainable revenue streams, and minimize the negative impacts of seasonality on the local economy and environment.

Case Studies on Seasonality in Tourism

Let’s take a look at some real-life case studies that exemplify the impact of seasonality on popular travel destinations:

• Bali, Indonesia: Bali is known for its stunning beaches, lush landscapes, and vibrant culture, making it a sought-after destination for travelers worldwide. However, Bali experiences significant seasonality, with a peak season from June to August and during the Christmas and New Year period. During these months, the island is bustling with tourists, resulting in higher prices for accommodations and crowded attractions. To combat seasonality, Bali has been promoting its shoulder seasons, particularly in the months of April and September, by offering attractive deals and packages to encourage visitors during these less crowded times.
• Whistler, Canada: Whistler, located in British Columbia, Canada, is a renowned ski resort and outdoor adventure destination. Skiing and snowboarding enthusiasts flock to Whistler during the winter months, creating a high season for the destination. However, the summer months experience a significant drop in visitor numbers. To manage seasonality, Whistler has expanded its outdoor activities, such as mountain biking, hiking, and golfing, making it an attractive destination for adventure seekers year-round. Additionally, the resort offers discounted accommodation rates and packages during the off-peak seasons, enticing visitors to explore the destination outside of the winter months.
• Phuket, Thailand: Phuket is a popular beach destination in Thailand, offering pristine beaches, vibrant nightlife, and cultural attractions. The island experiences a peak season from November to March when tourists from around the world seek respite from the winter months in their home countries. During this period, Phuket witnesses a surge in visitor numbers, leading to higher prices and crowded beaches. To manage seasonality, Phuket has been promoting the “Green Season,” which falls between April and October. During this time, tourists can enjoy lower accommodation rates, fewer crowds, and still experience plenty of sunshine. Sustainable tourism practices, such as initiatives to preserve marine life and reduce plastic waste, have also been implemented to attract more visitors during the off-peak season.
• Oktoberfest, Munich: One of the most famous events in Germany, Oktoberfest in Munich, attracts millions of visitors from all over the world. This traditional beer festival takes place over 16 days, usually from late September to early October. During the festival, Munich experiences a significant increase in tourist arrivals, leading to higher demand for accommodation, long queues at beer tents, and crowded streets. To manage the influx of visitors, Munich has extended the festival to include weekends before and after the official dates, effectively spreading out the crowds and offering visitors a chance to experience Oktoberfest in a less crowded and more enjoyable environment.

These case studies highlight the various strategies destinations use to manage seasonality and balance visitor numbers throughout the year. By implementing targeted promotions, diversifying tourism products, and encouraging travel during shoulder seasons, these destinations have successfully mitigated the negative impacts of seasonality and provided tourists with better experiences.

Seasonality is a fundamental aspect of tourism that significantly impacts both travelers and businesses in the industry. Understanding and effectively managing seasonality can enhance travel experiences, optimize operations, and ensure the sustainability of destinations.

Throughout this article, we have explored the definition of seasonality in tourism, the factors contributing to its occurrence, the effects it has on destinations and businesses, and strategies to manage and mitigate its impact. We have also examined real-life case studies that demonstrate how destinations have successfully navigated seasonality through targeted marketing, diversification of tourism products, and promoting off-peak seasons.

As travelers, understanding seasonality allows us to plan our trips more strategically, avoiding peak crowds, enjoying more affordable prices during off-peak periods, and making the most of unique experiences available throughout the year. By spreading our travels across different seasons, we can support destinations in their efforts to achieve sustainable tourism growth and reduce the negative impacts of overcrowding on local communities and the environment.

For businesses in the tourism industry, managing seasonality is essential for the long-term success of their operations. By diversifying offerings, collaborating with stakeholders, and implementing targeted marketing campaigns, businesses can adapt to fluctuations in visitor numbers and optimize their revenue streams.

In conclusion, understanding and managing seasonality in tourism is crucial for the industry’s sustainability and the satisfaction of travelers. By implementing effective strategies and promoting year-round visitation, destinations can ensure a balance in tourist numbers, provide quality experiences, and maximize the benefits of tourism for all stakeholders involved.

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Seasonality in Tourism: Understanding the Challenges

26 november 2021.

Seasonality has always been one of the most critical issues in determining the demand variation for every touristic destination. It affects all areas of the tourism industry, from marketing (packaging, distribution and pricing), to the labour market (employment, skills, sustainability) as well as business finances (suppliers and intermediaries), environmental (ecological carrying capacity of a particular destination by overcrowding and overuse during the peak period) and all relevant aspects of operations.

It is often defined as the tendency of tourist flows to become concentrated into relatively short periods of the year, which are then classified as business cycles of off-season, low-season, shoulder season and peak season, or low, medium and high season. A few areas, mostly tropical, are characterized as non-seasonal because of the small irregularities of the climatic conditions.

Climatic conditions such as temperature, rain-and snowfall, daylight etc are referred to as “natural seasonality” and depend on the placement of the touristic destination on the earth and its distance from the equator, as well as climatic conditions in specific periods of the year such as monsoons and extreme temperatures (too cold, or too hot). Global warming will in this case have an effect on the natural tourism seasonality, as climate changes will happen in most areas.

On the other hand, other periods that are considered to count to seasonality are the “institutional”, human defined periods in the year, such as religious, cultural, ethnic and social defined, industrial holidays, pilgrimages and holidays. In this sense, the ageing of the population will bring changes on institutional tourism seasonality because the older population is less constricted in the timing of their holidays.

These unevenness or fluctuation of people visiting specific areas cause very big changes of demand or supply and bring difficulties in sustainable and stable operations of the tourism sector in the destinations with an effect of having often inefficient services and products. The tourism industry tries globally to create strategies of all-season destinations.

Although seasonality is one of the most prominent features of tourism, it is the least understood. In order to tackle tourism seasonality, it is important to realize where it is generated and little research has been done on whether for example the desire to travel at certain times of the year or the restrictions are more important.

Research shows that different areas are being affected differently from seasonality and is being suggested that seasonality problems should be tackled locally taking into consideration the needs and opportunities of each area to be more effective. One of the strategies to balance seasonality is to extend the season at the destination, by altering for example the prices, or offering different attractions before and after the peak season.

Seasonality is to be understood more from the tourism sector and tourism entrepreneurs may have to consider the adoption of adjustment and mitigation policies toward seasonality for it to become a valuable asset for their business.

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SEASONALITY IN TOURISM – causes, implications and strategies

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The role of seasonality in the sustainability of tourism is multiple and complex. The connection between seasonality and sustainability is even more complex when it comes to protected areas. This connection was investigated on the examples of selected protected mountain areas in Serbia ‒ Kopaonik and Tara National Parks, and Stara planina and Zlatibor Nature Parks. The Gini index was used to measure seasonality, and to show the imbalance in the monthly distribution of the number of tourist overnight stays in the mentioned destinations, in the period 2013‒2021. The research results show that the analyzed protected mountain areas in Serbia have different values of the Gini index, which is conditioned by their natural predispositions for tourism development (e.g. altitude and duration of snow cover), and at the same time the levels of tourist development of the area. In order to reduce the effects of seasonality, in each of the destinations that are the subject of this paper, alternati...

ravinder jangra

Tourism has become an important factor in the recent growing economy to trade with international dimensions. Mountain destinations offers inter alia, a wide range of possibilities such as unique cultural attractions, hiking, skiing, rafting, kayaking, rock climbing, mountain biking, bungee jumping, and paragliding. that attracts mass tourism with temporal imbalance in number of tourist arrivals. Kinnaur, is also referred to as the 'Land of god' and is 235 Km from Shimla in India. The area is known for its serenity and beauty and opulent green and rocky mountain-scape. It has the Satluj, Baspa and Spiti rivers meandering through it. The main purpose of study is to provide a pattern of tourist statistics and determine the peak season of tourist attractions in Kinnaur. The study is based on secondary data. To achieve the objectives an annual growth rate (AGR) and compound annual growth rate (CAGR) were calculated. The most frequently used simple average method was considered to...

Cogent Business & Management

Jinghua Xie

Dr. PRAVEEN RIZAL

3rd International Thematic Monograph - Thematic Proceedings: Modern Management Tools and Economy of Tourism Sector in Present Era

Biljana Petrevska

Journal of the Knowledge Economy

Thomas Krabokoukis , Serafeim Polyzos

The seasonality of tourism is a global, complex phenomenon with temporal, geographical, and socioeconomic dimensions. The study presents the phenomenon in Mediterranean countries, identifying similarities and differences. The study aims to provide a holistic theoretical approach to tourism seasonality, examine the temporal and spatial patterns of the phenomenon, and formulate distinct seasonal profiles that facilitate tourism policy and development. The study applies available data on overnight stays in tourist accommodations (hotels and similar accommodations) per month for the years from 2000 to 2019. The analysis reveals groups of seasonality with different characteristics. Overall, the analysis emerges a 3D conceptualization of tourism seasonality (tourism demand, time, period) and promotes the comparative study of the phenomenon in competitive countries and countries with high tourism dependence.

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Please note you do not have access to teaching notes, seasonality in tourism: issues and implications.

The Tourist Review

ISSN : 0251-3102

Article publication date: 1 March 1998

Seasonality in tourism has traditionally been regarded as a major problem which needs to be overcome, but relatively little research has been conducted on the patterns or causes of this phenomenon. The paper begins with a discussion of the characteristics of seasonality and develops a methodology to study the phenomenon in more detail. Seasonality in parts of Scotland are analysed in order to test the approach suggested and to determine if the measures proposed are practical. Two basic questions are examined, whether seasonality in tourism in the study area has changed significantly over a thirty year period, and whether there are spatial dimensions to seasonality that can be detected in the study area. The paper concludes that the variation in seasonality over the time period studied is more complex than anticipated and results are not consistent throughout the area and the measures used. Evidence of spatial variation in seasonality was confirmed. The study concludes that while the measures and approach used would appear to have merit and applicability, further research is needed to produce definitive answers and to fully understand the process of seasonality in tourism.

Butler, R. (1998), "Seasonality in tourism: Issues and implications", The Tourist Review , Vol. 53 No. 3, pp. 18-24. https://doi.org/10.1108/eb058278

Copyright © 1998, MCB UP Limited

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Seasonality in tourism: how to adapt your marketing strategy.

In Blog , Destinations , marketing , Travel Industry , Trends .

Travel and tourism is one of the most dynamic and rapidly growing industries in the world. As such, much like any sector, it is faced with its own challenges. One of these challenges is the changing levels of tourists which fluctuate depending on the time of year – this is known as seasonality in tourism. 

Not only is seasonality directly linked to the number of tourists who visit a destination, but it is also associated with their wants whilst travelling, their budgets and spending habits, and even their preferences for particular destinations. That’s why it’s crucial for businesses to adapt their marketing strategies in order to roll with the ebbs and flows that each tourist season brings to help make the most of their individual characteristics. Otherwise, your business could suffer at the hands of the seasons. 

Thankfully, there are a number of distinct strategies that travel brands can adopt to combat seasonality, implementing a tailored marketing approach whether it’s the off-season, peak season, or shoulder season. In this article, our partner SEO Travel explains what seasonality in tourism is, what its impact is, and the specific marketing tactics you can put in place to support the continued success of your travel brand during different tourist seasons. 

What is Seasonality in Tourism?

So what is seasonality in travel and tourism? Simply put, this refers to the fluctuation of tourism throughout specific ‘seasons’ or periods of time.

Seasonality in tourism affects every tourism destination around the globe. This phenomenon is often perceived as a problem for many destinations when it comes to sustainability, and is also a challenge for many businesses who must consider how foot traffic is going to ebb and flow over the year, impacting earnings.

Your travel business must consider the specific impacts that seasonality can have on you. Whether you represent a particular destination, you’re a holiday provider, or you’re an accommodation company operating in locations across the world, seasonality will play a role in how your business operates in one way or another. 

What are the Types of Seasonality in Tourism?

Seasonality in tourism can be divided into three main categories: off-season, peak season, and shoulder season. Each of these seasons has its own distinct qualities that influence the level of tourism that they experience. 

We’ve outlined further information about each tourism season below.

Peak Season 

Generally, the peak season for tourism is in the summer months, extending from June to August for the northern hemisphere and from November to February for the southern hemisphere. This is when destinations experience their best weather, which is more favourable to tourists. 

Equally, this is a period in which many students will have broken up for the school holidays, offering an opportunity for families to travel together, which in turn contributes to this season’s popularity. Holidays such as Christmas and New Year are very popular times for travel too, and so these are also considered to be peak seasons. 

Off-Season 

Off-season, also known as the low season, is categorised as a time of year that sees fewer people travelling to a destination. This is partially due to the weather not being as favourable to tourists. 

The off-season for destinations in the northern hemisphere typically takes place from November to February (excluding the Christmas and New Year periods) and in the southern hemisphere from June to August. Many students are also still at school, limiting families from travelling. As a result, prices to travel in the off-season are less expensive compared to the peak season. 

Shoulder Season

The shoulder season can be defined as a period taking place between a destination’s off-season and peak season. This will vary depending on the destination and can last anywhere from a few weeks to multiple months. Typically, this period falls in the spring and autumn seasons. 

In recent years, shoulder seasons have been gaining popularity amongst tourists as they offer a middle ground between both off-season and peak season, combining both of their most favourable qualities, so to speak.

What Causes Seasonality in Tourism?

There are two main causes for seasonality in tourism.

Natural Causes

This refers to changes in our natural environment which prompt shifts in tourism throughout the year. These changes include the climate, seasons, and weather throughout the year. For example, summer sees more sunlight, warmer temperatures, and less precipitation, which is more favourable to travellers and thus causing a spike in tourist numbers.

Institutional Causes 

Institutional causes refer to seasonality in tourism being influenced by certain societal factors which lead to tourist levels being higher or lower at certain times of the year. For example, one institutional cause is school holidays, when students break from their studies. 

Another institutional cause is sporting seasons when major sporting events like Golfing tournaments or the World Cup take place.  All of these events attract a significant number of tourists to destinations, therefore being a cause for seasonal tourism. 

Seasonality in Tourism: Issues and Implications

There are several negative impacts of seasonality in tourism that companies need to be conscious of, alongside their implications on your operations. 

The first is that seasonality is out of your control. Whilst there are efforts that you can implement to help buffer the fluctuation of tourists throughout the year (more on that to come!) It’s a fixed phenomenon that takes its course in the same way year after year.

With this, your business will be attracting more interest and experiencing more sales during certain seasons, which you’ll have to consider when implementing your marketing strategy and thinking about your annual finances. 

In line with this, whilst seasonality can bring more tourists at one time of the year, which is favourable as it leads to an increase in sales, it can have the opposite effect too. During off-peak times of the year, there can be decreased business, leading to fewer customers and lower profits, which can be detrimental if you have fixed costs and overheads to settle.

Finally, seasonality in tourism also brings with it direct issues for destinations such as high prices caused by increased popularity, infrastructure problems caused by the influx of tourists, and overcrowding during the peak season. These can all have a knock-on effect on your travel business.

How to Overcome Seasonality in Tourism: Adapting Your Marketing Strategy

Seasonality problems in tourism can have negative implications on travel businesses. However, there are marketing methods that can be implemented to help ease the impacts of seasonality depending on the specific travel season:

During the Peak Season

Set aside profits ready for the off-season .

During the peak season, your travel business will likely be making more profit compared to the off-season. Thus, it’s important to prepare for your off-season accordingly during the peak season by budgeting and setting aside profits that will cover any costs that you incur within the off-season if business is slow. 

Source More Online Reviews and Feedback

With the peak season attracting more customer interest and bookings for your business, this opens up a big opportunity for you to gain more feedback and reviews from your customers. Positive reviews are a valuable way of securing purchases from future customers, so you should ensure that you’re encouraging any of your customers during the busy peak season to leave a review if they feel that they’ve had a great experience with you.

You can aim to increase the number of individuals leaving you online reviews and feedback through email marketing campaigns linking to your Google Reviews or other sites including TripAdvisor. We’d also encourage you to respond to these reviews promptly, whether positive or negative, as this further enhances your appearance to future customers given that you’re engaging with clients and helping to resolve their complaints swiftly.

During the Off-Season

Run promotions to incentivise travellers.

Given that the off-season is known to be less popular amongst travellers, this is a great opportunity to run promotions and deals to try and incentivise them to book with you or travel to your destination.

Travel is in high demand, meaning consumers are always on the lookout for the best ways to save their money so that they can bag the best deal on their next travel adventure. Should they be able to travel during this season, a deal might just be the thing to pique their interest. 

Target Locals

One of the most strategic ways to gain more customers during the off-season is to adjust your scope to a local level. During peak season, you’ll often find many travellers have ventured from further afield to experience your travel offerings. But, in the off-season, when these types of travellers are in lower numbers, it offers you the opportunity to target more local customers. 

There are multiple methods that you can use to try and attract a local demographic during the off-season. For example, you may be able to offer discounts to locals to try and convince them to have a local travel experience. Or, you may want to target your advertising or social media campaigns to the areas that you operate in to get in front of locals’ eyes. Partnering with other local businesses is a great strategy to get yourselves in front of a wider local audience too. 

Implement a Content Strategy

With fewer people heading to destinations during the low season, you ideally want to increase these numbers so that you have a steadier stream of customers throughout the year. You can do this by implementing a good content strategy in the lead-up to, and during, the off-season. 

By creating a content strategy ahead of the low season, you can think about what types of written pieces and imagery can communicate to your customers that the low season is a lovely time of year to travel and that there are many benefits to doing so. 

Think of all of the channels you can utilise in your marketing strategy to communicate this to customers – such as email newsletters, social media content, and blog posts for your website so that you’re getting this message across to your customers in different ways. Equally, think about optimising your existing content in line with relevant search queries to make sure that you’re more likely to be viewed by customers organically on search engines.

During the Shoulder Season

Target specific demographics.

During the shoulder season, you want to make sure that your marketing strategy targets certain demographics that can travel during this time of the year and who have the income to do so.  

Tracking the types of customers you gain during the shoulder season will help you understand the audiences and demographics that you should be targeting during this time of the year. For example, if you’re finding more young couples or older couples are booking with you to travel during the shoulder season, think about how you can adjust your marketing to attract this type of clientele, whether in your social media posts, email marketing campaigns, or with tailored SEO content on your website. 

Implement Loyalty or Rewards Schemes

Implementing loyalty or rewards programmes for travellers is a great method to try and increase repeat customers and incentivise travellers into booking with you during this less-busy period of the year, increasing your revenue stream. This would also work well as a strategy during the low season.

This will provide some of your most loyal customers with additional value, as you reward them for their loyalty and give them an enhanced customer experience as a result. This creates a sort of win-win situation between you, the supplier, and your customers. 

Change Your Marketing Messaging 

Much like evaluating what demographics are more likely to travel, and therefore purchase your product or service, during the shoulder season, you’ll want to review and tailor your marketing messaging to appeal to the needs of these travellers during this period too. 

The types of travellers that you’ll find during the shoulder season will have particular needs and wants. For example, retired travellers may be looking to travel at a time of year when they can pay less and that is quieter. Therefore, the marketing that you are executing needs to speak to the wants that this demographic has, with this messaging communicated in your content and other marketing strategies to catch their eye.

Whilst seasonality in tourism is not something that can be avoided, it is certainly something that you can prepare for and react to by using multiple marketing strategies to your advantage, supporting your business to thrive regardless of the time of year. We hope that the above strategies have illustrated where you may currently be working to support your business during the travel seasons, and where you can make further efforts to maximise your business success whether in the low, high, or shoulder seasons.  If you’re in search of developing your marketing strategy for your travel brand, you can get in touch with our team at SEO Travel . We are an expert travel marketing agency that helps companies like yours to enhance their marketing to increase your conversion rate and improve the search engine optimisation of your website. Why not take a look at our marketing services to find out more about how we can help?

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6 Strategies for Tour Operators to Overcome Seasonality in Tourism

If you work in the travel industry you probably have noticed a period during the year when fewer visitors come to your destination and sales are slow. But don’t worry, you are not alone. Seasonality in tourism is something that affects every business in every destination and should be faced as an opportunity rather than a threat.

In this article, you will learn strategies to attract customers to overcome seasonality and keep your cash flowing even during the off-season.

Why is there seasonality in tourism?

The low season also called “shoulder season”, is the time of the year between peak seasons. During this period tourist numbers plummet and tour operators fight to attract the few travelers visiting the destination.

The drop in the number of arrivals has many explanations , such as:

• Change in climate conditions at the destination
• Change in the number of sunshine hours
• Public or school holidays
• Special events, such as festivals
• Pilgrimages

The more specialized a destination is, the more affected by seasonality it will be . For example, a destination focused on bathing tourism will have a peak during summer and a low season during winter.

What tour operators should understand is that seasonality in tourism is cyclic . It’s fundamental that tour operators learn the visitors’ patterns to better plan their business and put strategies in place to fight back the off-season.

How to overcome seasonality in tourism?

Seasonality cannot be eliminated, but it can be eased . With the right strategies, tour operators can generate demand even when tourist flow is at its lowest.

Here you go six strategies that you can implement during the off-season to attract more guests.

1. Target slow travelers

There is one type of traveler that prefers visiting destinations during the off-season. They are called slow travelers , and there is a reason for that.

A slow traveler is someone who is seeking a deep connection to local people, culture, food, music, history and nature when traveling. In order to create this connection they usually stay longer periods at a destination while avoiding crowds of tourists and visiting off the beaten track attractions.

This group of travelers includes digital nomads , retired people and young people who are enjoying a sabbatical year.

Creating a slow travel product is a great way to generate demand during the off-season. That could be an experience that involves the local community and nature, and also adds a layer of culture to connect the traveler with the destination.

For example, if you work with food tours you can create an experience that brings travelers to meet the local producers and learn traditional recipes directly from locals.

2. Attract locals

What is a better solution to overcome seasonality in tourism than targeting your local community ?

Domestic tourism has grown since the pandemic. During travel restrictions, people have re-discovered their destination and local attractions. Furthermore, this is a niche that is less affected by fluctuations on demand. The reason is simple, the group you are targeting lives in the same place as you work.

Selling to locals is relatively simple. They have the same desires and needs as the travelers you usually target. They also want to live an unforgettable experience , even though it’s one block away from their homes.

In order to attract locals’ attention you should create experiences that have something more than your regular tours. That could be:

• A birthday experience
• A bachelor party experience
• Team-building activities
• A tour focused on families
• A pet-friendly tour

Celebrations don’t have to be labeled with food and drinks, spice things up with adrenaline!

3. Offer discounts and promotions

Be innovative! Nobody wants to see identical promotions year after year. That doesn’t mean that you can’t use other companies’ ideas, but upgrade them! Make them better.

Reward every purchase made during the peak season with a free voucher that buyers can redeem during the low season. Send it to your client’s email and make sure to remind them about their voucher a few weeks before the tour.

When bookings slow down, you can provide coupons and gift vouchers for your tours and activities. Make sure to offer limited-time promotions (e.g. available only for a week). Promotions with an expiration date will create a sense of urgency which yields better results!

Aside from discounts, you can also offer referral rewards. Refer-A-Friend Program is a great way to retain travelers and reach out to more clients. For a limited time, you can even double the referral program for your tour and activity business. For example, the first 10 customers get a free tour (up to $8 each) for 2 persons.

4. Redesign your tours

When was the last time you added a new activity to your portfolio?

To attract guests during the off-season you can adapt your tours depending on the time of the year. For example, during February you can create Valentine’s Day experience to attract couples and during October you can offer a Halloween tour aimed at horror enthusiasts.

An interesting fact is that senior travelers love to travel during the off-season. So, you can design or modify some of your tours to create an experience that suits this audience.

You should think out of the box if you want to stand out and beat seasonality in tourism. Innovative experiences draw attention and can generate demand all year long.

5. Invest in a digital product

A new modality of travel product that has risen during the pandemic is virtual tours .

They were so popular during this period that OTA’s such as Get your Guide , Airbnb and Viator have launched a section on their websites dedicated to them.

There are four main categories of virtual tours:

Pre-recorded tours

You can create this product by recording your tours and selling them online. Make sure that the guide who will present the tour is charismatic and has great storytelling.

Live stream tours

Have you ever watched a live stream on Instagram or another platform? So, this is the same experience. The difference from pre-recorded tours is that this category is interactive. To create a live tour all you need is internet connection and a platform, such as Google Hangouts or Zoom.

Semi-immersive tours

This is a mix between a virtual tour and a real experience. Products in this category usually have a virtual component (e.g. pre-recorded tour) linked to a physical element. This element can be something delivered to the customers’ homes or something they can purchase themselves to prepare for the tour.

This is an experience similar to Google Street View. This type of tour is great for museums and other immersive attractions. Just remember that you need a special camera to record videos in a 360 format.

The great advantage of creating a virtual product is that you can sell it all year round. Yes, they are immune to seasonality in tourism. Virtual tours are also easy to distribute and they work as a great marketing tool.

6. Partner with local businesses

Boost sales during the low season by forming partnerships with local businesses that are not in the travel industry . This way you can cross-promote each other during a period where you are not selling much but your partner is, and vice versa.

For example, if you offer trekking tours, you can give a coupon to your guests to buy at the local sports store. On the other hand, clients that buy in this store can get a coupon to enjoy your tour. You can do something similar with a restaurant or delicatessen if you offer food tours.

What to do with your extra time?

The strategies listed above can help you raise your booking numbers and fight back against seasonality in tourism. But regardless of your efforts, the tourist flow will not be the same as in the peak season.

Anyway, don’t stand idly by . Use the extra time you have during the low season to put your business in order and to prepare for the peak season that will approach.

• Start blogging

One of the proven ways to maintain relevance as a tour operator is by having a blog . On it, you can publish content that :

• Has year-round usefulness for travelers. 
• Brings traffic to your website.

Don’t stop publishing your great articles in the low season, assuming no one is reading!

Just because travelers can’t go for a trip, doesn’t mean they won’t be interested in the information you have to give. Maybe they will look for inspiration for the next season or travel on your blog.

• Post on social media

It’s important to stay in contact with your followers and past customers throughout the entire year.

Use your social media accounts to inform your audience about important changes in your business, the release of new products and to give updates and fun facts about your destination.

An engaged audience helps your business stay top of mind during the high season. Don’t stop communicating during the low season, because your competitors aren’t.

Grow your email list

If you don’t have an email list of your past and potential guests, the low season is the best time to start one.

Email marketing is one of the cheapest and most effective marketing strategies. Spending your free time building an email list will save you a couple of bucks when the peak season arrives.

• Gather and publish reviews from past guests

There’s no better way to get to know your travelers than by asking them a few questions. So, use the low season to perform a customer satisfaction survey and collect feedback from them.

You can include questions about what they would like to experience at your destination and create new offers based on their feedback.

Finally, ask your past guests to leave you a review on Google, TripAdvisor , Facebook and any other relevant review platform to your business.

• Update your website

I know… dealing with a website can be overwhelming, but it’s necessary , unless you want to continue paying abusive commissions to OTA’s.

A well-built website with a Book Now Button not only helps your sales during the peak season but also gives you extra bookings during the low season.

If you are interested in direct online sales we can help you with that.

Seasonality in tourism is an issue, but not the end of the world. The best way to deal with it is to learn when your destination receives fewer visitors and adapt your business to this period.

In this article, we listed a few strategies you can use to generate demand during the low season:

• Target slow travelers
• Attract locals
• Offer discounts and promotions
• Redesign your tours
• Invest in a digital product
• Partner with local businesses

Also, use the low season to:

If you want to learn more about advertising your tour business, download now our ebook “Low Budget Digital Marketing Strategies for Tour Operators.”

ORIOLY on October 28, 2022

by Felipe Fonseca

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