Who to Target Each Season: A Month-by-Month Marketing Guide for Tourism Businesses

One of the biggest lessons I’ve learnt working with tourism businesses is that your audience changes throughout the year. The people you should be speaking to in January aren’t the same as those you need to target in August. By adapting your marketing to reflect the season, you’ll make sure your message reaches the right people at the right time. Here’s how I recommend approaching it month by month.

January

At the start of the year, couples without children and retirees are the key audience. Families are often recovering from Christmas, so focus on those with more flexibility and disposable income.

February

If you offer accommodation, February is all about couples. Valentine’s Day is the perfect opportunity to promote romantic breaks, special packages, and cosy experiences.

March and April

Easter means families are your main audience. Highlight family-friendly activities, events, and days out that appeal to both parents and children.

May

Bank holidays and half-term breaks make May a busy month. Families remain a priority, but don’t overlook couples and groups planning short breaks around long weekends.

June

In June, I advise switching the focus back to couples without children and retirees. At the same time, it’s wise to start preparing family-focused campaigns for the school holidays ahead.

July and August

These are the peak family months. Promote family-friendly attractions, experiences, and packages that make the most of the summer holidays.

September

Once schools return, the spotlight moves back to couples without children and retirees. This is the perfect time to promote quieter breaks, peaceful stays, and value-for-money offers.

October

Half-term brings families back into the picture, with Halloween and autumn-themed activities offering extra appeal.

November

As the year draws to a close, attention shifts to Christmas and New Year. Festive packages, events, and seasonal breaks should take centre stage.

December

December is the time to look ahead. Many people begin planning their trips for the following year, so it’s the ideal moment to inspire them with your offering for the next year.

At I Do Social, I help tourism businesses stay ahead by tailoring marketing strategies to seasonal audiences. By shifting your focus throughout the year, you’ll keep your campaigns relevant and maximise bookings.

👉 If you’d like support in planning your seasonal marketing campaigns, get in touch with me at I Do Social – together we’ll make sure your message reaches the right audience at the right time.