Ok, we know what you’re thinking: wait, wasn’t it just 4th of July?
Even for the most diligent planners among us, it’s hard to carve out the time to sit down and figure out an entire year’s worth of marketing campaigns, events, and budgeting needs.
And we would argue that you don’t have to plan your specific ideas that far in advance. But, you do have to start thinking about where your dollars will be going. That way, you can ensure your budget allows you to expand on your most important channels, experiment with different angles, and jump on new trends.
To help you get started, here’s our list of the important elements that should be included in your 2025 marketing plan…. elements that are easy to look over but are so important to include.
Call them offbeat, or maybe a little broad, but always make sure they have a spot.
1. Exploring New Social Media Tactics
In the travel industry, social media will always be a core component of your marketing plan. So allocate a portion of your budget specifically for social ads, and leave yourself some wriggle room for experimenting on new platforms.
Plus, if you’re interested in expanding your audience, 2025 may be your year to dive into influencer marketing. If you identify influencers who align with your brand and core values and already have a genuine connection with their followers, then you’ll want to have cash set aside to partner with them. Keep in mind that influencers will not only have to be compensated for their time, but may also expect meals, travel, and accommodations if they’re coming in from out of town.
2. Original Content Creation
Creating original content helps establish your authority and connect with your audience on a deeper level. While there’s value in recycling your top performing content, you should always invest in continually creating new articles and website copy.
Getting it done right, with engaging writing, visuals, and helpful information, requires research, time, and yes, dollars. The trick is to be useful and to be consistent.. that way folks keep coming back for more. So factor quality content creation into your 2025 marketing plan for sure.
3. Building Out Your Assets
A well-stocked asset library can streamline your marketing efforts and ensure you always have high-quality photos, videos, TikTok captions, and blog posts on hand.
In tourism, professional photography and videography is an ongoing endeavor. You’ll always need new action shots to showcase the unique aspects of your tours. High-quality images can make a significant impact on your website, social media, and advertising materials. Consider hiring a photographer or partnering with local creatives to build a diverse library of images that reflect the various experiences your tours offer.
Video content is also incredibly impactful on your social channels, website, and even screens throughout your storefront. 2025 will call for new promotional videos, testimonials, behind-the-scenes clips, and highlights. So plan accordingly.
And keep in mind, media isn’t your only asset. If you can form a loyal community around your brand, that’s one of the best assets you could ask for. Create and nurture a space where past and potential travelers can connect, share their experiences, and interact with your brand – both physically and digitally, ideally. This could look like a dedicated Facebook group, a forum, or maintaining an active presence at local events.
4. Growing Your Email List (the right way)
Email marketing remains a powerful tool for maintaining relationships with potential and past customers. Run a campaign focused on growing your newsletter list, offering incentives such as exclusive travel tips, special offers, or entry into contests. A well-maintained email list can drive repeat bookings and keep your audience informed about new tours and promotions.
If you’ve been passively collecting emails on your website, then it’s time to level-up your approach. Social campaigns and banner ads are just a couple of great ways to draw attention to your newsletter and content.
5. Idea Testing
To ensure your marketing efforts are as effective as possible, it’s essential to continuously test and refine your strategies.
Innovation is key to staying relevant. Set aside a portion of your budget for testing new social media strategies or platforms. Whether it’s experimenting with new ad formats, exploring emerging social networks, or trying out different content styles, giving yourself the freedom to test new ideas can lead to exciting discoveries and more effective campaigns.
Allocate resources—both time and budget—to experimenting with new ideas and innovative approaches. Whether it’s incorporating new tech, exploring different marketing channels, or developing unconventional content, pushing the envelope can set your brand apart from competitors and capture the attention of your target audience.
And of course, don’t forget about A/B testing. A/B experiments are still one of the best ways to trial run new ideas, and deserve their own spot in your budget. Even if you’re happy with how your existing ads, landing pages, and newsletters are performing, there will always be opportunities to tweak and improve. And you’ll want to change out your content to stay current and avoid ad blindness.
It’s a low risk way of trying out new ideas or hypotheses to find out if they’ll actually positively impact your revenue. Conducting these tests allows you to gather data on what resonates most with your audience and optimize your campaigns.
We recommend that you regularly schedule A/B tests throughout the year to keep your marketing efforts sharp and effective. Work A/B testing into your marketing budget now, so you’re not constrained next year.
6. Convention Marketing
Industry events and conventions will remain an excellent way to network and generate leads. And we don’t mean just showing up: to really make an impact, you’ll want to launch targeted ad campaigns before and after the event, as well as invest in sprucing up your pop-ups, giveaways, and other materials to keep your booth attractive and fresh.
7. Strengthening Your Partnerships
Collaborate with local businesses, travel bloggers, and industry experts to create unique content that highlights your tours. These partnerships can provide valuable exposure and add credibility to your marketing efforts.
8. Giving Local Campaigns A “Go” During Slower Seasons
During slower periods, focus on local campaigns that can drive bookings from residents and nearby travelers. Work with your convention and visitors bureau to promote special offers or events that may attract local interest and keep your tours top of mind. You probably already know which weeks are typically slow for you, so you can plan ahead of time.
9. Traditional Marketing
Don’t sleep on the power good old-fashioned physical presence. While your digital marketing strategy is as crucial as ever, traditional marketing methods still play an important role in your overall brand perception and reach.
Print ads, such as brochures, flyers, and magazines, can complement your digital efforts. Ensure that your print materials are visually appealing and up-to-date with current information. Regularly review and update your print ads to reflect changes in your tours, pricing, or branding. Outdated materials can give the impression of a company that is not keeping up with industry trends, so maintaining current and relevant content is essential.
Don’t be afraid to reconsider your ad placements. If you’ve been in the same publication for a year or two, it could be time to switch things up.
And when it comes to high-dollar marketing like billboards and TV ads, don’t get complacent. Your ads will inevitably fade into the background if you let the same imagery and videos rollover year to year. Plan a refresh into your budget now so you have no excuses when your contract renews in a few months.
10. Buying Into One New Thing
Identify and invest in one new marketing tool, platform, or technology each year. If you’ve been meaning to try an advanced analytics tool or experiment with AI, make 2025 your year. Staying ahead of the curve can give you a competitive edge and keep your marketing strategy fresh.
Even if you don’t know what your “one new thing” is yet, we can guarantee, there will be at least one that piques your curiosity in the next 12 months.
2025, We’re Ready for Ya!
As you prepare your marketing plan for next year, incorporating these elements can help ensure that your tour company remains competitive and continues to attract travelers. By leveraging social media, testing new ideas, building a robust asset library, and combining modern and traditional marketing strategies, you’ll be well-positioned to capture the attention of your audience and drive growth.
Start planning now, and make 2025 your most successful year yet!
