2019 is not the benchmark. Let it go.

I still hear people comparing visitor numbers, revenue, and engagement to 2019. As if 2019 was some golden age. As if we’ll just “get back” to it one day. But 2019 was six years ago. Whole lifetimes have passed since then. There are children in primary school who were born after 2019. You’re trying to compare today’s reality to a world that no longer exists. A world before the pandemic, before the cost-of-living crisis, before TikTok decided the song you’ll have in your head for a week.

It’s like still measuring your fitness against the time you ran a half marathon in your twenties, despite the fact that now, when you bend down to tie your shoes, you make a noise that sounds like a radiator being slowly bled.

So let’s talk about the world as it is now.

Consumer spending: you’re competing with netflix and takeaways

According to NimbleFins, when it comes to annual split of money, households now spend:

7% of their budget on restaurants and hotels

4% on package holidays

6% on recreation and culture - which also includes gyms (recreation?!), pet care, and TV too

So when it comes to the markets and sectors we work in, a maximum of 15% (but if we're honest, it's more likely a fair bit lower than that), is what we're playing for. The more we can do to increase our share of the pie, that better!

For the first time, online platforms are as popular as TV and newspapers for news consumption. More people turn to social media for recommendations. TikTok is now a search engine. People don’t just Google “best places to visit in Devon” anymore. They search “cool hidden spots” on TikTok and book the first thing they see with an upbeat soundtrack.

And yet, some tourism businesses still think a decent website is optional and that digital advertising is a luxury, hoping that “word of mouth” will carry them through. Meanwhile, their potential visitors are scrolling past them, booking somewhere else.

Searches for "hotels tonight" or "attractions tomorrow" have surged over 500% on Google in recent years. That’s not people planning a thoughtful, well-researched trip. That’s people going, “Sod it, let’s do something”, and booking whatever’s easiest. Why? Costs? Weather? Flexibility? All three?

If your booking process is clunky, slow, or only works on a desktop, congratulations. You’ve lost them. People expect the Amazon, Uber, and Deliveroo experience in every transaction. Immediate, frictionless, dopamine-fuelled booking gratification.

Despite financial pressures, people still pay for what they truly value. Premium theatre seats still sell out first. People drop hundreds, sometimes thousands, on concert tickets. Parents will spend absurd amounts making sure their children have memorable experiences, even if it means living off beige freezer food for a month.

The lesson? It’s not about price, it’s about your value. If you create something exclusive, personal, and valuable, then people will pay for it. If you’re offering the same generic day out as everyone else, you’re playing the wrong game.

1. Define what makes you worth leaving the house for

You’re not just competing with other attractions. You’re competing with the entire concept of staying at home.

What makes your experience genuinely special?

Why should someone visit you instead of binge-watching a series in their pyjamas?

What’s the emotional connection that makes you unforgettable?

If you don’t have clear answers to those questions, don’t be surprised when visitors don’t either. Take some time to reflect on this, look at competitors (and there are many growing by the day). Take stock, and ask people’s thoughts and reflect on what they say.

2. Create scarcity and demand

Scarcity creates desire. Limited-time events, exclusive tours, secret experiences, people love feeling like they’ve discovered something special.

Example: When I worked at the National Marine Aquarium, peak visits were in rainy school holidays. But costs ran all year. So we created night-time yoga by the tanks, sleepovers, fine-dining experiences, using the same space, in a totally new way. This led to marketing in different ways, bringing in new audiences, and converting them to our core products.

Think: What underused spaces or assets do you have? What exclusive experiences could you offer?

3. Invest in digital marketing (because your audience is already there)

Your audience is online, scrolling social feeds, watching videos, actively searching for things to do.

a) Targeted digital ads work better than outdated traditional advertising.

b) Retargeting keeps you top of mind for potential visitors.

c) Short-form video content is essential. If you’re not doing it, you’re invisible to half your audience.

And if you’ve ever thought, “I love that billboard advert”, remember: you don’t need to buy one. Just Photoshop your idea onto a billboard and use it as a post online. That’s free engagement.  And yes, I know there are other areas you could spend your money, but if you’ve not exhausted the core digital marketing channel, then why?

4. Track what works. Stop wasting money on what doesn’t.

If you can’t measure it, you can’t improve it. And yet, many tourism businesses still rely on gut instinct. Gut instinct is vital, you no doubt know your business better than anyone, but it’ll only get you so far.

a) Use Google Analytics to see where visitors drop off your site.

b) Test different ads and content to see what converts best.

c) If a channel isn’t performing, change it. Don’t throw money at something just because “we’ve always done it this way.”

We’ve been helping visitor brands improve their tracking across their channels, if you need help, let us know. 

The old tourism landscape is gone. Stop wishing it would come back. It’s 2025 and there are exciting opportunities you can make the most of.

2019 is over. Stop measuring success against a world that no longer exists.

Digital expectations are higher than ever. If your online experience isn’t seamless, you’re losing visitors before they even consider booking.

Price isn’t the issue. Value is. People will pay for things they truly care about.

Marketing that can’t be tracked is marketing that isn’t working. If you don’t know what you’re getting for you money, you’re probably wasting budget.

Adaptability wins. The businesses that embrace change, experiment, and innovate will thrive. The ones waiting for things to “return to normal” will be left behind.

And as my granddad used to say, “Look after the pennies, and the pounds will look after themselves.” In tourism marketing, the same applies: focus on the details, track what works, and the revenue will follow.

We work with the innovators, the attractions shaping the future of tourism. Our clients don’t just follow trends, they set them. 

Together, we grow audiences, unlock new revenue streams, and welcome 5% of the UK’s paid visitors through their doors. From strategic planning to hands-on marketing execution, we help them thrive in a fast-changing landscape. If you want to find out how we can help, or just ask for advice on where things are going, reach out below.