Trump’s Tariffs

Unless you’ve been off-grid, you’ll have seen the headlines about Trump’s new tariffs dominating global news. These measures have sent shockwaves through the international economy and may lead to reduced expendable income for Americans. This matters because American visitors are not only among the most enthusiastic about British culture - but they also tend to stay longer and spend more than most other international guests. A drop in their expendable income could mean fewer visits and a notable impact on UK tourism. 

Visit Britain’s budget slash

Tourism promotion in the UK is also under pressure. Nick de Bois recently shared via Linkedin that Visit Britain’s marketing budget has been slashed by 40%, citing this Daily Mail article (view). Their high-profile film and TV campaign, which launched with an £8 million investment from January to March, is now on hold. The total budget has been cut from £18.5 million to around £10 million - despite a new target to increase international visitors from 30 million to 50 million. It’s a classic case of being asked to do more with significantly less.

And this isn’t just a London problem. While it’s easy to assume that only major cities will feel the impact, many heritage and regional attractions across the UK rely heavily on international guests. A reduction in overseas tourism means lower footfall, reduced revenue, and diminished secondary spend - especially during key holiday periods like summer.  

At Navigate, we deliver the strategies and/or acquisition marketing for around 5% of paid visits to UK attractions. Our clients - who collectively welcome over 10 million visitors annually - consistently outperform industry averages. Here are a few key strategies we are collaborating with them on for the year ahead. 

We’ve seen time and again that digital advertising delivers the highest return in the marketing mix. Almost every organisation we have ever come across has room for improvement here - and often, significant potential for boosting revenue. 

Optimising your digital ad strategy can boost reach, engagement, and ultimately, visitor numbers and income.

With international visitors potentially in flux, our major focus needs to be domestic audiences. And although UK households are also feeling the pinch, with tax increases and higher living costs, this can create an opportunity: more families may consider staying closer to home, couples might explore a weekend break in our British cities, coast or countryside, and groups of friends might be compelled to get together here, rather than abroad.

By encouraging domestic tourism, whether for main holidays or weekend escapes - we can tap into a wider pool of potential visitors. So let's consider reverting to our staycation campaign approach, and compel British leisure and holiday seekers to explore their own country.

Many attractions are rethinking their pricing. Dynamic pricing has proven to enable organisations to capitalise during peak periods and generate significantly more revenue during holiday periods. However, there’s also a different approach that could be taken when viewing ticket income and secondary spend together. 

One attraction I spoke to last week, is even considering halving its ticket price, but believes they will maintain revenue with increased footfall and secondary spend. In my opinion, both of these strategies can work for the same organisation at different times of the year, so don’t be afraid of reassessing your pricing strategy and getting a bit creative. 

While summer is key, don’t overlook the ‘shoulder seasons’. September and October last year were glorious. As school holidays end and crowds thin out, many would still welcome the chance for a peaceful getaway. That means, get smart about who you want to attract during these months. 

Start building those campaigns, ideas, packages now and set targets a little higher. Get planning now to make this autumn your best ever.

Christmas doesn’t need to end on the 25th. In fact, some of the most successful attractions extend their winter programming well into January. Take inspiration from places like the Lost Gardens of Heligan, whose enchanting ‘Night Garden’ experience drew large crowds in the new year. 

Winter festivals don’t have to centre solely on Father Christmas - think frost-covered walks, cosy lights, and magical atmospheres.

As unfair as it seems, we might be in a position where we don't see some of our most valuable international visitors this year. Fear not, the above strategies, properly executed will see you through, and help you grow. 

By focusing on digital advertising, getting creative with pricing, and shifting our seasonal approach, there’s still great potential to grow visitors and income for your attraction in 2025. Good luck, and if you need support navigating these changes, you know where to find us.