Tourism is returning to normal but now we have a deeper understanding of just how important the local market can be, it makes strong business sense to continue to market to the local daytrippers and staycationers as much as to the holidaymakers and bucket-list tickers.
Easter, the traditional start of the tourism season, is a great time to start.
Here are 7 ways your visitor attraction can use Easter as a springboard to attract more local and repeat visitors over the coming year.
1. Make discounts and membership prizes part of your Easter Trail
Who says Easter Trails are only for kids! Liven up the grown-ups’ Easter day out with Easter Trail rewards to make their day, too. Instead of (or as well as!) chocolate eggs, your Easter Trail could include on-the-spot perks such as discounts and free entry next time they visit.
To reach new audiences or build your local membership, include bigger prizes such as annual memberships or gift memberships to give away to friends and families.
2. Set up social media-friendly seasonal photo opps
Setting up Easter-themed selfie spots around your VA will benefit you in more ways than one, especially if you offer the chance to win a prize for visitors who share their mascots and irresistible spring flower backdrops.
Firstly, it’s likely that those who share their selfies will follow your VA’s social media account(s), which means more opportunities to reach them via your online marketing throughout the year. Secondly, when your visitors start sharing content about their day out at your VA, they’re doing your marketing for you. Thirdly, make sure you capitalise on all that UGC. Encourage people to use your brand hashtag so you can easily find the content and resurface it now, to attract last-minute Easter visitors, and later, to promote next year’s Easter campaign.
3. Launch a new loyalty programme
If you don’t have a membership scheme that appeals to visitors not quite ready to commit to full-on membership, consider introducing something that bridges the gap between day ticket and annual membership.
This could be anything from ‘Visit five times and get your sixth visit for free’ to ‘25% off your next visit’. Freebies and discounts work a treat, a fact widely understood by the coffee shops, retailers and leisure centres who use similar schemes.
These kinds of schemes aren’t yet widely adopted by VAs, but the start of the peak visitor season is a great time to trail or launch a new loyalty programme.
4. Hand out lucky dip perks for adults on the door
If you’re giving out little Easter treats to the children as they leave, don’t forget their grown-ups! The exit is a great time and place to dish out freebies and discounts, such as free parking, free drinks, discounted entry or even free annual membership, to tempt visitors to return.
5. Invite local schools to attend your Easter festivities
Extend your Easter activities and themed décor into the first few days of the school term and invite local schoolchildren to attend, either with their class or after school with their parents and carers.
This creates an opportunity to use the slower days that follow the Easter holidays to offer discounted membership or push your new loyalty programme via your Easter Trail.
Alternatively, you could host a day for locals that’s heavily discounted or even free if they bring a local friend who’s never been before. Your visitors have a great day out, and your VA gets access to a new local audience.
6. Stock your gift shop with seasonal goodies…
…And make sure locals know about it! Position your VA’s gift shop as a great place to stock up on the sort of Easter bits and pieces that you can’t find in the local supermarket: unique Easter eggs, Easter trail signs aligned with your brand, Easter-themed gift memberships – the sort of goodies that will help your visitors’ Easter displays stand out from the crowd. This approach works better if your membership offers a discount in on-site shops and restaurants.
7. Promote upcoming events and exhibitions on site
Right now it’s all about Easter, but make sure your visitors know that your VA has already planned the next event. The Easter surge is a chance to show that there’s always something new to see, another reason to return to your VA this year.
Take your cue from the museums and galleries more used to rotating exhibitions. Perhaps a guest chef is taking over the restaurant, a seasonal tulip walking trail opening soon, or you’re about to launch a new ride. Whatever it is, make sure it’s clearly advertised across your venue.