How to promote to VFR visitors

Last week I talked about people who don’t necessarily think of themselves as visitors, but who’re essential to our visitor economy – friends and relatives who come to your area and business for a gathering, celebration or just to meet up.

Promoting to these people is a little different as you’re not really promoting to them, but rather to the hosts and local people thinking where to go for lunch, or which activities to plan, or how to accommodate everyone without any family arguments.

The first step is to make it clear and obvious that you’re a good choice for them. This could include saying this on your website or showing photos on your social media of people enjoying time together with captions like: xxx business – perfect for family catch-ups.

Your marketing should include some of the reasons why people might come to you. For example, I’ve worked with a large venue who started to attract more business by simply adding a section on their website saying they cater for funerals and end of life memorials.

Actively suggest things that small groups of people can do together. Remember that many VFR visits take place out of season so offer appropriate activities. 

You need to be visible in the places where locals look: this could be local community facebook groups, on local posters, small add in local publications. You might like to sponsor a local community event (often low cost but with a big impact).