How to research local tourism trends and seasonality

To understand your market, you need to find out who visits your area, when they visit, and why. The best way to start is by checking the official visitor website for your region (like Visit Cornwall or Visit Peak District) for data and looking at the pricing and booking calendars of your direct competitors to see their peak times. This research is the foundation for your pricing, marketing, and even your staffing plans.

Why This Research is Your Secret Weapon

Guessing when you’ll be busy is a recipe for stress and lost income. Solid research helps you make informed decisions that directly impact your bottom line. For example, knowing that a major festival happens every July allows you to set higher prices and launch marketing campaigns well in advance. Understanding that November is your quietest month means you can plan a special offer to attract locals or schedule important maintenance work.

Getting this right allows you to:

• Maximise your revenue: Charge premium rates during peak demand and create attractive offers for quiet periods.
• Focus your marketing: Target the right people with the right message at the right time.
• Manage your resources: Plan staff rotas, stock levels, and cash flow more effectively.

What to Look For: The When, Who, and Why

Your goal is to build a simple calendar of the year, noting the different seasons and events. Focus on three key areas:

1. Seasonality (The "When"):

• Peak Season: When is the area busiest? This is usually linked to school holidays (summer, Easter, half-terms) and bank holidays.
• Shoulder Seasons: The periods just before and after the peak (e.g., May-June and September-October). The weather can still be good, but there are fewer crowds.
• Off-Peak/Low Season: The quietest time of year, often during the winter months (excluding Christmas and New Year).

2. Visitor Demographics (The "Who"):

Try to get a picture of your typical visitor. Are they families with young children, older couples, solo adventure travellers, or international tourists? Knowing who they are helps you tailor your services to meet their needs.

3. Local Drivers (The "Why"):

What brings people to your specific location? Make a list of all the key attractions and events, such as:

• Annual festivals (music, food, literary)
• Major sporting events or conferences
• Famous landmarks, beaches, or national parks
• Popular local activities (e.g., hiking routes, surfing spots, historical tours)

Where to Find the Answers

You don’t need a huge budget to find this information. Start with these free and accessible sources:

1. Local Tourism Bodies: Your first stop should be the official tourism organisation for your area. This could be a national body like VisitBritain or a more local Destination Management Organisation (DMO). Search for their website and look for an ‘Insights’, ‘Data’, or ‘Research’ section. They often publish free reports on visitor numbers and trends.
2. Competitor Analysis: This is one of the most powerful tools. Look at the websites of 5-10 similar businesses in your area. Check their online booking calendars for the next 12 months. When are their prices highest? When are they sold out? This gives you a real-world map of local demand.
3. Council and Event Websites: Check your local council’s website for calendars of events. Look up the websites for major local venues, theatres, and attractions to see what’s planned for the year ahead.
4. Talk to People: Speak to other local business owners. Ask the person running the local cafe or shop when their busiest times are. Their on-the-ground knowledge is invaluable.