Planning Ahead: Why Now’s the Time to Focus on Autumn and Winter Tourism

Turning Misty Mornings and Cosy Nights into Memorable Experiences

As the summer season begins to wind down, the most forward-thinking tourism businesses are already turning their attention to what’s next. Autumn and winter offer tremendous opportunities — not just to extend the season, but to provide something truly special to visitors seeking quieter, more meaningful experiences.

Shifting the Focus: From Summer to Seasonal Strategy

It’s easy to pour all your energy into the peak summer months. But visitors don’t stop travelling when August ends — especially not those drawn to landscapes, culture, and a sense of place.

Autumn’s colours, winter’s calm, and the warm glow of a wood-burning stove can be just as appealing as sunny days and coastal walks. For many returning visitors, the off-season is arguably the most authentic time to visit.

Glenridding Ullswater

What the Data Is Telling Us

VisitScotland’s 2023 Visitor Survey reveals clear behavioural trends:
– Many visitors are booking later, often making decisions at the last minute
– At the same time, loyal guests are already planning for next year
– Experiences rooted in nature, walking, heritage, and high-quality food and drink continue to be key motivations

This blend of short-term spontaneity and long-term loyalty gives tourism businesses a unique chance to shape both immediate campaigns and future demand.

Four Things Tourism Businesses Can Be Doing Now

As summer comes to a close, now is the perfect time to finalise your autumn and winter marketing strategies. Here are four practical actions:

1. Promote Autumn and Winter Availability Early

Ensure availability is visible across your website, social channels, and customer communications. Don’t wait until October to promote October.

2. Create Seasonal Content

Think misty glens, coastal walks, roaring fires, local produce, and festive escapes. Focus on the emotional draw in the quieter months.

Tim Stead House Fire Credit Tim Stead Trust

3. Prioritise Your Loyal Audience

Returning guests are your best audience for off-season travel. Email campaigns with early access or tailored offers can work wonders.

4. Make It Easy to Book

Transparent pricing, flexible options, and a smooth booking experience help remove barriers — particularly for those booking last-minute.

Tell Stories That Resonate

Autumn and winter provide the space for deeper, more personal storytelling. With fewer distractions, there’s a real chance to connect emotionally — to bring your place, people, and purpose to life.

Evocative photography, insider tips, and a warm, knowledgeable voice all help turn browsers into bookers — and visitors into ambassadors.

Barter Books Alnwick

Final Thought

Tourism doesn’t end with summer — it simply changes pace. With the proper planning and a focus on authentic connection, autumn and winter can be your most rewarding seasons yet.

You’ll find more ideas and inspiration at Fiona Drane Marketing. https://www.fionadranemarketing.com/