It’s Time to Think About Autumn

It’s easy to get caught up in the joy of summer — and I’ll admit, there’s nothing better than swimming in the warmer waters at Lindean Loch or in the sea , watching the sunlight dance across the surface. But as any seasoned tourism business knows, while we’re enjoying the sunshine, we also need to be thinking ahead.

Because, like the seasons in Scotland, booking patterns change fast.

Before we know it, the leaves will start to turn, the lochs will chill, and visitors will be seeking a different kind of escape – one wrapped in blankets, rich autumn colours, and steaming mugs of something warm.

So, how can you make autumn work harder for your tourism business?

Sell the Season: Romance the Reality

Autumn in Scotland is magic. The golden bracken, misty mornings, russet trees, and big skies are a dream for walkers, photographers, and anyone needing a slower pace. Use this in your marketing – talk about what makes your local area stunning at this time of year. Think dark skies, harvest colours, and roaring fires. Paint the picture.

Promote Dark Skies & Cosy Nights

Scotland’s long autumn nights bring a unique selling point: the stars. If you’re in a dark sky area, shout about it. Mention stargazing opportunities, telescope hire, or even suggest apps like Star Walk to help guests explore the night sky from the garden.

Partner Up for Experiences

Work with local attractions, events, and eateries to build an irresistible off-peak offer. Autumn is rich in seasonal food and local events – think food festivals, foraging walks, or open studios. A collaboration with a local cafe or gallery could provide added value and attract more bookings.

Feature Food & Warmth

Highlight hearty local dishes in your welcome packs or guest recommendations. Autumn is the perfect time to showcase Scotland’s larder – from game to seafood to homemade puddings. Include places with a fireplace or a good selection of comfort food.

Afternoon tea

Remind Regulars – and Reward Them

Use your database wisely. Autumn is an ideal time to reconnect with past guests, especially those who prioritise peace over the peak-season buzz. Offer incentives or packages that encourage a return visit: longer stays for less, midweek discounts, or seasonal treats.

As much as I love my summer swims, I also love Scotland’s rhythm – and autumn has so much potential for businesses willing to lean into it.

Now’s the time to plan, prep, and promote – so when the days grow shorter, your bookings don’t.

If you’d like help shaping your autumn marketing – from messaging to partnerships – I’d be happy to chat. And if you’d like seasonal tips and ideas straight to your inbox, you can sign up to my newsletter here: https://www.fionadranemarketing.com/newsletter