Boost bookings year-round by appealing to local customers

Local experiences are having a moment — and they’re here to stay. Travelers aren’t just crossing oceans for adventure anymore; they’re finding it in their own backyards. That shift gives you, the operator, a powerful opportunity to grow right where you are.

By tapping into hometown pride and creating offers that feel fresh and personal, you can turn local residents into loyal customers who return again and again.

In this article, you’ll find simple, creative ways to engage local audiences — from staycation packages to cross-promotions with other businesses in your area.

Why local travel matters to your business

For travelers, exploring close to home offers all the excitement of a getaway — without the long drives, airport lines, or big expenses. That makes local experiences an easy, affordable way to recharge and try something new.

Here’s why people are staying closer to home (and how that benefits you):

• It’s affordable. Without flights or hotels to pay for, travelers can spend more on memorable experiences — like a premium tour, private group booking, or family-friendly add-on.
• It’s flexible. Locals can book a last-minute adventure after work or plan a weekend outing without taking time off.
• It’s familiar. Staying nearby removes barriers like transportation and logistics, making it easy for families, couples, and solo travelers to say “yes” to spontaneous fun.
• It’s family-friendly. Parents love planning quick adventures their kids will remember — and they’ll appreciate operators who make that easy.

Pro tip: Use FareHarbor Reports to identify past customers from your area and re-engage them with exclusive “locals-only” offers.

How to appeal to local customers

You already know there’s strong demand for local experiences — now it’s time to make sure your tours and activities stand out to the people right around you. Whether you’re based in a major city or a smaller destination, attracting locals starts with fresh thinking and community connection.

1. Get creative with your tours

Think about how you can adapt your existing offerings to appeal to locals. Instead of launching something entirely new, small changes can make a big impact.

• Offer shorter or single-day versions of multi-day tours.
• Create “locals-only” events with behind-the-scenes access or themed experiences.
• Design self-guided or bring-your-own options (like bike or walking tours) that encourage flexibility.
• Highlight hidden gems and off-the-beaten-path spots locals might not have discovered yet.

These updates don’t just bring in new customers — they can also generate repeat visits from residents looking for something different each time.

Pro tip: Ask your guides what locals are curious about. They often hear questions and stories that spark great ideas for new experiences.

2. Build staycation packages

Staycations are more than a trend — they’re an opportunity to make your experience part of a complete “mini getaway.” Partner with other businesses to create a full itinerary without travelers ever leaving town.

• Collaborate with restaurants, breweries, or spas to offer bundled deals.
• Partner with local accommodations to provide a “night away” experience — even a nearby home rental can make a staycation feel special.
• Add thoughtful perks like restaurant vouchers, gift cards, or discounts to complement your tours.

These partnerships not only give travelers a reason to book but also strengthen your local business community. If you’re looking for ways to increase the value of each booking, explore ideas for upselling techniques that work across every type of tour.

3. Offer locals-only discounts

Price is a key motivator — especially for spontaneous bookings. Offering special rates for nearby residents helps fill slower days, encourages repeat visits, and creates goodwill in your community.

• Use messaging like “special rate for locals” or “exclusive to residents.”
• Promote through email campaigns and social media, focusing on followers within driving distance.
• Include a referral incentive, like a “bring a friend” discount, to expand your reach organically.

Pro tip: Use your FareHarbor Reports to find previous local customers and re-engage them with a “locals-first” campaign. For more ideas, check out our discount strategies that drive year-round bookings.

4. Be active in your community

Your neighbors are your best marketing channel. When you show up and contribute locally, you build awareness that no paid ad can match.

• Sponsor local events, charity runs, or festivals.
• Distribute flyers or postcards at coffee shops, parks, and community centers.
• Join your local visitors bureau or chamber of commerce to network with other local businesses.

Pro tip: Tag your city and community partners on social media posts — these small connections can lead to bigger collaborations. And when you’re ready to reach nearby travelers beyond your immediate network, the FareHarbor Distribution Network (FHDN) can help you expand your visibility across trusted partners and regional channels.

5. Take it digital

Your online presence matters just as much for local visibility as it does for tourists. Use your website, email list, and social media channels to make sure locals can easily find and book your experiences.

• Update your Google Business Profile with local keywords and posts.
• Use geo-targeted ads to reach nearby audiences.
• Share behind-the-scenes content and highlight your involvement in community events.

To reach even more local bookers online, follow these digital marketing strategies tailored for tourism businesses.

Keep building your local audience

Appealing to local customers isn’t just a short-term strategy — it’s a smart way to build stability and grow year-round revenue. Locals can become your most loyal advocates, especially when you stay visible, keep your offerings fresh, and continue showing up for your community.

Even small changes — like running a locals-only promotion, partnering with nearby businesses, or listing your experiences through the FareHarbor Distribution Network (FHDN) — can have a lasting impact on your bookings.

Remember, consistency matters. The more you nurture local relationships now, the stronger your foundation will be when traveler trends shift again.

Discover more ways FareHarbor can help you grow — from marketing insights to booking management tools that make it easy to attract and retain customers. Book a demo today.