Grassroots marketing for tour and activity businesses.
You don’t need a massive ad budget or a trendy TikTok dance to get people through your doors (or onto your boat, bus, or back-alley food tour). What do you need? A bit of creativity, a dash of charm, and the kind of ideas that make people say, “Oh, that’s clever – I’m telling my pals.”
This isn’t marketing for the masses. It’s the old-school, boots-on-the-ground, ‘my gran would love this’ ideas. And it works – especially if you’re a tour operator, ferry company, or city sightseeing business that wants to grow without becoming a walking billboard.
Here are some real-world ideas you can nick.
Happy hour on the water (or wheels)
Best for: Ferries, boat tours, hop-on-hop-off buses
Budget: Medium
Have a quiet weekday? Call it a happy hour and invite your locals. Two-for-ones, a cheeky free drink, maybe even live music if you know a guy with a guitar and a dream.
It’s perfect for celebrating an anniversary or just showing your community you appreciate them more than yet another TripAdvisor review about seagulls. Bonus: your team gets to show off their customer charm without the pressure of peak season crowds.
Top tip: Let your staff bring a plus one. Good vibes spread faster that way.
A handwritten recipe card in the post
Best for: Food tours, cultural experiences
Budget: Low
Everyone loves getting post that isn’t a bill. So why not send past guests a handwritten note with a recipe card from your tour? Throw in a spice sachet if you’re feeling fancy.
It’s small, personal, and wildly memorable. And no one ever forgets the person who taught them how to make proper shakshuka or a banging spice rub.
Time-saving tip: Write one version, photocopy the card, and just sign with flair.
Other ways to do it, by tour type:
- Boat or ferry operators: send a local drinks recipe (e.g. a “harbour sunset” cocktail) or a fun nautical term cheat sheet – “how to speak like a salty sea dog”
- Walking tours: include a tiny printed map of your guide’s favourite local spots and a short note like “Still dreaming of that bakery? Us too.”
- Cultural or history tours: send a trivia card with a curious fact from the tour and a hand-scribbled challenge: “Bet your mates don’t know this one…”
- Hop-on-hop-off: send a simple “day in the city” itinerary using your stops with a handwritten recommendation or two – bonus points for adding something seasonal
Gift a price freeze
Best for: Any local-friendly business
Budget: Low-medium
Let’s be honest, prices are going up faster than your blood pressure during a no-show. But instead of apologising, turn it into a win. Tell your locals and return customers: We’re freezing your price.
It makes you look generous and human, which is more than we can say for most airline pricing these days.
Bonus points: Give them a little paper loyalty card. It’s old-school, charming, and way more satisfying than an app.
Partner with your neighbourhood
Best for: City-based tours
Budget: Low
You’re not an island (unless you literally are, in which case – hi, nice ferry you’ve got). Team up with your neighbours – cafés, museums, bike hires – and create a shared flyer or small locals’ deal.
It gives everyone a reason to recommend each other. And nothing says grassroots like handing someone a piece of paper and watching them actually read it.
Reward people who talk about you
Best for: All operators
Budget: Very low
That guest who posted a selfie on your boat with the wind ruining their hair? Hero. The one who left a glowing review even though it rained the whole time? Legend.
Pick a few people each month and send them a small thank you – a free ticket, a local goodie, or just a shoutout. Recognition goes a long way. Plus, they’ll probably talk about that too.
Handwritten letters to your top 20 guests
Best for: Owner-led businesses or teams that like pens
Budget: Time
This one’s got serious “you matter to us” energy. Once a year, sit down with a cuppa and write to your top guests. Mention something specific. Make it human. If you’ve got nice handwriting, show it off. If not, that’s what lined paper is for.
Include a return offer, a photo, or even just a reminder that you remember them, not just their booking number.
Window displays & chalkboards still work
Best for: Walking tours, city routes
Budget: Low
Sandwich boards aren’t dead. In fact, they’re having a ‘moment’ – especially if you’ve got a bit of wit. Try:
“This tour has snacks. That’s it. That’s the pitch.”
“Rain or shine – mostly rain, to be honest – we’re walking today.”
Plant your board outside a partner café or a nearby meeting point. Make passers-by laugh, and they’re more likely to book. Or at least look you up and think about it in the bath later.
Leave a trail
Best for: Scavenger hunts, walking tours, family-friendly things
Budget: Low
Hide postcards or clue cards around town. Before or after your tour, send guests on a mini scavenger hunt. Offer a reward if they collect all the cards: a discount, a badge, or a high five.
It creates buzz and gives people a reason to hang around your neighbourhood a little longer.
Final thoughts
Grassroots marketing doesn’t need to be flashy. It needs to feel good for you, your team, and your guests. When someone says, “That was unexpected, and I loved it,” you’ve done it right.
Pick one idea. Try it. Laugh when it goes a bit wrong. Tweak it. Try again. That’s how the best stuff starts.
Looking for more marketing ideas?
This article was written by our VP of Marketing, Jessica, as part of our practical marketing advice for tour and activity operators.
From email campaigns and direct bookings to content, customer behaviour and the occasional “why are we still sending this?” moment, we share ideas based on the things tourism marketers are actually working on.
Explore more marketing advice for tour operators →