Marketing Planning Tips for 2027 - Tourism, Arts, Events

There's no denying there have been changes to the tourism industry this year. This general uncertainty isn't just reflected in customer buying behaviour but in the way marketing managers are having to navigate the planning process when it comes to campaigns.

Here's our take - you might find this useful as you prepare for next year. 

Confidence creates bookings. 
In a landscape where visitors still want memorable experiences and still have money to spend but need reassurance to commit, the key is to remove uncertainty and to clearly communicate value and experience. You need to make their decision to book feel worthwhile. Make sure all your messaging reflects this. We've got pointers on how to apply this to your printed assets below. 
 
Approach print and digital as one continuous experience, not separate channels. 
A strong print campaign will spark interest and drive people to your website or booking page - but that's only half the story. If your campaign aim is to generate bookings, you want those visitors to complete their booking, not abandon it before completing checkout. So, make sure that whole journey is simple, clear and creates confidence. Don't leave them wondering about the details and wandering away from that final 'book now' button. 

Highlight what's new 
It seems that the attractions, venues and events that have been doing well this year are the ones with something new and refreshing to offer. It doesn't have to be something huge, just something your visitors are going to want to come back for. Time limited features and special events also work well. 

Keep reaching new audiences
It's not enough to convert the audience you already have when they're ready to book; you need to keep reaching new audiences throughout the year. That means maintaining visibility, even if people aren't booking as far in advance as they used to.

A presence in our extensive network of high-footfall display venues is ideal for this.  

Timeliness creates action
Visitors are making decisions later than ever, often in response to weather, global events or general confidence. To stay front‑of‑mind, a great strategy is to boost your early‑season leaflet visibility (above) with reactive, quick‑turnaround campaigns such as digital posters or door drops that can highlight a special event or seasonal offer. 

Treat your leaflet as a conversion asset, not just a brochure.
The job of your printed assets is to bridge offline discovery with online engagement and action such as booking tickets. For 2027, design with clarity and purpose: 
 - Fresh looks get you noticed: don't just use this year's design. 
- Use a clean, striking image that fits the portrait DL or A5 format naturally. Don't try and fit your hero image into a space that doesn't work! 
- Choose imagery that clearly communicates the customer experience. 
- Keep your brand concise and visible at the top. 
- Clearly communicate offers so the value is instantly recognised: ‘Save £20' will convert better than ‘save 20%' - even if the saving is the same. 
- Reduce word count and increase visual storytelling. 
- Point visitors to your website for full details: your leaflet should inspire, not overwhelm. 
- Leave room for surprise - don't give everything away.

If you'd like to explore how Glide can help you meet your marketing goals in 2027, we would be happy to tell you more. Contact Dom on dominic@glidemedia.co.uk or call direct on 01242 801344 for a pressure-free strategy chat or a no-obligation quote. 

About Glide 
Glide Media have over 20 years' experience in the tourism, arts & culture and event advertising world. This, together with our high impact print and digital display points and promotions, has helped us become one of the leaders in the field across the South West and West Midlands.