Turning Seasons into Stories: How to Attract Year-Round Visitors to Your Tourism Business

Glencoe

Scotland is incredible in summer — there’s no denying it. But there’s a different kind of magic in the shoulder and winter seasons:

• Golden autumns that set the hills ablaze

• Frosty mornings and candle-lit evenings in cosy cabins

• Wind-whipped walks, stargazing skies, the comfort of coming in from the cold

• Wildlife that’s most visible in the quiet months

• A sense of solitude and slowness you just can’t buy in July

More and more travellers are seeking slower, more intentional experiences with fewer crowds, deeper connections and more meaningful stories. And this is exactly what off-season Scotland offers.

Common Marketing Struggles I See in Tourism Businesses

• Relying on peak-season imagery all year long

• Not knowing how to position winter as a draw

• Struggling to maintain visibility on social media outside of summer

• No clear strategy for attracting repeat or off-peak guests

• A website that doesn’t reflect how special the place feels

• Overwhelm around where to start or how to market at all

Sound familiar? You’re not alone. Most small tourism businesses don’t have a marketing team. They’re doing it all themselves and it’s exhausting.

But the good news is a few key shifts can make all the difference.

What You Can Do to Attract Off-Season Guests

1. Invest in Seasonal Photography
   Show your place in every season. Autumn walks, fireside breakfasts, dramatic skies, snowfall (if you’re lucky). If people can see it, they’re more likely to book it.

2. Tell a Stronger Story
   Instead of just promoting availability, tell people why they should come now. What will they feel? See? Discover?

3. Use Pinterest and SEO Strategically
   Pinterest is a slow travel goldmine. SEO helps your site show up when people search things like “cosy winter breaks Scotland” or “where to visit in Scotland in October.”

4. Repurpose Content Thoughtfully
   A single photoshoot can fuel your Instagram, newsletter, website, blog and more. You don’t need to constantly create - just create smarter.

5. Work with People Who Get It
   You don’t need a massive budget to do this well. What you need is someone who understands Scotland, small businesses, and your ideal guest.

How I Can Help

As a place-based photographer and content creator rooted in Scotland, I work with local tourism businesses to help them:

• Attract bookings beyond summer

• Build a stronger year-round presence online

• Create beautiful, story-rich photography that reflects their values and seasons

• Share that content in a strategic way without the overwhelm

Whether you need an image bank that captures your place through the year or a social media audit with actionable advice, I’ve got you.

I’ve worked with hostels, islands, retreats and small businesses to tell their story and boost visibility especially in quieter months. From my campaign with Scottish Hostels to market their properties in the winter months to supporting the Small Isles to attract guests into the shoulder seasons and beyond.

Want to Attract More Off-Season Guests?

Let’s make a plan.
Explore how we can work together or get in touch to book a free 20-minute discovery call. No pressure. Just a chat to see if we are a good fit and how l can help.

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