Launching Your Destination's Summer Campaign: Early Birds Get More Visitors

The Common Mistake That Could Cost You Visitors

Most destinations fall into the trap of waiting too long—usually late spring—to kick off their summer campaigns. However, by waiting too late to launch, destinations risk missing out on a significant portion of travelers who are already finalizing their plans. Recent research indicates that a substantial number of U.S. travelers (46%) book their hotel and flights 1-3 months before departure, and 26% make bookings less than a month prior to their trip. Launching your campaign early is like handing out invitations to your event before anyone else's, guaranteeing your community a spot on travelers' summer bucket lists.

Early Spring: Your Sweet Spot for Maximum Impact

The perfect window to launch your summer campaign is actually now, in early spring. Here’s why this timing is perfect:

• You’ll Stand Out from the Crowd: By jumping in early, your destination captures attention before travelers are overwhelmed by a sea of summer campaigns. When marketing for tourism, early visibility means your community stays top-of-mind, giving you an unbeatable competitive edge. 
  This can be demonstrated by South Dakota's 2024 summer tourism campaign, launched in March 2024 and reached over 9.7 million individuals. By May they had already generated an estimated $21.4 million in revenue through more than 97,200 hotel and flight bookings.‍
• You’re Present During Key Booking Periods: Many travelers start planning and booking their summer vacations during early spring. By aligning your campaign launch with this key planning phase, you are more likely to engage travelers when they are actively seeking vacation options. This strategic timing can increase the likelihood of conversions from interest to actual bookings, as potential visitors are already in the mindset of finalizing their travel plans​.

The Benefits of Being an Early Bird

Capture Premium Travelers

Proactive travelers who book early are precisely who you want visiting your community. They often stay longer, engage deeply, and appreciate authentic local experiences. By launching your campaign early, you give them exactly the inspiration they’re seeking—and they’ll reward your businesses with loyalty and word-of-mouth praise.

Build Stronger Brand Recognition

Consistency and frequency are key. Early campaigns enable multiple touchpoints from traditional marketing (broadcast commercials, print ads, billboards) to digital marketing (email, social media, digital ads). The sooner travelers see your destination’s friendly face, the stronger their connection becomes, turning casual browsers into committed visitors.

More Meaningful Partnerships

Early campaigns mean early planning, which allows you to team up with local businesses, influencers, and media outlets before their calendars are booked. When marketing for tourism, these collaborations amplify your campaign, extend your reach, and support the local community in innovative and impactful ways.

Innovative Strategies to Incorporate in Your Early Summer Campaign

Create Excitement Through Limited-Time Offers

Travelers love exclusivity. Early-bird specials and limited-time discounts make visitors feel rewarded for planning ahead. These offers create urgency and transform casual browsers into immediate bookings, directly benefiting your local economy. For instance, consider offering discounted accommodation rates, attraction passes, dining deals, or transport offers to entice and engage potential visitors.

Let Visitors Tell Your Story

User-generated content (UGC) is your best friend. Encourage past visitors to share genuine, passionate experiences using targeted hashtags. Authentic stories resonate deeply, inspiring potential travelers to choose your community for their summer adventures. User-generated content significantly influences both travel and general purchase decisions, with 86% of consumers more likely to trust a brand that shares user-generated content.

Gamify Your Campaign Experience

Gamification involves incorporating game design elements in non-game contexts, which can significantly boost experience engagement and interaction. For destination marketing, this can mean creating interactive challenges that encourage users to explore more about a destination while having fun. This strategy not only makes the information about the destination more engaging but also increases the likelihood that participants will share their experiences on social media, further promoting the destination.

Get started now, celebrate later

A summer campaign launched earlier isn't just clever marketing; it's a powerful way to support local businesses and empower communities. By being proactive, authentic, and enthusiastic, you'll connect deeply with visitors eager for memorable experiences. So don't wait for the temperature to rise, get ahead of the game and position your destination as the first choice for summer vacations now.

Looking for new ways to transform your destination's summer visitor experience? Reach out to our team to learn more about Bandwango can help.