Tourism operators, here are some tips to reduce your down time and increase productivity!

All tourism businesses have busy and quiet times. Thinking creatively to highlight the positive experiences that can be had during your down times and marketing them is the key to success.

Whatever type of tourism business you’re in, you are bound to have busy and slow times. Whether it’s seasonal, or you suffer from a mid-week slump, or your cafe is empty mid-afternoon. Consider these tips to reduce the “down time” and increase your productivity.

Firstly, don’t fall into the trap of discounting, instead “value add”. For a definition of value add please click here.

Restaurants and Cafes

Let’s take the Cafe for example. Perhaps your Cafe is located near a school, have you ever considered a “Cake and Coffee” special for the parents on the way to pick up the kids or an “After school Happy Hour” with menu specific items that kids will see as treats, for example Ice cream Sundays . Or have you considered special mornings for book clubs or Mothers groups with special themes?

Tour operators

Perhaps you could add a “additional attraction” if time permits or an extra something, gift or menu item during the tour. It may be simple but gives the consumer the view they are receiving “value for money” If you know your numbers are going to be low adjust your pitch to a more customised, personalised experience. With fewer customers you’ll be able to spend more time and make the experience more intimate.

Accommodation providers

Mid-week is often difficult to fill, perhaps you could target shift workers using your CRM?, offer discounts at recommended restaurants, provide local produce as gifts, flowers or bathroom products. Free coffees at the local Cafe, which will probably benefit both businesses. Wedding season is often great for business but can be limited to Saturdays, perhaps consider promoting Friday or Sunday weddings.

Seasonal variations are also a challenge for many businesses, beach destinations can be a great getaway during winter if they are marketed correctly. Imagine the cosiness of a beach villa with captivating views over the dark and stormy ocean, curled up with a great book this is very inviting for those needing a break.

So in essence it’s all about being creative, what does your business offer in your “down time” what makes this appealing?, develop the story, align the product and market it!


Let me provide you with an example, let’s look at a wine region in Australia. It’s mid-summer and it’s hot! What are the positives?

  • Your accommodation and car will most likely be air-conditioned.
  • Most venues are air-conditioned and have cool shady outdoor areas to sit in.
  • It probably won’t rain!
  • You won’t be queuing for anything.
  • The early mornings are brilliant to take a look around the towns followed by a hearty breakfast.
  • The evenings are majestic when the sun is setting; it’s still pleasant outside for a walk or beverage on the patio.
  • During the heat of the day you can nap, take a dip or watch a movie.

So think about working together with local businesses, maybe you could brainstorm at a Chamber of Commerce meeting how you could work together. Think creatively and value add, highlight the positives and provide alternatives.


FREEBIES: Grab your free resource + bonuses!

Pop your details below to download your free resource and our extra bonuses, which include cheatsheets, our Smart Tourism Marketing System email course and monthly grant funding opportunities! 

Feel free to leave a comment so we can get back to you with a professional and practical answer.

Leave a Comment

Your email address will not be published.


Use Loom to record your screen and talk to your issue if you'd like! Then paste the link in the comment :)

Latest posts

Team members sitting in front of a macbook screen discussing the 20% bonus tax deduction for small businesses under the Small Business Skills and Training Boost

20% Bonus Tax Deduction for Small Businesses Investing in Skills and Training

We explain how tourism businesses can access a 20% bonus tax deduction under the government’s Small Business Skills and Training Boost.

Read More →

Complete a SWOT analysis to uncover new growth opportunities in 2022

Reassess your business in 2022 by conducting a SWOT analysis that identifies your strengths, weaknesses, opportunities and threats.

Read More →

Grab our Freebies

Click here to access a number of free checklists and resources available to Tourism Operators.

Head office

Suite 1,
57 Woodfield Rd
Pullenvale QLD 4069 


Suite 101,
18-20 Victoria St
Erskineville NSW 2043


5 Molesworth St
Hawthorn East VIC 3123


120 Kenilworth Rd
Parkside SA 5063

Agnes Water

139 Bicentennial Dr
Agnes Water QLD 4677


36C Rte de St Cergue
1260 Nyon


Our team would like to acknowledge the traditional custodians of Country throughout Australia and their connections to land, sea and community. We pay our respect to their elders past, present and emerging and extend that respect to all Aboriginal and Torres Strait Islander peoples today. We acknowledge that the sharing of knowledge has occurred across the lands and waterways of Australia for many thousands of years. As we continue to share stories and support small tourism businesses we try to listen to the knowledge and practice that has always existed here and consider how we can contribute to the preservation of culture and Country wherever we live and work.

© proudly brought to you by Digital Coaching International   ABN: 45 153 766 771 All prices are in Australian Dollars

Terms & Conditions  | Privacy Policy