The secret sauce for success: 5 ways to mix up your off-season strategy

“Off-season travel” refers to when a destination experiences lower visitation compared to its peak tourism season. While this time can be challenging, it also presents significant opportunities for both economic growth and sustainability.

With the right strategies, destination marketing organizations (DMOs) can harness off-seasons to:

• Produce year-round tourism
• Encourage repeat visitors
• Boost local economies
• Reduce the strain on peak-season to create a better experience for locals and visitors

Additionally, off-season travel can help retain jobs, as businesses stay open longer and avoid seasonal shutdowns.

Embracing the off-season is not just about surviving the quiet months; it’s about thriving year-round through thoughtful planning and innovation. Here are five ingredients to off-season success — and examples from fellow DMOs.

1. Understanding Travel Trends

Different types of destinations experience seasonal shifts in travel demand; beach towns might see a lull in the winter months, ski resorts might face slower visitation after the snow melts, and national parks could be quieter outside summer vacations. These fluctuations are influenced by weather, school schedules, and perceptions that there are fewer activities during a destination’s off-season.

However, some visitors — like solo travelers — prefer off-season visitation to avoid crowds, find better deals, and explore destinations at a more leisurely pace. The idea of enjoying quieter, less-crowded attractions, unique seasonal offerings, and access to more authentic, local experiences is becoming increasingly appealing. This shift in travel behavior presents an opportunity for DMOs to develop tailored strategies to capture tourism dollars during the quieter months.

2. Immersive Experiences Year-Round

One key strategy to stand out during the off-season is promoting seasonal immersive experiences. Winter festivals, wellness retreats, cultural celebrations, and concerts can draw in crowds no matter the time of year. Similarly, destinations can offer exclusive off-season attractions — like guided tours of normally inaccessible areas or seasonal food and beverage experiences such as farm-to-table dinners and wine pairings.

3. Pricing & Incentives

Periodical promotions can be more attractive to travelers than simple price cuts. For instance, packages that include hotel stays with added perks, like free local tours or meal vouchers, provide more perceived value.

Collaborating with local businesses and partners is crucial for creating bundled off-season packages. Offering discounted lodging combined with unique experiences attract those looking for a memorable trip that won’t break the bank.

Additionally, loyalty programs or off-season visitor perks can entice repeat customers. Travelers who visit during the off-season might earn discounts for future peak-season stays, helping businesses maintain a steady flow of visitors year-round.

4. Smart Marketing & Messaging

Effective marketing is essential for rebranding the off-season as a desirable time to visit. Reframing the narrative to emphasize intimate, relaxed, and exclusive experiences via blog posts and a strong social media presence will highlight the perks of visiting crowd-free. This could include showcasing real traveler experiences using user-generated content (UCG).

Targeting the right audience will go a long way. Off-season travelers often include remote workers, Baby Boomers, and experience-driven travelers who are looking for a unique photo-op and flexible timeline.

These DMO websites offer tailored content that appeals to all seasonal visitors:

• Visit Portland encourages travelers to not let snow slow them down with a “Romantic Winter Weekend Getaway” itinerary — promoting the eats, sleeps, and must-sees during the colder months.
   
• Visit Bentonville showcases its year-round options on its landing page, "Your Guide to Bentonville By Season," particularly highlighting the attractions for mountain biking enthusiasts.
   
• Visit Salt Lake promotes recreation opportunities like hiking, biking, and golf in the summer and skiing and snowboarding in the winter. By partnering with local attractions, restaurants, and retailers, the DMO offers a collection of discounts and savings with its free mobile-friendly passport.
   
• Visit Indiana features a hero video front and center on its homepage that immediately draws in any type of traveler, proving that there is plenty to do in the destination year-round. The “Seasons” drop-down navigation makes planning a breeze for off-season seekers.
   

5. Leveraging Sustainable Tourism

Off-season travel plays a key role in promoting sustainable tourism. By spreading out visitation throughout the year, destinations can reduce the pressures of over-tourism during peak months.

DMOs should promote eco-friendly, community-focused travel experiences — such as supporting local businesses, engaging in voluntourism, and exploring less-visited parts of the region. Off-season travel can become a vehicle for sustainable tourism practices, allowing destinations to align with growing demand for responsible travel.

When someone mentions a vacation to Florida, what comes to mind first? To steer vacation planners away from the stereotypical theme park route, Visit Florida invites travelers to experience its state through sustainable tourism. Whether its peak or off-season months, there is enough volunteering to go around — which makes for a memorable and impactful visit.
 

While destinations build a more sustainable and stable tourism economy, visitors gain intimate and enriching experiences — what’s not to love about off-season travel? Through immersive experiences, attractive pricing, effective marketing, and ecotourism, destinations can unlock the full potential of this niche and nifty market.