How smart marketing and comms can drive tourism footfall across the UK

From hidden gems to headline acts, it’s time for towns and villages outside of London to tell their stories, attract influencers and ride the cultural wave

By Hannah Craig

As daffodils bloom and the nation collectively remembers where they left their sunglasses, we enter one of the most important times of the year for UK tourism. Spring into summer isn’t just picnic weather, it’s peak season for destinations and attractions that rely on footfall to flourish. But while London continues to soak up the spotlight (and most of the tourist pounds), there’s many other regions in the UK that deserve their moment on the main stage.

Because here’s the thing: the UK is absolutely bursting with brilliance. Quirky coastal towns, history-drenched cities, next-level food scenes and rolling countryside that looks like it was designed by Instagram. But too many of these places remain the best-kept secret in Britain – and in tourism, being a secret is not a vibe.

So how do we fix it? With marketing and comms strategies that are as smart as they are scroll-stopping. It’s time to move beyond the generic “great for all the family!” and lean into what actually captures hearts, clicks and bookings. Here’s how:

1. The Power of narrative: stories first, slogans second

People don’t fall in love with places – they fall in love with the stories behind them. The town where Mary Shelley holidayed before writing Frankenstein. The seaside spot with an ice cream parlour older than television. These are the nuggets that spark curiosity, shareability and crucially, visits.

Destinations need to build strong, ownable narratives. Not just what is there, but why it matters. That’s where PR shines – unearthing the stories that elevate a place from “somewhere nice” to “somewhere unforgettable.”

2. Media and Influencer strategies that actually work

Getting national or international coverage for regional destinations isn’t just possible – it’s powerful. The secret? Stop trying to be everything to everyone. Instead, hone in on the niche, the quirky, the photogenic and the culturally on-point.

Partnering with the right influencers – those who genuinely align with the destination’s vibe—can drive serious visibility. Especially if the content hits TikTok’s “cool, underrated places” trend or becomes part of a wider media moment (hello, staycation season). And journalists? They love a good story and an even better visual. Give them both.

3. Harnessing data and trends: follow the signals

We’re not just marketing to demographics anymore – we’re marketing to moods, moments and micro-trends. From the rise of slow travel and ‘destination dupes’ to gen Z’s obsession with heritage railways (yes, really), data gives us the clues. Use it.

Audience insight helps craft campaigns that convert interest into action. It tells you when to launch, what to push, and how to speak your audience’s language – whether that’s #coastalcottagecore or “best dog-friendly pub walks.”

4. Seasonal and event-based campaigns: ride the cultural wave

Timing is everything. Hooking your destination into bigger national or cultural moments – be it a sporting event, a royal celebration, or the annual panic about bank holiday plans – can dramatically increase visibility.

The smartest campaigns are agile, reactive, and creatively aligned with what’s already trending. Don’t just market your castle – market it as the spot to watch the Eurovision final with a historical twist.

5. Rethinking regional collaboration: teamwork makes the footfall work

Local partnerships are often overlooked, but they’re pure gold. Why fight for attention alone when you can team up with neighbouring attractions, businesses and councils to create bigger, bolder campaigns?

From themed trails to co-branded events, collaboration adds value, scale and PR potential. Plus, it gives visitors a reason to stay longer and spend more. Win-win.

6. Maximising multi-channel marketing: be where the buzz happens

TikTok trends, Instagrammable moments, nostalgic Pinterest boards, well-timed media drops – modern destination marketing needs to live and breathe across platforms. The trick is making each channel work harder.

Use short-form video for emotional pull. Use earned media to build credibility. Use email and paid to convert. And always, always, make it easy to book.

The UK doesn’t lack amazing destinations. It lacks awareness. But with the right strategy – powered by storytelling, smart data, media magic and a bit of well-timed TikTok sparkle – any location can go from hidden gem to headline act.

It’s not about shouting louder. It’s about saying something worth hearing.

Harrah Craig is a white blond woman wearing a black top and pink jacket and smiling at the camera

Hannah Craig is head of PHA North at The PHA Group.