Digital Marketing 101 for Tourism Businesses

by Sara Currier | October 15, 2025

Are you resisting digital marketing for your tourism business? Maybe you think your business is doing just fine without it, or that new technology feels a little overwhelming, or that you've got a Facebook page and isn't that enough? Whatever the reason, this episode’s guest—Mike Jacobs of The New Business—might just convince you to spend more time and money promoting yourself on the worldwide web. If you’re brand new to digital marketing, we’ve got actionable strategies for where to start. If you’re a veteran, you still want to tune in for Mike’s fascinating crystal ball insights on AI and the future of marketing.

The Case for Investing in Digital Marketing

In the tourism industry, particularly in Northern Ontario, Mike explains how 70-80% of customers are loyal and keep returning year after year. However, the remaining 20% of customers are up for grabs, meaning they aren’t guaranteed to return and are constantly searching for new experiences. This uncertain 20% represents an opportunity for growth. By investing in marketing, you can inspire these potential customers to choose your business. Marketing becomes like an insurance policy, helping ensure a steady flow of new and returning visitors.

Building Your Online Presence

If you're new to digital marketing, Mike explains the essentials: start with creating a strong brand and a simple website. Your brand should tell a story about what makes your business special. While social media sites like Facebook can help, Mike advises not to rely solely on them since you don't control how many people see your posts. A website, on the other hand, is something you fully own, so you can make sure it consistently reflects your business's identity and values

The Role of AI in Marketing

Mike also talks about how AI is changing the game. He suggests approaching AI with an open mind. You can use AI tools to help write better marketing content or give you more insights about your audience. However, he warns that as AI produces more content, it may become overwhelming and not all of it will be useful. To stand out, businesses should focus on creating genuine, quality content that builds trust with customers. AI is a powerful tool, but combining it with a personal touch is key for future success in tourism marketing.

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Next time on the podcast, we’ll tackle another topic many tourism business owners struggle with. Follow us on your favourite podcast platform to be notified when the episode drops.