Many Nova Scotia businesses, from restaurants and cafés to tour operators and accommodations, depend on seasonal demand. Many tourism businesses are busiest in summer and fall, and quieter the rest of the year. Good marketing for a seasonal business is less about constant activity and more about doing the right thing at the right time.

Work backwards from your busy season

Visitors plan trips well in advance. That means your marketing needs to be working before they arrive, not when the season starts. Map out a rough calendar: when people begin researching, when they book, when they travel, and when they leave reviews. Then schedule your website updates, social posts, and advertising around those stages.

Make your website ready first

Your website is where planning travellers decide whether to choose you. Before the season, check that your hours, prices, availability, and photos are current, that booking or enquiry is easy, and that the site works well on a phone, since many travellers search on their phones. Our guide for restaurants and cafés covers the basics for food businesses.

Keep your Google listing accurate

Update seasonal hours, closures, and special events on your Google Business Profile before changes happen, not after. Nothing frustrates a visitor more than arriving to find you closed when Google said you were open. Fresh photos each season help too.

Use content that suits the moment

  • Before the season: announce opening dates, new offerings, and early booking options.
  • During the season: share daily and weekly moments, encourage visitors to tag you, and ask happy guests for reviews while the experience is fresh.
  • After the season: thank customers, share highlights, and keep in touch with your email list.
  • In the quiet months: plan, create content, update your website, and build relationships for next year.

Build an email list

Past guests are your most valuable audience, since they already know you. An email list lets you announce next season and invite them back without paying for ads. Follow Canada's rules for consent, as we explain in our CASL guide.

Ask for reviews

For travellers, reviews are often the deciding factor. Ask satisfied guests to leave one, and respond to every review. Read more in our post on managing reviews and reputation.

Think local too

Do not forget residents. Local customers can support you in the quiet months and spread word of mouth, so keep marketing to them as well. To plan a seasonal campaign that fits your business, book a free consultation.