10 Tour Marketing Strategies

Once your mobile tour is live, you need to make sure people know about it. That’s where marketing comes in. Many organizations spend months creating great content, only to see low download numbers. The issue often isn’t the content itself, but how it’s shared

To help you reach more people and boost engagement, here are ten proven tour marketing strategies.

1. Media & PR

Write a press release announcing your tour and publish it via PR distribution websites. You can also submit it directly to your local newspapers, news channels, and other bloggers and media outlets who have covered your organization in the past.

Let them know about your new tour, invite them to take the tour, and encourage them to interview both visitors who are using it and the staff that has been working on it.

For example, the Père-Lachaise app, a mobile tour guide for Paris's famous cemetery built by STQRY, was featured in local French news coverage.

This media attention proved invaluable because it reached exactly the right audience at the perfect moment.

The coverage also acted as social proof, showing the tour was worth trying and encouraging downloads. This kind of earned media creates genuine interest that paid ads often can’t match.

2. Hold a Launch Event

Launch events help create a strong first impression and build excitement around your new offering. This early energy is important for setting the tone of your future marketing. They’re also a great way to get media coverage and connect with your target audience.

To make the most of your event, invite narrators, board members, media representatives, sponsors, and partners. Have your organization’s director speak about what inspired the project and how it came to life.

You can also play samples from the tour and invite narrators or other contributors to share their creative process and behind-the-scenes insights.

For instance, the Central Darling Heritage Trail app was launched in Wilcannia’s Baker Park with a community event featuring cultural performances, local speakers, and media coverage.

A local news article covered the launch, which generated buzz and drew attention to the new offering.

If you don’t have the funds to hold a launch event, try to tie the tour launch into another event already scheduled.

3. Promote on Travel Websites

Tourists today use digital tools to find the best experiences before, during, and after their trips—and travel websites play a big role in that journey.

Platforms like TripAdvisor, local tourism pages, and travel blogs are great places to reach visitors looking for real, memorable experiences. When your tour is listed on these trusted sites, it becomes more visible and feels more credible.

One example of this in action is Pandemic Tours, which used TripAdvisor to promote their self-guided tours around the world. Their tours appeared right where travelers were actively choosing things to do.

4. Display Signs at Each Tour Stop

Tour stop signs create quick awareness and can catch the interest of people who weren’t planning to take a tour.

Make sure each stop has a clear, visible sign or label that explains how to access the content. This might include the tour phone number, stop number, mobile web link, QR code, or app download icons for iPhone and Android.

A great example is Old Pine Tours, which uses a prominently displayed sign on a gate to invite visitors to take a self-guided audio tour. The sign features a QR code, app visuals, and simple directions. This makes it easy for anyone passing by to access the experience on the spot.

5. Onsite Promotion

Catch your visitor’s attention as soon as they are onsite–promote the tour with signage in the lobby area. Place a countertop sign at the visitor booth or front desk and be sure that your staff is knowledgeable about the tour.

If your site has multiple entrances, hand out brochures at each point of entry. All tour marketing signage should include your tour number, app URL, or have a QR code and prompt to scan.

You can even distribute business cards with the tour access info, create a large entrance sign, or banner or order T-shirts for staff and volunteers with "Ask about our mobile phone tour” or QR code on the back.

Example: Mt Rushmore

6. Promote Your Tour on Your Website

Most visitors access your website looking for the latest information about exhibits, events, programs, or general visitor information. This is a great time to promote your tour, as they are already in the planning stages of their visit.

Be sure to mention the tour number, link to the app URL and offer a QR code to access it, so visitors can save it for their upcoming visit or download the tour in advance. You can even have a dedicated page on your website that talks about the tour in detail.

Optimizing this content for search engines significantly amplifies your reach beyond existing visitors.

Include relevant keywords like "self-guided tour," "mobile audio guide," and location-specific terms that potential visitors might search for when planning their trip. 

Moreover, page titles and descriptions should incorporate phrases like "interactive tour" or "things to do in [your city]" to capture search traffic from people actively planning visits to your area.

Seaforth Boat Rental demonstrates this strategy well by promoting their mobile app prominently on their homepage with clear download buttons and strong visual placement. This helps users access tour content while they're actively planning their visit.

7. Utilize Your Online Network

Use your Facebook, LinkedIn, Twitter, and Instagram networks to promote your tour to an audience that has already shown an interest in learning more about your organization–be sure to link directly to the tour.

If you have a blog, write a post on the tour that has an alternative spin from a typical press release. Regular blog posts about tour highlights, behind-the-scenes content, or featured stops create fresh content that search engines favor while giving visitors compelling reasons to choose your tour over other attractions.

You can also make an announcement in your digital newsletter or create a dedicated email campaign.

Partner organizations, such as regional associations, sponsors, and your industry’s listservs, should be notified as well to spread the word.

Example: Experience GPS Tours

8. Engage Your Staff Members

Your front desk and floor staff are among your strongest tour promoters because they interact with visitors every day. It's important that they understand how the tour works and feel confident explaining it during casual conversations.

You can send out a quick email encouraging all staff to try the tour themselves, which helps them speak authentically and may inspire them to share it on social media.

When your team is informed and enthusiastic, it adds a personal touch that can turn curious guests into active participants.

9. Implement a Welcome Text Message

Sending a welcome text message via push notification is a simple and effective visitor experience strategy that helps you connect with guests as soon as they arrive.

These messages can highlight key details such as the number of stops on the tour or include a direct link to your web app for quick access. 

You can also use welcome text messages to promote your gift shop, ticket desk, or offer exclusive discounts to encourage additional purchases. 

To be most effective, send the message at a time when visitors are likely to be most receptive, such as upon arrival or after showing interest. Keep it short and focused on one clear action to increase the chances of participation.

Example: Savannah Book Festival

10. Update Your Tour Regularly

Regular updates give past users a reason to return while attracting new visitors looking for the latest experiences.

Fresh content also opens up ongoing opportunities for social media promotion, as each update becomes a new story to share. 

Consider seasonal updates, special exhibitions, or behind-the-scenes content that reflects what's happening at your location right now.

With STQRY, tours are customizable and support unlimited content updates, so you can easily change or add new content over time.