Coronation of a monarch can have a significant impact on tourism, as it is often a major national event that attracts attention from around the world. If we look at Queen Elizabeth II’s coronation in 1953, it was an international event that drew thousands of visitors to the UK and was covered by the media, many of whom travelled to London to witness the ceremony. This will likely increase spend on accommodations, dining and activities or attractions.
It’s likely you’ve already started to see numbers rise as more international tourists are making their way to the UK, or have seen booking numbers decrease due to the coronation. Wherever you currently find yourself, this is your chance to capitalise on the increasing number of visitors to the country.
All eyes across the globe are on the UK for what is an important part of history and since the height of the COVID-19 pandemic, there’s been more of a demand for overseas travel.
So, what exactly should your strategy be for increasing visitor numbers this month?
Marketing and promotion
A well-planned marketing strategy can help generate interest in the coronation ceremony and increase visitor numbers.
This could include advertising in relevant media outlets, social media campaigns, particularly paid social, and partnering with travel agencies and tour operators to offer special packages and promotions.
Enhanced the visitor experience
In order to attract more visitors, it’s important to offer a unique and memorable experience. Whether that’s offering interactive exhibits or displays, or creating new specialised events with a coronation theme.
Small changes to your current experiences can make all the difference.
Adding a special ‘coronation lunch’ with some British classic foods to the experience is an excellent way to capitalise on the occasion and encourage more visitors. It’s a similar strategy to what many tourism and leisure businesses are currently doing for Halloween, Christmas and Easter celebrations.
This is also your opportunity to show international visitors what makes your experience unique.
Collaborations and partnerships
Collaborating with other organisations and partners can help to promote your events and increase visitor numbers.
This could include working with local businesses and attractions to offer combined packages or cross-promotions, partnering with tourism boards and travel associations, and collaborating with other event organisers to offer a larger overall event experience that celebrates the coronation ceremony.
Safety and security measures
Visitors need to feel safe and secure when attending large-scale events, particularly when they’re themed events that likely attract more visitors. Implementing appropriate safety and security measures, such as crowd management strategies and emergency response plans, can help to reassure visitors and increase their confidence in attending the event.
This is where your online booking system can help. Ensuring visitors book in advance means you can ensure you know exactly how many people will be attending and have relevant staff members on site for QR code check-ins to ensure entry runs smoothly.
Would you like to speak to one of our advisors to discuss ways in which you can use this year’s coronation to maximise sales? Click below to book in a quick free meeting.
