I have a confession to make: I am a terrible local tourist.
When someone comes in from out of town and asks me what to do in Toronto, my mind goes completely blank. I have absolutely no recommendations. Which is honestly tragic, because Toronto and the GTA are full of incredible things to see and do, even super local ones. Yet the moment someone asks, I draw a total blank.
That’s not just embarrassing. It’s actually a much bigger problem than it seems.
2025 Canadian Travel & Tourism Outlook Report
Why Local Tourism Matters More Than We Think
Here’s why this matters:
That means people are coming to visit you. They’re staying with you. And they’re going to ask you what to do. So the real question is: how do we fix this?
The Untapped Power of the Local Traveller
The answer starts with engaging the local traveller.
Locals aren’t just another audience segment. They’re one of the most powerful marketing channels destinations and attractions have. Locals drive word of mouth. They influence where friends, family, and visiting guests go. Their recommendations feel trusted and authentic.
If locals aren’t talking about you, recommending you, or even remembering you, you’re missing a huge opportunity. Which brings us to the real issue.
“I Can Go Anytime” Is the Enemy of Action
One of the biggest problems with local tourism, especially for people like me, is the mindset of “it’ll always be there.”
It’s not that locals don’t like the attraction. If they’ve been before, they probably value it. The problem is that it feels permanent. There’s no urgency. You tell yourself, I can go anytime, and then you never go.
And because you’re not going, you’re also not recommending it to anyone else. So how do destination marketers and attractions break through that mindset?
Creating Urgency for Local Audiences
If I were a destination marketer or attraction trying to inspire locals to recommend my experience, I’d start with urgency.
You have to speak directly to local residents and say: Yes, you know us—but if you come right now, you’ll see something different. That difference doesn’t have to be massive. It just has to be unique and time-bound. Something that won’t be there next year. Something seasonal, limited, or exclusive to this moment. When locals feel like they’ll miss out if they wait, suddenly “anytime” becomes now.
Offering New and Unique Experiences (Without Reinventing Everything)
The key here is continual evolution.
You don’t need constant major overhauls, but you do need to offer something new. A fresh experience. A different angle. A limited-time activation. Anything that makes a local say, Oh, I actually need to go check that out.
That sense of novelty is what turns passive awareness into real action and real recommendations.
Understanding Local Values, Not Just Long-Haul Travellers
We talk a lot about Social Values and understanding travellers from far away. And that work is important. But it’s just as critical to understand local residents.
Who?
Who are your local travellers?
What?
What do these local travellers value?
Why?
Why would your local travellers care about sharing this attraction to others?
Attracting locals uses the same principles as attracting out-of-province or international visitors, you just apply them closer to home. When you align your attraction, product, or experience with what locals genuinely value, you give them a reason not just to visit, but to talk about it.
Making It Shareable: Activations and Experiences That Spread
People often share what they do and where they go because the destination makes it easy and fun to share. That might look like:
1. Take a pic!
A photo-worthy moment or installation
2. Give it a try!
A contest or challenge
3. Check it out!
A special activity or activation
4. Send it in!
A clear invitation to participate and post
Sharing doesn’t happen by accident. It’s usually the result of intentional design. When destinations create opportunities for guests to talk about their experience, locals become advocates without even realizing it.
Balancing Paid, Earned, and Word-of-Mouth Marketing
At the end of the day, engaging local travellers is about balance. Paid media gets attention. Earned media builds credibility. But locals amplify everything through word of mouth.
When locals are excited, engaged, and motivated to visit now, they don’t just show up, they bring others with them.
A Promise to Do Better (And an Opportunity for Destinations)
So yes, sorry to all my friends and family. I will be better.
But this isn’t just a personal flaw. It’s a challenge and an opportunity for destinations, attractions, and venues everywhere.
If you can inspire locals with urgency, align with their values, and give them something worth sharing, you won’t just fill your venue. You’ll turn your local community into your strongest marketing channel.
