10 basic tips for attracting visitors to your town
1
Keep the main street clean Nobody wants to stop and get out at a place that looks untidy or dirty.
2
Paint the facades Numerous South African towns and villages still have architectural gems in the main street. It doesn’t cost much to paint a building’s facade. Ask the municipality to make it partially tax deductible.
3
Replace the razor wire This is surely the worst advertisement for any town. It shouts: “Keep going!” There are other types of security fencing.
4
Establish a safe parking area If necessary, neatly fence off your parking area so that visitors are not pestered and their belongings in their vehicles are safe. People want to stop and stretch their legs, and it shouldn’t be necessary for someone to stay with the car to ensure nothing is stolen.
5
Combine things Filling stations have long mastered this concept: fuel, food, restrooms and ATMs all under one roof. Travellers will stop at one place in a town, not three, so combine a few stalls under one roof, even if they’re competitors. Business will be better for everyone.
6
Find something unique What do you offer that is unique to your region? What can visitors buy from you that is not available elsewhere? 7
Start with something small Build a team around successes that you have achieved with something small. Ensure that each volunteer knows what they’re letting themselves in for – some may be in a position to be involved fulltime, whereas others may only be able to offer, say, one morning per month.
8
Measure yourself against international standards We live in a globalised world. People know what good food tastes like and what quality products look like.
9
First-rate digital platforms Is your website or app as uncomplicated, fast and accessible as that of, say, WhatsApp, Spotify or Instagram’s? People don’t like hassles.
10
Create bargains Everyone is feeling the pinch. What can you offer that costs less than in the cities?
Bonus tip
When you advertise a venue, make it clear where it is The other day, I watched an excellent short video online of a mountain bike trail on a farm. The farm’s name is mentioned several times, but nowhere in the video do they say in which region or near which town it is situated. I left a message: “Where is this trail, please?” The rather curt answer: “On the farm.” So we made other weekend plans.