{"id":148607,"date":"2025-01-24T20:16:01","date_gmt":"2025-01-24T20:16:01","guid":{"rendered":"https:\/\/pizzatoday.com\/?post_type=topics&p=148607"},"modified":"2025-08-21T08:50:25","modified_gmt":"2025-08-21T08:50:25","slug":"capture-the-tourism-market-for-added-revenue-in-restaurants","status":"publish","type":"post","link":"https:\/\/pizzatoday.com\/news\/capture-the-tourism-market-for-added-revenue-in-restaurants\/148607\/","title":{"rendered":"Capture the Tourism Market for Added Revenue in Restaurants"},"content":{"rendered":"

Attracting The Travelers’ Dollars to Your Restaurant<\/h2>\n

Each year, I load up my bicycle and ride hundreds of miles across as many bike trails in the U.S. as I can. In 2024, I ventured from Albany, New York to Buffalo by bicycle on the Erie Canal Trail in seven days, eating at least two meals a day in towns along the way. I was one of nearly 4 million visitors to the trail last year. Before that, it was the Katy Trail in Missouri, the Great Allegheny Passage in Pennsylvania, the Ohio to Erie Trail \u2013 the list goes on and on.<\/p>\n

I\u2019ve eaten my fair share of pizza along the way, and I\u2019ve encountered growing opportunities for even the smallest pizzerias in the most rural areas. And it\u2019s not just me, travel is on the rise nationwide.<\/p>\n

It was estimated that Americans\u2019 travel spending was to exceed $221.6 billion in 2024, up 3.5 percent over the previous year, according to the Allianz Partners USA’s 16th Annual Vacation Confidence Index. Furthermore, the National Restaurant Association reports that around 30 percent of restaurant revenue comes from travelers and visitors. The total tourism industry is expected to reach $2.1 trillion in 2025, according to Travel and Tour World.<\/p>\n

Whether by bicycle, automobile, airplane or transit, the one thing travelers have in common is they need to eat. Though it can be challenging to anticipate dining cycles and behaviors of travelers, it\u2019s a market that is hard to ignore.<\/p>\n

Let\u2019s get a better grasp on how you can reach travelers without a big spend on your part.<\/b><\/span><\/h4>\n

<\/b>But let\u2019s face it: in the restaurant business, it\u2019s all about repeat visits<\/a> and the travelers’ spend often gets overlooked. Think of the \u201crepeat\u201d business as the referral source and you have a plethora of those in your area, from hotels and travel bureaus to attractions and regional food influencers.<\/p>\n

Travelers often fall into two groups: business\/professional or holiday\/leisure. I would also add a third \u2014 special
\ninterest. These are your traveling baseball teams and such that don\u2019t necessarily fall under the previous two.<\/p>\n

First step is to take stock of who visits your area and why. <\/b><\/span><\/h3>\n

Knowing who you are trying to reach will help you identify marketing opportunities<\/a> and partners.<\/p>\n

Next, assess your online presence<\/a>. Visitors often do not know you exist, so it is vital to create and maintain a high ranking on search engines and review sites. Navigation services like Google Maps and others become even more important as travelers do a simple search en route to find \u201cpizza near me\u201d or \u201cpizza, Louisville, Kentucky\u201d.<\/p>\n

If you can\u2019t find your business, someone new to your area won\u2019t either. Be sure you have claimed your profile on all search engines, review sites and social media. This goes for directories and third-party delivery sites (if applicable). Make sure they are complete. Add hours and photos (include meta data describing what\u2019s in the photo along with your pizzeria name and location). Add an item to your weekly task list to keep that information updated.<\/p>\n

Don\u2019t forget to pay close attention to your website<\/a>, as well. Check your site for its searchability. Is it a mobile responsive site? That\u2019s a must now. Is contact info, menus and ordering easy to find on homepage? The No. 1 issue I find when I visit pizzeria websites is often I cannot find what city and state they are in without clicking around. Make it prominent on your homepage. Are phone numbers active and clickable to call? Are location details clickable to directions? Is the menu easy to read in body text format? Don\u2019t hide menus in PDF links or in images. Do all photos have meta descriptions.<\/p>\n

Hone in on Your Unique Community<\/b><\/b><\/h2>\n

Grassroots marketing is where pizzerias shine. You can apply this to tourists and travelers, as well. Here are some actionable items you can do right now to increase traveler visits to your pizzeria:<\/p>\n

\u2022 Get your menus and promotions into every hotel, vacation rental, b&b and campground.<\/b><\/span><\/h4>\n

Often lodging will compile a list of restaurants with a QR code for guests to access or they provide a big binder of menus. If you are providing physical menus, do not forget to provide them with an updated copy when your menu changes.<\/p>\n

\u2022 Create local promotion geofencing. Optimize technology to drill down your promotions to a specific area.<\/b><\/span><\/h4>\n

This makes it so much easier to find visitors that are in your immediate area.<\/span><\/p>\n

\u2022 Partner with attractions.<\/b><\/span><\/h4>\n

This is a win-win. Sit down and come up with fun cross promotion ideas to drive traffic. A common tactic is for visitors to receive a discount at each when they show a current receipt or ticket stub.<\/p>\n

\u2022 Collaborate with other restaurants.<\/b><\/span><\/h4>\n

Ban together to create a neighborhood or district food scene. You can host events and build cross promotions. Creating culinary guides and tours is a great way to encourage visitors to eat local. Food-related passports are popping up everywhere. I have one for local pizza, beer, coffee and donuts.<\/p>\n

\u2022 Infuse traditional tactics that work. <\/b><\/span><\/h4>\n

Think community boards, street level signage, brand ambassadors and flyers.<\/p>\n

\u2022 Leverage local, regional and state tourism bureaus and other agencies. <\/b><\/span><\/h4>\n

These organizations were created to help increase tourism, and they are at your disposal to partner with. Work with your tourism bureaus on local packages and promotions. If you can accommodate large parties and groups, contact the group sales and meeting professionals at the bureaus to work with them on group visits. Other great partnerships are conference centers, sports facilities and large companies who bring in travelers.<\/p>\n

There are so many ways to attract travelers to your restaurants. Just make sure it\u2019s on brand. Have fun with it. It\u2019s what travelers expect.<\/p>\n

Denise Greer<\/b>\u00a0<\/span><\/span>Is Executive Editor at Pizza Today.<\/i><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Attracting The Travelers’ Dollars to Your Restaurant Each year, I load up my bicycle and ride hundreds of miles across as many bike trails in the U.S. as I can. In 2024, I ventured from Albany, New York to Buffalo by bicycle on the Erie Canal Trail in seven days, eating at least two meals […]<\/p>\n","protected":false},"author":13,"featured_media":148597,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[3236],"tags":[1971,279,2926,2925],"topic":[3255],"class_list":["post-148607","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-added-revenue-stream","tag-marketing","tag-marketing-to-tourists-and-travelers","tag-tourism-market","topic-brand-marketing"],"acf":[],"yoast_head":"\nCapture the Tourism Market for Added Revenue in Restaurants - Pizza Today<\/title>\n<meta name=\"description\" content=\"How to attract travelers to your restaurant. 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