Off-Season, on Point: Marketing Strategies to Capture New Travelers

The traditional tourism calendar is changing. While many destinations continue to scramble for summer crowds, forward-thinking marketers are uncovering untapped potential in shoulder seasons—those overlooked months between peak and off-peak travel.

Recent data shows travelers are increasingly open to off-season adventures. Remote work flexibility, the desire to avoid crowds and even sustainability concerns are reshaping when people book trips. For tourism marketers, this shift creates a powerful opportunity to drive year-round demand—and the numbers back this up.

 

Adventure travel company Intrepid Travel reported a 61% increase in shoulder-season bookings to Western Europe in 2023.

 

 

 

Why Travelers Are Embracing Shoulder Season

Several factors are driving this trend:

• Work Flexibility: Remote and hybrid work arrangements give travelers more scheduling freedom. “Workcations” and “bleisure travel” blur the lines between work and leisure.
• Value Seeking: Post-pandemic travelers want experiences, not just price cuts. Shoulder seasons offer authentic local culture without summer’s tourist crowds.
• Climate Awareness: Rising summer temperatures in popular destinations, such as Athens, Greece, are pushing travelers toward cooler months. Travel expert Ben Martin notes that tourists increasingly book holidays during “shoulder months” to avoid extreme heat.
• Demographic Shifts: Retirees and younger travelers, both less tied to traditional vacation schedules, are showing more interest in mid-season trips.

Creative Marketing Success Stories

Some destinations are already proving how powerful off-season marketing can be. Let’s take a closer look.

Cook County, Minnesota, transformed winter from a liability into an asset. This 5,600-person county attracts 1.2 million annual visitors by reframing negatives as positives:

• Dark Sky Festival: Winter observatory events celebrating the region’s certified Dark Sky Sanctuary create strong off-season appeal through stargazing tours and art installations.
• Hygge Festival: Embracing Danish coziness concepts during deep winter with mulled drinks, sleigh rides and fireplace tours.
• Waterfall Season: Rebranding unpredictable spring weather as prime waterfall viewing time.

 

Creative efforts earned Cook County the 2025 Explore Minnesota Outstanding Marketing Award.

 

 

In Syracuse, New York, winter became a marketing asset through bold and playful campaigns. Key features included interactive photo walls at local malls, a personified “Winter” character starring in biweekly social videos, mock press conferences and Groundhog Day PR stunts to generate media buzz, and more.

 

 

Inventive approaches strengthened Syracuse’s identity as the “official home of winter” and brought renewed energy to the season.

 

 

International luxury destinations are responding to the same shift. At Grecotel Amirandes in Crete, year-round operations now spotlight autumn olive harvests and uncrowded cultural sites. Instead of presenting this as a practical adjustment, they frame it as a rare chance to see the island at its most authentic.

Actionable Tactics for Off-Season Success

The most successful shoulder season campaigns are powered by creativity, timing and a focus on what makes each destination special.

• Split campaign strategies: Peak season campaigns should emphasize urgency and emotion. Shoulder season campaigns should focus on curiosity and exclusivity—the “insider” experience.
• Find your seasonal hook: Identify unique off-season assets. What makes your destination special when crowds disappear?
• Package experiences: Bundle local events, seasonal activities and accommodations into exclusive offerings that feel special, not discounted.
• Target with precision: Use geotargeting and first-party data to reach remote workers, retirees and travelers seeking mid-season adventures.
• Tell seasonal stories: Create content around seasonal vibes—”Autumn Walks & Cozy Nooks” resonates differently than “Summer Beach Days.”
• Leverage earned media: Bring creators and journalists to showcase your destination mid-season, generating authentic coverage.

The Year-Round Advantage

Successful destinations treat shoulder season as a core strategy, not a backup plan. With shifting traveler behavior and growing demand for unique experiences, marketers who lead this change will capture both attention and bookings long after summer ends. Let’s work together to uncover your unique shoulder season opportunity.

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