While summer often steals the spotlight in travel marketing, winter in Australia offers its own kind of magic, felt through crisp air, morning winter fog and cosy escapes. For tourism businesses, the cooler months can see a slump in bookings. That’s where effective tourism marketing becomes essential – repositioning winter as a season of possibility rather than pause. Winter is a golden opportunity to create distinctive experiences that captivate local and interstate travellers seeking something a little different.
In South Australia, winter transforms the landscape, from the misty mornings in the Adelaide Hills to the picturesque, windswept coastlines of the Eyre Peninsula. While winter in Western Australia, offers a breathtaking blend of adventure and relaxation, from whale watching along the dramatic coastline of Albany to indulging in world-class food and wine by a crackling fire in the Margaret River region.
For tourism operators, regardless of the region, the opportunity lies in reframing the season as one of rest, renewal, indulgence and authentic connection. With cooler temperatures and fewer crowds, it’s the perfect season for tourists to explore.
At Purple Giraffe, we understand the power of strategic tourism marketing and how seasonal content can shape perception and drive bookings. With the right approach, winter can become your business’s most surprising success story.
Here’s how to pitch for winter tourism and turn the cooler months into a competitive edge for your tourism business.
Make ‘cosy’ your selling point
Winter is when people seek comfort, warmth and indulgence. Tap into that instinct with experiences that offer physical and emotional cosiness. Think log fires, plush robes, winter feasts, red wine, steaming hot springs, or indoor cultural or connection activities.
If you’re a regional accommodation provider, consider packaging in-room fireplaces, hot tubs, or seasonal treats like mulled wine or gourmet platters. If you’re in food and beverage, promote long, leisurely lunches or winter tasting menus with seasonal produce.
The key? Create an experience that invites people to slow down and reconnect with themselves, each other and the place.
Highlight unique winter only experiences
What can people do in your region in winter? Whether its whale watching on the Fleurieu Coast, truffle hunting in the Adelaide Hills, stormy coastal walks along the Limestone Coast, or wine and food trails through Western Australia’s Great Southern region, these seasonal offerings create a sense of intrigue and offers a unique experience.
Tailor your messaging to emphasise the fleeting, season nature of these offerings. ‘Only available in winter’ or ‘limited-time winter experience’ creates a sense of urgency and taps into FOMO (fear of missing out).
Also consider leveraging South Australia’s clear night skies for winter stargazing or promoting lesser-known attractions that truly shine when the crowds thin out.
Work together: winter campaign collaborations
One of the most effective strategies for regional tourism businesses is collaboration. Think beyond your own offerings and consider who you can partner with locally to create a compelling winter escape?
For example, a boutique B&B could partner with a local winery and a day spa to offer a ‘Winter Indulgence Weekend’ Guests receive two nights’ accommodation, a wine and a cheese tasting, and a massage, booked as one seamless package.
These kinds of bundles experiences not only deliver extra value but are win-win-win with also support cross-promotion across businesses marketing channels.
Lean into story telling and content marketing
Winter evokes emotion. Use storytelling to build an atmosphere campaign that sells the feeling of theexperience you’re offering. Through blogs, videos, email newsletters and social media, build a seasonal campaign to paint a picture of what a winter getaway with you feels like. Feature past guest stories, local legends, behind-the-scenes glimpses or itineraries that inspire.
Your visuals should match the tone, with rich warmth, slow panning shots, steaming mugs in hand, glowing fireplaces, mist rolling over hills. Transport your audience through words and imagery before they even book.
Offer winter exclusive deals
Winter is a great time to offer special deals but skip the heavy discounts. Instead, add value with thoughtful extras such as local wine or hot chocolate on arrival, late check-outs, or hearty seasonal produce to create meals to remember. Keep offers aligned with your brand. For example, premium touches for luxury providers, or rugged winter experiences for adventure-focused businesses. Value doesn’t always have to mean cheap, it just has to feel worth itand offer your customer something that they wouldn’t otherwise receive.
Target niche winter audiences
Go beyond the broad market and speak directly to niche audiences whose travel habits align with the winter season. These travellers are often more flexible, purpose-driven and open to off-peak experiences.
- Remote Workers: Attract them with midweek stays, scenic workspaces and wellness add-ons.
- Slow Tourists: Appeal to those seeking meaningful travel with community experiences and local workshops.
- Hobbyists: Think birdwatching, food photography, or creative retreats that align with the season.
Destinations like Margaret River in Western Australia, or South Australia’s Barossa Valley, show how much this approach works in practice, promoting winter through slow travel wine tastings, and intimate, creative experiences that speak directly to passionate niche audiences.
Tailor content to the season
Keep your content fresh and relevant by leaning into the season. Winter focused storytelling helps your brand stay visible and connected to your audience.
- Blog Posts featuring winter itineraries or cosy weekend guides
- Instagram reels capturing foggy mornings, fireside moments, or seasonal menus
- Facebook posts promoting winter events, offers or local experiences.
Seasonal content keeps your brand top of mind and inspires travellers to plan their next escape.
Optimise for winter search traffic
Help travellers find you when they’re searching for winter inspiration. Use keywords like ‘best winter getaways in South Australia’, ‘cosy weekend stays Adelaide Hills’, or ‘Winter Escapes in the Great Southern WA’ in your blog posts, page titles, image alt text, and meta descriptions to boost visibility and search rankings.
Final thoughts
Winter isn’t a downtime; it’s a different kind of opportunity. It invites visitors to experience your tourist base business through a slower, richer, more intimate lens. With the right approach, storytelling, and collaboration, tourism businesses can create offerings that not only fill rooms but warm hearts.
At Purple Giraffe, we’re all about helping businesses find their unique voice in every season. Want to build your winter campaign? Get in touch with us today, we’d love to help you bring your story to life.
