Designing for Local Audiences - What Every Guide Should Consider

Here are some insights on how to tailor your tour for a local audience.

By
Kaitlyn Fleming
|
May 18, 2021
Kaitlyn Fleming
May 18, 2021

Our fingers are crossed that this spring and summer, things will start to open up again. 


We’re not too sure about international travel, however, because that will depend on the rollout of the vaccine, how comfortable people are with airplanes etc. Saying this, it will be really important to know how to tailor your tour for a local audience. 


Locals may be relatively new to the area or have lived in London their whole lives, either way, it’s time to think differently. 


No classic landmarks

Locals may not want the classic landmarks that you’re used to, so it’s important to be creative. In other words, avoid crowds, no major hotspots like most tourists want. It’s important to search for authentic local spots. Maybe these could be authentic to your family or culture. Maybe there are some creative food ideas like home-cooked dinners or food markets. 


Share personal stories

Also, adding personal stories to the tour will most definitely up your game. For example, east Londoners are probably sick of hearing about Jack the Ripper. So, what stories can you add that will set you apart? Maybe you can add an online version or talk about other famous Londoners in connection with JTR. 


Add history 

On that note, learn and share about other historical people. You may need to do some more research, but I bet there are many more famous locals that aren’t in the front-page news. Heritage sites, castles, myths and legends could be a good place to start looking. Or if you’re trying to attract art lovers, find street art and architectural hidden gems. Think less Tower of London, more Pickering Place! 


Represent

Try to think of your tour from a personal perspective. Your tour needs to be specific to and represent your local population. Why not hire a tour guide who knows the city best, such as a former taxi driver or someone from the formerly homeless community? It’s about giving back to your economy and having it cause a ripple effect. 


Go a different route

How about doing the same tour, but finding a different route to get there? Instead of going the regular route, find the road less traveled. London is a large city, so there is always a creative way of getting where you’re going. 


Tailor it for families

Lastly, you may need to tailor it to families. These days, and especially in the summer, it will likely be families looking to do things with their kids. While the families maybe locals, there are plenty of creative options. Think about how your tour could morph into a kid-friendly day out. You may not be able to fit in as many stops, or you may need to add a different stop, but rest assured it won’t look the same. Some ideas could include treasure hunting, arts and crafts and even fun cooking ideas. 


Locals want something new and different. Think outside the box to deliver something that stands out.


Sign Up Today

Our fingers are crossed that this spring and summer, things will start to open up again. 


We’re not too sure about international travel, however, because that will depend on the rollout of the vaccine, how comfortable people are with airplanes etc. Saying this, it will be really important to know how to tailor your tour for a local audience. 


Locals may be relatively new to the area or have lived in London their whole lives, either way, it’s time to think differently. 


No classic landmarks

Locals may not want the classic landmarks that you’re used to, so it’s important to be creative. In other words, avoid crowds, no major hotspots like most tourists want. It’s important to search for authentic local spots. Maybe these could be authentic to your family or culture. Maybe there are some creative food ideas like home-cooked dinners or food markets. 


Share personal stories

Also, adding personal stories to the tour will most definitely up your game. For example, east Londoners are probably sick of hearing about Jack the Ripper. So, what stories can you add that will set you apart? Maybe you can add an online version or talk about other famous Londoners in connection with JTR. 


Add history 

On that note, learn and share about other historical people. You may need to do some more research, but I bet there are many more famous locals that aren’t in the front-page news. Heritage sites, castles, myths and legends could be a good place to start looking. Or if you’re trying to attract art lovers, find street art and architectural hidden gems. Think less Tower of London, more Pickering Place! 


Represent

Try to think of your tour from a personal perspective. Your tour needs to be specific to and represent your local population. Why not hire a tour guide who knows the city best, such as a former taxi driver or someone from the formerly homeless community? It’s about giving back to your economy and having it cause a ripple effect. 


Go a different route

How about doing the same tour, but finding a different route to get there? Instead of going the regular route, find the road less traveled. London is a large city, so there is always a creative way of getting where you’re going. 


Tailor it for families

Lastly, you may need to tailor it to families. These days, and especially in the summer, it will likely be families looking to do things with their kids. While the families maybe locals, there are plenty of creative options. Think about how your tour could morph into a kid-friendly day out. You may not be able to fit in as many stops, or you may need to add a different stop, but rest assured it won’t look the same. Some ideas could include treasure hunting, arts and crafts and even fun cooking ideas. 


Locals want something new and different. Think outside the box to deliver something that stands out.