Diversify Using Your Assets in an Uncertain Tourism Market

In an uncertain tourism market, diversification is not just a strategy — it’s a necessity. The tourism industry has faced unprecedented challenges in recent years, from the global pandemic to economic fluctuations and geopolitical tensions. These factors have underscored the importance of resilience and adaptability in the sector.

Diversification can take many forms, from expanding into new markets to developing a broader range of products and services. Here are some strategies that tourism businesses can consider to diversify effectively:

Embrace Sustainable Practices

Sustainability is no longer a niche concern; it’s a global movement. By adopting eco-friendly practices and promoting sustainable tourism, businesses can attract a growing demographic of environmentally conscious travellers. Your buildings are surprisingly adaptable, and a little creative thinking can help change your outlook on what is possible. Download our e-book on Sustainabiliy for Tourism here.

Invest in Technology

Digital transformation can open up new avenues for customer engagement and streamline operations. Virtual reality experiences, for example, can offer a taste of travel to those unable to do so physically, broadening the market reach. Digital installation into built fabric can date easily, so clear strategy and clever integration that allows for flexible and easy upgrade is key.

Develop Local Partnerships

Collaborating with local businesses and communities can create unique travel experiences that are difficult to replicate. This can include everything from farm-to-table dining experiences to local artisan workshops. You could also choose to add your own version of these experiences, on your own site. Check out our fact sheets about adding facilities and experiences at https://www.s2architects.com.au/resources/fact-sheets/

Expand into Niche Markets

Specialised travel experiences, such as adventure tourism, wellness retreats, or cultural immersion programs, can cater to specific interests and create new revenue streams. Deep dive into your business values and character to understand what is really right for your brand – that is a natural extension of what you already do. Perhaps start by taking our Quiz to understand a bit more about what is right for you.

Foster Inclusivity & Enhance Accessibility

By representing and catering to a diverse range of cultures and communities, tourism businesses can tap into new customer bases and enrich the travel experience for all visitors. Making travel experiences more accessible to people with disabilities not only broadens the customer base but also demonstrates a commitment to inclusivity and social responsibility. Download our fact sheet on accessibility here.

Leverage Data Analytics

Understanding market trends and customer preferences through data can help businesses anticipate changes in the market and adapt their offerings accordingly. Many tourism businesses underutilise their data! Check out our webinar on Using Data to Design.

Offer Flexible Booking Options

In times of uncertainty, flexible cancellation and rebooking policies can provide peace of mind for travelers, making them more likely to book.

Promote Off-Peak Travel

Encouraging travel during off-peak times can help businesses maintain a steady flow of customers throughout the year. Off-peak may mean some out of the box thinking about experience development that can diversify your market or attract people at different times.

Engage in Community-Based Tourism

Involving the local community in tourism development can lead to more authentic experiences for travelers and economic benefits for the community.

Health and Wellbeing

Prioritising the health and safety of travelers can build trust and confidence, which is especially important in the wake of a global health crisis. Additionally, diversifying to offer personal wellness options or connection to nature is a growth industry that could lead to increased bookings.


Before you invest in any product developmentor construction work, get creative about what you could do, how to differentiate in the market and create a unique offer that can’t be replicated. Then design your product and space to carve out your niche, but also adapt as the demand changes.

The path to diversification will vary for each business, but the core principle remains the same: adaptability is key to survival and growth in an uncertain tourism market. By exploring new opportunities and staying attuned to the evolving needs and preferences of travelers, tourism businesses can not only weather the storm but also thrive in the long term.

For more detailed insights and strategies, businesses can refer to the World Economic Forum’s Travel and Tourism Development Index, which highlights the importance of sustainability and resilience in the sector, or explore the World Bank’s perspective on how tourism can drive economic diversification and benefit rural and isolated communities.

For more specific resources, check out our webinar on diversification entitled “Expand Your Horizons“, download our Sustainability E-Book, take our Quiz, or contact us for a discussion about your ideas.


For most tourism businesses, working on your buildings and grounds is a big deal. There is a lot of money and time at stake and can be difficult to know where to start. So let’s just start with a coffee.