Summer brings the Cotswolds to life. From Bibury to Bourton-on-the-Water, our towns and villages welcome thousands of visitors every week. According to Cotswolds Tourism, the region sees over 20 million day visitors annually, with the peak months falling between June and August. For local businesses, this influx is a golden opportunity to boost visibility, increase sales and build lasting customer relationships.
But more footfall does not always mean more custom. Without a little preparation, it is easy for passing trade to pass you by. Whether you run a café, boutique, salon or farm shop, here are some practical ways to make the most of this busy season.
1. Start with the kerb appeal
Your exterior is doing more work than you think. Visitors make split-second decisions based on signage, displays and general feel. A fresh window display with seasonal items, clear signage about what you offer and a clean, welcoming entrance can make all the difference.
Keep your messaging short and purposeful. Focus on one strong benefit. Examples include:
- “Handmade gifts under £20”
- “Locally roasted coffee inside”
- “Walk-ins welcome today”
A well-positioned chalkboard or sandwich board on the pavement also helps pull people in, especially in areas with lots of foot traffic.
2. Be easy to find online
Visitors are not always walking past your door. Many will search online first. Make sure your Google Business Profile is fully up to date, including summer opening hours, accurate location details, recent photos and links to your website or social pages.
Add summer-specific content if you can. For example, post about any special offers, new menu items or seasonal collections. These updates help your business appear more active and relevant, which Google rewards with better visibility in local search results.
3. Offer something designed for visitors
Think about what a tourist might want or need. Create a quick grab-and-go product, bundle or service that suits people with limited time. This could be a “Cotswold Sampler” gift box, a travel-sized version of your best-seller, or a 30-minute taster session for a treatment or workshop.
The goal is to reduce decision friction. Visitors do not have time to explore your full range. Make it easy for them to say yes.
4. Partner with a neighbouring business
Collaboration is powerful, especially in high-footfall areas. Consider working with another local business to create a shared flyer, a local loyalty card or a cross-promotion. For example:
- A florist and a gift shop could create a joint summer hamper
- A coffee shop could offer 10 percent off with a receipt from a nearby gallery
- A salon could team up with a clothing boutique for a “summer refresh” package
These partnerships help keep footfall circulating locally, and give visitors more reasons to explore beyond a single stop.
5. Provide a seasonal touchpoint
A thoughtful seasonal freebie can leave a lasting impression. Think small and personal rather than flashy or expensive. For example:
- A printed mini-guide to the area
- A free postcard with every purchase
- A chilled herbal tea sample on a hot day
These small touches often prompt photos, shares or positive reviews, all of which help boost your reputation organically.
6. Ask for reviews and mentions
Online reviews are a huge part of how visitors make decisions. A polite ask at the till, or a small sign with a QR code, can gently encourage guests to leave a review or tag your business on Instagram.
You could even incentivise it. For example, enter reviewers into a monthly draw for a free gift or offer a discount on their next visit. The key is to make it simple and optional, never pushy.
7. Keep your team in the loop
If you have staff, make sure they know the plan for summer. Brief them on current offers, where to direct people for local info, and how to talk about your most popular products or services. Friendly, informed team members often turn browsers into buyers.
A busier Cotswolds can mean a busier till… if you are ready
By thinking ahead and focusing on visitor experience, your business can turn seasonal traffic into meaningful growth. Tourists may only visit once, but with the right impression, they will remember your name, tell their friends or even become future online customers.
Now is the time to make it count.
