When it comes to marketing a restaurant in a tourist-heavy area, the belief that social media is an effective tool is a major misconception. Why do I always mention tourist market restaurant fail: Social Media is NOT the Solution? While social media platforms like Facebook and Instagram have a place in modern marketing, relying on them for attracting tourists can lead to failure.
Tourist Market Restaurant Fail: Social Media is NOT the Solution
This is especially true for restaurants and bars located in tourist markets where the focus needs to be on visibility and location-based discoverability, not just social engagement. In this guide, we’ll explore why social media is not the solution for restaurants in tourist markets and what strategies will truly drive growth.
1. Tourists Don’t Search on Social Media for Dining Options
The majority of tourists don’t turn to social media platforms like Instagram or Facebook when searching for a place to eat or drink. Instead, they rely on local search tools like Google, Tripadvisor, and Yelp. These platforms offer immediate information based on proximity, ratings, and reviews, making them far more effective for decision-making when tourists are on the move.
For example, imagine you’re visiting a new city and want to grab a quick bite. You’re more likely to search for "restaurants near me" on Google than scroll through endless Instagram posts or hashtags. In fact, using a hashtag like #happyhour on Instagram to find a specific location is time-consuming, irrelevant, and unlikely to yield accurate results.
Bottom line
Tourists want fast, location-specific results, and social media simply doesn’t provide that in an efficient way.
Let me draw a parallel. One of the most successful and long running bars in Las Vegas is called Carnival Court located right outside the Harrahs Casino on the strip. You probably know it as the outdoor "circle bar" with the flair bartenders flipping the bottles around.
No one cares that it's called Carnival Court
That being said, this place makes BANK yet they don't even have a Facebook page! These guys used common sense and instead of going through the motions of social media, they went physically WHERE THE PEOPLE ARE. Hundreds of thousands of people pass by this place every weekend made up of probably 99% tourists. I lived in Las Vegas briefly and the old pattern is absolutely true - if you live in Vegas you avoid the Strip like the plague.
Location Trumps everything when it comes to restaurants and bars. Even though this seems obvious it's often lost in the noise of today's marketing people. However if location isn't your strong point, use the next strongest thing - common sense.
