A destination marketing company focusing specifically on the low season travel market has launched, claiming to be filling a “gap in the market”.
Low Season Traveller focuses exclusively on holidays outside of the main tourist months in its destinations, which range from the UK and Europe to the Indian Ocean, Middle East, India, southeast Asia, the Caribbean, Africa and North America.
It will be run from a head office in Manchester by chief executive Ged Brown, who has 25 years’ experience in the travel industry including roles at Thomas Cook, MyTravel and Kuoni, and will also have an office in Sydney, Australia.
The company said its research shows 70% of tourists arrive in destinations during their peak seasons, and said the “only realistic and effective way to avoid overtourism” and grow the global travel industry is by “extending the selling season”.
It added that encouraging more visitors to travel during the low season supports “a more sustainable and responsible way to travel”.
Low Season Traveller’s launch partners include Six Senses and Como Resorts, and it has teamed up with UK agency Designer Travel, which will handle its enquiries through a “bespoke booking service”.
The company will highlight destinations’ low seasons via images, blogs, videos and weekly podcasts, highlighting “cultural and unique travel opportunities”.
Brown said: “For the past two years, myself and the team have been working on developing Low Season Traveller with partners across the global leisure industry including tourism organisations, hotels, transport and visitor attractions.
“We are convinced that there is a real gap in the market for low season travel and the recent pandemic has only endorsed our view further. There could never be a better time for us to launch Low Season Traveller, highlighting to travellers how to avoid busy tourist spots and delivering effective ‘social distancing’.
“By highlighting how to deliver value for money, live ‘like the locals’ and, importantly, how to avoid the crowds, we are confident travellers will be inspired by our low season destination portfolio.”
The operator said it would support local community charities in destinations through a “legacy initiative” that would be bolstered as the programme develops.
“We look forward to developing our portfolio of worldwide travel choices working alongside tourism partners helping to extend their season,” added Brown.
“This will help to support year-round jobs and increase visitor numbers sustainably while we deliver a passion about the improved travel experiences that can be enjoyed during the quieter times of the year.’’