Partnering with Other Local Operators: Cross-Promotion That Works

When it comes to marketing your tourism business in Nova Scotia, you don’t have to go it alone. In fact, teaming up with other local businesses can help you reach new audiences, offer richer experiences to your guests, and build a stronger tourism economy for your whole region.

Cross-promotion — where two or more businesses promote each other to their respective audiences — is one of the smartest (and most affordable) marketing strategies available, especially for small and medium-sized operators.

Here’s how you can make it work—and some Nova Scotia-specific ideas to get you started.

Why Cross-Promotion Works

Cross-promotion allows you to:

• Expand Your Reach: Instantly tap into your partner’s customer base without paying for ads.

• Offer More Value: Guests appreciate recommendations for trusted, local experiences that match their interests.

• Build Stronger Relationships: Collaborating with other businesses fosters a sense of community, and community is one of Nova Scotia’s greatest tourism strengths.

• Boost Your Credibility: When another respected business recommends you, you earn instant trust.

And best of all? It’s free or low-cost, requiring just time, communication, and creativity.

Ideal Cross-Promotion Partners in Nova Scotia

Not sure who to team up with? Think about complementary, not competing, services. Some examples include:

• Accommodations + Experiences: Inns, B&Bs, and hotels partnering with kayak tours, fishing charters, or guided hikes.

• Restaurants + Attractions: Dining spots teaming up with local museums, craft breweries, or artisan shops.

• Outdoor Adventure + Relaxation: Whale-watching tours partnering with nearby spas or wellness retreats.

• Cultural Operators: Art galleries collaborating with event organizers or local storytellers.

• Farms + Markets + Food Tours: Promote authentic farm-to-table experiences by partnering with local growers and culinary operators.

In Nova Scotia, where the distance between a vineyard, a beach, a hike, and a historic village is often just minutes, the opportunities for collaboration are endless.

Cross-Promotion Ideas You Can Start Today

1. Create Joint Packages

Bundle your services and offer special pricing.

Example: “Stay and Play” packages that combine a two-night inn stay with a kayak rental or guided coastal hike.

2. Co-Host Events

Host a seasonal market, festival pop-up, or tasting event together.

Example: Partner with a winery to host a "Wine and Water" kayak-and-tasting day along the South Shore.

3. Share Each Other’s Content

Feature your partners in your newsletters, blogs, and social media posts—and have them do the same for you.

Tip: Use authentic storytelling, not just ads. Introduce your audience to the people behind the businesses.

4. Refer Guests Directly

Create a printed “Local Favourites” guide in your business, and mention your partners verbally when speaking to guests.

Example: “If you loved the hike this morning, you’ll love the seafood chowder at Joe’s Chowder House just down the road!”

5. Offer Loyalty Rewards Across Businesses

Reward guests who visit more than one partner.

Example: A “passport” stamp system where visitors collect stamps from local businesses and earn a prize or discount.

6. Feature Each Other’s Businesses in Your Space

Allow each partner to display brochures, business cards, or mini-displays in each other’s locations.

🧭 Tips for Successful Cross-Promotion

• Choose the Right Partners: Make sure your businesses align in values, quality, and audience.

• Communicate Clearly: Set expectations upfront about what each partner will do, timelines, and marketing materials.

• Keep it Simple: The easier you make it for guests to take advantage of a joint offer, the more likely they are to act.

• Track Results: Use discount codes, unique links, or simple checklists to measure how many referrals are happening.

• b Share wins on social media, tag each other, and publicly thank your partners to deepen the relationship.

Real-World Inspiration: Nova Scotia Cross-Promotion in Action

• Bay of Fundy Eco-Adventures + Local B&Bs: Offering "Adventure Getaway" packages that include guided tidal bore rafting and overnight stays.

• Annapolis Valley Wineries + Tour Operators: Pairing wine tours with scenic drives, picnics, and vineyard stays.

• Historic Sites + Food Trucks/Farmers Markets: Coordinating event days where visitors can explore the historic site and enjoy local eats on-site.

These examples aren’t just marketing wins; they create memorable visitor experiences that encourage longer stays, more spending, and glowing word-of-mouth reviews.

Final Thoughts

Cross-promotion isn’t just a marketing tactic—it’s a community-building opportunity. It strengthens local ties, enriches visitor experiences, and helps everyone thrive.

In a place like Nova Scotia, where authenticity, community, and connection are part of the very fabric of life, cross-promotion is not only smart business—it’s a natural fit.

So reach out. Make a call. Send that email. Your next great partnership could be just down the road—or across the harbour.

Ready to take your tourism business to the next level?

If you're looking for personalized guidance on marketing strategies, website optimization, or social media growth, let's chat! Book a free, no-obligation consultation with Shelley Bellefontaine, your trusted tourism marketing consultant, and get expert advice tailored to your business needs.

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