As another year draws to a close, it’s a good time to take a moment to reflect on the highs, the challenges and perhaps more importantly, the lessons we’ve learnt along the way.
2026 has certainly been a year of change. From continued economic uncertainty and evolving consumer behaviours to the rapid development of AI and technology, businesses have had plenty to navigate. For many small business owners, it has been a year of balancing ambition with caution, finding ways to remain visible, protecting profitability and making sure that every marketing investment is working hard.
At RIMU Marketing, we’ve had the privilege of working alongside some fantastic small businesses throughout the year. We’ve seen clients take exciting steps forward, overcome challenges and, in some cases, completely rethink how they approach their marketing. We’ve also had our own successes and opportunities to learn and grow.
So, as we look back on 2026, what have been some of the defining themes of the year?
The wider business landscape: Confidence, caution and changing consumer behaviour
It’s fair to say that the economic environment has continued to influence business decisions throughout 2026.
Whilst there have been some encouraging signs of economic growth, consumer confidence and discretionary spending have remained sensitive to the wider economic climate. For small businesses, this has meant customers taking longer to make purchasing decisions, comparing options more carefully and looking for greater value from the products and services they buy. For businesses in the tourism, travel and leisure sectors, this has been particularly noticeable.
People still want to travel, enjoy experiences, make memories and spend time away from home, but how they choose to spend their money is changing. Some are trading down, shortening their trips or looking for more affordable experiences, whilst others are prioritising travel and memorable experiences as something they are unwilling to compromise on.
The challenge for businesses is understanding which customers they are targeting and what really matters to them.
According to VisitBritain’s latest 2026 inbound tourism forecast, the UK is expected to welcome 44.2 million international visits, generating £33.9 billion in visitor spending this year. Whilst this represents growth against 2025 in nominal terms, the forecast was revised down during the year, reflecting weaker demand from some long-haul markets. Importantly, spending is expected to fall by 1% in real terms.
Domestic tourism has also presented a mixed picture. The latest VisitBritain figures show that domestic overnight trips in England fell by 3% in 2025, whilst day visits increased by 2% to 928 million, with total domestic tourism spending increased by 3% to £78 billion.
What does this tell us? Demand is there, but businesses cannot afford to assume customers will simply find them. For tourism and leisure operators, having a clear proposition, understanding your target audience and communicating the value of your experience has never been more important.
The tourism and leisure sector: A year of opportunity, but mounting pressure
Tourism remains a hugely important contributor to the UK economy. VisitBritain estimates that tourism generated £147 billion in GDP in 2024, supporting approximately 2.4 million jobs. However, behind these impressive figures sits an industry facing some significant operational challenges.
Rising employment costs, energy bills, food and drink inflation, business rates and recruitment difficulties have continued to put pressure on margins. A strong trading period does not necessarily translate into a profitable one. A recent UKHospitality survey published in October 2026 found that 80% of hospitality businesses felt that soaring costs were restricting investment, despite stronger summer trading.
This is particularly important when we consider marketing investment. When margins are tight, marketing can sometimes be one of the first areas to face scrutiny. However, reducing marketing activity without understanding what is delivering results can be a false economy.
The businesses that are better placed to navigate these conditions are those that understand their numbers, know their customers and make considered decisions about where to invest. For example, are you relying too heavily on third-party booking platforms? Could you be doing more to encourage repeat bookings and direct enquiries? Are you making the most of your existing customer database? Could partnerships help you reach new audiences?
These are the kinds of questions that can make a real commercial difference.
AI, technology and the changing marketing landscape
If there is one area that has continued to move at pace in 2026, it is artificial intelligence (AI). AI has become increasingly embedded in how businesses research, plan and deliver their marketing, from content creation and customer service to data analysis and search, the opportunities are significant.
For tourism businesses, the impact is particularly interesting.
Travellers are increasingly experimenting with AI when researching destinations, finding accommodation and planning their next experience. ABTA’s 2026–27 Holiday Habits research found that 14% of people had used AI as a source of holiday inspiration, up from 8% in 2025.
However, traditional discovery channels remain important. Recommendations from friends and family, conventional internet searches and travel websites continue to feature prominently. This reinforces something we have been talking about at RIMU for some time: effective marketing is rarely about relying on one channel. Your website, SEO, social media, email marketing, online reviews, PR, digital advertising and partnerships all play a role in building visibility, credibility and trust.
AI may be changing how people discover businesses, but the fundamentals of good marketing remain the same. You need to understand your audience, communicate what makes you different and give people a reason to choose you.
Technology should help us work smarter, not simply create more marketing activity.
Celebrating our clients: Turning ambition into action
One of the most rewarding parts of working with small businesses is seeing what happens when an idea becomes a plan and that plan starts to deliver. Throughout 2026, we’ve worked with clients across a variety of sectors, helping them take a more strategic approach to their marketing.
For some, that has meant taking a step back and reviewing their business objectives before deciding where to focus their marketing efforts. For others, it has been about strengthening their brand, improving their website, developing a more consistent social media presence or finding better ways to communicate with existing customers.
It has been particularly rewarding seeing our clients from the executive coaching and sports worlds working at 100% capacity, with a healthy pipeline of opportunity. We have also been working with another client in the horticultural sector to review their strategic marketing approach and deliver a new website which is going to help elevate their business within their sector.
We’ve also seen the importance of looking beyond individual marketing activities and considering the bigger picture. A new website, for example, is not simply about having something that looks good. It needs to communicate your proposition, connect with your ideal customer, perform well in search and encourage people to take the next step in their customer journey. Similarly, email marketing is not just about sending another newsletter, it is about building relationships, nurturing potential customers and creating opportunities for repeat business.
For small business owners, there is a huge opportunity to make more of existing customer relationships, encourage direct bookings and develop new revenue streams. What makes us particularly proud is seeing clients gain greater clarity and confidence in their marketing. Moving away from reactive activity towards a more consistently structured approach, with a clear understanding of what they are trying to achieve and why.
Because ultimately, marketing success isn’t about how many posts you publish or how many emails you send, it’s about whether your marketing is helping you to achieve your business ambitions.
A year of growth and development at RIMU Marketing
2026 has also been an important year for RIMU Marketing.
Established in 2014, we’ve always believed in the importance of building strong relationships, understanding our clients’ businesses and delivering marketing that makes a genuine difference. This year, we’ve continued to develop our positioning around strategic marketing leadership, helping small business owners access the thinking and direction of a Marketing Director without the cost of employing someone full-time.
We’ve been strengthening our approach as a fractional marketing partner, providing clients with the strategic oversight, structure and commercial focus they need, alongside practical implementation support.
Our carefully selected network of Associates continues to be an important part of this. Bringing together specialists across different areas of marketing such as website creation, branding and digital marketing expertise, which means we can build the right team around each client’s needs, rather than offering a one-size-fits-all solution.
We’ve also continued to invest in our own marketing, developing our content, exploring new ways to reach our audiences and sharing more of the knowledge and experience we’ve gained along the way.
On a personal level, joining the Tourism South East Board in October presents another exciting opportunity to contribute to the wider tourism industry and support the organisation’s work championing the tourism economy. It’s a reminder that business growth isn’t just about what happens within your own organisation. Being part of a wider network, sharing knowledge and supporting the sectors we work in can be equally valuable.
What have we learnt from 2026?
If there is one overarching lesson from this year, it is that businesses need to be adaptable, but they also need direction. It’s easy to get caught up in the latest marketing trends, new platforms and technological developments, but when resources are limited, the key is knowing where to focus your attention.
Here are five lessons we would take into 2027:
1. Strategy before activity. Before committing to another marketing campaign, take time to understand what you want to achieve and how your marketing supports your wider business objectives.
2. Know your customer. Consumer behaviours are changing in response to economic factors and changing technology. Make sure you understand what motivates your audience, what influences their decisions and what might prevent them from choosing you.
3. Don’t rely on one route to market. Build a balanced marketing approach that includes your website, search, social media, email, partnerships and recommendations. The right mix will depend on your business and your audience.
4. Make more of the customers you already have. Retention, repeat business and referrals can be incredibly valuable. Don’t focus all your attention on finding new customers at the expense of nurturing existing relationships.
5. Measure what matters. Look beyond likes, followers and website visits. Understand the metrics that connect marketing activity to enquiries, bookings, sales and profitability.
Looking ahead to 2027: Time to be proactive, not reactive
As we look towards 2027, there is plenty to be optimistic about.
The tourism and leisure sector has enormous potential, with continued opportunities to attract international visitors, encourage domestic travel, develop new experiences and create stronger relationships with customers. Technology and AI will undoubtedly continue to change the marketing landscape, but the businesses that stand out will be those that combine innovation with authenticity, creativity and a genuine understanding of their customers.
For small business owners, our advice is simple: don’t wait until you need more bookings, more enquiries or more sales to start thinking about your marketing. Use the final weeks of the year to reflect on what has worked, what hasn’t and where the opportunities lie for 2027. Look at your data, review your customer journey, revisit your business objectives and start building a marketing roadmap for the year ahead.
At RIMU Marketing, we believe that good marketing starts with clarity, having a clear direction, knowing where to focus and making sure every activity has a purpose. If 2026 has felt a little reactive, perhaps 2027 is the year to do things differently.
Here’s to a year of fresh thinking, exciting opportunities and helping more businesses develop, grow and flourish.
Need a little more clarity in your marketing for 2027?
Whether you need a fresh marketing strategy, support with a particular project or ongoing strategic marketing leadership, we’d love to hear from you. Get in touch with RIMU Marketing to arrange an initial conversation and let’s explore how we can help you make 2027 a year of progress.
