The Ultimate Guide to Valentine’s Day for Tour and Activity Providers

Valentine’s Day is one of the most lucrative times for tour and activity providers. Last year, consumers spent approximately $25.8 billion on Valentine’s Day, according to the National Retail Federation. The trend will continue in 2025, with surveys showing that 53% of consumers plan to celebrate Valentine’s Day, with an average spend of $185.81 per person. As more people prioritize experiences over material gifts, there is a growing demand for unique, memorable, and romantic activities. In fact, a recent study reveals that 92% of shoppers prefer giving experiences over physical items, making this a prime opportunity for tourism companies to thrive.                                                                                                                                                                                                                        

Beyond romantic celebrations, Valentine’s Day allows businesses to appeal to diverse audiences, including singles and groups of friends looking for alternative ways to mark the occasion. Operators who innovate their offerings and create compelling promotions can see a significant increase in bookings and revenue. Whether you specialize in outdoor adventures, city tours or wellness retreats, there are countless ways to tap into this market. 

This guide will walk you through the best strategies to maximize your Valentine’s Day sales and create unforgettable experiences for your customers, ensuring that your business stands out in this competitive season. 

Crafting Valentine’s Day-themed experiences 

Offering a special Valentine’s Day experience can attract couples looking for a unique way to celebrate their love. Here are a few examples that you can adapt for your specific business: 

• Romantic sunset tours: Boat cruises, scenic helicopter rides, or guided city walks at sunset. Offering champagne or gourmet picnic baskets can elevate the experience further. 
• Couples workshops: Cooking classes, dance lessons, or wine-tasting events designed for two. Businesses can collaborate with expert instructors to offer interactive and intimate learning experiences. 
• Adventure for two: Tandem skydiving, horseback riding, or hot air balloon rides for thrill-seekers. Unique adventure packages that include professional photography or video recording can add an extra element of excitement and a lasting memento. 
• Private and VIP packages: Offering exclusive, private experiences can justify premium pricing and provide a more intimate setting. Customizable elements such as a dedicated guide, luxury transportation, or personalized itinerary add significant value. 
• Wellness retreats for couples: Organize spa getaways, yoga sessions, or meditation retreats for couples looking to relax and reconnect. 
• Cultural and artistic experiences: Private museum tours, pottery-making workshops, or painting classes can offer a creative way for couples to bond. 

💡 Tip: Allow customers to add personal touches like a surprise message, a bottle of champagne, or a professional photoshoot to enhance their experience. Offering flexible booking policies and easy rescheduling options can also improve customer satisfaction and increase sales. 

Leveraging gift cards for off-season revenue 

Offering gift cards is a perfect alternative for businesses not operating on Valentine’s Day. Gift cards allow customers to purchase an experience in advance, and redeem it later at their convenience. This approach helps maintain revenue flow even during off-peak periods, allowing companies to attract customers who may not be ready to book a specific date but are eager to secure an experience for the future. Recent statistics show that the global gift card market was valued at approximately $984.3 billion in 2024, with projections indicating it could reach $3.09 trillion by 2030. Moreover, 61% of consumers tend to spend more than the value of their gift cards when redeeming them, averaging an additional $31.75 on top of the card’s value. This trend underscores the potential for increased revenue through gift card sales. 

Marketing Valentine’s Day-themed gift cards with romantic messaging can enhance their appeal, making them ideal presents for those who prefer flexible options. Limited-time discounts on gift card purchases can also serve as an incentive to drive sales in the weeks leading up to Valentine’s Day. Additionally, operators can highlight the versatility of gift cards, showing how they are not just for couples but can also be thoughtful presents for friends, family members, or even self-care experiences.  

For last-minute shoppers, e-gift cards can be promoted as a quick and hassle-free solution, allowing customers to make a thoughtful purchase, even on Valentine’s Day itself. Ensuring the gift card purchase process is seamless and easily accessible through a company’s website or mobile platform can significantly increase conversion rates. Incorporating personalized messaging options and sleek digital designs can further enhance their appeal and convey a sense of genuine appreciation to the recipient. 

Implementing promo codes to attract customers 

Promo codes are a highly effective strategy for driving bookings and increasing customer loyalty, especially during seasonal periods such as Valentine’s Day. Offering targeted discounts can incentivize different customer segments, as evidenced by the fact that brands offering them see anywhere from 60% to over 700% more search volume than those that do not. 

In particular, early bird discounts can be a compelling way to encourage customers to book in advance, reducing uncertainty and ensuring a steady flow of reservations leading up to the holiday. By offering promotions such as 10-20% off for bookings made before February 1, companies can generate interest early and fill slots before peak demand hits. 

Conversely, last-minute offers cater to spontaneous shoppers who may be looking for a quick but thoughtful experience. These discounts can be structured as limited-time flash sales in the final days leading up to Valentine’s Day, increasing urgency and driving impulse purchases. 

Finally, referral discounts provide an additional way to drive bookings while organically expanding customer reach. A discount incentive can encourage existing customers to refer friends or couples, creating a snowball effect that drives word-of-mouth marketing and social media engagement. 

Forming strategic partnerships for attractive packages 

Collaborating with other local businesses can help you create attractive packages and cross-promote your services. Strong partnerships can elevate customer experiences while benefiting all parties involved. 

• Hotels and resorts: By teaming up with hotels, you can create exclusive getaway experiences that include both accommodation and activities. This ensures guests have a seamless and luxurious experience while increasing visibility for both businesses. 
• Restaurants and cafés: Coordinating with local dining spots allows for the creation of full-fledged date-night experiences that combine great food with exciting activities. Whether it’s a pre-dinner adventure or a post-dinner relaxation session, these packages can offer exceptional value. 
• Spas and wellness centers: Adding a wellness component to a Valentine’s package enhances its appeal. Couples can enjoy a guided tour or an outdoor adventure followed by a relaxing massage or wellness treatment. 
• Florists and gift shops: Partnering with florists or local gift shops lets you offer exclusive Valentine’s Day packages that include a flower arrangement, chocolates, or custom keepsakes. 

💡 Tip: Strong partnerships enhance the overall customer experience while reducing marketing and acquisition costs for all involved businesses. 

Engaging singles with unique offerings 

Not everyone celebrates Valentine’s Day in the traditional way. In recent years, there has been a growing trend of anti-Valentine’s Day events for singles and groups of friends who want to enjoy the occasion in a different way. Many people use this time as an opportunity to treat themselves, reconnect with friends, or simply enjoy an exciting experience without the pressure of a romantic date, as evidenced by the fact that 29% of Valentine’s Day spending in 2024 was not for a significant other. 

For those looking for social engagement, curated events designed specifically for singles can be a great way to meet like-minded individuals. Organized group activities such as guided city tours, wine tastings, or themed adventure experiences provide a fun and relaxed environment where people can enjoy new connections. These experiences offer a refreshing alternative to traditional Valentine’s Day outings and encourage inclusivity. 

Another emerging trend is the celebration of friendships, often promoted as “Galentine’s” or “Broentine’s” Day. In fact, searches for Galentine’s Day have increased by 400% since 2015, while searches for Valentine’s Day have decreased by 55% during the same period. Businesses can tailor offerings that cater to groups of friends looking to share a memorable experience together. Activities like spa days, group cooking classes, or wellness retreats can create meaningful memories while reinforcing the idea that Valentine’s Day isn’t exclusively for romantic relationships. 

In addition to group celebrations, self-care and solo adventures have gained popularity among those who prefer to use the holiday as a moment for personal growth and relaxation. Wellness retreats, mindfulness workshops, and self-improvement events allow individuals to prioritize themselves, fostering a sense of self-love and appreciation. Marketing for these alternative celebrations should use messaging that is humorous, empowering, and inclusive. Highlighting the joy of celebrating love in all forms (whether for oneself, for friendships, or for new experiences) can make a significant impact in attracting a wider audience and maximizing engagement. 

Effective promotion through digital channels 

As mentioned in the section above, marketing is crucial to maximizing bookings during Valentine’s Day. Digital channels provide a powerful way to create buzz, reach target audiences, and drive engagement. With strategic planning and execution, businesses can increase visibility, boost customer interactions, and convert interest into bookings. 

Social media strategies 

• Create visually appealing content: Behind-the-scenes footage of special Valentine’s Day offerings can build anticipation and generate excitement. High-quality images and videos showcasing couples enjoying unique experiences can create a sense of urgency and encourage bookings. 

• Run interactive campaigns: Countdown promotions help create a sense of exclusivity and encourage customers to book their experiences before slots fill up. Giveaways, especially those that require participants to tag their partners or friends, can boost visibility and organic reach while incentivizing engagement. 
• Leverage Valentine’s Day hashtags and influencer collaborations: By partnering with influencers in the travel, lifestyle, and romance niches, businesses can tap into their established follower base and attract potential customers who trust their recommendations. Creating shareable, user-generated content campaigns, such as encouraging customers to post their Valentine’s experiences with a branded hashtag, can also amplify brand awareness and encourage more bookings. 

Email marketing 

• Personalize your communications: A segmented email campaign targeting different audience segments (couples, singles, gift-buyers, etc.) can personalize the customer experience and increase engagement. Personalized email subject lines, such as “Make This Valentine’s Day Unforgettable” or “Surprise Your Special Someone with an Experience They’ll Love,” can capture attention and boost open rates. 

• Make your readers afraid they’ll miss out: Within the emails, highlighting limited-time offers, testimonials from past customers, and exclusive package deals can create a sense of urgency and build trust. Featuring compelling visuals, customer stories, and exclusive Valentine’s Day discounts can further entice recipients to act quickly. 

• Automate follow-up emails to boos conversions: Sending gentle reminders to those who visited the booking page but didn’t complete their reservation, along with an exclusive promo code, can encourage them to finalize their purchase. Additionally, a post-Valentine’s Day follow-up email thanking customers for participating and inviting them to share their experiences on social media can strengthen relationships and drive future business. 

Website optimization and booking experience: 

A seamless online booking experience is essential for converting website visitors into customers. Ensuring that your website is optimized for both desktop and mobile users will make it easier for potential customers to browse offerings and make quick, hassle-free reservations. A dedicated Valentine’s Day landing page that highlights special packages, promotions, and customer testimonials can further enhance the user experience. 

Incorporating a countdown timer on your website to indicate limited availability can create urgency and encourage immediate bookings. Streamlining the checkout process, reducing unnecessary form fields, and offering multiple payment options can also minimize cart abandonment rates. 

💡 Tip: Ensure that your website and booking system are optimized for mobile users to capture spontaneous bookings. Many last-minute shoppers will browse offers on their smartphones, so a fast, mobile-friendly experience can make all the difference in securing a sale. 

Conclusion 

Valentine’s Day presents a fantastic opportunity for tour and activity providers to boost sales, attract new customers, and strengthen brand loyalty. By implementing a strategic approach, businesses can maximize their success during this lucrative season. 

Key takeaways: 

• Create romantic experiences: Offer exclusive packages that cater to couples looking for unique and memorable moments. 
• Leverage gift cards: Provide flexible gifting options for those looking for last-minute presents or future experiences. 
• Use promo codes effectively: Attract early and last-minute bookers with time-sensitive discounts and referral incentives. 
• Partner with local businesses: Collaborate with hotels, restaurants, and spas to create comprehensive Valentine’s Day packages. 
• Engage singles & groups: Expand your audience by offering anti-Valentine’s events and self-care experiences. 
• Maximize digital marketing: Utilize social media, email campaigns, and paid advertising to reach potential customers. 

Start planning your Valentine’s Day promotions today to ensure a profitable and successful season. Need help managing bookings and optimizing your sales? Book a demo with Rezdy to streamline your operations and boost revenue this Valentine’s Day!