My summer holiday this year took me to Greece, to a small village called Moraitika. Thankfully, it was before the intense heat arrived! As someone who works in rural tourism and tourism development, it’s impossible to switch off completely. Wherever I go, I find myself observing how destinations welcome visitors and, more importantly, how local businesses work together.
What struck me most wasn’t a landmark or an attraction. It was the power of referral.
Our First Tourism Ambassador
Before we even arrived at our hotel, our taxi driver had become our first tourism ambassador. During the journey from the airport, he recommended places to eat, hidden spots to visit, where to find authentic Greek food, and even the best venue for an Elvis night! He knew the hotel owner by name and stopped for a chat when we arrived. There was an immediate sense that everyone was connected and invested in ensuring visitors had a great experience.
A Masterclass in Hospitality
One recommendation in particular stood out. We were directed to a family-run restaurant where Mum was in the kitchen, Dad welcomed guests at the door, and the daughter, son and son-in-law kept everything running seamlessly. It was a masterclass in hospitality. The food was exceptional, the welcome was genuine, and the experience felt personal.
But what really impressed me was what happened next.
Rather than trying to keep us there every night, they recommended other restaurants, local attractions, boat trips and places to explore. Everywhere we went, businesses were referring visitors to one another. There was no sense of competition; instead, there was a shared understanding that if the visitor had a fantastic overall experience, everyone benefited.
The Lesson for Rural Tourism
That’s the lesson for community tourism, whether in a Greek village or right here in Ireland.
Too often, we think about promoting our own business, attraction or experience. Yet visitors don’t experience tourism in individual pieces. They experience a destination as a whole. The accommodation provider, café owner, taxi driver, attraction, shopkeeper and local guide all play a role in shaping that experience.
A recommendation from a trusted local carries enormous weight. It encourages visitors to stay longer, spend more, discover places they might otherwise miss and create richer memories of their visit.
Referral is not about giving business away. It’s about building a stronger visitor economy together.
Why Collaboration Wins
When local businesses support one another, visitors feel welcomed rather than sold to. They discover the authentic character of a place. They leave with stories to tell. And perhaps most importantly, they leave wanting to return.
For rural communities, that collaborative approach can be transformational. Tourism isn’t just about attracting visitors; it’s about creating networks of local people and businesses who work together to ensure every visitor experiences the very best of what a place has to offer.
Five Ways Local Businesses Can Apply This
- Refer visitors on, every time – When someone asks for a recommendation, point them to other local restaurants, attractions or experiences, not just your own.
- Know your neighbours’ offering – Take time to visit or understand other local businesses and community attractions so your referrals feel genuine and specific, not vague.
- Make the first contact count – Whoever meets the visitor first (taxi driver, B&B host, shop owner) sets the tone; use that moment to welcome them into the wider area, not just your business.
- Build relationships, not rivalries – Get to know other business owners personally so referrals happen naturally and are backed by real connection.
- Sell the destination, not just yourself – Frame conversations around what will make the visitor’s whole trip great, rather than what will keep them with you.
Often in rural tourism, you will have to point visitors to neighbouring areas if they want to have the best experience possible, especially if they are staying a while. That is fine! By doing this you are encouraging people to come back to you.
Community Tourism Workshop
Saturday 3rd October 2026 – Shen House, Belleek, Fermanagh.
09:30am – 13.00pm OR 12.00pm – 15.30pm
This is a three-and-a-half-hour event which includes a practical workshop on the foundations of the tourism landscape, tourism, and regenerative tourism as well as building the heritage story of your community and tourism development in your community. Also included is a short walk and tour of Belleek heritage village and a light lunch.
Tickets for our Community Tourism Workshop are currently available at a reduced rate! Until August 31st buy your ticket for £44 – normally £55! 20% OFF for our 20th year! More details and purchasing here.