Articles — October 7, 2025
The Power of Small Markets in Tourism: Finding Success Beyond the Crowds
In the tourism industry, many companies are drawn to the largest and most competitive markets — the ones everyone seems to be targeting. These “obvious” markets promise big numbers, brand visibility, and prestige. Yet, for small and medium-sized tourism businesses, competing in overcrowded destinations or with large international players often means facing high costs, low margins, and limited visibility.
When Competition Becomes Congestion
Entering a market full of established competitors can quickly turn into a struggle for attention. The marketing budgets of large players, combined with customer loyalty to known brands, make it extremely difficult for smaller companies to gain traction. Even if some visibility is achieved, the return on investment may remain low due to price pressure and fragmented demand.
In such an environment, growth rarely comes from being louder — it comes from being smarter.
The Value of Small and Niche Markets
Smaller, less-saturated markets may not look as glamorous at first glance, but they often provide the best opportunities for sustainable success. These markets allow a company to:
Build stronger relationships with local partners and customers, leading to long-term loyalty rather than one-off sales.
Test and refine products more effectively without the noise of heavy competition.
Establish a strong identity as a specialist provider rather than just another name in a crowded field.
Achieve operational efficiency, as steady, predictable demand from a smaller market can help optimize capacity — from accommodation and transport to staff utilization.
In short, targeting smaller markets can deliver quality over quantity, ensuring a healthier business model and a clearer brand position.
Building a Winning Relationship
Focusing on a smaller market doesn’t mean limiting ambition. Instead, it means identifying where a company’s strengths truly fit — whether in cultural tourism, nature-based travel, educational visits, or off-season travel solutions. By building genuine partnerships and understanding the specific needs of these customers, a company can become a preferred supplier and maintain stable, profitable relationships.
Looking Ahead – Expanding Smartly
As part of our strategic approach to exploring new, promising markets, we will organize a sales tour to Greece and Turkey in February next year. These regions represent exciting opportunities to create new partnerships and develop customized travel products that connect Northern Europe with the Mediterranean — markets that are rich in potential yet still open to meaningful collaboration.
Greece & Türkiye Roadshow 2026
Dates: 1–7 February 2026
Join us for a unique 7-day B2B sales and networking journey across Greece and Türkiye — culminating at one of the world’s largest tourism trade events, EMITT 2026 in Istanbul.
