7 guerrilla growth tactics that small businesses can pull off

In the fast-paced world of Travel & Tourism, small and medium-sized enterprises (SMEs) have the power to act quickly, think creatively, and connect personally. But all they need are a few guerrilla tactics to supercharge their visibility. Below are 7 unconventional, action-ready guerrilla growth tactics designed specifically for nimble SMEs ready to shake things up.

1) Host a flash pop-up experience in an unexpected place

A surprise tea and storytelling stall on a sunrise hiking trail. A rooftop sunset yoga class with zero notice. Or a mini local food fest at an airport lounge. Pop-ups are buzzworthy, low-cost, and leverage FOMO (Fear of missing out). They tap into the excitement of the unexpected, something travellers crave.

How you can do it:

• Pick a high-footfall but low-rent location like a beach, hilltop, or even a public square.

• Offer a 30-minute flash experience like a quick cooking demo, folk dance crash course, or quirky photo op.

• Promote it just 24 hours before on Instagram stories and WhatsApp groups with locals and tourists.

• Encourage attendees to post using a branded hashtag.

2) Co-create a product or experience with a traveller

A visitor can help co-design a walking route, cocktail, or one-night-only menu. It instantly creates loyalty. People promote what they help build. Plus, it feels raw, real, and hyper-personal.

How you can do it:

• Offer ‘Be a Co-Curator’ experiences where a guest can co-plan or test something new with your team.

• Film the process and turn it into a mini social media series.

• Offer them credit or a small commission if it becomes a regular service.

3) Create a mystery adventure experience

‘Show up at this location at 6 PM. Wear sneakers. Don’t ask questions.’ And then boom, a secret night trek, flash mob, or underground food trail begins. It taps into intrigue, adventure, and a desire for stories to tell. Millennials and Gen Zs love the unexpected.

How you can do it:

• Partner with other SMEs to create an ‘invisible itinerary.’

• Promote only the vibe, not the details.

• Offer limited slots and require sign-ups, making it feel exclusive.

• Collect feedback immediately after and turn the best reviews into your next social campaign.

4) Leverage a local event

During a big local fair, you can set up a ‘Free Local Secrets’ booth with handmade maps, taste samples, and a wheel of fortune. You ride the footfall of a big event without paying for the big stage. Plus, locals and tourists appreciate added value.

How you can do it:

• Research the top 5 local events/festivals in your area over the next year.

• Prepare lightweight, portable setups you can ‘drop’ anywhere, like chalkboards, carts, posters, or QR codes.

• Offer a giveaway or micro-experience, something small but delightful.

5) Turn customers into walking ads

Visitors leave your cafe or tour with a cheeky tote, a stamp on their hand, or a super-Instagrammable sticker that says ‘Ask me where I’ve been.’ Word-of-mouth is powerful. Visual word-of-mouth is even more potent, especially when it is wearable.

How you can do it:

• Design quirky, travel-brag-worthy merch such as stickers, T-shirts, postcards, or wearable pins.

• Offer them for free with a purchase or experience, but only if they post/tag your brand.

• Encourage creativity, maybe run a contest for the most creative use of the item.

6) Run a hyperlocal “secret discount” hunt

A chalk message on a sidewalk, saying ‘Ask for ‘Karma Code 42’ to get 50% off this experience today only. It gamifies the booking process and gets people to interact with your brand on the street and online.

How you can do it:

• Use sidewalk chalk, QR code posters, or clues embedded in reels to tease the offer.

• Set up a ‘secret phrase’ people have to say to avail of the deal.

• Track how many people convert through this method; it is surprisingly effective for walking tours, workshops, and eateries.

7) Cross-promote with ‘unlikely allies’

A street barber, a henna artist, and a boutique travel planner team up to offer the ‘5-Minute Makeover for Jetlagged Tourists.’ It is unexpected, shareable, and supports the local ecosystem while driving mutual traffic.

How you can do it:

• Find 2-3 complementary businesses like local artists, guides, photographers, or even pet cafes.

• Build a single experience or package that ties your services into one narrative.

• Offer a small group version with limited slots and watch the referrals roll in.

As a small business, your size is your strength. You are fast, fearless, and flexible, exactly what today’s traveller is looking for. These guerrilla tactics are about connecting authentically, creating moments that stick, and turning every experience into a ripple effect.

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