Lobby like a local: How to get your travel business on the government’s radar

Every year, millions in tourism grants, marketing opportunities, and government support slip past deserving businesses, not because they are not eligible, but because they are invisible. In a world where policy shapes profit, knowing how to lobby like a local is essential. You don’t need political connections or a fancy title. What you need is presence, persistence, and a clear plan to get your voice into the rooms where decisions are made. Here’s how travel SMEs can step confidently into the spotlight and turn local government from an abstract bureaucracy into a strategic partner.

1) The power of public meetings

The first rule of visibility is to be there. City councils, tourism departments, and economic development boards host regular public meetings, usually open to all. SMEs can gain an edge simply by showing up, listening, and speaking when the moment is right. Public comments are often part of these meetings, and this is your chance to share what your business needs, where you see gaps in support, or what is working on the ground. Policymakers frequently reference public feedback when shaping grants, zoning laws, and tourism priorities.

Pro tip: Check your city or municipality’s website. Subscribe to notifications about tourism-related meetings. Go in with a short pitch about who you are, what you offer, and how you are helping local tourism thrive.

2) Join the inner circle

If public meetings are the front row, advisory committees are backstage passes. These are groups made up of business owners, residents, and experts who help shape tourism and economic policy. Many cities regularly rotate committee members and actively seek local business participation.

By serving on these boards, SMEs gain:

• Insider knowledge of upcoming projects and funds

• Early influence on tourism strategy and budget allocations

• Recognition as an industry voice and local partner

This kind of exposure puts your business on the radar for government leaders and for destination marketing organisations, local influencers, and collaborators.

3) Align with regional tourism strategies

Governments are far more likely to support businesses that align with their vision. That’s why understanding your region’s tourism strategy is critical. These plans often outline goals like promoting sustainable travel, supporting cultural tourism, or increasing off-season visitors. When you pitch your business, whether for a grant, partnership, or inclusion in a campaign, make sure you are mirroring the government’s own priorities.  

For example:

• If your area is pushing eco-tourism, highlight your green initiatives.

• If the focus is heritage preservation, show how your tours educate travellers on local history.

• If there is a drive for inclusive tourism, mention your accessibility or community partnerships.

4) Network like a pro

Much of lobbying is informal, built through relationships. Attend tourism networking events, economic forums, and industry summits. Make connections with public officials, tourism officers, and destination marketers. Your goal is to become a familiar face. When a new grant launches or a promotional campaign needs local partners, you want to be one of the first names that comes to mind.

Also, consider collaborating with your local Chamber of Commerce or joining a business improvement district (BID). These groups often serve as a bridge between SMEs and governments, advocating on behalf of members for funding and support.

5) Leverage data and stories

Government leaders respond best to evidence-based narratives. Support your story with hard numbers, such as visitor counts, local jobs created, and five-star reviews, and pair them with compelling real-life anecdotes that illustrate your business’s positive impact. Think beyond revenue, such as have you revitalised a forgotten part of town, hired locally, promoted sustainability, or offered one-of-a-kind experiences that put your region on the map? These are powerful tools when lobbying for policy support or funding.

To strengthen your case, SMEs can draw on credible industry data from the World Travel & Tourism Council’s (WTTC) Economic Impact Research (EIR) reports. These reports provide valuable insights into Travel & Tourism’s contribution to GDP, employment, and sectoral growth, data that can help contextualise and amplify your own business story. Use this to demonstrate how your enterprise contributes to broader economic goals.

Make it easy for officials to justify backing you. Prepare one-page briefs that show your alignment with government goals, your track record, and your potential for scale or community impact.

6) Form or join a local SME coalition

Forming or joining an SME collective gives your lobbying efforts weight. A united group of small travel businesses advocating for better marketing, infrastructure, or funding opportunities is harder to ignore. These collectives can co-author letters, meet with officials as a bloc, or run coordinated campaigns to bring attention to overlooked areas of policy. Solidarity turns SMEs from scattered voices into a lobbying force.

SMEs are the heartbeat of travel, but too many are playing it quiet while decisions that affect their survival are being made behind closed doors. You have the stories, the stats, and the stakes. All you need now is the strategy.

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