Tourists from around the globe come to the UK to enjoy our culture, history and, of course, our food.
With July and August being two of the busiest months for restaurant bookings, summer offers an unmissable chance for the industry to tap into the surge of tourist footfall that can boost restaurant revenue.
We recently shared our data deep-dive into international tourists’ dining habits to get you ready for Summer 2025. And although TheFork’s data shows that 24% of bookings in July and August last year came from tourists rather than local diners, we know that these tourists want an authentic, local experience - think hidden gems vs. tourist traps, and you’ll be on the right track to capturing intrepid travellers and luxury globetrotters.
How do I turn my restaurant into a local favourite?
If gourmet travellers are actively seeking out the UK’s ‘best kept secrets’ in dining, you must strive to become known as a local favourite. Sound challenging? Luckily, it’s less wanderlust wishing and more of a science. We’ve found three super effective ways to do this.
1. Make your restaurant easy to find
In London alone, there are thousands of restaurants all vying for the attention of potential diners. With such a competitive landscape, don’t do your spot a disservice by making it hard to find.
Both young and middle-aged tourists use social media to get inspiration and information for their trips, including restaurant ideas and recommendations. Regularly check that all of your restaurant's online profiles (across Instagram, TikTok and Google Business etc) are optimised, up to date and visually compelling. This is a restaurant's prime real estate online for reeling in diners at their consideration stage, so make sure someone is assigned to respond to any queries and other interactions from diners.
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2. Get creative with your offering
While you may be reluctant to offer discounts, a cover that pays 50% less is still worth more than an empty table. Once you’ve enticed diners into your restaurant with a great offer, make sure your employees are briefed on what local dishes and beverages they can upsell to out-of-town visitors to not only maximise revenue, but treat them to an unforgettable local experience that they will tell their friends back home about.
Impress them with your fantastic food and service, and encourage them to come back again soon (without needing a discount to tempt them).
If you’re not sure where to start with promotions, or you need a fresh hook, check out TheFork Festival, the biggest dining campaign that helps restaurants across the country boost bookings, revenue and guests. Participating restaurants enjoy 4-5 times more bookings than in the weeks before the event, so it’s the perfect option for restaurants looking for promotion opportunities.
3. Transform your diner's booking journey
Nothing is more expensive than an empty table caused by a no-show. That’s why we’ve designed our tools to smooth out diners’ booking journeys, making it easy with reservation reminders and a simple cancellation process.
Tackling no-shows is a year-round challenge, but in the summer it’s especially crucial that your tables are filled so your business isn’t missing out on the tourist crowds.
Interestingly, simple cancellations reduce no-shows as the diner will cancel in advance rather than simply not show up.. And while cancellations are still disappointing, they give you a chance to rebook the table. A no-show doesn't.
For your sightseeing diner, it’s a smooth and positive experience that will form part of their happy holiday memories. For you, it’s peace of mind. TheFork Manager can also help prevent duplicate bookings and show diner histories, helping you anticipate no-shows or any other worrying behaviour.
If you’re ready to drive even more bookings with tourists this summer, sign up to TheFork today
Empty tables and ever-increasing costs?
