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Marketing Calendar

Plan and organise your marketing activities throughout the year

Hayden Zammit Meaney avatar
Written by Hayden Zammit Meaney
Updated today

Marketing Calendar

A marketing calendar helps you plan ahead, stay organised, and never miss an opportunity. See your campaigns, content, and key dates in one view — so you can market your tourism business strategically.

Why use a marketing calendar?

  • Plan ahead — prepare for busy seasons and events

  • Stay consistent — maintain regular marketing activity

  • Coordinate efforts — align campaigns across channels

  • Avoid missed opportunities — never forget key dates

  • Manage resources — balance workload throughout the year

Accessing your marketing calendar

Calendar views

Monthly view

See the full month at a glance:
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  • All scheduled content

  • Campaign periods

  • Key dates and events

  • Colour-coded by type


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Weekly view

Detailed week planning:
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  • Day-by-day breakdown

  • Time-specific scheduling

  • Better for active periods


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List view

All upcoming items:
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  • Chronological list

  • Filter by type

  • Quick editing access


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What appears on your calendar

Scheduled content

  • Social media posts

  • Email campaigns

  • Blog articles

  • Any planned content

Campaigns

  • Campaign start and end dates

  • Associated content pieces

  • Progress indicators

Key dates

  • Public holidays

  • School holidays

  • Seasonal events

  • Industry dates

Tasks and deadlines

  • Content creation deadlines

  • Approval milestones

  • Campaign launches

Adding to your calendar

Schedule new content

  • Click on a date

  • Select Add Content

  • Choose content type

  • Set the time

  • Add details

  • Click Save

Add a campaign

  • Click Add Campaign

  • Set the date range

  • Name your campaign

  • Add campaign details

  • Assign content pieces

Mark key dates

  • Click on a date

  • Select Add Event

  • Name the event

  • Set as recurring if applicable

  • Add notes

Planning your year

Step 1: Mark key dates

Add important dates for your business:

Peak seasons

  • Your busiest periods

  • Booking deadlines

  • Capacity limits

Australian public holidays

  • New Year's Day (1 January)

  • Australia Day (26 January)

  • Easter (March/April)

  • ANZAC Day (25 April)

  • Queen's Birthday (varies by state)

  • Christmas (25 December)

  • Boxing Day (26 December)

School holidays

  • Summer (December-January)

  • Autumn (April)

  • Winter (June-July)

  • Spring (September-October)

Industry events

  • Tourism awards

  • Trade shows

  • Industry conferences

Local events

  • Festivals in your region

  • Sporting events

  • Community celebrations

Step 2: Plan campaigns

Map out major campaigns:

Seasonal campaigns

  • 4-6 weeks before each peak season

  • Aligned with booking lead times

  • Built around your key experiences

Event campaigns

  • Tied to specific events or dates

  • Clear start and end

  • Focused messaging

Ongoing campaigns

  • Brand awareness

  • Always-on social media

  • Regular newsletter

Step 3: Fill in content

Plan content to support campaigns:

  • Social posts (daily or several per week)

  • Email newsletters (weekly or monthly)

  • Blog articles (as relevant)

  • Promotional content (around offers)

Step 4: Set deadlines

Work backwards from publish dates:

  • Content creation time

  • Review and approval

  • Design if needed

  • Final checks

Monthly planning routine

Start of month

  • Review the month ahead

  • Confirm all scheduled content

  • Identify gaps to fill

  • Check campaign progress

Weekly check-in

  • Review next week's content

  • Approve scheduled posts

  • Make last-minute adjustments

  • Prepare for upcoming deadlines

End of month

  • Review what published

  • Check performance metrics

  • Note learnings

  • Prepare next month

Seasonal marketing ideas

Summer (December-February)

  • Holiday packages and family activities

  • Hot weather experiences

  • Extended hours and availability

  • New Year promotions

  • Australia Day activities

  • Valentine's Day (14 February)

Autumn (March-May)

  • Autumn colours and cooler weather

  • Easter holiday campaigns

  • ANZAC Day observances

  • Mother's Day (May)

  • Shoulder season deals

  • Early bird winter promotions

Winter (June-August)

  • Cosy winter experiences

  • School holiday activities

  • Local resident campaigns

  • Long weekend promotions

  • Early bird summer planning

  • Winter events and festivals

Spring (September-October)

  • Spring renewal themes

  • Father's Day (September)

  • Melbourne Cup (November)

  • Spring racing carnival

  • Garden and nature content

  • Pre-summer bookings

Collaborating with your team

Sharing the calendar

  • Team members can view scheduled content

  • Assign content creation tasks

  • Add comments and notes

  • Track approval status

Approval workflows

  • Content created and scheduled

  • Marked for review

  • Reviewer approves or requests changes

  • Approved content publishes automatically

Tips for effective planning

  • Plan quarterly — high-level three months ahead

  • Detail monthly — specific content for the month

  • Flex weekly — adjust based on what's happening

  • Leave room — don't over-schedule, allow for spontaneity

  • Review regularly — learn from what works

Syncing with other calendars

Export your marketing calendar:
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  • Click Settings in the calendar

  • Select Export/Sync

  • Choose format (iCal, Google Calendar)

  • Subscribe or download


This helps you see marketing alongside other business activities.

A well-planned marketing calendar keeps you ahead of the game — never scramble for content again.

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