People start planning winter outings earlier than most organisers expect, and they search in simple words: "Christmas market this weekend", "things to do with kids in December", "ice skating near me". If your event is hard to find in those moments, it is quietly left out of the plan. The good news is that most of the work is basic and can be done in a few days.

Start with one clear event page

Every event needs a single page on your own website that answers the questions people actually ask. Put the answers high up, in plain text, not only inside an image or a PDF poster.

  • The exact dates and opening hours for each day, including late openings and closed days.
  • The full address and the nearest public transport stop or car park.
  • Whether entry is free or ticketed, and how to buy tickets.
  • Access information: step-free routes, toilets, seating, quiet times.
  • What happens if the weather is bad.

Give the page a title that says what it is and where: "Christmas Market in [town], dates and opening hours" works better than a clever name alone.

Reuse the same page every year

A common mistake is to create a new page each season. The old one then keeps its history with search engines while the new one starts from nothing. Keep one permanent address, update the dates, and remove last year's details the same day you add the new ones. Nothing frustrates a visitor more than finding the right event with the wrong dates.

Claim your listings

Many visitors never reach your website. They see you on a map or in a listing first.

  1. Google Maps and Business Profile: add the event as a temporary location or post, with seasonal hours and photos.
  2. Your tourism board and city calendar: most accept submissions several weeks ahead. Ask for their deadlines now.
  3. Facebook and Instagram events: create the event, add the location tag, and invite partners to co-host so it appears to their followers too.
  4. Local blogs, newsletters and family-activity sites: send a short, ready-to-use text with two good photos.

Use identical names, dates and addresses everywhere. Small differences confuse both people and search engines.

Photos and short video do a lot of work

Show the event as a visitor will see it: the lights at dusk, the food stalls, the queue for the carousel, the scale of the site. Avoid last-minute stock images. Shoot a few vertical clips of 10 to 15 seconds for Instagram and TikTok, and add a line of text with the dates so the clip is useful even when shared without a caption.

Write for the questions, not the brochure

Think about what people type, and answer it on the page. A short FAQ section is ideal:

  • Is it suitable for young children or wheelchairs?
  • Can we bring a dog?
  • Is there parking, and how busy does it get?
  • What is the quietest time to visit?
  • Are the stalls cash-free?

These questions also help when visitors ask an assistant such as ChatGPT or use voice search, because clear, direct answers are easy to quote.

A simple timeline

  • Eight weeks before: update the event page, submit to tourism boards and city calendars.
  • Five weeks before: set up map listings, social events and partner co-hosting.
  • Three weeks before: send press and blog notes with photos; publish the first short videos.
  • During the event: post daily updates on weather, queues and special evenings, and reply to reviews and questions quickly.
  • After: thank visitors, collect photos, and note what to improve for next year.

Mistakes to avoid

  • Publishing the programme only as an image.
  • Leaving last year's dates online.
  • Forgetting accessibility and transport details.
  • Using different event names on different platforms.
  • Going silent once the event opens, when most people are searching.

None of this needs a large budget or technical skill. It needs accurate information, in the right places, early enough to be seen. Check your own event as a stranger would: search for it on your phone, and fix whatever you could not find in thirty seconds.