In Poulsbo, we welcome tourists with open arms, but never forget who built our town: the locals. The challenge? Balancing both. The solution? Smarter marketing.

Tourists Come and Go. Locals Stick Around.

Let’s be honest, tourism is big business in Poulsbo. From Viking Fest to waterfront strolls and Liberty Bay sunsets, we’ve got charm in every cobblestone. But if your business relies only on summer foot traffic or weekend visitors, you’re leaving money, and long-term relationships, on the table.

Locals are your bread and butter. Tourists are your seasonal jam. Smart businesses learn how to serve both without losing their identity.

What Makes Poulsbo Unique, and Why That Matters

We’re not Seattle. We’re not Bainbridge. And we’re certainly not trying to be. Poulsbo thrives on heritage, community, and handcrafted experiences. Whether you’re selling Nordic trinkets on Front Street, brewing IPA in a back alley, or offering boutique pet grooming, your market is a mix of:

• Tourists looking for “authentic Poulsbo”
• Locals who value loyalty, consistency, and connection

Knowing how to speak to each, without alienating the other, is the marketing sweet spot.

Step One: Define Your Dual Identity

Ask yourself:

• What do locals love about your business?
• What draws tourists through your doors?

You might find the answer is the same (“Our pastries are baked fresh and made from scratch”), or different (“Locals love our loyalty punch card; tourists love our Nordic cinnamon rolls”).

Pro Tip: Create a customer board, physical or digital, and list your two audiences side-by-side. Understand what motivates each. Then build your messaging accordingly.

Step Two: Segment Your Messaging

This is where smart marketing kicks in. Use targeted messages that feel personal.

For Tourists:

• Showcase visuals that evoke a “must-visit” vibe
• Use language like “Hidden Gem of Poulsbo” or “Experience True Viking Hospitality”
• Push limited-time offers or one-time experiences (“Try Our Summer Lemon Cardamom Latte”)

For Locals:

• Focus on consistency, trust, and community
• Use language like “Neighbor-Approved Since 2010” or “Your Saturday Morning Favorite”
• Promote loyalty rewards, local-only events, or “thank you” discounts

Bonus Tip: Consider running geo-targeted ads. Aim one campaign at Seattle visitors planning a Kitsap trip, and another at Poulsbo zip codes. Speak their language, literally.

Step Three: Partner with Local Businesses That Serve Both

Here’s the Poulsbo magic, collaboration over competition.

Let’s say you run a gift shop near the Marina. Team up with a local café to offer “Sip & Shop” punch cards. Or if you’re a salon, connect with a nearby Airbnb host to include your services in their welcome guide.

Tourists get convenience. Locals see your investment in the community. Everyone wins.

Step Four: Embrace Storytelling, Online and Off

We live in a town full of stories. The Viking boat builders. The woman who’s been selling flowers outside Sluys for 30 years. The couple that turned their garage into a handmade candle shop.

Tell your story. And tell the story of your customers.

• Post throwbacks on Instagram: “Did you know our store used to be an old fishing supply warehouse?”
• Share customer spotlights: “Example – Meet Jenna, she’s been getting her dog groomed here for 5 years!”
• Let tourists see the roots. Let locals feel seen.

Storytelling isn’t fluff. It builds trust, and trust builds loyalty.

Step Five: Use Your Website as a Bridge

Tourists plan ahead. Locals check hours and menus. If your website doesn’t serve both needs, you’re missing sales.

✅ Add a “Plan Your Visit” page for tourists (parking info, maps, nearby attractions)
✅ Include a locals-only section: rewards programs, referral bonuses, community involvement
✅ Feature photos and reviews from both audiences to show you’re relevant year-round

And above all, make it mobile-friendly. If someone’s walking down Front Street and Googling “best coffee in Poulsbo,” you want to be the first click they make.

Step Six: Be Present at Community Events (Even the Small Ones)

Viking Fest, of course. But what about the little art walk at the park? The farmer’s market? The school fundraiser? You don’t have to sponsor every event, but being visible matters.

Set up a booth. Offer samples. Donate a small prize.

Tourists see you as “the local brand.” Locals see you as “our people.”

That loyalty? It builds your brand even when the cruise ships stop.

Final Thought: Poulsbo Doesn’t Need Big Marketing Budgets. It Needs Smart Marketing Voices.

The secret isn’t flashy ads or trendy buzzwords. It’s connection.

Connection with the curious couple walking downtown for the first time.
Connection with the neighbor who stops in every Thursday.
Connection with the culture that makes Poulsbo… Poulsbo.

So here’s the real takeaway:

Don’t choose between tourists and locals. Market smarter, so you never have to.

Want Help Crafting Your Poulsbo Marketing Plan?

As a fellow Poulsbo native who lives, shops, and roots for local business, I get it. Let’s build something that reflects both the heart of your brand and the people walking through your doors.

Whether you need a new ad, a social campaign, or just someone to bounce ideas off of, let’s connect.