How to work with the international travel trade to attract
more visitors
Overview
VisitWiltshire and the South West Travel Trade Group are working with VisitEngland on a
programme of international travel trade activity to promote South West England. This activity is
supported by VisitBritain, and brings together partner destinations from across the region. The £5m
South West Tourism Growth Fund is a central government funded programme of activity, supported
by match funding by partners in the public and private sectors.
Working with ETOA we are delighted to invite tourism suppliers and destinations from across the
South West to a training workshop.
During the day you will:
 Gain a clear understanding of the motivators for inbound travel and the key behavioural
characteristics of the inbound visitor, supported by insights from VisitBritain territory
teams.
 Gain an insight into the tourism industry in North America, Australia, New Zealand,
German speaking markets, Netherlands and Flemish Belgium, Ireland and Scandinavia
and how the outbound industry works in these markets to secure bookings into the UK.
 Gain practical information from tour operators that you can implement within your
business to ensure that you are best placed to receive inbound group and individual/FIT
visitors via the trade.
 Gain practical tips and advice about working with your local Destination
Management/Marketing Organisation and other tourism businesses to ensure that you are
getting the maximum benefit from collaborative working.
Travel Trade Business Development – How to work
with the international travel trade to attract more
visitors will take place on:
Wednesday 10th February
Friday 12th February
Lydiard House Conference Centre, Tregoze,
Swindon, Wiltshire
Paintworks, Bristol
Wednesday 17th February
Eden Project, Bodelva, Cornwall
Tuesday 15th March
Bournemouth Hilton, Bournemouth
The day will comprise a morning of presentations, followed by break-out sessions to assist
individual businesses with bespoke questions and issues.
Event Schedule
9am
9:30-10am
10-10:45
10.45-12pm
12-1pm
1-2pm
2-4:30pm
4:30pm
Registration/Teas and coffees
Introductory comments
Session One
Session Two
Session Three
Lunch
4 x 30 minute slots where the speakers/experts will rotate
between groups gathered around tables sharing more
insights
Close
Booking Information
Only £25 per person including VAT and booking fee
To book one of the dates above please click here
Contact
Please contact Arran Wiltshire if you have any questions awiltshire@etoa.org
The Speakers
Tour Operator Liaison – Nick Greenfield (Head of Tour Operator Relations)
Nick Greenfield is a main point of contact for tour operators at ETOA, involving members in all
aspects of the association from meetings and seminars to major workshops such as the Global
European Marketplace (GEM). He has 20 years of experience in the travel industry, gaining firsthand knowledge working as a guide across Europe and managing European operations for the
National Educational Travel Council. Since joining ETOA he has spoken at various conferences and
trade shows such as ITB Berlin, the Economist EU-Southeast Europe Summit and the OECD
International Transport Forum, as well as presenting at the European Parliament. He has also
been invited by city destinations such as Paris, Barcelona and Amsterdam to explain the tour
operator sector and provide ideas for their tourism policy
Linda Haydon – Group Tourism Manager
Linda has a wealth of experience in group tourism having worked as both a Blue Badge London
guide and a European tour guide before joining The Travel Corporation as Director of Operations
for Insight Vacations and later taking on the role of Product Development Director for Trafalgar
Tours. She has been invited to explain the work of ETOA at several European Conferences and is
now representing ETOA on the newly formed European Union Low Season Tourism Initiative
Board in Brussels.
Market Expert – Paul Rickard (Research Consultant)
Paul is responsible for ETOA’s market research and insights. He joined the organisation after five
years as tourism analyst at London & Partners and its former agency Visit London. His remit at
ETOA includes the regular evaluation of the European tourism market, trends analysis and
researching the impact of regulatory change on the market. As an ex-Mintel experienced research
director, he is also responsible for managing bespoke research analysis for individual ETOA
partners.
Inbound tour operators
A tour operator will present at all of the workshops and training sessions. All operators will have
hands-on experience working in the inbound market and have experience creating new
programmes for their customers. They will also have experience contracting - booking and
securing hotels, attractions and attractions, which have met the criteria that is appropriate to
their customer, the inbound visitor.
Workshop Format
Session One 10-10.45am │ The Inbound Visitor
Paul Rickard will give the audience a clear presentation outlining the current inbound market to
the UK and its regions, and will set the performance of the UK in the competitive context of
European destinations and the rest of the World.
The presentation will then outline the behavioural characteristics of the visitors to the UK, as well
as highlighting what they like to do and what might attract the visitor and make them feel most
welcome.
Session Two 10.45-12pm │The UK as an Inbound Market
Nick Greenfield will give the audience an understanding of how the inbound visitor goes about
buying their holidays and experiences. The presentation will outline the key players in the market
and how they entice their visitors to buy their tours. Nick will give some insights into how the
inbound tourist consumes media and destination relevant information and what they are likely to
Session Three 12-1pm (followed by lunch break) │ The Inbound Visitor and the UK –
how you can satisfy them
Our tour operator speaker will share advice and tips based on first-hand knowledge of the
inbound visitor. They will give a professional insight into the way tourism business can best
satisfy the needs of the inbound visitor – what needs to be adapted and changed and what
support and information business should provide. They will also share some personal stories and
anecdotes about when things go right and wrong
After the lunch break, the room will breaks into groups and create tables/groups. Over a 2 hour
period, each of the speakers will rotate around the tables for 30 minutes per table answering
hands-on face to face advice about topics pertinent to those businesses.