For any destination, the goal is clear – attract more visitors and increase their spending. Achieving this with a modest budget requires a strategic, multi-channel approach that effectively engages both the travel trade and consumers.

For this client, we developed a comprehensive programme that seamlessly integrated trade engagement, frontline training, and direct-to-consumer marketing to drive measurable growth. The key objectives included:

• Increasing the destination’s visibility on tour operator websites and in brochures
• Equipping frontline travel sellers with the knowledge to confidently promote the destination
• Generating direct consumer interest through targeted campaigns

Tactics Delivered:

• Hosted virtual 1:2:1 business networking events with UK operators
• Attended key trade shows and industry events
• Conducted in-person and online agent training sessions
• Ran a consumer campaign in partnership with The Times, including a high-impact competition
• Secured increased coverage across operator websites and brochures

Results:

• Year-on-year growth in visitor numbers
• Q1 2025 bookings already exceeding the total for 2024
• Improved trade engagement and a stronger brand presence across the UK market