The escorted touring sector has enjoyed significant growth in recent years, but one challenge remains constant: developing the next generation of agents with the confidence and expertise to sell it.
Product knowledge can be taught. Brochures can be read. Training webinars can be attended. But nothing builds confidence faster than experiencing a destination first-hand.
For agents who are newer to the industry – or to selling touring – that opportunity can be transformational, turning product knowledge into genuine expertise and ultimately giving customers greater confidence in their recommendations.
If we are serious about growing escorted touring, we must also be serious about developing the next generation of travel agents. Every experienced touring specialist started somewhere and the talent pool entering the industry today needs opportunities to learn, explore and build confidence.
However, fam trip places are often understandably allocated to agents who already generate significant touring sales. While that approach delivers clear commercial value, it can make it harder for newer entrants to gain the experience and confidence they need.
At Travelsphere and Just You, we’ve tried to incorporate this belief into our fam trip programme for 2026. We offer three categories, designed to accommodate agents’ level of experience in selling touring and to capture the interest of that next generation.
"Beginner’" trips, as the name implies, are for those who have never sold a tour but want to learn more; while ‘intermediate’ is for those with limited sales and knowledge who want to grow their business, and finally ‘expert’, for agents where touring is a core part of their work.
Every touring expert was once a first-time seller. By creating opportunities for agents at every stage of their journey, we can help develop the knowledge, confidence and enthusiasm that will drive future growth across the sector.
Feedback from our agent partners shows this new approach is working. Elizabeth Ryan, a Personal Travel Agent with Your Co-op, who joined a "Beginner" tour to Greece earlier this year, has spoken of how her experience demonstrated “first hand how seamlessly the tour manager and guides work together, and how flexible and practical the tour managers can be in accommodating customers”, adding: “It was eye-opening to see how much is included, the variety and what great value for money it is to travel as part of a group."
The same philosophy of extending opportunity also applies to relationship building. While webinars, online training and digital resources all have an important role to play, there is still no substitute for regular face-to-face engagement - and for newcomers to travel and touring that is true tenfold. Visits from account managers create opportunities for meaningful conversations, stronger partnerships and the sharing of insights that simply cannot be replicated through a screen.
Whether it’s AI-powered admin, digital brochures or video content, these tools should help travel agents work smarter and enhance client conversations, not replace the human expertise and personal relationships at the heart of the booking process.
As the industry continues to evolve, success will depend not only on the destinations we sell or the technology we embrace, but on the people we invest in. By creating more opportunities for agents to learn, grow and gain first-hand experience, we can help ensure escorted touring continues to thrive for years to come.
Rachel Mould is Head of Sales UK at Travelsphere and Just You
