Become a better tour operator (level 1)

With its practical and no-nonsense approach, this course helps you become a better tour operator right away. It guides you to take the first steps on your road to success.
Unique travel experiences

Create unique travel experiences

Tourism is not only about selling travel products. It’s about creating travel experiences.

There are too many tour operators who focus on just selling travel products while they should focus on creating an experience. From the moment a customer starts looking for a trip, until the moment they return home; they need to feel they’re part of your travel experience. They are the key to your success.

Attract the modern-day traveller

Travellers are an important element for being a successful tour operator. Simply said, no customers mean no business.

Let us help you become better!

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Modern-day travellers:

  • Search for one-in-a-lifetime travel experiences
  • Expect dedicated and supportive customer service
  • Care about good tourism and animal welfare
  • Look for a business purpose they can connect with
  • Want to connect with you on social media
Course intro (become a better tour operator)

The perfect formula

With our extensive experience in sustainable tourism and online marketing we created the perfect formula for running a successful and futureproof tourism business. We combined all our knowledge and experience into an online course to help you become a better tour operator.

Use sustainability as a USP

While working as a sustainable tourism consultant, Anne often got asked questions about the benefits of implementing sustainability. Questions such as ‘what’s in it for me?’ and ‘If it’s going to cost me, how can I make more profit?’ were common from tour operators.

At the time, she found it difficult to answer these questions businesswise. Should doing the right thing not be enough? Isn’t it clear that we need sustainable tourism for a future in tourism?

She discussed this with Rik and as an online marketing expert he thought, although doing good should be enough, it simply isn’t for everyone. “You should be able to offer them something more”.

Together they came up with the concept of combining running a successful business with sustainability as a unique selling point.

Good Tourism Institute

What others say about the Good Tourism Institute

Whether we have a question, seek advice or are educating our guiding team, the Good Tourism Institute’s library of articles and guides offer practical insight and solutions.

Secret Paradise


The principles of sustainability have always been part of the DNA at New World Safaris with the help, assistance and guidance from the Good Tourism Institute.

New World Safaris

South Africa

Good Tourism Institute has successfully administered a modern way of developing sustainable tourism operations by fusing good tourism practices and technology.

Tierranjani Africa Consulting


The training sessions from Good Tourism Institute helped our team to better ourselves in the difficult times. All sessions are with the right content and well presented.



What you’ll learn in this course

With its practical and no-nonsense approach, you start to become better right away. Our workbook full of assignments guides you to take the first steps on your road to success. In our online course you’ll learn to:

Visualise content


Stand for your niche, USPs and purpose.

Good tourism

Good tourism

Balance people, planet and profit.

Unique experiences

Travel experiences

Create unique travel experiences.

Customer loyalty

Customer loyalty

Grow your number of repeating customers.

Happy employees

Happy employees

Boost the level of employee satisfaction.



Upgrade your communication.

Content marketing

Content marketing

Reach customers with online content.

Online growth

Online growth

Use data to optimise your online strategy.


Become a better tour operator course

It’s safe to say the traditional tourism business model is no longer the key to success. But what is?

This course helps you take the necessary steps to become a better tour operator.

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Course benefits

  • One year access to all course content
  • Short videos explaining key concepts
  • Learning in your own pace and time
  • Practical and no-nonsense approach
  • Interactive workbook with 50+ assignments
  • Brainstorm exercises and useful checklists
  • Example cases of the Good Tour Operator
  • Available and accessible for tour operators worldwide
  • Applicable for any type of tour operator
  • Learn how to futureproof your business

Frequently asked questions


When does the course start?

You can enroll in our courses at any time. When you have finalised the payment process, you are all ready to get started.

How long does it take me to complete the course?

Reading all content of a method, its corresponding lessons and watching the videos takes you around 1 to 2 hours per method. Additionally, you spend time to complete the assignments and to implement lessons learned into your business.

How much time you spend on the latter very much depends on your level of commitment and the needs of your business.

How long do I have access to the course?

You’ll have 12 months access to the course. After this, your access is automatically be removed. You do still have access to your account and the forum.

Do I really become a better tour operator by completing your course?

The course is designed to provide you with all the necessary knowledge, tips and tools to become a better tour operator. If you complete the full course and make all the assignments, you will become better. The actual result depends on your own commitment and willingness to change your business.

Do I need to be a tour operator to be benefitting from the course?

You don’t need to be a tour operator to enroll in our course and to benefit from it. Also tourism professionals, DMCs, travel agents, tourism students and anyone within the tourism industry that operates travel experiences, will profit from the knowledge and tools provided.

Do I receive a certificate after completing the course?

Yes, after you have completed the course, you’ll receive a completion certificate.

Do you provide personal feedback on the course assignments?

No, we don’t assess the individual course assignments which means you won’t receive any personal feedback. However, you are encouraged to post your work in the online forum. You can discuss your work, ask for feedback and provide other tour operators with your own feedback as well.

Do you offer 1-on-1 coaching or brainstorm sessions?

At the moment, this is not something we offer yet. However, we are working on developing the right format to do so. Please let us know if you are interested so we can keep you posted.

Does it matter in what country I am based?

No, you can enroll in our online course from any destination.

What technical requirements do I need to work on the course?

In order to access our online course platform, you’ll need a stable Wi-Fi or internet connection. For the best learning experience, we recommend you using a desktop computer or a laptop.

Does the course include live Q&A sessions?

No, the course does not include live Q&A sessions. We are however available for all your questions and encourage you to ask your questions in the online forum.

Pricing and payment

How do I purchase a course?

You can easily purchase our course online by following the button ‘buy this course’. You will then automatically be directed towards the course shop.

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How much does the course cost?

The course price is €249,- (excl. VAT)

Will I be charged taxes?

Depending on where you live and whether you buy as a business, you may be charged taxes in addition to the course fee. If VAT applies, you will see it stated separately on your emailed invoice. VAT rates are calculated based on your location or the billing information you provided at the time of purchase.

What are acceptable payment methods?

You can pay with PayPal, credit card and iDeal (Dutch only) to purchase our course.

Do you provide discount vouchers?

We don’t offer individual discounts. However, we are working with tourism associations for special member discounts.

If you’re a tourism association and you would like to collaborate, please address support@goodtourisminstitute.com to inquire about your options.

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