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We aim to make the tourism industry a better place for its businesses and travellers. Our library contains knowledge to help you become a better tour operator: develop great strategies, improve your supply chain management and start winning at online marketing. All in a sustainable way.
How to develop community-based tourism (7 tips)

How to develop community-based tourism (7 tips)

What is community-based tourism? Community-based tourism (CBT) is a way of sustainable tourism that allows travellers to closely connect to local communities. Tourism where travellers are invited into local homes. Experiencing the actual local culture, the diversity,...

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Benefits of carbon-free travel experiences

Benefits of carbon-free travel experiences

The need to lower emissions The tourism industry is responsible for around 5-8% of global emissions. We all know it’s important to reduce our emissions in tourism to prevent the earth from warming up. Climate change is a real threat to the tourism industry. If we are...

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Content marketing for tour operators

Content marketing for tour operators

Why every tour operator should consider content marketing Content marketing is a marketing strategy in which valuable, relevant and consistent content is distributed to reach your target group. All with the aim of encouraging your target group to take profitable...

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The importance of entering a niche market

The importance of entering a niche market

Delivering outstanding value Even though the tourism industry is on hold for now, it will be back on its feet someday. And when that happens, every tour operator should be ready for business. There are thousands of tour operators worldwide and the competition is high....

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Futureproofing Africa through tourism

Futureproofing Africa through tourism

Sharing a passion for Africa New World Safaris is a destination management company based in Johannesburg, South Africa. It was founded in 2010 to deliver unique, authentic and immersive African safaris to travellers from across the world. They share with them an...

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5 tips to reduce single-use plastic

5 tips to reduce single-use plastic

A revert to single-use plastics As the world starts to slowly open back up to tourism, all of the focus is on health, safety and hygiene. We completely agree that this is of utmost importance. However, we don't believe that it needs to come at the cost of the...

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How you can contribute to nature conservation

How you can contribute to nature conservation

The importance of nature As tour operators, we already know the importance of nature and what it uniquely brings to many destinations across the world. It: Is integral to our prosperity and wellbeing Supports human development and equality Feeds our resilience to...

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SEO check your travel destination pages

SEO check your travel destination pages

Optimise your destination pages for search engines As a tour operator, the most important pages on your website are your destination landing pages. These are the pages that promote a specific destination that your business offers tours to. Most people tend to focus on...

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10 guidelines for sustainable safaris

10 guidelines for sustainable safaris

Sustainable safaris for a better tomorrow When we think about sustainability, we tend to think of how we can protect and conserve the environment. While this isn’t completely off track, I like to think of sustainable safaris as a form of tourism that not only...

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The route to market in the new tourism reality

The route to market in the new tourism reality

Tips for finding new business partners and customers once tourism recovers ‘Tourism isn’t tourism until it’s sold’, my responsible tourism professor Harold Goodwin always says and the COVID19 pandemic has certainly given us a taste of that. Easier said than done,...

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Communicate sustainability effectively (5 tips)

Communicate sustainability effectively (5 tips)

Sharing your sustainable business story More and more tour operators, (slowly) integrate sustainability in their business strategy and operations. Sharing your business sustainability story is important. Not only because it supports your sustainable tourism practices,...

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10 tips to become a successful tour operator

10 tips to become a successful tour operator

How to become a (more) successful tour operator? One thing that's certain in business, is that you should always be open to improve. You might think you don’t need to become a more successful tour operator. However, we believe there’s always room for improvement....

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Good tourism: a practical guide

Good tourism: a practical guide

A practical guide for good tourism In its simplest definition, tourism is the activity of travelling and visiting different places. There are many benefits of tourism where it’s creating positive impact for the environment and local communities. However, when it’s not...

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How travellers use social media (step-by-step)

How travellers use social media (step-by-step)

Usage of social media in tourism We all know that, in general, people are fairly active on social media. But how do people use social media regarding travel? In this article we'll start of with a few statistics, after which we describe how travellers use social media...

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7 key elements to develop new tourism experiences

7 key elements to develop new tourism experiences

Visible impact of tourism The international tourism industry has been on hold for the past few months due to COVID 19. Closed borders, negative travel advice and no income for a large group of people. It shows us how many of the world population are actually dependent...

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Use email marketing to connect with travellers

Use email marketing to connect with travellers

Why email marketing is important for tour operators Email is one of the most effective ways to reach people who are interested in your tours. Even though a lot of social media platforms have an impressive number of users, they can’t compete with the number of people...

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7 guidelines to improve employee satisfaction

7 guidelines to improve employee satisfaction

Improving employee satisfaction as a tour operator A key element of successful and responsible tour operators is a high employee satisfaction rate. Research shows that having satisfied and committed employees are 20% more productive than employees who are dissatisfied...

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7 tips on how to write appealing travel content

7 tips on how to write appealing travel content

Write appealing travel content for both humans and search engines Once you have your content marketing strategy in place, you can start to create content. But how do you write content that is appealing to both humans and search engines? We’re big fans of writing for...

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Analysing your website and search data

Analysing your website and search data

Why you should be analysing your website and search data As a tour operator you can easily use data to your advantage. Whether you are working on your buyer persona or content marketing, analysing your website and search data is of the utmost importance. Without...

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Guidelines for animals in tourism

Guidelines for animals in tourism

Understanding your animal footprint At the Good Tourism Institute we believe that animals belong in the wild, in their own natural habitat. However, animals in captivity remain a popular tourism experience. Still too many tour operators actively promote and offer...

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How to identify your ideal target group

How to identify your ideal target group

Buyer personas in your target group The tourism industry is very competitive. Doing marketing as tour operator successfully, can be a challenge. There are hundreds of ways to promote a travel business and it’s easy to be overwhelmed by all available strategies. Which...

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Compensating your carbon footprint

Compensating your carbon footprint

Manage, measure and reduce CO2 emissions Over the last years we have all experienced weather becoming more extreme all over the world. Businesses from all sectors, including tourism, are working hard to protect their operations and supply-chains from the consequences...

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Reducing your carbon footprint

Reducing your carbon footprint

Managing and measuring emission Worldwide, we are seeing more and more severe disruptions for local communities and the environment due to global warming. It has a major influence on the tourism industry as it advances heavier storms, flooding, extreme heats, serious...

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Measuring your carbon footprint

Measuring your carbon footprint

The carbon footprint of tourism Of all emissions worldwide, 5 to 8% is caused by the tourism industry. When people drive cars, take flights or stay in accommodations, their activity produces greenhouse gases. Also expressed as carbon dioxide (CO2). The carbon...

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Managing your carbon footprint

Managing your carbon footprint

CO2 emissions by human activities Almost all greenhouse gases are caused by human activities. Usually, the total amount of greenhouse gases is expressed as carbon dioxide (in short CO2). CO2 is emitted when driving cars, taking flights, using gas at home and producing...

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The importance of sustainability in tourism

The importance of sustainability in tourism

Creating a futureproof tourism industry Tour operators have the possibility and responsibility to contribute to creating a futureproof tourism industry. It’s safe to say the tourism industry has great impact on economies and that it leaves a large footprint on the...

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How to increase customer loyalty

How to increase customer loyalty

7 ways to increase loyalty and turn customers into fans Customer loyalty is a driving force behind successful tour operators. They have that little extra that holds the power to connect customers to their business, to make them fans and to make them come back for...

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The experience economy

The experience economy

Sell experiences instead of activities Technical innovations, higher educated and demanding customers are pressing the tourism industry to change. Tour operators are required to shift away from their focus on services and facilities, and instead start to focus on...

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