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10 tips for finding buyers in the European tourism sector

Takes about 11 minutes to read

As a tourism service supplier you are always looking for new buyers. Here are 10 tips to help you find such buyers in Europe.

1. Start by doing thorough market research

Start by identifying which European countries offer opportunities for you and through what channels you can attract tourists from these countries.


2. Check the websites of sector associations

European travel agencies, tour operators etc. are often member of a sector association. In many cases these sector associations publish lists of members on their website. These members could be your potential clients. Check the website of the sector association in the specific country, segment, etc. that offers opportunities for you. The most important tourism sector associations are:


  • Adventure Travel Trade Association, which is a community of suppliers and buyers focusing on adventure travel. Becoming a members can bring in good business. The association offers all sorts of tools, such as blogs, hubs, social media and webinars. They also organise connection events in many different places.





The Netherlands


The Pacific Area Travel Association (PATA) is the most important travel industry association for the Scandinavian countries. PATA is dedicated to long-haul travel to the Asian Pacific. However, workshops are being offered which also include long-haul destinations such as Africa and Latin America. These trade associations do not have staff, but are managed by dedicated colleagues. Therefore they cannot respond to lengthy emails. Use the websites for finding information.

PATA has branches in each Scandinavian country:

Scandinavian tour operators dedicated to Latin America and the Caribbean are organised in the Latin American Travel Association (LATA).



Schweizer Reise-Verband (SRV) has over 800 active members.

United Kingdom

3. Visit trade fairs

Trade fairs are an excellent occasion to meet travel agents, travel counsellors, tour operators, etc.


  • If you want your visit to trade fairs and exhibitions to be successful, you’ll need to do as much research as possible into your focus markets. You should have a good number of pre-fixed appointments covering a major part of your visit before you go.
  • If you cannot visit trade fairs, at least have a look at lists of participants and exhibitors. These are your potential clients. Most trade fairs have an index on their website.

Below you can find a list of the main tourism trade fairs in Europe:



The Netherlands

  • Vakantiebeurs in Utrecht is the main tourism fair in the Netherlands.
  • Anders Reizen in Amsterdam is a fair for niche tour operators and travel agents.

The United Kingdom

  • WTM London (United Kingdom)
  • Confex in London (United Kingdom) is a MICE tourism trade fair, with focus on Europe.
  • Birdfair in Rutland is the most specific fair on birdwatching.





There are also some interesting business to consumers fairs in France, such as:



  • WTM Asia
  • ITB Asia is the most important trade fair for the Asian tourism market. Feedback on this trade show is positive. However, those that have attended mention it is good for regional connections, not for finding European buyers. On the website you can find a list of upcoming exhibitions as well as a list of previous editions.

Latin America

4. Contact your national tourism board

Your national tourism board might have lists of foreign tour operators interested in doing business in your country. Contact your national tourism board for more information.

5. Search for online registries

In the tourism sector there are many online platforms through which you can find buyers. Here are some examples:

  • TID contains an overview of all German tour operators (about 900 contacts).
  • WHO-IS-WHERE is a registry containing Swedish travel industry contact details in various categories. It has changed from a hard copy book into an online service. You need to subscribe to access the registry.
  • Tour Hebdo is a website where you can find lists of all tour operators and travel agencies in France. You can order the list digitally, or you can order the tourism address book of around 1000 pages. It works as a matrix, showing who is offering which destination. Contact them through the website.

6. Visit the website of European tour operators

In Europe, about 85% of tourists use the internet as their main source of information about holidays. Tour operators therefore have good websites, with a lot of information. Try to find these websites. If the customer profile matches yours, you could try to approach the tour operator with information about your offering.


  • Try to add a customer profile to each of the tour operators. Do they feature your country or similar destinations? What kind of products do they offer, who are their clients? You can often easily find such information on their website. Sometimes you can ask for it and they will be happy to send you their printed brochure by mail.
  • When looking for European tour operators, you might need to use local tourism-specific idioms. These are a few important examples.
    - tour operator: reisorganisatie (Dutch), tour opérateur (French), Reiseveranstalter (German), tour operador, mayorista (Spanish)
    - travel agency: reisbureau (Dutch), agence de voyage (French), Reisebüro (German), agencia de viajes (Spanish)

7. Make sure you have a good-quality website

You need a professional website. If customers cannot find you online – or if your online presentation is fragmented and shabby – you are not likely to find buyers, at least not in Europe. The internet is usually the first place a prospective buyer will go to find out more about you and your offer. Once he finds you online, the first impression he gets may well determine whether he pursues contact with you or not.


  • Treat your online presence like a digital showroom and always remember that it gives your business visibility on a worldwide scale. Design and maintain it carefully, knowing that if you do this well, it can capture the attention of your prospects and, more importantly, generate business.
  • Place the design in professional hands and make sure your website is up to date to show visitors that you are a pro-active entrepreneur. This may cost time and money, but it will pay off in the long run.
  • If you optimise your website for search engines you are more likely to be found by buyers. Have a look at the Google Search Engine Optimization Starters Guide for tips to improve your search engines ranking.

8. Send a mailing or newsletter

Once you have a list of potential partners, it is time to draw their attention to your company.

Here are some tips:

  • Sending a mailing or newsletter via email is common and cost-effective.
  • Never write too much in your mailing or newsletter. Short, factual news is better.
  • Never only write about your company, write about your destination too.
  • Never expect any response. They did not ask for your emails, so never push.
  • Send a newsletter no more than four times a year. Always offer the option to unsubscribe. If companies no longer wish to receive your news, remove them from the mailing list immediately. This expresses your professionalism too.
  • It is better to have a small, valuable database than big numbers with low value!
  • Never approach potential partners when you are not ready. Your website should be of good quality. You should be able to reply to requests within 24 hours. And you should be able to answer in good English.

9. Use social media

Using social media is a good way to get your business exposed to a larger circle of potential buyers. Facebook, LinkedIn, Instagram, Pinterest and Twitter all offer access to new circles.


10. Advertise

Advertising your service can also be an interesting option if you want to attract buyers. Here are some examples of websites, magazines etc. that you can consider:

  • INFOX is a website in German which provides weekly mailings to travel agencies (over 10,000) and tour operators (about 1000). You can prepare and send your information electronically, which INFOX can print. Mailings to the operators for instance will cost less than €1 per address for one printed page plus the mailing. Prepayments have to be made.
  • is a French website for business-to-consumer advertising.
  • is a business-to-business magazine and website, with up-to-date news about the French market and with possibilities to advertise.
  • DMCmag is a great magazine if you want to be visible for French outbound tour operators and travel agencies. French Travel agencies often visit the websites of this magazine. L'echo Touristique is the major French professional tourism magazine.

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