Why tour operators need to market themselves – not just the destination
An industry colleague once asked me a question that struck a nerve: “How do we become the anchor of the story rather than just a footnote?”
If you’re a tour operator, you’ve likely wrestled with this too. You sponsor journalists, arrange influencer trips and curate breathtaking itineraries yet the spotlight always lands elsewhere – on the destination, the lodges and the experiences. You? A facilitator, at best, in the footnote, which is the part no one reads.
Why does this happen? The answer is simpler than you think. Most tour operators aren’t actually marketing themselves; they’re marketing Africa, their suppliers or experiences customers can book…
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