A sales workshop gives suppliers the opportunity to meet tour operators and other travel buyers face to face. However, the value of the event depends not only on how many meetings you have. It depends on whether you meet the right buyers, discuss relevant products and agree on clear next steps.
Buyers may have several meetings within one day. Long company presentations are therefore rarely the best way to stand out. A focused conversation, a relevant product and a good understanding of the buyer’s needs are much more valuable.
These practical tips will help you prepare for a tourism sales event and make each meeting count.
Before preparing your presentation, define what you want to gain from the workshop.
Your objectives might include:
Clear goals make it easier to choose which buyers to meet and what to discuss with them. They also help you evaluate the results of the event afterwards.
The same presentation will not be relevant to every buyer. Before the workshop, study the participating companies and identify where there could be a genuine match.
Look at each buyer’s website and profile to understand which destinations they already sell, whether they work with FITs, groups or both, which customer segments they serve, which seasons and types of travel they focus on and what might be missing from their current portfolio.
Prepare one or two questions for each meeting. For example:
Buyer research shows that you have prepared carefully and it allows you to spend the limited meeting time discussing potential cooperation rather than exchanging information that is already available online.
Before meeting you, buyers may already have reviewed your supplier profile on the event platform. Your profile therefore plays an important role in determining whether they request or accept a meeting.
Use the profile to create interest, while saving the detailed product discussion for the meeting itself. Your message should also remain consistent across your profile, presentation and sales materials.
👉 For more guidance on creating a strong supplier profile, read our article: How tourism suppliers can stand out in digital B2B travel events.
A tourism sales event is not the place to present everything your company offers. Choose a small number of concrete, bookable products that match the buyer’s customers and portfolio.
Be ready to explain the essential details, including availability, target group, group size, inclusions and commercial conditions. Clear product descriptions make it easier for buyers to assess whether your offer fits their programs.
👉 For a detailed overview of the information tour operators need, read our guide: Successful Sales Workshops.
An inspiring product can only move towards cooperation if the commercial details are clear. Before attending a tourism sales workshop, make sure you know:
You do not necessarily need to negotiate every detail during the first meeting, but you should be able to explain your pricing model confidently and send complete information afterwards.
If your trade pricing is still under development, use the event to learn what different buyers require, but be transparent about what is already confirmed and what still needs to be calculated.
Buyer meetings at workshops are usually short. A presentation that takes up the entire appointment leaves little room to understand the buyer’s needs.
Prepare a concise introduction. After this introduction, shift the focus to the buyer. Ask questions, listen carefully and present only the products that match the conversation.
A flexible discussion is usually more effective than delivering the same memorized pitch at every meeting. Your key message should remain consistent, but the examples and products can change depending on the buyer.
Your sales materials should make the conversation easier, not dominate it.
Useful materials may include:
Make sure that the most important information is easy to find. A buyer should not have to search through a long brochure to find the group size, availability or price of a product.
A well-structured product manual brings this information together in one practical sales tool that can be used during meetings and shared afterwards. If you do not yet have one, NordicMarketing can help you create a professional Product Manual for international travel trade.
Whether you use digital or printed materials, check that all information is current and consistent across your documents, website and event profile.
After several appointments, conversations can quickly begin to blend together. Leave a little space in your schedule or use the transition between meetings to record the most important points.
Avoid writing only general comments such as “good meeting.” Your notes should tell you exactly how to continue the conversation.
If more than one person from your company attends the event, agree beforehand where the notes will be stored and who will be responsible for each follow-up.
Taking notes by Dylan Gillis Unsplash
The scheduled appointments are only one part of an in-person workshop. Coffee breaks, meals, transfers and evening programs can create valuable opportunities to continue a conversation or meet someone who was not on your original meeting list.
Informal networking does not require another sales pitch. Be curious about the other person’s business, ask questions and look for common interests.
A relaxed conversation can be the beginning of a useful professional relationship. At the same time, respect that participants also need breaks. The aim is to connect naturally, not to turn every moment into a formal sales meeting.
The workshop does not end with the final appointment. Follow-up turns an interesting discussion into a possible business opportunity.
Send a short, personal message that refers to the conversation and includes the information you agreed to provide. Instead of sending the same general email to every contact, remind the buyer why your offer may be relevant to their company.
If the buyer is not ready to proceed immediately, ask whether you may stay in touch with relevant updates. A new product, confirmed departure or seasonal offer can provide a natural reason to reconnect later.
Success at a tourism sales workshop is not measured by how much information you present or how many brochures you distribute. The strongest meetings are relevant to both sides. The supplier understands what the buyer needs, presents products that can genuinely fit their portfolio and makes the next step easy.
Prepare thoroughly, stay curious during the conversation and follow up on what you promise. A short workshop meeting may not result in an immediate booking, but it can be the beginning of a valuable long-term partnership.