Reach more customers and increase bookings

Visit Wales ran a dedicated travel trade and digital distribution training programme between November 2025 and January 2026, designed to help Welsh tourism businesses reach new customers, improve visibility and increase bookings through third‑party channels. 

The programme included three practical online training sessions covering:

• Understanding the travel trade
• Traditional travel trade distribution
• Digital distribution and online visibility

All sessions have been recorded and are available to watch on demand. 

Now, Visit Wales invites you to join the final webinar in the series – a focused, practical session that brings together the key learning from all three sessions and helps you move confidently from theory into action.

This final session is designed to support businesses at every stage of their journey. If you’re new to travel trade and online distribution, it will help you understand how these channels work and how to get started. If you’re already active in these markets, it’s a valuable refresher and an opportunity to sharpen your approach and keep up with emerging trends.

During the webinar, you will:

• Receive a clear recap of the key learning from all three sessions, including how the travel trade works, why it matters, what buyers expect, how to price your products and what you need to sell effectively online
• Get answers to common questions raised during the previous sessions, as well as questions submitted by businesses since the programme began
• Learn practical, realistic actions you can take immediately to improve your visibility, bookability and commercial success
• Hear directly from tour operators and destination management companies, sharing real‑world insight into what works and what they look for when working with Welsh businesses
• Meet the Visit Wales travel trade team, understand what they do and discover how they can support your business going forward
• Take part in a live Q&A to ask any remaining questions

This webinar is open to all Welsh tourism businesses, including:

• Accommodation providers, from B&Bs offering rates for individuals (FIT) to larger hotels catering for individuals (FITS) and groups
• Attractions - free and charging
• Activity / sightseeing operators
• Local authorities 
• Regional marketing organisations, Destination Marketing Organisations (DMOs) and trade associations
• Golf clubs

To get the full benefit from the session, businesses are encouraged to watch the three recorded training sessions in advance.

Register your place today and take the final step towards unlocking new booking opportunities for your business.

Disclaimer:  This webinar is intended for individual participants only.  Please do not use AI bots or automated systems to join our virtual meetings.  If an AI bot is detected, the participant will be removed and invited to rejoin once the AI function has been disabled. A full recording of the webinar will be made available on our industry website following the event.  Participation is subject to the Tourism Industry Privacy Notices | Industry Visit Wales, which outlines how webinar recordings and attendee data are handled in accordance with GDPR.

Are you a Welsh tourism business looking to reach new customers and boost your bookings?

Practical, easy-to-follow online training sessions designed to help you learn about new avenues to reach new customers. This includes helping you confidently make the most of travel distribution channels including the travel trade (tour operators and agents) and online, to increase visibility and bookings.

These sessions are suitable for everyone – whether you’re a small or large business, new to the travel trade, and using online channels or not. For businesses already experienced, working with the travel trade or online booking channels, this is a great refresher and a chance to discover the latest trends to take your business further.  All business sizes and experience welcome.

• Learn how to increase bookings by working with third parties, while reducing risks and cutting marketing spend.
• Discover efficient ways to manage your business, including how AI can help you save time and effort.
• Get clear answers to common concerns about distributing your products via the travel trade and online channels.
• Tap into useful resources, templates, and ongoing support to help you succeed.

To get the full benefit, please view all three online training sessions. 

Session 1:  Understanding Travel Trade 

• What is the “travel trade” (traditional and digital)? 
• How does the travel trade work?
• Why work with the travel trade?
• What are different markets looking for? 

Session 2:  Travel Trade distribution 

• What is traditional travel trade?
• What does the travel trade expect of you?
• How do you price your products for the travel trade?
• How do you connect with the travel trade?

Session 3: Digital distribution and visibility 

• What is digital travel trade?
• Why digital distribution?
• What do you need to sell online?
• How can AI help?
• How can you promote your products digitally?

As part of the sessions, you’ll receive templates, checklists, and recordings to help you put your learning into action.

As part of the programme, Visit Wales also piloted a one‑to‑one business mentoring scheme with a small number of Welsh tourism businesses. We hope to run this programme again in the future. If you would like to be placed on a waiting list to hear first about the opportunity and to be considered, please complete and submit the online application form.

To be eligible to apply you will need to have attended or watched the three online training sessions. Applications will be considered against set criteria.