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New Program Offers Coaching to Help Businesses Recover and Expand Sales Opportunities

Friday, January 8, 2021

The REFOCUS Travel Trade Program provides one-on-one coaching to help tourism businesses develop partnerships with tour operators and travel agents to generate sales. 

Working with the travel trade helps get information about your business to more travellers and opens new sales opportunities. Lay the groundwork now so you can be ready to work with travel trade partners to attract visitors when the time is right.

Travel trade refers to the network of tourism operators, tour operators, travel agents, and online travel agents that package and sell tourism products and experiences. The REFOCUS Travel Trade Program will help businesses identify opportunities, implement best business practices, and build partnerships to attract customers through these travel trade channels.

Tour operators and travel agents are already starting to build their itineraries and catalogues for 2022. Businesses that participate in the REFOCUS program will be able to take advantage of any pent-up demand for travel and help kick-start national and international tourism recovery as people begin to feel comfortable travelling again.

The program is open to tourism businesses that have been in operation for at least one year and have taken part in the Atlantic Travel Trade Readiness Program or have some experience working with the travel trade.

Read the program guidelines and apply online at

Applications must be submitted by 5pm on Tuesday, January 26. There is no cost to participate in the program in 2021.