How to sell ASIA


From understanding your client’s key priorities to catering for varying budgets, top Asia tour operators offer practical advice


Ask the right questions Becky Baumbach, national sales manager, APT Travel Group “Get a feel for what clients are looking for. Are they seeking luxury, adventure, cultural immersion or relaxation? Do


they prefer private touring, small groups or larger social groups? How much structure do they want compared with free time? What level of accommodation and service do they expect? Do they want elements of rail or cruise built in? What’s their budget? And do they have any mobility needs or special requirements?”


Reassure first-timers Neil Sealy, managing director, Exoticca “Many first-time visitors to Asia are apprehensive about safety and security. Reassure them they will be in good


hands on a group tour; the guides in Asia are among the best in the world, and the standard of hotels is generally excellent. Many clients are not too worried about the accommodation on a touring holiday, as long as it is clean and comfortable. We offer a range from three to five stars, so there is something to suit most budgets.”


Sell shoulder seasons Carrie Grant, head of industry partnerships UK & Ireland, Intrepid Travel “By travelling in the shoulder seasons, clients enjoy fewer crowds and more


opportunity for connection with local communities. For agents, it also means more inventory and smoother trip planning. Hotspots such as Bali, Kyoto and Halong Bay will always attract attention, but many travellers are craving something different. This helps spread the benefits of tourism into communities that genuinely welcome it.”


Elevate the experience Gary King, head of trade sales, Wendy Wu Tours “One of the most interesting developments we’re seeing is renewed interest in China following the recent


visa-free travel policy for UK visitors. It’s removing a 32 2 APRIL 2026 Great Wall of China


We’re also seeing a clear appetite for


`


premium touring, with customers looking


for smaller groups, upgraded hotels and experiences that elevate the overall journey


barrier and putting China back on the radar. We’re also seeing a clear appetite for premium touring, with customers looking for smaller groups, upgraded hotels and experiences that elevate the overall journey.”


Consider community tourism Stu Darnley, national sales manager, G Adventures “Asia is a fantastic region for value at every price point, but we’re seeing interest in high-end adventures, which


is reflected in the success of the launch of our National Geographic Signature travel style earlier this year. It reflects a broader shift among affluent, time-poor travellers. There is less interest in opulence for its own sake and greater demand for trips that deliver on community tourism, local enterprise and travel as a force for good.”


Go cross-country Clare Fisher, senior Asia specialist, Insider Journeys “Clients are now booking our longer, cross-border tours of 14 to 18 days, with the option to add on more destinations.


Kyoto, Japan


We are currently seeing 40% of our travellers booking Vietnam Small Group Journeys, especially journeys combining Vietnam and Cambodia. We’ve also seen a 30% increase in clients booking Small Group Journeys to Sri Lanka, finishing with a stay at one of the beach resorts Sri Lanka has to offer – or even an extension to the Maldives.”


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