The discerning traveller buyer’s journey

Let’s turn responsible travel from a buzz trend into an actionable and inclusive movement within the tourism industry. By learning about and encouraging more people to become discerning travellers, tour operators can aid in facilitating sustainable travel choices. If every traveller becomes more aware of the impact they have on the destinations they travel to, then they have the option to make changes to the way they travel. Especially since most travellers are getting ready to take their first trip in over 2 years as borders open around the world. 

This ebook looks at the discerning traveller and how they move through the buyer’s journey, what their pain points are and how we can encourage more people to become discerning travellers.

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Tour operators guide to discerning traveller ebook