Travel Village Group has launched its first Touring & Adventure Academy following the success of its River Cruise Academy over the last two years.
The inaugural six-month training programme will launch on April 21 led by group commercial manager Richard Cross, business development managers Amanda Taylor and Leah Ormerwood and group content manager Jess Clayton.
Confirmed supplier partners include Newmarket Holidays, Wendy Wu Tours, Riviera Travel, Titan Travel, G Adventures and Intrepid Travel.
The academy will include brand, product, destination and systems training, virtual supplier-led sessions, fam trips and marketing support.
There will be a formal graduation at the Atas Conference in September.
Managing director Paula Nuttall, who is also founder of The Holiday Village, said: “Following the success of our River Cruise Academy, it was important for us to identify the next area where structured education could genuinely influence growth.
“Touring and adventure travel represents a significant opportunity for our network, but it is a sector that requires deeper understanding and first-hand experience to sell confidently.
“As a fourth-generation family business, we are committed to investing in our people and strengthening our supplier partnerships. This academy ensures our business owners can represent the touring sector with professionalism, knowledge and integrity.”
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Clayton said strong interest in experience-led travel meant it was “the perfect time to shine a spotlight” on a sector that has “long been shaped by outdated perceptions”.
She added: “Touring and adventure holidays are growing rapidly, yet they are often misunderstood.
“They are sometimes perceived as being either exclusively for young gap year travellers or limited to traditional coach tours.
“In reality, touring and adventure travel offers an incredibly diverse and accessible range of experiences for all types of customers.”
Clayton said the ambition for the new academy was to bring “the same level of knowledge, confidence and credibility” to the touring sector, as other parts of travel benefit from, such as beach holidays, city breaks or cruises.
“By combining structured training with real product experience, we want our team to sell with authority, share genuine first-hand insight and actively expand their knowledge and sales portfolios,” she added.
