Travel Village Group Touring Adventure Academy to boost expertise

What Will the Academy Include?

The six-month program will combine:

A dedicated launch event with the leadership team and supplier partners

In-depth brand, product and destination training

Systems and booking support

Virtual supplier-led sessions

Educational FAM trips

Marketing collaboration and campaign insight

The academy will be led by Group Commercial Manager Richard Cross, Business Development Managers Amanda Taylor and Leah Ormerwood, and Group Content Manager Jess Clayton, working closely with supplier partners to create a clear pathway to specialism.

Why Touring & Adventure?

Touring and adventure travel continues to grow, yet it is often misunderstood. While ocean and river cruising have benefited from years of education and awareness within the UK market, touring has at times been shaped by outdated perceptions. It is sometimes viewed as either exclusively for younger gap year travelers or limited to traditional coach holidays.

The reality is very different. Touring and adventure travel now offers an incredibly diverse range of experiences, from small group cultural journeys and wildlife expeditions to immersive destination-led itineraries designed for a broad spectrum of travelers.

Paula Nuttall, Managing Director of Travel Village Group and founder of The Holiday Village, said: “Following the success of the River Cruise Academy, it was important to identify the next sector where structured education could genuinely influence growth. Touring and adventure travel represents a significant opportunity for the network, but it requires deeper understanding and first-hand experience to sell confidently.

As a fourth-generation family business, there is a strong commitment to investing in people and strengthening supplier partnerships. This academy ensures business owners can represent the touring sector with professionalism, knowledge and integrity.”

Jess Clayton, Group Content Manager at Travel Village Group, added: “While the travel landscape continues to evolve, consumer interest in meaningful, experience-led holidays remains strong. This makes it the perfect time to shine a spotlight on a sector that has long been shaped by outdated perceptions.

Many agents can confidently sell a beach holiday or city break, and increasingly can talk clients through cruise ships and onboard experiences with authority. The ambition is to bring that same level of confidence and expertise to the touring sector.

By combining structured training with real product experience, the program is creating specialists who can sell with credibility, share genuine first-hand insight and actively grow this side of their business.”