We are proud to announce the launch of our brand new Touring & Adventure Academy.
This six month specialist programme has been created for our Holiday Village Business Owners who want to grow their knowledge and confidence in escorted touring and adventure travel.
Following the success of our River Cruise Academy, we are now focusing on one of the most exciting and opportunity-rich sectors in travel.
The programme, launching 21 April 2026, will conclude at the ATAS Conference in September 2026, giving our delegates the opportunity to engage with a wider community of touring and adventure suppliers, attend speaker sessions and expand their industry network.
Our confirmed supplier partners for the inaugural cohort include:
- Newmarket Holidays
- Wendy Wu Tours
- Riviera Travel
- Titan
- G Adventures
- Intrepid
What Will the Academy Include?
The six month programme will combine:
- A dedicated launch event with our 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 our 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cruising have benefited from years of education and awareness within the UK market, touring has at times been shaped by outdated perceptions.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 travellers 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 travellers.
Paula Nuttall, Managing Director of Travel Village Group and founder of The Holiday Village, said:
“Following the success of our River Cruise Academy, it was important for us to identify the next sector where structured education could genuinely influence growth. Touring and adventure travel represents a significant opportunity for our network, but it 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.”
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. Our ambition is to bring that same level of confidence and expertise to the touring sector.
By combining structured training with real product experience, we are creating specialists who can sell with credibility, share genuine first-hand insight and actively grow this side of their business.”
Investing in Specialist Selling
As a fourth generation family business, we believe that investing in our people is the most important investment we can make. Structured education and real product experience give our business owners the confidence to grow, evolve and succeed.
The Touring & Adventure Academy is another step in our commitment to building specialist knowledge, strengthening supplier partnerships and creating confident experts across our network.
