Sales 101 for Tourism Operators Who Don’t Like “Selling”

Let’s be real for a second: not everyone is comfortable with sales. In fact, for many tourism operators, the thought of asking someone to buy your product or experience feels awkward, uncomfortable, even a little pushy. But here’s the good news - you don’t need to turn into a slick salesperson to succeed in sales. In tourism, the best sales approach isn’t about hard selling, it’s about connection, storytelling, and making it easy for people to say “yes.”

So if you’ve ever thought “I’m not good at selling,” this one’s for you.

1. Think of Sales as Service, Not Selling

Tourism sales are simply about helping people have an amazing experience. When someone visits your website, pops into your business, or emails an enquiry, they’re already interested. Your role is to guide them to the right option that will make their day, their holiday, or maybe even their life, more memorable.

Instead of “selling,” reframe it as “serving.” Ask questions, listen, and recommend what suits them best. For example:

• A family with young kids? Suggest the gentler activity or package deal.

• A couple on a honeymoon? Recommend something romantic or private.

It feels less like pushing and more like helping—because that’s exactly what you’re doing.

2. Build Connection Through Storytelling

One of the best ways to avoid sounding salesy is to tell stories. Share real experiences of past guests, your own passion for the product, or the unique features that make your offering special.

Instead of: “Our rafting trip is $199 per person. ”Try: “Families love this trip because the kids get to spot whio (blue ducks) along the river, and we stop for hot chocolate halfway - it’s often their favourite holiday memory.”

See the difference? People buy emotions and experiences, not just tickets.

3. Promotions Without the Push

Running promotions doesn’t have to mean desperate discounting. Instead, think about value-adds and creative ideas that spark action:

• Limited-time extras: “Book in March and get a free photo package.”

• Bundled experiences: Partner with a local café, accommodation, or attraction to create a package deal.

• Themed offers: “Winter Warmers” (hot drinks included), “Family Adventure Week,” or “Locals’ Special.”

These feel like opportunities, not sales pitches - and they also give you a reason to talk about your product without just repeating the same line.

4. Make It Easy to Say Yes

Sometimes, people don’t book simply because the process is clunky. You don’t need to be pushy if your systems do the work for you.

• Have a clear “Book Now” button on your website.

• Offer multiple payment options.

• Use simple, friendly language on confirmations and follow-ups.

Pro tip: If you’re doing in-person sales, keep brochures, QR codes, or iPads handy so people can book on the spot.

5. Create Gentle Sales Moments

Not all sales have to come from you asking directly. Some of the best sales happen through subtle nudges:

• Share guest reviews on social media so potential customers see real feedback.

• Put up signage with irresistible photography.

• Use your email list to share stories, tips, and special offers.

You’re not saying “buy now” - you’re giving people reasons to trust you and take action when they’re ready.

6. Practice Makes Comfortable

If “sales talk” feels unnatural, practice with low-stakes conversations. Role-play with a colleague, a friend, or even in the mirror. Have a few go-to phrases ready that sound natural to you, like:

• “Lots of families/couples/groups love this because…”

• “If you’re looking for something more adventurous/relaxing, this would be perfect.”

• “The easiest way to book is…”

Over time, this becomes second nature.

Final Thought

In tourism, sales success isn’t about being pushy -it’s about connecting, storytelling, and removing friction. When you focus on making people feel excited, informed, and comfortable, the sales will follow naturally. Remember, you’re not selling an activity - you’re helping create memories that will last a lifetime.