Atas plans 'myth-busting' initiative in May

The Association of Touring and Adventure Suppliers will release a series of short videos in May to help agents to dispel myths about the escorted touring sector.

‘Myth-busting May’ follows the inaugural Touring and Adventure Month during April, which promoted the sector among agents and consumers.

The latest Atas initiative will inspire agents about touring and adventure holidays to help them market and sell more escorted tours to clients.

Alongside the short ‘myth-busting’ videos, there will be a new training module and fresh assets for agents to use in their promotional material.

Claire Brighton, Atas account director, said: “As we look forward to travel restrictions being lifted in many destinations, agents are expecting a surge in bookings – and the escorted touring sector is very well placed to capitalise on this demand.

“Exploring destinations with an escorted tour is much easier than independent travelling for clients, who may be seeking added reassurance in the post-Covid landscape.

“However, not all consumers are aware of the many benefits of an escorted tour, so our special themed month in May will build on the success of our Touring and Adventure Month to spread the word.”

She said myths about escorted tours range from the misconception that they’re just for older travellers to the idea that they are expensive.

“We’ll show with our videos and training module that escorted tours appeal to a wide range of holidaymakers and offer great value,” said Brighton.

“There are many other advantages to escorted tours that agents can highlight to woo customers as we showcase the vast choice on offer among our members.”

To find out more about the videos, training module and marketing assets, visit