Episode 7
Why Most Tour Operators Ignore Local Partners with Josh Oakes
Why local partnerships might be the most underused growth channel in the tour industry.
How reseller partnerships can drive predictable bookings for tour operators.
In this episode of the Tour Operator Growth Podcast, we explore one of the most overlooked growth strategies in the tour industry: local partners and reseller relationships. Josh Oakes, founder of
The Sunshine Tribeand a former tour operator who built and sold a multi-million-dollar tour business, shares how partnerships helped him create multiple predictable revenue channels. Instead of relying only on OTAs or direct website bookings, Josh built strong relationships with travel agents, hotels, corporate groups, and local organizations that consistently sent business his way.
We discuss why most tour operators ignore this opportunity, why partnerships often fail when operators try them once, and how to create a structured approach that actually works. Josh also explains how to build a “partnership acquisition machine,” what to include in a partner pack, and how simple systems and consistent communication can turn local partners into reliable sales channels.
If you want to diversify your booking sources and stop relying on just one or two channels for growth, this episode will help you see partnerships as a real part of your Growth Engine.
Frequently Asked Questions
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What are reseller partnerships in the tour industry?
Reseller partnerships are relationships with businesses or organizations that promote and sell your tours to their customers. These can include hotels, travel agents, destination management companies, corporate planners, visitor centers, and local activity providers.
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Why don’t most tour operators use reseller partnerships effectively?
Many operators don’t know where to start or how to structure these relationships. They might have casual partnerships, but without a system, partner resources, and consistent communication, those relationships rarely generate consistent bookings.
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How can local partners help grow a tour business?
Local partners already have direct access to travelers and guests. When they trust your experience and understand how to sell it, they can consistently recommend and book your tours for their customers.
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What is a partner pack for tour operators?
A partner pack is a set of resources designed to help partners easily promote and sell your tours. It typically includes tour highlights, visuals, key selling points, booking instructions, pricing details, and quick answers to common guest questions.
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Should reseller partnerships be treated like a marketing channel?
Yes. Partnerships should be tracked and measured like any other growth channel. Operators can monitor conversations, partner engagement, bookings, and revenue generated from each partner to understand what’s working.
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How long does it take to build successful reseller relationships?
Partnerships take time and consistency. Unlike paid ads that may generate bookings quickly, partnerships often require weeks or months of outreach, onboarding, and nurturing before they start producing reliable results.
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How do reseller partnerships fit into the Growth Engine?
Local partners play a major role in the Dreaming stage by introducing travelers to experiences they may not have discovered otherwise. They can also support the Planning and Booking stages by recommending trusted operators and facilitating reservations.