Building Regional Trade Partnerships
Trade partnerships extend your region's reach beyond direct consumers to travel agents, wholesalers, inbound tour operators, and online travel agencies. These relationships can significantly increase bookings and awareness. Here's how to develop and manage trade partnerships effectively.
Understanding Trade Partners
Different trade partners serve different purposes:
Inbound Tour Operators (ITOs)
Bring international visitors to Australia
Package regional experiences for overseas markets
Need product information and trade rates
Wholesalers
Create and distribute travel packages
Work with retail travel agents
Require reliable, bookable product
Retail Travel Agents
Sell directly to consumers
Recommend destinations to clients
Value familiarity with regions they sell
Online Travel Agencies (OTAs)
Reach large online audiences
Provide booking platforms
Offer exposure to new markets
Accessing Trade Partner Tools
Navigate to your regional dashboard at
/regionalClick Trade in the left sidebar
View your trade partner dashboard
Managing Trade Partner Profiles
Creating Your Trade Profile
Make your region attractive to trade:
Go to Trade > Regional Profile
Complete all sections:
- Region overview for trade audiences - Key selling points - Target markets - Seasonal highlights - Commission structures
Upload trade-specific imagery
Add contact details for trade enquiries
Trade-Ready Operators
Identify operators ready for trade distribution:
Go to Trade > Trade-Ready Operators
View operators who have:
- Completed trade profiles - Set up trade pricing - Indicated availability - Met quality standards
Filter by category, capacity, or market suitability
Working with Trade Partners
Responding to Enquiries
Handle trade enquiries professionally:
Trade enquiries appear in Trade > Enquiries
Review the enquiry details
Respond promptly (within 24-48 hours)
Provide requested information
Connect them with relevant operators
Trade Famils (Familiarisation Trips)
Organise experiences for trade partners:
Go to Trade > Famils
Click Plan Famil
Define the famil details:
- Dates and duration - Target trade segment - Participating operators - Itinerary and inclusions
Send invitations to trade partners
Coordinate logistics with operators
Trade Events and Marketplaces
Participate in industry events:
Australian Tourism Exchange (ATE): Annual trade event
Regional trade shows: State and territory events
Roadshows: Meet trade partners in their markets
Virtual events: Online trade engagement
Track your participation:
Go to Trade > Events
Log upcoming and past events
Record contacts made
Follow up on leads
Trade Collateral
Creating Trade Materials
Develop resources for trade partners:
Go to Trade > Resources
Create or upload:
- Trade manual/destination guide - Product sheets for key experiences - Rate sheets and booking information - Sample itineraries - Image library for trade use
Keep materials current and professional
Distributing Materials
Share your trade collateral:
Trade portal: Secure area for partners to access
Direct sharing: Email to specific contacts
Trade platforms: Upload to distribution networks
Trade Relationship Management
Tracking Partners
Maintain records of your trade contacts:
Go to Trade > Partners
Add partner profiles including:
- Company details - Key contacts - Markets they serve - Interaction history
Set follow-up reminders
Note partnership status and potential
Nurturing Relationships
Keep trade partners engaged:
Send regular updates on new product
Share success stories and testimonials
Provide seasonal information
Invite to famils and events
Respond quickly to requests
Supporting Operators with Trade
Help operators become trade-ready:
Education
Explain the trade distribution channel
Clarify pricing and commission structures
Set realistic expectations
Share best practices
Preparation
Help operators:
Complete trade profiles
Set appropriate trade pricing
Understand booking processes
Meet quality requirements
Connection
Introduce operators to trade partners
Include in famil programs
Feature in trade materials
Recommend for suitable opportunities
Measuring Trade Success
Track your trade program effectiveness:
Go to Trade > Analytics
Monitor metrics:
- Trade enquiry volume - Conversion to bookings - Trade partner satisfaction - Revenue from trade channels
Report outcomes to stakeholders
Trade partnerships take time to develop but create valuable long-term channels for your region's tourism products. Consistent effort and professional engagement build the trust that leads to productive partnerships.