Marketing is Not a Cost: The Biggest Mistake Tour Operators Make

elcome to today’s episode, where we’re diving into one of the biggest mistakes tour operators make — and why it could be costing them bookings, visibility, and long-term growth.

In the world of tourism, there’s a persistent myth that holds many businesses back: the belief that marketing is a cost — an expense to minimise whenever possible.

But here’s the truth: marketing isn’t a cost at all. Marketing is an investment. It’s the fuel that drives growth, builds trust, and ensures your tours don’t get lost in an overcrowded market.

By the end of this episode, you’ll understand why viewing marketing through the wrong lens can limit your potential, and what to do instead.