Chris Torres
Director
The Marketing Coach & Tourprenuer
I started at 16 illustrating children’s books and never looked back.
After that, I spent years learning on the job—working in design studios and marketing agencies as an art-worker, designer, web developer, and eventually a marketing strategist.
I didn’t go to university. Truth is, I hated school. I was told I’d never amount to much. That doubt didn’t discourage me—it fuelled me. I’ve spent my whole career proving people wrong, building a path on grit, self-teaching, and real-world results.
In 2008, I launched a marketing agency from scratch and built it into a global force, working with travel brands and service-based businesses in over 50+ countries. The Tourism Marketing Agency still thrives today.
A huge middle finger to all those teachers that did not believe in me.
Along the way, I’ve helped launch products, crack new markets, and grow small, local businesses into major players. My approach blends storytelling with data, creativity with clarity—making sure your marketing connects emotionally and converts commercially.
You won’t get recycled “funnel hacks” or empty jargon here. What I offer is real-world strategy that delivers. That’s how we helped Gray Line Iceland generate €2M+ in direct bookings. Overland Ireland? Another €2M and a 6000% ROI. And in the wilds of Alaska, a remote operator saw a 463% sales increase year-on-year using the same methods.
My deep sector knowledge, especially in travel and tourism, comes from nearly two decades of hands-on work. Tour operators, DMCs, travel tech firms, hotels—I’ve helped them all refine their messaging, attract the right customers, and grow sustainably.
I’m also part-owner of Tourpreneur, the global community of nearly 20,000 tour operators. I contribute regularly to the podcast and help lead the charge on educational content, mentorship, and strategy guidance for operators looking to level up. Whether it’s through speaking, writing, or behind-the-scenes coaching, my goal is always to help people in this industry thrive.
I also wrote the book How to Turn Your Online Lookers into Bookers, with a follow-up now published: Lookers into Bookers: The Tourism Marketing Blueprint. I speak at tourism events worldwide, running practical workshops that give attendees tools they can use the next day.
summary
In this episode, Jason Elkins interviews Chris Torres, a marketing coach specializing in the tourism industry. They discuss the importance of direct bookings for tour operators, the journey of Chris from art to marketing, and the significance of storytelling in tourism. Chris shares insights on building trust through personal connections, the role of video content, and the impact of reviews and social proof. They also explore the future of marketing with AI, the importance of community support, and advice for aspiring tour operators. Chris introduces his Strategy Builder tool, designed to help operators create effective marketing strategies.
takeaways
- Chris Torres emphasizes the importance of direct bookings for tour operators.
- The journey into marketing often starts from a creative background.
- Niche focus can lead to greater success in the tourism industry.
- Delegation is key for tour operators to focus on what they love.
- Understanding the needs of tour operators is crucial for effective marketing.
- Storytelling enhances the customer experience in tourism.
- Video content is a powerful tool for engagement.
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