Tourism resources — glossary, templates, checklists

Resources

Templates, pitches, glossary — copy and adapt.

Templates

WhatsApp message to contact an exhibitor

For: Agencies, hotels, guides, app builders

Hello [Name], I'm [Your name] from [Company] — we [one-line value prop, e.g., 'sell Morocco programs to French agencies']. I saw you'll be at [Fair name] for [their program]. Could we meet for 15 minutes at your booth on [day, time slot]?

Short presentation: [link]
Calendar: [link]

Thank you!

Email to request a B2B meeting

For: Anyone reaching out to a fair exhibitor

Subject: 15-min meeting at [Fair name]?

Hi [Name],

I'll be at [Fair name] from [date] to [date]. I noticed [specific fact about their company]. We run [your business] focused on [your niche], with [1 concrete result].

Could we meet for 15 minutes at your booth on [day, time slot 1] or [day, time slot 2]?

I'll come prepared with [concrete proposal / sample contract / FAM-trip outline].

Best,
[Your name] — [Role] — [Company]
[LinkedIn] · [Calendar]

30-second pitch — travel agency

For: Travel agencies and DMCs

Hi, I'm [Name], founder of [Agency], a B2B agency in [City] selling [destination] programs to [target market]. We grew [X]% last year focused on [niche, e.g., cultural and gastronomy circuits]. I'd love to know if you're looking to add [destination] to your 2026 catalog.

30-second pitch — hotel

For: Hoteliers

Hi, I'm [Name], GM of [Hotel] in [City] — a [size]-room boutique hotel rated [score] on Booking. We just launched private experiences for European operators: [3 examples]. Are these the kind of products your clients are asking for?

30-second pitch — tourism app

For: Travel-tech founders

Hi, I'm [Name], CEO of [App] — [one-line description, e.g., 'an audio-guide app powered by AI']. We're live in [X cities] with [Y users], and just signed [notable client]. We license to DMOs at €[price]/month. Does your destination already have a digital guide?

30-second pitch — city or destination

For: Destinations, tourism boards

Hi, I'm [Name] from [City Tourism Office]. We're a [angle, e.g., 'gastronomy-led mid-size city'] — we welcome [X] visitors and have [Y unique products: Michelin restaurants / UNESCO heritage]. We're looking for [tour operators / airlines / film commissions] to grow [niche]. Could we book 20 minutes for a destination presentation?

Follow-up message after meeting at a fair

For: Everyone, post-fair

Subject: Great to meet at [Fair] — [your topic]

Hi [Name],

It was a pleasure meeting you at [Fair] on [day]. As discussed, [one specific thing you talked about].

As promised, I'm attaching [document/link]. Concretely, I'd suggest the next step would be [specific proposal — call / pilot / contract].

Available for 20 minutes on [date 1] or [date 2]?

Best regards,
[Name]
[Calendar]

Tourism glossary

B2B: Business to Business: companies selling to other companies (agencies to operators, hotels to agencies).
B2C: Business to Consumer: selling directly to travelers.
DMC: Destination Management Company — local operator handling on-the-ground services for foreign agencies.
DMO: Destination Marketing Organization — public/semi-public body promoting a city or region.
OTA: Online Travel Agency — Booking, Expedia, Airbnb, etc.
PMS: Property Management System — software running daily hotel operations.
Channel manager: Software that distributes and syncs hotel availability across many OTAs.
FAM trip: Familiarization trip — free or subsidized travel offered to agents/journalists to experience a destination.
FIT: Fully Independent Traveler — bookings made outside group tours.
MICE: Meetings, Incentives, Conferences, Exhibitions — corporate event tourism.
PCO: Professional Conference Organizer — agencies specialized in organizing conferences.
ADR: Average Daily Rate — average price paid per occupied room.
RevPAR: Revenue per Available Room — key hotel performance metric.
Inbound / Outbound: Inbound = travelers entering a country. Outbound = residents traveling abroad.
Receptive: Receptive operator = local DMC receiving foreign travelers in the destination.
Smart destination: City or region using data and digital tools to manage tourism flows and experience.
Audio guide: Mobile or device-based location-aware narration for self-guided exploration.
Halal tourism: Travel adapted to Muslim religious requirements (food, prayer, family privacy).
Diaspora tourism: Travel by communities visiting their country of origin.
MRE: Marocains Résidents à l'Étranger — Moroccans living abroad, key diaspora segment.
Overtourism: Excess visitor pressure on a destination, harming residents and experience quality.
Regenerative tourism: Going beyond sustainability — tourism that actively restores ecosystems and communities.
FiturNext: FITUR's innovation observatory area focused on global tourism challenges.
FiturTechY: FITUR's technology and digital area for travel-tech.