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June 1, 2026

The Export Opportunity: How to Fill Your Calendar with International Guests

Most tourism operators build their business one direct booking at a time, but the operators filling their shoulder seasons and locking in revenue months in advance are doing something different: They're working with the travel trade.

Drawing on two decades building Northern Tales into an internationally recognized aurora brand, Torsten Eder pulls back the curtain on export readiness: how the relationships actually work, what operators get wrong, and how international distribution changes everything from your pricing to your product design.
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Featuring Torsten Eder

Founder, Northern Tales Travel Services Inc.

Overview

If you've ever wondered whether export readiness is worth the effort, or where to start, this is the honest, practical conversation you've been waiting for.

 What you'll learn

  • What "export ready" actually means, and how the travel trade ecosystem works from your product all the way to the international guest
  • How to think about commissions and margins so that working with wholesalers grows your business instead of eating into it
  • The biggest misconceptions tourism operators have about working with international partners, and the trade-offs nobody talks about
  • How export distribution changes the way you design your product, set your pricing, and manage your seasons
  • The practical first steps to take if you're a business considering international markets, including the trade events, programs, and partners that are worth your time

 Created for:

  • DMO Leaders
  • Sales Managers
  • Business Owners
Meet Our guest Speaker

Torsten Eder

Founder, Northern Tales Travel Services Inc.
After training as a hotel professional in Germany and studying business administration with a focus on tourism, Torsten made his way to Canada in the early 2000s. He started as co-owner of Nature Tours of Yukon before shifting his focus toward Northern Lights experiences.

That led him to found Northern Tales Travel Services, building it over nearly two decades into an internationally recognized aurora and wilderness brand based in Whitehorse, Yukon.

He sold the company in 2024 and continues to collaborate with the new owners through the operating season, sharing the experience and industry relationships he spent a career building.
Patrick Jones - Course author
Hosted by

Conner Galway

President, eLearningU; Junction Consulting

Conner founded the digital business consulting firm Junction, based out of Vancouver BC. There, he leads a team that conducts research, develops strategy, and consults with organizations that are looking to capitalize on digital opportunities.

Conner is an advisor to tourism businesses, leads training for Destination BC, and publishes The Brief, an award-winning weekly newsletter that is read by executives at many top North American brands.