If you’re still managing tours through email threads, spreadsheets, or a “Contact Us to book” form, you’re not just adding admin, you’re likely leaving revenue on the table. In this Company Spotlight, Dan sits down with Sam Jeffries, Senior Growth Marketing Manager at Bokun, to break down what it really takes to sell more tours and activities in 2026: instant booking, smarter distribution, and the connectivity needed to show up wherever travelers are searching and buying.

We start with Bokun’s origin story during Iceland’s tourism boom and how it has evolved into a global booking platform used by both independent operators and major attractions. From there, we get practical. Sam explains why expanding your reseller network can unlock step-change growth, how to choose the right mix of local, niche, regional, and global partners, and how to ease into OTAs by allocating only a portion of your inventory. He also shares what the data shows when operators move from direct-only to a multi-channel strategy, and what realistic performance gains look like.