business plan sample tourism

How to Write a Tourism Business Plan

by Bryan Reynolds | Jul 10, 2023 | Destination Marketing

Starting a tourism business can be an exciting venture, but it’s vital to have a solid business plan in place. Your business plan will serve as a blueprint for your business, outlining your goals, strategies, and financial projections. Here’s a step-by-step guide on how to write a tourism business plan.

Step 1: Executive Summary

• Start with an executive summary, which provides a snapshot of your business.
• It should include your business name, location, and a brief description of the services you offer.
• This section should also highlight your unique selling proposition – what sets your tourism business apart from the competition.

Step 2: Business Description

• Provide detailed information about your tourism business.
• Describe your target market, the types of tours or services you’ll offer, and your business structure (e.g., sole proprietorship, partnership, corporation).
• Also, discuss any partnerships with local businesses or organizations that will enhance your offerings.

Next up is the market analysis.

Step 3: Market Analysis

• This section requires research into the tourism industry in your area.
• Identify your competitors and analyze their strengths and weaknesses.
• Understand your target customers – their preferences, behaviors, and what they value in a tourism experience.

After understanding your market, it’s time to outline your organization and management structure.

Step 4: Organization and Management

Outline your team structure..

• Include the roles and responsibilities of each team member, and provide brief bios if possible.
• If you’re a sole proprietor, describe any outsourced roles (like accounting or marketing).

Step 5: Services or Products

• Detail the services or products your tourism business will offer.
• Whether you’re offering guided tours, travel planning, or other tourism-related services, make sure to describe each offering clearly.
• Explain the benefits of your services and how they meet the needs of your target market.

Finally, let’s talk numbers in your financial projections.

Step 6: Financial Projections

• This section should provide a clear picture of your business’s financial outlook.
• Include sales and revenue projections, a budget, a break-even analysis, and a projection of your cash flow.
• These figures will be crucial when seeking funding or investment for your tourism business.

Why do I need a business plan for my tourism business? A business plan helps you understand your business better, assists in securing funding, and serves as a roadmap for your business’s growth. A company overview is important in the travel and tourism industry. How long should my business plan be? The length of a business plan can vary significantly depending on the size and complexity of the business. However, typically, a business plan ranges from 20 to 50 pages. Who should write the business plan? As the successful business owner, you are the best person to write the business plan. However, you can also hire a professional business plan writer or use business plan software. How often should I update my business plan? It’s a good idea to update your business plan at least once a year or whenever significant changes occur in your business or industry. What if I’m starting a small tourism business and don’t have a team yet? That’s perfectly fine. In your organization and management section, simply focus on your role and any outsourced functions. Do I need to include all these sections in my business plan? Yes, each section plays a critical role in providing a comprehensive view of your business. However, the depth of detail in each section can vary based on your specific business. Can I use my business plan to secure funding? Absolutely. Investors and lenders will often request to see a business plan to understand the viability and potential of your business. A well-crafted business plan is crucial for the success of your tourism business. By following this guide, you’ll be well on your way to creating a comprehensive and effective business plan.

Best Practices when Writing a Tourism Business Plan Template

Writing a business plan for a tourism business involves several best practices that can increase the likelihood of your venture’s success. Here are some key points to consider:

1. Be Clear About Your Business Idea:

• Define your tourism business concept clearly.
• Specify the type of services you will provide, such as guided tours, travel planning, or accommodation booking.

2. Conduct Thorough Market Analysis:

• Identify your target audience and understand their needs and preferences.
• Analyze your competitors, their offerings, strengths, and weaknesses.

3. Create a Unique Selling Proposition (USP):

• Determine what sets your tourism business apart from competitors.
• Your USP could be unique tour packages, superior customer service, or partnerships with local businesses.

4. Detail Your Marketing Strategy:

• Develop a marketing and sales strategy to attract and retain customers.
• This could involve online advertising, social media promotion, collaborations with local businesses, or special offers for repeat customers.

5. Plan Your Operations:

• Outline how your business will operate on a day-to-day basis.
• Include details about logistics, staff requirements, equipment needed, and any regulatory compliance issues.

6. Develop a Financial Plan:

• Prepare a detailed financial plan, including revenue projections, budget, and break-even analysis.
• This section is crucial if you’re seeking investment or loans.

7. Review and Revise Regularly:

• A business plan should not be a static document. Review and update it regularly to keep it aligned with your current business situation and future goals.

Remember, your business plan is not just a document for potential investors or lenders; it’s also a roadmap for your business, guiding your decisions and strategies. By adhering to these best practices, you can create a robust business plan that sets your tourism business up for success.

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Travel Agency Business Plan Template

Written by Dave Lavinsky

Travel Agency Business Plan

You’ve come to the right place to create your Travel Agency business plan.

We have helped over 10,000 entrepreneurs and business owners create business plans and many have used them to start or grow their travel agencies.

Below is a template to help you create each section of your Travel Agency business plan.

Executive Summary

Business overview.

My Itinerary Travel Agency is a new travel agency located in Boca Raton, Florida. The company is founded by Sandra Rodriguez, an experienced travel agent who has gained valuable knowledge on how to run a travel agency during the past ten years while working at Fun Destinations Travel Agency. Now that Sandra has experienced managing a travel agency, she is ready to start her own company, My Itinerary Travel Agency. Sandra is confident that her organizational and communication skills, combined with her understanding of business management, will enable her to run a profitable travel agency of her own. Sandra is recruiting a team of highly qualified professionals to help manage the day-to-day complexities of running a travel agency – sales and marketing, vendor relationships, customer relationship management, budgeting, and financial reporting.

My Itinerary Travel Agency will provide a full suite of travel planning services for individuals nationwide through its sophisticated online platform and accompanying customer app. My Itinerary Travel Agency will be the go-to travel agency for personalized service, convenience, and expertise of its travel agents. The company will be the ultimate choice for customer service while offering the best travel accommodations available.

Product Offering

The following are the services that My Itinerary Travel Agency will provide:

• Airline travel bookings
• Tour and travel package sales
• Accommodation reservations and bookings
• Cruise bookings
• Car rental reservations
• Travel ticket sales and reservations
• Tour ticket sales and reservations

Customer Focus

My Itinerary Travel Agency will target individuals nationwide who are looking for personalized and convenient travel planning services. The company will target vacationers, tourists, and business travelers who are seeking the best deals on premium accommodations. No matter the customer, My Itinerary Travel Agency will deliver the best communication, service, and the best prices.

Management Team

My Itinerary Travel Agency will be owned and operated by Sandra Rodriguez. Sandra is a graduate of Florida University with a degree in business. She has over ten years of experience working as a travel agent for another local agency. Sandra will be the company’s chief executive officer. She will oversee the travel agency staff, manage customer relationships, and build vendor relationships.

Sandra has recruited sales and marketing expert, Sara Anderson, to be the company’s chief marketing officer and help oversee travel agency’s sales and marketing activities. Sara will handle all branding, marketing, advertising, and outreach for the company. She will also create and maintain the company’s online and social media presence. Sara has a Master’s degree in Marketing and has nearly ten years of experience working as a marketing director for a leading travel industry corporation.

Success Factors

My Itinerary Travel Agency will be able to achieve success by offering the following competitive advantages:

• Skilled team of travel agents combined with the latest technology in the industry will allow the company to provide its clients with personalized service and modern convenience to make planning their trip easy and efficient.
• The members of the leadership team have long standing relationships with a large pool of vendors, allowing them to provide clients with the best deals possible on premium accommodations.
• The company offers a variety of modes of communication to better serve more clients’ preferences. Customers can speak with a travel agent in person, via telephone, video call, email, or chat through the website or app. Support is available 24/7 to ensure all clients’ questions and concerns are promptly attended to.

Financial Highlights

My Itinerary Travel Agency is seeking $290,000 in debt financing to launch its travel agency. The funding will be dedicated towards securing the office space, and purchasing office equipment and supplies. Funding will also be dedicated towards three months of overhead costs to include payroll of the staff and marketing expenses. The breakout of the funding is below:

• Office build-out: $110,000
• Office equipment, supplies, and materials: $70,000
• Three months of overhead expenses (payroll, utilities): $90,000
• Marketing costs: $10,000
• Working capital: $10,000

The following graph below outlines the pro forma financial projections for My Itinerary Travel Agency.

Company Overview

Who is my itinerary travel agency.

My Itinerary Travel Agency is a newly established travel agency in Boca Raton, Florida. My Itinerary Travel Agency will be the first choice for anyone seeking a personalized approach, 24/7 support, and streamlined technology to make trip planning easy. The company will serve customers nationwide from their headquarters in Florida.

My Itinerary Travel Agency will be able to guarantee the best deals possible thanks to the leadership team members’ long standing relationships with a large network of vendors in the hospitality, transportation, and entertainment markets. The company’s team of highly qualified travel agents will provide personalized service to each client, removing the uncertainty and hassles associated with finding and booking the right accommodations.

My Itinerary Travel Agency History

My Itinerary Travel Agency is owned and operated by Sandra Rodriguez, an experienced travel agent who has gained valuable knowledge on how to run a travel agency during the past ten years while working at Fun Destinations Travel Agency. Now that Sandra has experienced managing a travel agency, she is ready to start her own company, My Itinerary Travel Agency. Sandra is confident that her organizational and communication skills, combined with her understanding of business management, will enable her to run a profitable travel agency of her own. Sandra is recruiting a team of highly qualified professionals to help manage the day-to-day complexities of running a travel agency – sales and marketing, vendor relationships, customer relationship management, budgeting, and financial reporting.

Since incorporation, My Itinerary Travel Agency has achieved the following milestones:

• Registered My Itinerary Travel Agency, LLC to transact business in the state of Florida
• Has identified the ideal location for the company’s office and is in the process of securing a lease
• Reached out to numerous contacts to include transportation, hospitality, and entertainment companies to begin securing vendor contracts
• Began recruiting a staff of accountants, travel agents, and other office personnel to work at My Itinerary Travel Agency

My Itinerary Travel Agency Services

• Airline travel comparisons and bookings

Industry Analysis

The U.S. travel agency industry is valued at $48.5B with more than 90,600 businesses in operation and over 318,600 employees nationwide. Factors currently driving industry growth include an increase in domestic tourism and travel for overnight trips, vacations, and business purposes. More domestic travel typically results in more consumers using travel agencies to book their trips. The travel agency industry can be segmented by brick-and-mortar establishments or online businesses. The global market size for the online travel agency segment reached $432B last year and is expected to rise as more people use the internet to book their trips. The travel agency industry relies heavily on the use of technology. Industry operators must stay up-to-date on the latest travel technology in order to remain competitive in the market.

One of the most significant hurdles for travel agency operators is attracting customers in the age of do-it-yourself booking. Now that customers are able to book many of their travel accommodations themselves, travel agents must be able to demonstrate why booking with them is a better option. Some ways industry operators can add value are by providing personalized services, promotional discounts, and helpful information about accommodation options.

Customer Analysis

Demographic profile of target market.

My Itinerary Travel Agency will target individuals nationwide who are looking for personalized and convenient travel planning services. The company will target vacationers, tourists, and business travelers who are seeking the best deals on premium accommodations. No matter the customer, My Itinerary Travel Agency will deliver professional communication, service, and the best prices.

The precise demographics for Boca Raton, Florida are:

Customer Segmentation

My Itinerary Travel Agency will primarily target the following customer profiles:

• Individuals and families planning a vacation
• Business travelers
• Individuals and families in need of accommodations for events such as weddings, reunions, or conventions

Competitive Analysis

Direct and indirect competitors.

My Itinerary Travel Agency will face competition from other companies with similar business profiles. A description of each competitor company is below.

Fun Destinations Travel Agency

Fun Destinations Travel Agency is one of the largest and oldest travel agencies in Florida. The company was founded in 1958 in Boca Raton with one small office location. Now, the company has over 50 locations throughout multiple states. Fun Destinations specializes in booking accommodations for family vacationers. The company books accommodations near key family destinations such as theme parks, resorts, and tourist attractions. Fun Destinations is family owned and operated so the founders are familiar with the hassles associated with planning a family vacation. For this reason, Fun Destinations focuses on booking the best family-friendly accommodations so its clients can relax and enjoy the family fun.

Best Fit Vacations Travel Agency

Best Fit Vacations Travel Agency is a small travel agency catering to Boca Raton locals from its central office and nationwide clients via its online booking platform. The company was established in 1995 with the mission of providing vacation accommodations that will be “the best fit” for every client. Best Fit Vacations is owned and operated by industry professionals that have extensive experience working with vendors to negotiate the best deals for clients. The company strives to get the lowest prices for every booking and regularly finds additional savings and discounts other agencies might not know about.

Trustworthy Travel Agency

Trustworthy Travel Agency is a Boca Raton, Florida-based travel agency that provides superior service to its consumers. The company is able to provide a wide variety of travel accommodation bookings for customers in the area. Trustworthy Travel Agency has three locations throughout the state and operates an online booking platform for nationwide travelers. Customers can book online or over the phone at their convenience. The company uses an algorithm that finds the lowest prices on travel, lodging, and other accommodations across the country.

Competitive Advantage

My Itinerary Travel Agency will be able to offer the following advantages over their competition:

Marketing Plan

Brand & value proposition.

My Itinerary Travel Agency will offer the unique value proposition to its clientele:

• My Itinerary Travel Agency offers the best deals through its extensive vendor network.
• The company offers personalized customer service, a variety of communication modes, and 24/7 support.

Promotions Strategy

The promotions strategy for My Itinerary Travel Agency is as follows:

Social Media Marketing

The company’s chief marketing officer will create accounts on social media platforms such as LinkedIn, Twitter, Instagram, Facebook, TikTok, and YouTube. She will ensure My Itinerary Travel Agency maintains an active social media presence with regular updates and fun content to get customers excited about traveling.

Professional Associations and Networking

My Itinerary Travel Agency will become a member of professional associations such as the Travel Agency Association, American Travel Agents Society, and the Florida Travel Industry Association. The leadership team will focus their networking efforts on expanding the company’s vendor network.

Print Advertising

My Itinerary Travel Agency will invest in professionally designed print ads to display in programs or flyers at industry networking events. The company will also invest in professional ads to place in travel magazines and local publications.

Website/SEO Marketing

My Itinerary Travel Agency’s chief marketing officer will design the company website. The website will be well organized, informative, and list all the services that My Itinerary Travel Agency is able to provide. The website will also list testimonials from happy customers.

The chief marketing officer will also manage My Itinerary Travel Agency’s website presence with SEO marketing tactics so that when someone types in a search engine “best travel agency” or “travel agency near me”, My Itinerary Travel Agency will be listed at the top of the search results.

The pricing of My Itinerary Travel Agency will be on par with (and often lower than) competitors so customers feel they receive value when purchasing the company’s services.

Operations Plan

The following will be the operations plan for My Itinerary Travel Agency.

Operation Functions:

• Sandra Rodriguez will be the chief executive officer for the company. She will oversee the travel agents, vendor relationships, and customer relations. Sandra has spent the past year recruiting the following staff:
• Sara Anderson – chief marketing officer who will oversee all marketing strategies for the company and manage the website, social media, and outreach
• Tom Brown – accountant who will provide all accounting, tax payments, and monthly financial reporting for the company
• Christopher Jones – lead customer support manager who will directly oversee all customer support activities

Milestones:

My Itinerary Travel Agency will have the following milestones complete in the next six months.

12/1/2022 – Finalize contract to lease the office

12/15/2022 – Finalize personnel and staff employment contracts for the My Itinerary Travel Agency management team

1/1/2023 – Begin build-out/renovation of the office, and purchase office equipment and supplies

1/15/2023 – Begin networking at industry events and implement the marketing plan

2/15/2023 – Finalize contracts for initial vendors

3/15/2023 – My Itinerary Travel Agency officially opens for business

Financial Plan Business Plan FAQs

Key revenue & costs.

The revenue drivers for My Itinerary Travel Agency are the commissions earned as a percentage of bookings from vendors and fees charged to customers for consultations and services.

The cost drivers will be the overhead costs required in order to staff a travel agency firm. The expenses will be the payroll cost, utilities, greenhouse equipment and supplies, and marketing materials.

Funding Requirements and Use of Funds

Key assumptions.

The following outlines the key assumptions required in order to achieve the revenue and cost numbers in the financials and in order to pay off the startup business loan.

• Average accommodations booked per month: 9,000
• Average commissions per month: $15,000
• Overhead costs per year: $640,000

Financial Projections

Income statement.

Balance Sheet

Cash Flow Statement

What Is a Travel Agency Business Plan?

A travel agency business plan is a plan to start and/or grow your travel agency business. Among other things, it outlines your business concept, identifies your target customers, presents your marketing plan and details your financial projections.

You can easily complete your travel agency business plan using our travel agency Business Plan Template here .

What are the Main Types of Travel Agencies?

There are a number of different kinds of travel agencies , some examples include: independent agency, host agency or franchise.

How Do You Get Funding for Your Travel Agent Business Plan?

Travel agencies are often funded through small business loans. Personal savings, credit card financing and angel investors are also popular forms of funding.  This is true for a travel agent business plan and a tour and travel business plan.

What are the Steps To Start a Travel Agency Business?

Starting a travel agency business can be an exciting endeavor. Having a clear roadmap of the steps to start a business will help you stay focused on your goals and get started faster.

1. Develop A Travel Agent Business Plan - The first step in starting a business is to create a detailed business plan for your travel agency  that outlines all aspects of the venture. This should include potential market size and target customers, the services or products you will offer, pricing strategies and a detailed financial forecast.  

2. Choose Your Legal Structure - It's important to select an appropriate legal entity for your travel agency business. This could be a limited liability company (LLC), corporation, partnership, or sole proprietorship. Each type has its own benefits and drawbacks so it’s important to do research and choose wisely so that your travel agency business is in compliance with local laws.

3. Register Your Travel Agency Business - Once you have chosen a legal structure, the next step is to register your travel agency business with the government or state where you’re operating from. This includes obtaining licenses and permits as required by federal, state, and local laws. 

4. Identify Financing Options - It’s likely that you’ll need some capital to start your travel agency business, so take some time to identify what financing options are available such as bank loans, investor funding, grants, or crowdfunding platforms. 

5. Choose a Location - Whether you plan on operating out of a physical location or not, you should always have an idea of where you’ll be based should it become necessary in the future as well as what kind of space would be suitable for your operations. 

6. Hire Employees - There are several ways to find qualified employees including job boards like LinkedIn or Indeed as well as hiring agencies if needed – depending on what type of employees you need it might also be more effective to reach out directly through networking events. 

7. Acquire Necessary Travel Agency Equipment & Supplies - In order to start your travel agency business, you'll need to purchase all of the necessary equipment and supplies to run a successful operation. 

8. Market & Promote Your Business - Once you have all the necessary pieces in place, it’s time to start promoting and marketing your travel agency business. This includes creating a website, utilizing social media platforms like Facebook or Twitter, and having an effective Search Engine Optimization (SEO) strategy. You should also consider traditional marketing techniques such as radio or print advertising. 

Learn more about how to start a successful travel agency business:

• How to Start a Travel Agency Business

Travel Agency Business Plan Template

Written by Dave Lavinsky

Over the past 20+ years, we have helped over 10,000 entrepreneurs and business owners create business plans to start and grow their travel agencies. On this page, we will first give you some background information with regards to the importance of business planning. We will then go through a travel agency business plan template step-by-step so you can create your plan today.

Download our Ultimate Business Plan Template here >

What is a Travel Agency Business Plan?

A business plan provides a snapshot of your travel agency as it stands today, and lays out your growth plan for the next five years. It explains your business goals and your strategy for reaching them. It also includes market research to support your plans.

Why You Need a Business Plan for a Travel Agency

If you’re looking to start a travel agency or grow your existing travel agency you need a business plan. A business plan will help you raise funding, if needed, and plan out the growth of your travel agency in order to improve your chances of success. Your travel agency business plan is a living document that should be updated annually as your company grows and changes.

Source of Funding for Travel Agencies

With regards to funding, the main sources of funding for a travel agency are personal savings, credit cards, bank loans and angel investors. With regards to bank loans, banks will want to review your business plan and gain confidence that you will be able to repay your loan and interest. To acquire this confidence, the loan officer will not only want to confirm that your financials are reasonable. But they will want to see a professional plan. Such a plan will give them the confidence that you can successfully and professionally operate a business.

The second most common form of funding for a travel agency is angel investors. Angel investors are wealthy individuals who will write you a check. They will either take equity in return for their funding, or, like a bank, they will give you a loan.

Finish Your Business Plan Today!

Your travel agency business plan should include 10 sections as follows:

Executive Summary

Your executive summary provides an introduction to your business plan, but it is normally the last section you write because it provides a summary of each key section of your plan.

The goal of your Executive Summary is to quickly engage the reader. Explain to them the type of travel agency business you are operating and the status; for example, are you a startup, do you have a travel agency that you would like to grow, or are you operating a chain of travel agencies.

Next, provide an overview of each of the subsequent sections of your plan. For example, give a brief overview of the travel agency industry. Discuss the type of travel agency you are operating. Detail your direct competitors. Give an overview of your target customers. Provide a snapshot of your marketing plan. Identify the key members of your team. And offer an overview of your financial plan.

Company Analysis

In your company analysis, you will detail the type of travel agency you are operating.

For example, you might operate one of the following types:

• Commercial Travel Agencies : this type of travel agency caters to business travelers. These agencies specialize in tracking down deals for business travelers to help companies manage travel costs.
• Online Travel Agencies : this type of travel agency exists only in cyberspace. They provide clients with the convenience of online booking and discounts that are available only to professional travel agencies.
• Niche Travel Agencies : this type of travel agency provides clients with specialized knowledge of a region.
• Membership Associations : Memberships associations give travelers access to the organization’s travel planning services for the cost of an annual membership rather than charging per transaction. This type of agency offers the most benefit to frequent travelers.

In addition to explaining the type of travel agency you operate, the Company Analysis section of your business plan needs to provide background on the business.

Include answers to question such as:

• When and why did you start the business?
• What milestones have you achieved to date? Milestones could include sales goals you’ve reached, new location openings, etc.
• Your legal structure. Are you incorporated as an S-Corp? An LLC? A sole proprietorship? Explain your legal structure here.

Industry Analysis

In your industry analysis, you need to provide an overview of the travel agency business.

While this may seem unnecessary, it serves multiple purposes.

First, researching the travel agency industry educates you. It helps you understand the market in which you are operating.

Secondly, market research can improve your strategy particularly if your research identifies market trends. For example, if there was a trend towards glamping, it would be helpful to ensure your plan calls for plenty of luxury camping packages.

The third reason for market research is to prove to readers that you are an expert in your industry. By conducting the research and presenting it in your plan, you achieve just that.

The following questions should be answered in the industry analysis section of your travel agency business plan:

• How big is the travel agency business (in dollars)?
• Is the market declining or increasing?
• Who are the key competitors in the market?
• Who are the key suppliers in the market?
• What trends are affecting the industry?
• What is the industry’s growth forecast over the next 5 – 10 years?
• What is the relevant market size? That is, how big is the potential market for your travel agency. You can extrapolate such a figure by assessing the size of the market in the entire country and then applying that figure to your local population.

Customer Analysis

The customer analysis section of your travel agency business plan must detail the customers you serve and/or expect to serve.

The following are examples of customer segments: sports enthusiasts, soccer moms, baby boomers, businesses, etc.

As you can imagine, the customer segment(s) you choose will have a great impact on the type of travel agency you operate. Clearly baby boomers would want a different atmosphere, pricing and product options, and would respond to different marketing promotions than businesses.

Try to break out your target customers in terms of their demographic and psychographic profiles. With regards to demographics, include a discussion of the ages, genders, locations and income levels of the customers you seek to serve. Because most travel agencies primarily serve customers living in their same city or town, such demographic information is easy to find on government websites.

Psychographic profiles explain the wants and needs of your target customers. The more you can understand and define these needs, the better you will do in attracting and retaining your customers.

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Competitive Analysis

Your competitive analysis should identify the indirect and direct competitors your business faces and then focus on the latter.

Direct competitors are other travel agencies.

Indirect competitors are other options that customers have to purchase from that aren’t direct competitors. This includes customers making travel arrangements themselves at home. You need to mention such competition to show you understand that not everyone who travels uses travel agency services.

With regards to direct competition, you want to detail the other travel agencies with which you compete. Most likely, your direct competitors will be travel agencies located very close to your location.

For each such competitor, provide an overview of their businesses and document their strengths and weaknesses. Unless you once worked at your competitors’ businesses, it will be impossible to know everything about them. But you should be able to find out key things about them such as:

• What types of customers do they serve?
• What products do they offer?
• What is their pricing (premium, low, etc.)?
• What are they good at?
• What are their weaknesses?

With regards to the last two questions, think about your answers from the customers’ perspective. And don’t be afraid to ask your competitors’ customers what they like most and least about them.

The final part of your competitive analysis section is to document your areas of competitive advantage. For example:

• Will you provide better travel packages?
• Will you provide products or services that your competitors don’t offer?
• Will you make it easier or faster for customers to book your offerings?
• Will you provide better customer service?
• Will you offer better pricing?

Think about ways you will outperform your competition and document them in this section of your plan.

Marketing Plan

Traditionally, a marketing plan includes the four P’s: Product, Price, Place, and Promotion. For a travel agency business plan, your marketing plan should include the following:

Product : in the product section you should reiterate the type of travel agency that you documented in your Company Analysis. Then, detail the specific products you will be offering. For example, in addition to regular accommodation and transportation booking, will you offer items such as tour packages and excursions?

Price : Document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections of your marketing plan, you are presenting the packages you offer and their prices.

Place : Place refers to the location of your travel agency. Document your location and mention how the location will impact your success. For example, is your travel agency located next to a heavily populated office building, or highly trafficked retail area, etc. Discuss how your location might provide a steady stream of customers.

Promotions : the final part of your travel agency marketing plan is the promotions section. Here you will document how you will drive customers to your location(s). The following are some promotional methods you might consider:

• Making your travel agency’s storefront extra appealing to attract passing customers
• Distributing travel brochures outside the travel agency
• Advertising in local papers and magazines
• Reaching out to local bloggers and websites
• Social media advertising
• Local radio advertising
• Banner ads at local venues

Operations Plan

While the earlier sections of your business plan explained your goals, your operations plan describes how you will meet them. Your operations plan should have two distinct sections as follows.

Everyday short-term processes include all of the tasks involved in running your travel agency such as serving customers, procuring supplies, keeping the office clean, etc.

Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to serve your 1,000th customer, or when you hope to reach $X in sales. It could also be when you expect to hire your Xth employee or launch a new location.

Management Team

To demonstrate your travel agency’s ability to succeed as a business, a strong management team is essential. Highlight your key players’ backgrounds, emphasizing those skills and experiences that prove their ability to grow a company.

Ideally you and/or your team members have direct experience in the travel agency business. If so, highlight this experience and expertise. But also highlight any experience that you think will help your business succeed.

If your team is lacking, consider assembling an advisory board. An advisory board would include 2 to 8 individuals who would act like mentors to your business. They would help answer questions and provide strategic guidance. If needed, look for advisory board members with experience in travel agencies and/or successfully running retail and small businesses.

Financial Plan

Your financial plan should include your 5-year financial statement broken out both monthly or quarterly for the first year and then annually. Your financial statements include your income statement, balance sheet and cash flow statements.

Income Statement : an income statement is more commonly called a Profit and Loss statement or P&L. It shows your revenues and then subtracts your costs to show whether you turned a profit or not.

In developing your income statement, you need to devise assumptions. For example, will you serve 50 customers per week or 100? And will sales grow by 2% or 10% per year? As you can imagine, your choice of assumptions will greatly impact the financial forecasts for your business. As much as possible, conduct research to try to root your assumptions in reality.

Balance Sheets : While balance sheets include much information, to simplify them to the key items you need to know about, balance sheets show your assets and liabilities. For instance, if you spend $100,000 on building out your travel agency, that will not give you immediate profits. Rather it is an asset that will hopefully help you generate profits for years to come. Likewise, if a bank writes you a check for $100.000, you don’t need to pay it back immediately. Rather, that is a liability you will pay back over time.

Cash Flow Statement : Your cash flow statement will help determine how much money you need to start or grow your business, and make sure you never run out of money. What most entrepreneurs and business owners don’t realize is that you can turn a profit but run out of money and go bankrupt.

In developing your Income Statement and Balance Sheets be sure to include several of the key costs needed in starting or growing a travel agency:

• Location build-out including design fees, construction, etc.
• Cost of equipment like computers, website/platform, and software
• Cost of marketing materials and maintaining an adequate amount of supplies
• Payroll or salaries paid to staff
• Business insurance
• Taxes and permits
• Legal expenses

Attach your full financial projections in the appendix of your plan along with any supporting documents that make your plan more compelling. For example, you might include your store design blueprint or location lease.

Travel Agency Business Plan Summary

Putting together a business plan for your travel agency is a worthwhile endeavor. If you follow the template above, by the time you are done, you will truly be an expert. You will really understand the travel agency business, your competition and your customers. You will have developed a marketing plan and will really understand what it takes to launch and grow a successful travel agency.

Travel Agency Business Plan FAQs

What is the easiest way to complete my travel agency business plan.

Growthink's Ultimate Business Plan Template allows you to quickly and easily complete your Travel Agency Business Plan.

Where Can I Download a Travel Agent Business Plan PDF?

You can download our travel agent business plan PDF template here. This is a business plan template you can use in PDF format.

What is the Goal of a Business Plan's Executive Summary?

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Step-by-step guide to creating a tour operator business plan [template included]

By Kevin Tjoe — 13 Jan 2022

Business plan   Business set-up

Updated July 2023 – Ready to take the plunge and launch that tour company or adventure travel business you’ve been envisioning? Before you start welcoming guests, the best first step is always to build a detailed business plan. 

A tour operator business plan is more than just a formality; it is the compass that will navigate your business’s journey. A well-structured business plan for a tour operator provides the framework for transforming your vision into a thriving and sustainable business. It will help you clarify your goals, streamline your operations, and make informed decisions.

Let’s explore the immense value of a clear tour operator business plan as well as the most important elements to consider in this comprehensive document. 

Why create a business plan?

Crafting a business plan allows you to lay the groundwork for your tour operator business effectively. Whether you plan to help travelers make travel plans or to provide amazing tourism experiences, your business plan will serve a couple of key purposes:

• You can hit the ground running with a plan in place, and goals to work towards in the long term.
• You’ll have a quality business case to use if you’re applying for loans or grants.
• You can point your start-up resources, such as cash flow and staff, where they’ll provide the most benefit. This is particularly important if you’re starting with a tight budget.
• You’ll also have a ‘roadmap’ to help you navigate through the inevitable challenges, obstacles, and surprises in business!

Key elements of a tour operator business plan

In order to understand how to set up a tour operator business, you’ll first need to learn the key elements of a tour operator business plan.

1. Business overview

This section of your tour operator/ tour agency business plan provides a holistic snapshot of your company, offering readers a clear understanding of your business’s identity. Ideally, it should include the following:

• Business Name: Your business name should resonate with your target audience, conveying the essence of your offerings and the unique experiences you promise to deliver. Ensure it is memorable, evocative, and future-proof.
• Location: Detail the physical location of your tour operator business. Your location can influence your target market and the types of tours you can offer. Be specific about your base of operations and, if applicable, mention any satellite offices or future expansion plans.
• History: Describe the story behind your tour company’s inception. Share the passion and inspiration that sparked your journey into the travel and tourism industry, and ensure that it aligns with your brand values. 
• Ownership Structure: Clarify the legal structure of your tour operator business. Are you a sole proprietorship, a partnership, a limited liability company, or a corporation? Describe the ownership arrangement and highlight the key stakeholders involved in the venture. 
• Assets and Debts: Provide an overview of your company’s assets and debts. This includes tangible assets such as vehicles, equipment, and office space, as well as intangible assets like intellectual property and brand equity. If applicable, disclose any outstanding debts or financial obligations that may impact your business’s financial health and ability to grow.

2. Market analysis

Start by defining your target market. Are you catering to adventure-seeking travelers, history enthusiasts, or nature lovers? Consider their demographics, interests, and spending behavior. Research industry trends and analyze competitors to gain insights into their strengths and weaknesses. This will help you identify opportunities and potential gaps in the market that your business can fill.

In addition, study the external factors that could impact your business, such as seasonal fluctuations, economic conditions, and any regulatory requirements specific to the tourism industry.

3. Tour offerings

Crafting compelling and diverse tour offerings is at the heart of your tour operator business. Consider the unique experiences and attractions your target market seeks. Develop a range of tour packages that cater to different preferences and budget levels.

Your tours should not only showcase the best of the destination but also provide memorable and immersive experiences. Whether it’s organizing guided city tours, thrilling adventure expeditions, or cultural explorations, your offerings should reflect your passion for travel and your commitment to creating unforgettable memories for your customers.

Use your tour operator/ tour agency business plan to emphasize what sets your tours apart from the competition. Whether it’s exclusive access to hidden gems, knowledgeable guides, or sustainable practices, highlight the value that customers will gain from choosing your services.

4. Marketing strategy

Successful businesses have strong brands, so your business plan should set out branding guidelines . Consider the following key elements when coming up with a strategy that will guide how you should start marketing your tour business:

• Branding Guidelines: Outline your branding guidelines, including your brand’s visual identity, mission statement, core values, and brand voice. Emphasize consistency across all touchpoints, from your website and social media platforms to your tour brochures and customer interactions. 
• Advertising Channels: Identify the advertising channels that best align with your target audience and budget. Consider a mix of online and offline channels to reach potential customers effectively. Online channels may include pay-per-click (PPC) advertising, display ads, and sponsored content on travel websites. Offline channels could involve partnering with local travel agencies, and tourism boards, or participating in travel trade shows and events. 
• Social Media Channels: Social media is a powerful tool for connecting with travelers and building a loyal community around your brand. Engage users with captivating visual content, compelling storytelling, and interactive posts that evoke a sense of wanderlust. Utilize platforms like Instagram, Facebook, Twitter, and YouTube to share breathtaking photos, behind-the-scenes glimpses, and testimonials from satisfied customers.
• Customer Reviews and Testimonials: Encourage satisfied customers to share their stories and feedback on platforms like Google Reviews, TripAdvisor, and your website. Positive reviews build credibility and serve as powerful social proof, enticing potential travelers to choose your tours with confidence. Respond promptly and graciously to all reviews, demonstrating your commitment to customer satisfaction.

• Content Marketing: Create valuable and informative content that educates travelers about your destination, highlights unique aspects of your tours, and offers travel tips and insights. Utilize blog posts, videos, podcasts, and downloadable guides to establish your tour operator business as a trusted authority in the travel industry.
• Partnerships and Collaborations: Consider strategic partnerships with complementary businesses in the travel and hospitality industry. Collaborate with local hotels, restaurants, and activity providers to create enticing package deals that appeal to travelers seeking a holistic experience. This is especially important if you are considering creating an international travel agency business plan, as collaborations can help broaden your reach.

5. Operations and management

The operations and management section of your tour operator business plan delves into the practical aspects that keep your business running smoothly and efficiently. This nitty-gritty exploration ensures that every aspect of your tour company is well-organized, legally compliant, and focused on delivering exceptional experiences to your customers. 

Here are the key components to include in this section:

• Business and Legal Structure: Clearly outline your chosen business and legal structure. Whether you are operating as a sole proprietorship, a partnership, a limited liability company (LLC), or a corporation, this information provides a framework for your business’s governance and responsibilities.
• Risk Management and Workplace Health & Safety Plans: As a tour operator, the safety and well-being of your guests are paramount. Detail your risk management procedures and workplace health & safety plans to mitigate potential hazards and ensure a secure experience for travelers. Assess the risks associated with different tours and activities, develop contingency plans, and implement safety protocols that align with industry best practices.
• Terms and Conditions: Craft comprehensive and transparent terms and conditions for your tour offerings. Clearly communicate cancellation policies, refund procedures, and any limitations or requirements for participants. 
• Staff Scheduling and Training: Outline your staff scheduling procedures to ensure smooth operations and optimal customer service. Consider investing in staff training programs that equip your team with the knowledge and skills to offer insightful commentary, excellent customer care, and handle unforeseen situations professionally. Furthermore, you can optimize the utilization of Full-Time Equivalent (FTE)  tool to help you gauge the potential productivity of your staff and business.
• Reservation System: In the digital age, a robust and secure reservation system like Rezdy is vital for streamlining your booking process for both you and your customers. Invest in a reliable booking software that allows real-time availability updates, secure payment processing, and automated customer confirmations.

• Distribution Channels and Partnerships: Consider the distribution channels that will help grow your bookings and expand your market reach. Will you collaborate with online travel agencies (OTAs) or travel agents to promote your tours? Explore partnerships with local businesses, such as hotels and restaurants, to create enticing package deals. 
• Customer Relationship Management (CRM): A well-organized CRM system enables you to build lasting relationships with your customers. Implement CRM software to keep track of customer interactions, preferences, and feedback. Personalize your marketing efforts and start building customer loyalty through targeted promotions and personalized offers.

6. Financial plan

The financial plan is a key component of your tour operator business plan. It outlines your revenue streams, costs, and projected financial performance over time. A well-structured financial plan demonstrates the viability of your business and helps you secure funding if needed.

Start by estimating your startup costs, including equipment, licenses, marketing, and initial staff training. Calculate the expected cash flow, factoring in the seasonality of the tourism industry. Identify the pricing strategy for your tours, ensuring that it covers your expenses while remaining competitive in the market.

Create financial projections for at least the first three to five years, considering both conservative and optimistic scenarios. This will enable you to anticipate potential challenges and make informed decisions that will help you with growing your tour business.

Remember to regularly review and update your financial plan as your business progresses. Monitoring actual financial performance against projections will help you make timely adjustments and stay on track towards achieving your business goals.

Ready to start building your business plan as a tour operator?

Download the free all-in-one checklist for easy reference.

Getting your tour business off the ground

Now that you have an effective business plan in place, it’s important to ensure your business has the right software.

Online booking software for tour operators like Rezdy is designed to equip your business for success. It includes multiple features integrated into the system, which allows you to reduce your overall admin duties. Some of these tools include real-time availability to avoid double bookings, automatic customer updates and reminders, and secure payment processes.

Furthermore, Rezdy also offers a channel manager platform that connects your business to thousands of resellers instantly. Joining Rezdy Marketplace is as simple as listing your products and setting your commission rates. From there, you can let resellers on the platform promote and sell your services to their customers.

Set your business up for success with Rezdy

Set your business up for success with a FREE 21-day trial or alternatively, book a demo to learn more about Rezdy and our products!

If you enjoyed this article then make sure to follow the Rezdy blog . There are a lot of marketing tools and tour operator tips designed with businesses like yours in mind.

Enjoy a 21-day free trial to take a look around and see if we are a good fit for your business.

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Business Operations

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How to create a Google Business Profile for tour operators

How to set up an online booking system for tour businesses

How to create a tour operator business plan in 8 steps

Preparing to Write a Business Plan

Tour operator business plan template, tips and tricks for a strong tour operator business plan.

Wondering how to turn your tour operator idea into a real business? The first step to launching a startup and getting investors onboard is to develop a formal proposal called a business plan . Whether you want to start a travel agency, a walking tour company, or an adventure travel business, you will use a business plan to communicate exactly how you plan to make your idea come to life. 

Creating a tourism business plan might sound daunting; in this article, we’ll show you how to do one and offer lots of advice for first-time founders. You’ll be able to use this article as a tour operator business plan template to write your own sample business plan (as an exercise) or to create the real thing.

To more clearly illustrate how to create a tour operator business plan, we’ll use a sample business as we go through each section. Our sample business is a small tour operator startup that specializes in ecotourism in Thailand.

Before you start to create your official business plan, it can be helpful to think through several aspects of your business so that you are fully prepared to address each topic in the business plan template. One excellent preparation exercise is to complete a Business Model Canvas for your company. 

The Business Model Canvas encourages you to think critically about your customers, cost structure, revenue streams, marketing strategy, and more. It’s the perfect warm-up for your business plan because you’ll incorporate your Business Model Canvas notes into the actual business plan document. We recommend that you do this exercise with your co-founders, if you have any, and with a whiteboard – you’ll probably make lots of changes as you go!

You can find a printable Business Model Canvas template here .

Your tour operator business plan should contain at least seven sections: an executive summary, a company overview, a description of your services, an analysis of your market, an implementation plan, a team summary, and a financial plan. You might have one or more appendices at the end, if you have additional relevant information to include. The finished product should be formatted nicely and incorporate your company’s logo and branding.

Executive Summary

As the first component of your business plan, the executive summary is arguably the most important section. If you’re pitching your idea to investors, they’re likely very busy people, so you want to grab their attention from the beginning. The executive summary should contain a concise outline of your tour operator company’s objectives and goals, your mission and/or vision statements , your key success factors, and a clear description of your value proposition. 

Company Overview

Think of this section as what you would post on the “About” section of your tour operator company’s website. The company overview should explain who your company’s key leaders are, how and when the business started, what the ownership structure looks like (if you have investors, for example), where your office is located, and an outline of your current assets and debts. If you’re in the early stages of your business, this section might be quite short.

Operations Plan

The operations plan is where you describe exactly what your company will offer. What kinds of tours will you sell? Where exactly will you operate? This is the type of information you would list on your website for potential customers or guests to read – but without too much of a sales pitch. 

In this section, it can also be helpful to include a description of the full “ life cycle ” of your business. What happens before, during, and after a tour? What steps does the guest complete, and what happens behind the scenes at your company’s office?

Thinking about our Thai ecotourism company, we might illustrate how someone could book a tour perhaps six months in advance on our website. Between booking and arrival, we coordinate accommodation, meals, and transportation with partner providers. When the tour concludes, we offer transportation back to the airport and follow up with a special offer to book another tour with us at a discount. 

Market Analysis

This section explores your specific niche within the tourism industry and the geographic location(s) where you plan to operate. Who are your target clients or guests? Who are your main competitors? What trends exist in this facet of the industry? Is the amount of visitors to your location increasing or decreasing? 

Try to include statistics from reputable sources whenever you can. Destination marketing organizations, tourism bureaus, and air traffic data, just to name a few, can provide valuable insight and add credibility. This section should leave no stone unturned so that your reader can truly understand your market conditions.

In our ecotourism business in Thailand, for example, we would include information about travel trends in Thailand (like the most popular feeder markets), new air routes, economic trends, the number of new hotels being built, etc. We would also explore the ecotourism market; are more people choosing eco-friendly travel options today compared to five years ago? What companies are the current ecotourism market leaders globally and in Thailand?

Implementation

Now that you’ve explained your business idea and described the market in which you plan to operate, it’s time to outline exactly how you will bring your tour operator business to life. This section should include a SWOT analysis , details about your marketing and pricing strategies, and a sales projection. 

In the SWOT analysis , you will explore your company’s strengths, weaknesses, opportunities, and threats. What does your company offer that nobody else in the market does? What are some potential challenges that you will need to face? Using our ecotourism company example, a threat could be natural disasters – if there are floods or mudslides, our business cannot operate. On the other hand, an opportunity is that more people are interested in eco-friendly travel options. 

Your marketing and pricing strategies should be very specific. How will customers find your company? Which online channels will you use? Will you work through travel agents or directly with your customers? 

Your pricing strategy should include the exact rates you plan to charge for at least a year in advance. For example, our ecotourism company in Thailand might charge $699 for a package during low season, $899 during high season, and $999 over holiday periods, with rates increasing 5% each year. 

We might also offer a 10% discount for advance purchase bookings made at least 6 months in advance and charge a 50% cancellation fee for any reservations cancelled within 3 months of the tour departure date. Based on your pricing strategy, you can create a sales projection that will estimate your company’s sales performance, preferably over the next three years.

Team Summary

After your reader understands what your tour operator business will do, they’ll wonder who is going to make it happen. And if you’re planning to launch a full-fledged tour operator business, you’re probably not going at it alone. The Team Summary section should include a thorough plan for your company’s organizational structure, key leaders, employees, and training processes. 

Do you already have a management team in place, or will you need to hire additional leaders? How many employees will you need, and how much will you pay them? And how will you train and develop your employees? The Team Summary should answer all of these questions and provide enough information for potential investors to understand exactly how you plan to staff your business, pay your employees, and ensure all team members are trained properly. 

Financial Plan

The financial plan is extremely important to potential investors because they will want to maximize the return on their investment. Your financial plan is essentially a projection of your revenue streams and cost structure for your company’s first five or so years of operation. It will include not only revenue from ticket sales and costs from employee salaries, but also details like tour-operator software costs, insurance, taxes, marketing spend, depreciation of assets, interest on loans, and more. 

If you don’t have a finance background yourself, it may be helpful to seek assistance from an accountant or someone who knows the ins and outs of financial modeling. 

Additional Information

In an appendix, you can include supporting information or statistics that may be helpful for potential investors, but not essential to your business plan. For instance, you could include a full report on air traffic trends that you used in your Market Analysis section.

Download Your Tour Operator Business Plan Template

Now that you know what a Tour Operator Business Plan should include, below we provide the one we have specially created for you.

Writing a business plan is certainly not an easy task. It’s time consuming and requires a lot of thought, but a well written business plan can lead to significant growth for your company. As you complete your business plan, keep these pieces of advice in mind:

• Conduct thorough research on your market . When you pitch your company to investors, you want to be seen as an expert, so learn as much as you can about your competitors and market trends.
• Simplify your words and descriptions whenever possible . A business plan is not the place to wow your reader with flowery language – instead, you want your reader to easily grasp your value proposition. Think about writing so that a fifth-grader can understand it. The last thing you want is for your reader to be confused about what your company actually does.
• Don’t be afraid to make changes . As you work on your business plan, you might discover that some aspects of your business need to be adjusted for the greater good of the company. After all, the companies that are the most adaptable are the ones that survive!
• Get a second opinion (or a third or a fourth). A good test of your business plan’s readability and clarity is to let someone outside your industry read it, like a family member or friend. If they have a lot of questions, you might need to adjust your descriptions or more clearly explain your plans.
• Proofread ! Your business plan is a reflection of your company’s values. If your formatting is sloppy and your text is full of typos, your reader might question whether you have the attention to detail necessary to run a successful business.

Now that you have all the tools to create a great tour operator business plan, it’s time to get to work!

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Adrienne Fors is the founder of Strategic Stays, a consultancy specializing in tech solutions and copywriting for short-term rental businesses and boutique hotels. She was previously a Market Manager at Expedia, and she graduated from the School of Hotel Administration at Cornell University. Adrienne is originally from Minneapolis, Minnesota and enjoys traveling and playing tennis.

Mize is the leading hotel booking optimization solution in the world. With over 170 partners using our fintech products, Mize creates new extra profit for the hotel booking industry using its fully automated proprietary technology and has generated hundreds of millions of dollars in revenue across its suite of products for its partners. Mize was founded in 2016 with its headquarters in Tel Aviv and offices worldwide.

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Tourism Business Plan Templates

Choose your Tourism business plan template from the list below:

• Hotel Business Plan Template
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At Business and Plans, we offer a wide range of Tourism business plan templates to cater to your specific needs. Whether you are starting a Hotel, Bed and Breakfast, or Travel Agency, we’ve got you covered. Our professionally designed templates will save you time and ensure your business is set up for success. Browse through our selection below and choose the perfect template to kickstart your journey in the booming tourism industry.

Welcome to Your Gateway for Success in Tourism Business!

Unlock the Potential of Your Hospitality Venture with Our Expertly Crafted Tourism Business Plan Templates.

Are you ready to elevate your hotel, bed and breakfast, or travel agency to new heights of success? At Business & Plans, we understand the unique challenges and opportunities that the tourism industry presents. That’s why we’ve curated a collection of comprehensive and professionally designed tourism business plan templates to guide you on your journey to prosperity.

Why Invest in a Tourism Business Plan?

1. strategic roadmap:.

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Invest in the success of your tourism business today! Browse our collection of business plan templates and take the first step toward achieving your business goals. At Business & Plans, we’re committed to your success in the dynamic world of tourism.

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Travel Tour Agency Sample Business Plan

Start-up your travel tour agency with a business plan similar to this detailed example..

Related Topics

Car wash business plan, event planning sample business plan, coffee shop business plan.

Starting your own travel tour agency but don’t know how to compile your business plan? Here’s an example of a dummy company’s business plan to get you thinking about how to create yours.

Travel Tour Agency Business Plan

1. executive summary.

The tourism industry has undergone rapid growth of unsurpassed nature over the last several decades. This has mainly been due to the advent of a ‘borderless’ world and increased information dissemination about the majestic sceneries throughout the world, with the southern African region being no exception.

We are on the brink of penetrating a lucrative market in a rapidly growing industry. The current trend towards an increase in the number of tourists entering the country presents an opportunity for Sephats Tours to penetrate the market.

An opportunity for Sephats Tours’ success exists because the national tourism industry is growing at a rapid pace annually.

Sephats Tours is poised to take advantage of this growth and moderate competition in the city travel portion of the industry, with a dedicated and experienced staff, excellent networking, and effective management and marketing. Sephats Tours intends to provide travel and adventure packages to tourists primarily in the Southern region, but also the whole of Botswana.

Services and products provided by Sephats will initially include pre-arranged tours, custom packages according to clients specifications, travel consultation, and as time progresses making reservations for lodging amongst other related services. Sephats Tours seeks to differentiate itself as the premier adventure mobile operator in the greater Gaborone area.

Our services will be positioned very carefully: They will be of extremely high quality, comfortable, informative and tailored to the clients needs such that they will enable individuals to have a greater appreciation of the natural environment and its intricacies.

Our marketing strategy will be based mainly on ensuring customers know about our existence and the service(s) we fulfill. Hence our intention is to make the right information available to the right target customers. This will be done through implementing a market penetration strategy that will ensure that we are well known and respected in the tourism industry.

We will ensure that our prices take into consideration peoples’ budgets, that these people appreciate the service(s), know that it exists, and how to contact us. The marketing will convey the sense of quality in every picture, every promotion, and every publication.

Our promotional strategy will involve integrating advertising, events, personal selling, public relations, direct marketing and the Internet, details of which are provided in the marketing section of this plan.

It is important to recognise that we do not intend to just take individuals on sightseeing excursions, but also to ensure that they appreciate nature through informative briefings on objects’ origins.

This element will assist in differentiating us from our competitors and contribute towards the development of a sustainable competitive advantage.

Hence we need to engage the right people in the right place at the right time if we are to ensure optimum growth. We intend to develop our team so that our people can grow as the company grows – a mutually beneficial relationship.

We project sales to increase from more than P350,000 (Botswana Pula [P]) the first year to more than P556,500 the second, and P630,000 in the third year.

In a nutshell, we do not just intend to market and sell our service, but to market and sell travel solutions and a total-quality environment. This will ensure we establish a reputable corporate image.

1. Objectives

Our business strategy will revolve around the need to provide quality service to our various target customers, in the process fully satisfying their needs. This shall be undertaken through recruitment of a professional team and the provision of good quality custom-designed travel packages, catering to the client’s particular needs.

With time our marketing campaign will increase the awareness of our services in the various market segments we shall be targeting. This is particularly so with the organisation looking at establishing a clear advantage(s) in an increasingly competitive market.

We will provide clients with the opportunity to focus on their core activities whilst their transportation side needs are fully satisfied. Marketing material shall be professionally done so as to be reflective of our intended image and reputation.

We shall position ourselves as a quality commercial transportation operator that provides customer-need fulfillment, enjoyment, reliability and a good image. We intend to establish a good rapport with all the relevant stakeholders, especially hotels and travel agents.

We also intend to have well-designed brochures and other promotional material that will enable clients to have an understanding of the types of services we offer and advantages of utilising them.

In addition well-done, informative brochures, fact sheets and business cards often have a triggering effect on clients contemplating utilising our services. Hence this will undoubtedly generate increased sales of our service.

In summary we intend to attain the following objectives:

• Continuously provide enjoyable quality excursions/trips on time and on budget.
• Develop enthusiastically satisfied customers all of the time.
• Establish a market presence that assures short-term and long-term profitability, growth and success.
• We are fully committed to supporting growth and development in the tourism and overall economy of Botswana.
• Contribute positively to our communities and our environment.

Internally we intend to create and nurture a healthy, exuberant, respectful, and enjoyable environment, in which our employees are fairly compensated and encouraged to respect the customer and the quality of the service we intend to provide.

In addition follow-up will be mandatory so as ensure customer satisfaction and make any improvements as recommended by the customers in future.

We seek fair and responsible profit, enough to keep the company financially healthy for the short and long term, and to fairly remunerate employees for the work and effort.

3. Keys to Success

The keys to Sephats Tours success will undoubtedly be effective market segmentation through identification of several niche markets and implementation strategies.

Along these lines the company intends to implement advertising, personal selling and direct marketing strategies to the target markets.

Our personal selling marketing strategies will rotate around keeping in touch with hotels and travel agencies for major customers, and advertising for more individual customers.

Hence our key success factors will include the following:

• Excellence in fulfilling the promise: We intend to offer completely enjoyable, comfortable and informative travel excursions that will ensure that travelers are thoroughly satisfied and appreciative at the end of their trip.
• Timely response to customers’ requests: We cannot afford to delay our clients for whatever reason, as this will have a negative bearing on our image and reputation, including future business. Hence we need to be continually communicating with the client, including hotels and lodges so as to ensure that we are constantly available to the client meeting their expectations.
• Solid and fruitful strategic alliances : Considering the nature of our services and our relative infancy on the market, we realise the importance of establishing and maintaining fruitful strategic alliances with various stakeholders, including hotels, lodges, and travel agencies, amongst others, so as be assured of a constant flow of customers, fulfilling their needs at every opportunity.
• Marketing know-how: As a relatively new company on the market there will be a need to aggressively market our business and the services we provide so as to be continuously at the top of our prospective clients minds. This will also act as a temporary deterrent for companies contemplating entering our market. Advertising shall be undertaken on a regular basis.

2. Company Summary

Sephats Tours intends to provide individual and group travel to leisure clients.

Services and products provided by Sephats will initially include pre-arranged tours, custom packages according to clients specifications, travel consultation, and as time progresses making reservations for lodging amongst other related services.

Sephats Tours seeks to differentiate itself as the premier adventure travel company in the greater Gaborone area.

As it grows it will take on people and expand into related markets and services. It will also look for additional leverage by establishing relationships and representations with appropriate strategic allies.

1. Company Ownership

Sephats Tours is a Private Limited company incorporated at the Registrar of Companies through the foresight and vision of Mr. X and Mrs. Y. It is a 100% wholly owned Botswana firm.

2. Start-up Summary

Thus far the directors have contributed one hundred and sixty seven thousand pula (P167,000) to purchase a Mercedes Benz mini bus currently in its possession and P30,000 for cash expenses. Total start-up expenses covered (including legal costs, business plan compilation, license costs and related expenses) come to approximately P5,000.

3. Company Locations and Facilities

At present the company offices are located at Plot Number 28338, Block 3, Belabela road opposite Gaborone Television Station, near Hill Crest Primary School.

However, as time progresses the intention is to move into more accessible and attractive offices in a prime area. This regardless of the fact that our type of business is not too dependent on office location and size.

3. Services

Sephats Tours is a travel company that intends to deliver leisure travel excursions to customers. Sephats intends to guide customers in selecting a trip(s) based on pre-defined vacation criteria. This analysis will be based on user profiles, set by the consumers, which includes preferences such as:

• Activities sought
• Destination, and
• Time of Travel

A traveler will hence be able to select areas of interest based on their preferences and subsequently identify destinations to visit.

The intention is to provide customers with access to exclusive travel destinations, service to fully appreciate destinations through information packages, not just sight-seeing, and access to special interest travel according to the group’s/individual’s preferences.

1. Competitive Comparison

There are presently few competitors offering services similar to ours. However considering the pace of change and current growth rate of the tourism industry luring many companies into the sector, this may be short-lived.

Hence there will be a need to not only firmly establish ourselves on the market, but also strongly differentiate ourselves from these other businesses. However on a broader scale our competition comes in several forms:

The most significant competition are hotels and travel agencies offering travel excursions to their clients. They undertake this service in order to establish a competitive advantage over their competitors.

However, instead of directly competing with them we intend to establish good working relationships in the form of strategic alliances such that we are able to offer the service for their clients and thus enabling them to concentrate on their core activities whilst ensuring customers are fully satisfied.

Our key advantage in this regard will be our specialty of the service and hence wide knowledge ensuring customer satisfaction at all times as well as flexibility in providing the service. Existing hotels, lodges and travel agencies may identify the opportunity to diversify into our intended services utilising their current client database.

Naturally, existing clients will be inclined towards utilising these familiar companies due to the fact that a good relationship may have already been nurtured over the years during their business dealings.

This presents a potential challenge to us, as we need to aggressively market our services and expertise in the field. Existing safari operators that mainly focus on the remote environs such as Maun and Kasane are at times able to compromise, offering excursions in and around Gaborone, though very rare. Hence we intend to focus on this market. An analysis of competition is provided in the Market Analysis section of this plan.

2. Service Description

Sephats Tours intends to offer the service and knowledge a discerning leisure traveler seeks whilst on vacation, with the intention of seeing and appreciating the numerous sights in the area.

Keeping in mind the comforts of a tourist, our fleet shall be very well maintained and designed as per customer standard and expectations. However not wanting to limit ourselves we intend to be open to special hire by churches, organisations, groups, schools and sports teams, amongst other related groups.

The game reserves and lodges that we intend to be our main destinations are:

• Mokolodi Nature Reserve
• Goborone Game Reserve
• Gaborone Dam
• The Oodi and Mochudi Craft Villages
• Kolobeng and Thamaga
• Khutse Game Reserve

Below is a briefing of several places of interest and their various attractions.

• Mokolodi Nature Reserve: Set in a wide valley just 10 minutes drive from the city, this scenic reserve offers a well-developed network of game drives and stone and thatch chalets overlooking a water hole. Mokolodi also offers the rare opportunity to track rhino or to walk through the bush with young elephants. These excursions offer excellent photographic opportunities. Evening drives can include a bush braai giving visitors the chance to see the more unusual nocturnal creatures.
• Gaborone Game Reserve: This 550 hectare reserve provides an ideal get-away for tourists who can see a remarkable range of wildlife in the park including rhino, eland, zebra, gemsbok, wildebeest, kudu, ostrich and impala, all on well-maintained bush roads that are designed for easy access. Bird watching in the Gaborone Game Reserve is excellent, particularly along the eastern edge, bounded by Notwane River, and it typifies the incredible diversity of bird life to be found throughout the Gaborone area.
• Gaborone Dam: On the south bank a remarkably rich variety of bird and wildlife can be seen, including herds of impala, kudu and scuttling families of warthog. New picnic sites, which are currently under development will also provide places of interest. The Gaborone Yacht Club is the main attraction on the dam with its swimming pool, bar and wide verandah overlooking the water off a rocky koppie in the middle of the dam which often becomes an island in the wet season.
• The Oodi and Mochudi Craft Villages: In Oodi the main attraction will be the Lenstwe-la-Oodi weavers. In Mochudi apart from traditionally decorated Setswana architecture, the tourists will find the most southerly baobab trees in Botswana and traditional crafts including the Ithuteng Tin Workshop and Ikgabiseng handmade jewelery. The Phuthadikobo Museum in Mochudi will also be an attraction site.

Other sites will include Matsieng Foot Point, Gemsbok National Park, Mabuasehube Game Reserve, Legaga la ga Kobokwe, Central Kgalagadi Game Reserve, Nxaii Pan and Khama Rhino Sanctuary.

Integrating the above places of interest into our tours we intend to be offering the following tours:

• “Capital Crusade” – City Tour: This will be a professionally guided tour around the city centre including visits to the Main Mall, Finance Mall, National Museum, City Council Library, Gaborone Station, and House of Parliament including others. These tours shall be eye opening in terms of the normal Botswana town folk life style providing knowledge and information throughout the guided tour. Included in this package will be refreshments and information folders detailing the main sites and history of Gaborone. This tour will cover approximately 50 kilometers taking about half a day to complete. Cost: PX per person.
• “Cultural Enrichment” – Cultural Tour: This shall involve tours to the main historical and cultural sites in and around Gaborone including Mokolodi Nature Reserve, Oodi and Mochudi Craft Villages, including the cultural dances. This tour shall reveal the ‘Kgotla’ – cultural villages, traditional paintings and art, as well as the traditional lifestyle. Obviously baobabs will make for good viewing. The tour package will include an information folder, guided tour and refreshments. This tour will cover approximately 200 kilometers taking the whole day to complete. Cost: PY per person.
• “The Essence: Past & Present” – City & Cultural Tour: This will be a combination of the cultural tour and city centre excursion. This will be marketed as a “total package” enabling tourists with very little time to appreciate the Botswana lifestyle, both in the present and past. This tour will invariably take the whole day and cover approximately 250 kilometres. The tour package will include the information folder, guided tour, refreshments and a picnic lunch. Cost: PZ per person.

3. Macro-environment

At a large scale research demonstrates that tourism is undergoing a rapid growth of unsurpassed nature. Generally there is a trend towards shorter stays but increased visits, as individuals strive to experience as many cultures as possible, including seeing as many attractions as possible.

Increasingly Botswana is being marketed as “one of the few places in Africa where game sanctuaries have remained completely unspoiled.

A destination that unlocks the mystery of nature – an oasis in a wilderness which is an ideal escape for nature lovers. Very little of this fascinating country has seen human habitation – this is true Africa in all her remoteness and authenticity.

With such marketing in place the number of tourists entering the country is bound to increase, presenting a larger potential market for ourselves. This potential market is what we seek to tap.

4. Sales Literature

The business will begin with a general corporate brochure establishing its position on the market. This brochure will be developed as part of the start-up expenses including the business cards and Company Profile, mainly for the large organisations that often recommend services to potential customers.

Compliment slips are also intended so as to raise awareness of the company and its services. We also intend to have information pamphlets that will provide information on our various tour packages. Literature and mailings for the initial market forums will be very important.

5. Fulfillment

The key fulfillment and delivery will be provided by the employees of the company. The real core value will be professional expertise, provided by a combination of expertise, experience, hard work, and education (in that order). Hence we intend to ensure that the work we undertake is always thorough and relevant to the clients’ needs.

We will turn to reputable companies for supplying the necessary individuals and groups for our services. Hence the need to establish good relationships with our strategic allies.

6. Technology

Sephats Tours will strive to ensure that it contains the latest, or extremely recent personal computer including relevant software so as to ensure that the company is continuously at the forefront in our market arena.

The one certainty in our industry is that technology will continue to evolve and develop, changing what we market as well as how we market it. Our aim will be to be aware of the implications of this new technology and utilizing it in our existing framework where possible. However it should be noted that as we are new on the market it will take some time before we have in place our own website and other multimedia presentations.

With time we also intend to have the latest and most efficient software in place to enable smooth operations.

7. Future Services

In putting the company together we have attempted to offer enough services to allow us to always be in demand by our customers and clients. The most important factor in developing future services/products is market need.

Our understanding of the needs of our target market segments shall be one of our competitive advantages. It is critical to our effort to develop the right new services. In the future, Sephats Tours intends to broaden its coverage by expanding into additional markets.

One of the main services it aims at providing is to become a destination management company that brings alive the magnificence of this country to the traveler. This will be done by co-coordinating the traveler’s entire experience from hotel bookings, safaris and tours, greeting and porter services, and to tour packages and incentives. However in doing so we will strive to ensure that it is compatible with the existing products and company personnel.

As time progresses the intention will to provide a Southern Africa tour package covering the whole of southern Africa.

4. Market Analysis Summary

We are today experiencing a rapid growth in the economy of unsurpassed nature. This has been brought about by, amongst other things, the relaxation of foreign exchange policies and macroeconomic policies geared towards attracting foreign investors into the country.

The fiscal and monetary policies of the government geared towards maintaining growth with social justice have largely contributed towards this, evidenced by our economy averaging a growth rate of 7% since 1990 – very high by international standards.

The current drive and emphasis by the government on diversification of the industrial base away from the minerals sector presents an opportunity for Sephats Tours to make a valuable contribution towards achieving this goal. Having undertaken a thorough and comprehensive research of the market we realized that there was a need for a tourist transport company that focuses on providing leisure excursions to tourists.

Though there are mobile operators currently on the market, some of whom have been in existence for a relatively long period of time, we believe that there is a market need for one that specializes on providing comfortable and enjoyable transport to tourists and visitors.

This, also considering the fact that, potentially Botswana’s richest natural resource, the tourism industry is becoming an increasingly important player in the economy and may in the long term prove even more valuable than mineral resources in earning foreign exchange.

Aware of the fact that operating in such a market is largely dependent on good networking, we intend to establish networks and strategic relationships with various hotels, lodges and travel agents to ensure a steady stream of clients.

However in so doing we intend to ensure that the service we provide is of extremely high quality and comfortable. Our initial overall target market share shall be 10% of the market, mainly focusing on the greater Gaborone area and southern Botswana.

We appreciate that entering such a market is not a ‘bed of roses’ and will require us establishing strong links with strategic partners as outlined previously. Hence we intend to implement an aggressive marketing strategy, well supported by the other business functions.

The above prognosis influenced our decision to enter the tourist transport industry.

1. Market Segmentation

We will be focusing on those foreign tourists seeking leisure travel and excursions whilst on vacation in Botswana, with the intention of letting them see and appreciate the numerous attractions in our country.

Though we realise that the majority of our tourists come from South Africa we shall be mainly targeting those from Europe and the Americas who often do not have transport or adequate knowledge about the country, unlike their South African counterparts who often do. Hence we shall be mainly targeting those who are not that mobile but wanting to see as many sites as possible.

These people often do not want to waste their money on hiring vehicles to move about by themselves, but instead want to be escorted around places of interest by a reliable source. Hence the need to professionally market ourselves and the services we provide, offering a service of uncompromised nature.

2. Target Market Segment Strategy

Our marketing strategy will be based mainly on making the right service(s) available to the right target customer. We will ensure that our services’ prices take into consideration organisations’ and peoples’ budgets, and that these people know that we exist, appreciate the value of our services, and how to contact us.

The marketing will convey the sense of quality in every picture, every promotion, and every publication. Our intension will be to target those individuals and groups looking for leisure activities and places to visit.

We realise the need to focus our marketing message and our service offerings. We need to develop our message, communicate it, and make good on it. The decision to establish strategic alliances with several hotels, lodges and travel agencies is aimed at tapping our target market effectively and efficiently.

2.1. Market Needs

Though the tourism sector has undergone rapid growth over the last decade the vast majority entering this sector have rushed to the North where we have the Okavango Delta, Chobe National Park, and other sites as attraction points.

Very few have focused on south and central Botswana. With this in mind we intend to exploit the untapped market in this area so as to provide our customers with a good service and realize our business objectives.

We understand that our target markets need more than just being shown the areas of interest but also to be informed about their significance and origins. Hence we don’t just intend to provide a service(s), but to provide one of unparalleled nature relative to the market.

2.2. Market Trends

Of all the uncertainty surrounding this industry, one fact is certain: tourism is here to stay. The only question is how large the industry will become and whether it can sustain, if not exceed, its current growth rate. However large the market ultimately becomes, the company strongly believes that travel will be an important component of this market place. Tourism statistics provide a reliable guide as to the size of the market.

According to the latest tourism statistics total arrivals for 1998 amounted to 1,351,798 representing an increase of approximately 12.65% from the previous year. Of the total arrivals in 1998 205,146 (15.2%) were holiday/tourists whilst 319,440 (23,6%) were visitors, both groups of which constitute our target market, totaling approximately 524,586 individuals.

Source: Tourism Statistics 1998 – Central Statistics Office .

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How to Create a Business Plan for Your Tour or Travel Company

Do you have the next great tour business or travel company idea, but don’t know how to turn it into reality? You’ve found your niche and even come up with the best tour company name ever, but who do you tell and how do you get started? 

Table of Contents

Why your tour company needs a business plan.

We’ve previously covered topics on how to build your business, but one beneficial, even crucial, practice before you start is to write up a small business plan, one that compiles all the important aspects of your brand in a single 15-20 page document. Having a simple tourism business plan will help you plan for the future and even discover new things about your brand. 

Whether you’re a young entrepreneur building a tour startup in search of investors, or you’re an established tour operator looking to better understand your business and take it to the next level, a tour operator business plan can help guide you in the right direction. 

The Benefits of a Business Plan

As mentioned above, a tour company business plan is a document that outlines all the important aspects of your tour business. From your company goals and objectives, to your team members, and even your financial statements, a business plan is an effective tool for analyzing the ins and outs of your business.

It is the ultimate document used to convince investors and lenders to support your tour company. If you’re not looking for investors, writing a simple business plan for your tour business is still useful practice to align the leaders in your company, discover any shortcomings you might have missed, and plan for future growth.

How to Create a Tourism Business Plan

Now that you understand why having a small business plan is important, you’re probably wondering how to write one. You can use a business plan template, but it’s good to know why you’re including the information it asks for. It’s also acceptable to cater the content of your business plan to suit your unique company, but there are certain sections that investors expect to see, making them beneficial for you to include.

Here is what you need to include in your company’s business plan: 

Executive Summary

One of the most important sections of your business plan will be your executive summary, which serves as a high-level overview of your business, providing highlights of the fundamentals of your brand.

You’ll notice that most, if not all, of the topics covered within your executive summary will have their own dedicated section later on in your business plan. Because the executive summary is typically limited to a single page, leave the nitty-gritty details for their respective sections and use the executive summary as a way to simply introduce the topics to your reader. 

Executive summary topics:

• What is your business and what does it do? Do you host walking tours or provide bicycle rentals? Are you a tour guide or do you run a themed hotel experience? Give the reader a clear understanding of your business concept.
• What are your business goals and where do you envision your company in the future? How do you want to see your business grow?
• What makes your business different from your competitors? Whether you’re renting out a specific product like Segways or providing a service like guided tours, discuss what sets you apart from (and makes you better than) similar businesses in your industry.
• Who is your target audience? Who are you selling to and why are they interested?
• What is your marketing strategy? How do you plan to connect with and convert your customers?
• What is your current financial state? What is your projected financial state?
• What is the purpose of your business plan? Are you looking to secure investors and/or lenders? If so, how much are you asking for? You won’t need to discuss this if your business plan is strictly for your own planning purposes.
• Who is on your team, what are their job titles, and what do they do?

Again, like your business plan as a whole, not all of the topics listed above may be applicable to your business or your specific needs, so include only what you see fit. 

Company Overview

Your company overview should give your reader a detailed understanding of who you are and what you do. This includes technical topics like your business description, structure, and model, but should also cover the heart and soul of your company. That is, not only what you do, but why you do it. Developing your brand story is an important step to branding in the travel and tourism industry .

What is it about running a bungee jumping business, wine tasting tour, or spelunking course that inspires you? What is your company’s mission, vision, purpose, and USP (unique selling proposition)? What are your business goals and objectives, both short-term and long-term? Defining these aspects of your business helps readers, whether investors or your own employees, connect with your business at a deeper level.

Market Analysis

Another important section to include in your business plan for your tour company is a detailed market analysis. Even if you’re creating your business plan for internal use only, conducting market analysis and research is an excellent way to gauge your position within your industry, identify areas of concern, and create an effective marketing strategy using the 7 Ps of Travel and Tourism Marketing .

Things to consider in your market analysis include your target market and demographic, whether your marketing strategy is aligned with your target market, where you want to position yourself in the industry in relation to your competitors, and where you have room to improve. 

Try conducting a SWOT analysis for your tour business to explore your:

• Strengths – what do you do well?
• Weaknesses – what could you do better?
• Opportunities – are there gaps in your industry that you can take advantage of?
• Threats – what external factors affect your chance of success?

Team Summary

Use your team summary section to outline the leaders and key players in your tour company. An organizational chart works well to display this information and will usually explore members of management and other key personnel, their job titles, and their roles and responsibilities. Be sure to address how each person plays/will play an integral role in the success of your tour business or travel company.

Even if your business is very small or you run a sole proprietorship, it’s still worth including a team summary section so that potential investors can get to know who they’re investing in. A team summary adds a human element to your business plan and can help build your readers’ confidence by showing them that they can trust the leaders (even if it’s just you) to bring the company to success.

Financial Plan

Discuss your finances. What is your current financial state, what is your future financial projection, and how do you plan on getting there? If you’re looking for an investment, how much do you need? Include relevant documents, paperwork, statements, calculations, etc. to back up the numbers you’re sharing.

Marketing Plan

Needless to say, tour marketing is one of the most important aspects of your tour business.

Your business plan should have a detailed marketing strategy and promotional tactics, including pricing strategy, advertising channels, and innovative tactics. It should also leverage social media and other tourism-related technology to reach your target market effectively.

Your Business Plan Can Set You Up For Success

Investing the time up front to create a simple business plan for your tour company is worth the effort, and is crucial to becoming a successful tour operator. Going into anything without a plan can be risky, and starting a tour business is no different. 

Once you know how to write a business plan and understand the main components that make one effective, you’ll have an invaluable tool for securing investors and planning your company’s growth in the competitive tourism and travel industry. There’s really no better time than now, so go out there, write a killer business plan, and start the tour business of your dreams .

Written By | Edward Nieh

Edward Nieh is a freelance writer and copy editor working across multiple mediums for clients from various industries. He has a degree in creative writing with a focus on screenwriting for feature films.

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Business Plan (Template)

A good business plan can help your business secure finance, define the direction of your business, and create strategies to achieve your goals. A thorough and effective tourism business plan will include an executive summary, a business description, short and long term goals, business structure (legal and internal management structure), product or service description, a sales and marketing plan and financials to date. This Business Plan template steps you through the process of creating a solid, well-structured plan tailored to your business.

If you are preparing or updating your business plan for internal uses, the Business Plan template may be more than you require. The four critical documents to review and complete/update are:

Goals and Strategies  

SWOT Analysis (Template)

Marketing Plan (Template)

Action Plan (Template)

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Principles for Developing Your Ecotourism Business Plan

Florida is host to a variety of natural settings, which offer great potential to develop ecotourism businesses throughout the state. Developing such a business can provide countless benefits to individuals and communities such as generating incomes, providing jobs, developing new skills, and conserving natural areas. As with any business, an ecotourism business requires strategic planning to ensure effective delivery and sustainability. In particular, designing a strategic plan for business operations may prove advantageous in reducing future challenges. Current ecotourism business owners have expressed their lack of expertise in tourism operations as a challenge in managing their tourism businesses (Best and Stein 2007). This publication intends to provide those wishing to begin an ecotourism business or modify an existing business with a detailed description of the diversity in ecotourism business models and the components necessary to develop an ecotourism business plan.

What is an ecotourism business?

Ecotourism is diverse in the benefits provided, business ownership types, and program delivery opportunities. Ecotourism is commonly understood as tourism that promotes environmental conservation and provides opportunities for communities to benefit economically and non-economically (Wearing and Schweinsberg 2018). These types of businesses are comprised of various ownership models that offer a range of services or products. In Florida, ecotourism business models include private ownership, public agency ownership, and public-private partnerships (Wyman and Stein 2007).

Private ecotourism businesses are independent entities that have the natural, physical, and human resources needed to provide ecotourism services or products. For instance, individuals with private ownership of ecotourism businesses own the land and natural attractions needed to put their ecotourism activities in operation as well as those resources needed to accommodate visitors and manage the business (e.g., transportation, accommodations, food service, and human resources). Examples of these types of businesses in Florida include nature study areas such as Florida Eco-Safaris ( https://www.floridaecosafaris.com/ ); day and overnight experiences on working farms such as Long and Scott Farms ( https://longandscottfarms.com/ ); and water-based recreation attractions such as Ichetucknee Family Canoe and Cabins ( https://www.ichetuckneecanoeandcabins.net/ ) and Ginnie Springs Outdoors, LLC ( https://ginniespringsoutdoors.com/ ).

Public agencies also participate in ecotourism businesses by providing visitor services within protected and conserved natural areas. For example, public agencies offer fee- and non-fee-based education and interpretation programs to visitors such as guided recreation trips (e.g., backpacking, canoeing) and Junior Ranger programs. In addition, public agencies operate ecotourism businesses under public-private partnerships. Such arrangements are often sought by public agencies lacking financial or physical resources to offer visitor experiences as directed in public agency legislation. Public-private partnerships often result in profit sharing between the private business owner and public land agency. These forms of partnership, as well as public-agency-driven ecotourism businesses, are common in the United States and Florida. Like private ecotourism businesses, public agency and partnership models offer a great range in tourism offerings. For example, businesses that have partnered with public agencies include Kayak Amelia ( www.kayakamelia.com ) and Blue Moon Outdoor Center ( www.bluemoonmiami.com ). These privately owned and operated ecotourism businesses are the official service providers for Big and Little Talbot Island, Oleta River, and Rainbow Springs State Parks ( https://www.floridastateparks.org/ ), respectively. Variety in ecotourism business ownership and tourism offerings makes strategic planning for business development or adjustment a necessity.

What is a business plan?

A business plan is a strategic planning tool to provide communication, management, and planning (Cothran, Wysocki, and Mulkey 2005; Evans, 2008; US. Small Business Administration 2009). An effective business plan communicates to lenders, employees, and owners the potential problems and challenges associated with operating a business. A business plan also identifies potential alternatives. For instance, a business plan may consider strategies to secure funding, manage personnel, and market the business. A business plan also serves as a tool that guides the actions of your business to ensure all aspects of sustainability (Despeisse, Mélanie, et al. 2017). Such a plan would prove useful to ecotourism operators who are planning to develop or alter an ecotourism business. In particular, a business plan provides:

• a strategy to ensure streamlined efforts for effectiveness in tourism service or product delivery;
• a strategy to develop a service or product meets the demands of a variety of consumers including tourists, local residents, and visiting friends and relatives;
• the opportunity to communicate business objectives, chart the tourism service or product sales goals, and pursue evaluation through research and development; and
• descriptions of job positions to eliminate duplication of efforts and ensure clear communications between personnel.

Components of an Effective Ecotourism Business Plan

A typical business plan includes descriptions of the business, marketing strategy, financial structure, and management (US Small Business Administration 2009). Within each of these components are particular topics or plans that must be considered by ecotourism business owners in developing a business plan (see Table 1). The remainder of this publication provides a detailed discussion on each plan topic, written for ecotourism business owners intending to begin or change an ecotourism business.

Business Description

In offering ecotourism services or products, you are providing people with unique experiences they cannot achieve in urban environments; however, careful consideration must be used in clarifying your business mission (i.e., the purpose of your business) and vision (i.e., description of how your business will achieve the mission). In most cases, ecotourism businesses are small operations on a landowner's property that complement other land management activities of nearby protected areas (Best and Stein 2007), but it is ultimately up to you to decide how large to make your ecotourism business. This section allows you to specifically define the size and composition of your business.

Business description. A business plan should include the structure of the ecotourism business (e.g., private, public-private partnership). In addition, this section would include identification of personal values, creation of a mission and vision statement, and development of goals and objectives (Geissdoerfer, Vladimirova, Evans 2018). For ecotourism businesses, this component of the plan is particularly important since ecotourism operations are often not totally driven by profit maximization. Ecotourism business goals often include environmental protection and improved quality of life in addition to economic profit.

Internal resources. Internal resources include human, financial, and physical resources available to assist in developing an ecotourism service or product. These may include personnel skills, existing finances to fund ecotourism development (e.g., marketing and initial gear costs), existing infrastructure (e.g., passenger van for transportation, adequate space for lodging and food service), and natural resources to which there is direct access. A complete inventory of all such resources would be presented in this section of the plan.

External resources. Similar to internal resources, external resources are public agencies and other private tourism operators that are available to assist in ecotourism development. On a public level, these may include local convention and visitor bureaus, local UF/IFAS Extension offices, tourism industry associations, and local parks departments for access to natural resources (e.g., municipal, county, state, federal lands).

Marketing Description

Clearly defined marketing strategies are essential to the success of your ecotourism business. The marketing description of your business plan allows you to identify your intended customers, focus on their ecotourism demands (e.g., activities offered) and demographic needs (e.g., family-friendliness, cost-effectiveness, accessibility), as well as develop a plan to cater to this market group through service or product development and marketing techniques.

Market analysis. The market analysis identifies the target consumer market. To conduct an effective market analysis, you must measure the potential demand for the service or product you offer, identify the intended audience for the marketing plan, and analyze the segmentation of the target audience in order to effectively market program offerings to diverse subsets. For example, nature study is one of the fastest growing outdoor recreation activity in the United States (Roberts, Hall, and Morag 2017); this demand should be considered in the market analysis of an emerging ecotourism business. In addition, consideration for the diverse demographic characteristics that support this activity and segmentation of the market into subsets for greater effectiveness of tourism delivery might also become part of the market analysis for this tourism offering.

Competition. Identifying other ecotourism operators in the surrounding area is critical for development of an effective business plan. This section identifies competition, similarity of service or product, as well as comparative advantages (e.g., resources) and competitive advantages (e.g., effectiveness in using resources) (Goeldner and Ritchie 2009). Private ecotourism business owners should consider other private business owners as well as publicly owned natural attractions (e.g., state parks, county parks, and national forests) when identifying competition. Often entry to public nature-based recreation areas is either inexpensive or free, so you must determine the unique experiences you will offer if you are to compete with public entities. Through this type of analysis, you might discover working with your competition to be more beneficial. For instance, you might find that forming a partnership with a public entity is more attractive than beginning an independent business. You might also find that packaging your service or product with those of a competitor might provide greater business. For example, cave diving in north central Florida is a major local tourist industry because of the many springs and caves in the area with multitudes of dive operators providing such services. Packaging your tourism offerings with those of a competitor (e.g., establishing a cave diving trail) might provide for greater tourist opportunity, synergy of local business owners, and greater profits.

Service or product development plan. A service or product line development plan identifies ecotourism services or products to be offered to customers, describes how this supply will meet the identified demand, and offers guidelines for diversifying the service or product to meet changing demands. Consider contemporary economic, social, political, and technological dynamics (e.g., the economic recession, aging population with retiring baby-boomers, climate change and fuel consumption, and on-line social networking) that may influence purchasing of ecotourism services or products. Efforts to conduct research and development would also be identified in this section of the business plan.

Marketing plan. A marketing plan is devoted to identifying an effective marketing mix that unites customers with ecotourism services or products for the greatest profit, while providing environmental protection and quality of life opportunities. The marketing plan would identify the product, place, promotion, price, programming, people involved, and potential partnerships (Paley 2017). This would include the services or products being marketed, distribution channels through which the service or product will be marketed (e.g., travel agents), how the service or product will be promoted (e.g., newspaper, internet, television, radio), considerations for price (e.g., determination of user fees), activity programming (e.g., diversifying tourism offerings in an effort to expand services or products offered), steps to ensure customer satisfaction (e.g., quality control), and level of collaboration (if any) through partnerships with other agencies.

Financial Description

When starting or modifying an ecotourism business, paying close attention to the financial organization of your intended business will prove profitable in achieving a successful business operation. For instance, ecotourism may often be considered a low expense option for landowners since it seemingly does not require much infrastructure or development; however, potential customers expect a certain level of comfort to aid them in experiencing the opportunities you provide. Such demands often dictate unexpected costs and expenses. For example, some private ecotourism operators who have opened to visitors their personal homes for use of restroom facilities have found this use to incur a cost to their privacy beyond what they expected. The financial description of the business plan allows you to take into consideration the capital costs associated with starting or altering your ecotourism business as well as the opportunity to project anticipated revenues/expenses and contemplate financing options.

Capital costs. An effective ecotourism business plan must consider all costs associated with launching a new or altered business. This section of the financial description is where you would identify your cash needs to put your ecotourism business into operation. Start-up cost estimations should be based on operation expenses for at least the first several months of business implementation. These expenses might include one-time costs prior to business implementation (e.g., land purchase and business incorporation fees) as well as ongoing fixed (e.g., utilities and insurance) and variable expenses (e.g., equipment purchasing and personnel for guiding tours) (US Small Business Administration 2009).

Revenue/expense projections. A business plan must include clearly identified, itemized financials, including break-even analysis and projected cash flows. These projections include profit and loss statements based on a three-year projection with a current balance sheet.

Financing. If you require additional funding to start or alter your ecotourism business, you will need to seek and compare various options for financing the venture. Here is where you identify your financing preferences, including options for equity and debt financing as well as any applications to secure additional funding.

Management Description

Managing an ecotourism business requires familiarity with ecological and social concepts and challenges. You must understand how to bring people into contact with nature without damaging the very attraction they are coming to see and clearly communicate these practices to your front-line staff. This section of your business plan lays out the activities you will need to account for in managing your ecotourism business.

Operating procedures. This section explains the steps taken to operate the ecotourism business. For instance, this would include a detailed description of how the service or product will be offered to customers through practices that support ecotourism principles. Special considerations for ecotourism operators include regulatory policies that could influence your operation (e.g., permits, taxes, zoning, educating visitor code of conduct), service or product evaluation, and protection from risk and liability. For more information on: permits for public land use, see your public land agency representative; business permits/licenses and taxes, see US Small Business Administration ( www.sba.gov ); zoning, see your county office; visitor code of conduct, see The International Ecotourism Society ( www.ecotourism.org ); and risk/liability, see US Small Business Administration.

Sales plan. A sales plan includes a strategy for the sales team and sales activities (US Small Business Administration 2009). The plan will define who will comprise the sales team, specify whether these individuals are internal or contracted agents, list any extra compensation provided, and identify all sales activities (e.g., teacher workshops to generate school group attendance, open house opportunities for community stakeholders to participate in ecotourism offerings, and membership with local travel associations). The plan will establish sales goals and a strategy to reach those goals.

Management plan. An effective management plan clearly identifies the organizational structure of the ecotourism business, profiles the management team, and provides a description of ownership (US Small Business Administration 2009). The organizational chart should reflect the structure of the management team and personnel requirements and define roles of responsibility for each position. This will ensure every function within the ecotourism operation is covered and avoid duplicated activities. This section would also include a profile of the management staff, including a description of their backgrounds and skill sets. The management plan also must describe the ownership of the ecotourism business, such as incorporation, partnership, or independent proprietorship. More information on business ownership models can be obtained from US Small Business Administration ( www.sba.gov ).

Personnel plan. The personnel plan describes the employee component of the business, including hiring, training, compensation/benefits, and volunteer program considerations. For an ecotourism business, some considerations might include specialized training and certifications needed by guide staff and business operations training for management staff. Clearly defined responsibilities can keep business owners from duplicating skill sets of employees and ensuring role responsibilities are clear.

Natural resources available for ecotourism abound in Florida. However, before embarking on an ecotourism business venture, establish a business plan. A good business plan will provide a streamlined, profitable strategy for success. Developing a business plan that clarifies business, marketing, financial, and management considerations is integral to effective and sustainable ecotourism operations.

Bibliography

Best, M. N., and T. V. Stein. (2007). Nature-Based Tourism in Florida: Letting Nature Work for You . FR178. Gainesville: University of Florida Institute of Food and Agricultural Sciences. https://journals.flvc.org/edis/article/view/117024 (accessed May 2022).

Cothran, H. M., A. Wysocki, and D. Mulkey. (2005). Ten Frequently Asked Questions for Small Business Start-Ups . FE571. Gainesville: University of Florida Institute of Food and Agricultural Sciences. https://edis.ifas.ufl.edu/publication/fe571 (accessed May 2022).

Despeisse, Mélanie, et al. "Sustainable value roadmapping framework for additive manufacturing." Procedia CIRP 61 (2017): 594-599.

Evans, E. A. (2008). Primer for Developing a Farm Business Plan. FE720. Gainesville: University of Florida Institute of Food and Agricultural Sciences. https://edis.ifas.ufl.edu/publication/fe720 (accessed May 2022).

Geissdoerfer, Martin, Doroteya Vladimirova, and Steve Evans. "Sustainable business model innovation: A review." Journal of cleaner production (2018).

Goeldner, C. R., and J. R. B. Ritchie. (2009). Tourism: Principles, Practices, Philosophies 11th Edition. Hoboken, NJ: John Wiley & Sons.

Paley, Norton. How to Develop a Strategic Marketing Plan: A step-by-step guide . Routledge, 2017.

Roberts, Lesley, Derek Hall, and Mitchell Morag. New directions in rural tourism . Routledge, 2017.

U.S. Small Business Administration, (2009). Small Business Planner. www.sba.gov (accessed May 2019).

Wearing, Stephen, and Stephen Schweinsberg. ECOTOURISM: Transitioning to the 22nd Century . Routledge, 2018.

Wyman, M.S. and T. V. Stein. (2007). Introducing Ecotourism to Florida's Counties and Landowners: An Ecotourism/Nature Based Tourism Fact Sheet . FR163. Gainesville: University of Florida Institute of Food and Agricultural Sciences. https://edis.ifas.ufl.edu/publication/FR163 (accessed May 2022)

Business plan topics and questions for consideration.

Publication # FOR237

Release Date: June 25, 2019

Reviewed At: June 2, 2022

Related Experts

Bustam, tinelle d, stein, taylor.

Specialist/SSA/RSA

University of Florida

Related Units

School of Forest, Fisheries, and Geomatics Sciences

Related topics, business planning.

• Critical Issue: Other

About this Publication

This document is FOR237, one of a series of the School of Forest, Fisheries, and Geomatics Sciences, UF/IFAS Extension. Original publication date May 2010. Revised June 2019. Visit the EDIS website at  https://edis.ifas.ufl.edu  for the currently supported version of this publication.

About the Authors

Tinelle D. Bustam, director, Conservation Education, USDA Forest Service, State and Private Forestry, Washington, DC; and Taylor V. Stein, professor, School of Forest, Fisheries, and Geomatics Sciences; UF/IFAS Extension, Gainesville, FL 32611.

• Taylor Stein

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The 7 Best Business Plan Examples (2024)

As an aspiring entrepreneur gearing up to start your own business , you likely know the importance of drafting a business plan. However, you might not be entirely sure where to begin or what specific details to include. That’s where examining business plan examples can be beneficial. Sample business plans serve as real-world templates to help you craft your own plan with confidence. They also provide insight into the key sections that make up a business plan, as well as demonstrate how to structure and present your ideas effectively.

Example business plan

To understand how to write a business plan, let’s study an example structured using a seven-part template. Here’s a quick overview of those parts:

• Executive summary: A quick overview of your business and the contents of your business plan.
• Company description: More info about your company, its goals and mission, and why you started it in the first place.
• Market analysis: Research about the market and industry your business will operate in, including a competitive analysis about the companies you’ll be up against.
• Products and services: A detailed description of what you’ll be selling to your customers.
• Marketing plan: A strategic outline of how you plan to market and promote your business before, during, and after your company launches into the market.
• Logistics and operations plan: An explanation of the systems, processes, and tools that are needed to run your business in the background.
• Financial plan: A map of your short-term (and even long-term) financial goals and the costs to run the business. If you’re looking for funding, this is the place to discuss your request and needs.

7 business plan examples (section by section)

In this section, you’ll find hypothetical and real-world examples of each aspect of a business plan to show you how the whole thing comes together. 

• Executive summary

Your executive summary offers a high-level overview of the rest of your business plan. You’ll want to include a brief description of your company, market research, competitor analysis, and financial information. 

In this free business plan template, the executive summary is three paragraphs and occupies nearly half the page:

• Company description

You might go more in-depth with your company description and include the following sections:

• Nature of the business. Mention the general category of business you fall under. Are you a manufacturer, wholesaler, or retailer of your products?
• Background information. Talk about your past experiences and skills, and how you’ve combined them to fill in the market. 
• Business structure. This section outlines how you registered your company —as a corporation, sole proprietorship, LLC, or other business type.
• Industry. Which business sector do you operate in? The answer might be technology, merchandising, or another industry.
• Team. Whether you’re the sole full-time employee of your business or you have contractors to support your daily workflow, this is your chance to put them under the spotlight.

You can also repurpose your company description elsewhere, like on your About page, Instagram page, or other properties that ask for a boilerplate description of your business. Hair extensions brand Luxy Hair has a blurb on it’s About page that could easily be repurposed as a company description for its business plan. 

• Market analysis

Market analysis comprises research on product supply and demand, your target market, the competitive landscape, and industry trends. You might do a SWOT analysis to learn where you stand and identify market gaps that you could exploit to establish your footing. Here’s an example of a SWOT analysis for a hypothetical ecommerce business: 

You’ll also want to run a competitive analysis as part of the market analysis component of your business plan. This will show you who you’re up against and give you ideas on how to gain an edge over the competition. 

• Products and services

This part of your business plan describes your product or service, how it will be priced, and the ways it will compete against similar offerings in the market. Don’t go into too much detail here—a few lines are enough to introduce your item to the reader.

• Marketing plan

Potential investors will want to know how you’ll get the word out about your business. So it’s essential to build a marketing plan that highlights the promotion and customer acquisition strategies you’re planning to adopt. 

Most marketing plans focus on the four Ps: product, price, place, and promotion. However, it’s easier when you break it down by the different marketing channels . Mention how you intend to promote your business using blogs, email, social media, and word-of-mouth marketing. 

Here’s an example of a hypothetical marketing plan for a real estate website:

Logistics and operations

This section of your business plan provides information about your production, facilities, equipment, shipping and fulfillment, and inventory.

Financial plan

The financial plan (a.k.a. financial statement) offers a breakdown of your sales, revenue, expenses, profit, and other financial metrics. You’ll want to include all the numbers and concrete data to project your current and projected financial state.

In this business plan example, the financial statement for ecommerce brand Nature’s Candy includes forecasted revenue, expenses, and net profit in graphs.

It then goes deeper into the financials, citing:

• Funding needs
• Project cash-flow statement
• Project profit-and-loss statement
• Projected balance sheet

You can use Shopify’s financial plan template to create your own income statement, cash-flow statement, and balance sheet. 

Types of business plans (and what to write for each)

A one-page business plan is a pared down version of a standard business plan that’s easy for potential investors and partners to understand. You’ll want to include all of these sections, but make sure they’re abbreviated and summarized:

• Logistics and operations plan
• Financials 

A startup business plan is meant to secure outside funding for a new business. Typically, there’s a big focus on the financials, as well as other sections that help determine the viability of your business idea—market analysis, for example. Shopify has a great business plan template for startups that include all the below points:

• Market research: in depth
• Financials: in depth

Your internal business plan acts as the enforcer of your company’s vision. It reminds your team of the long-term objective and keeps them strategically aligned toward the same goal. Be sure to include:

• Market research

Feasibility 

A feasibility business plan is essentially a feasibility study that helps you evaluate whether your product or idea is worthy of a full business plan. Include the following sections:

A strategic (or growth) business plan lays out your long-term vision and goals. This means your predictions stretch further into the future, and you aim for greater growth and revenue. While crafting this document, you use all the parts of a usual business plan but add more to each one:

• Products and services: for launch and expansion
• Market analysis: detailed analysis
• Marketing plan: detailed strategy
• Logistics and operations plan: detailed plan
• Financials: detailed projections

Free business plan templates

Now that you’re familiar with what’s included and how to format a business plan, let’s go over a few templates you can fill out or draw inspiration from.

Bplans’ free business plan template

Bplans’ free business plan template focuses a lot on the financial side of running a business. It has many pages just for your financial plan and statements. Once you fill it out, you’ll see exactly where your business stands financially and what you need to do to keep it on track or make it better.

PandaDoc’s free business plan template

PandaDoc’s free business plan template is detailed and guides you through every section, so you don’t have to figure everything out on your own. Filling it out, you’ll grasp the ins and outs of your business and how each part fits together. It’s also handy because it connects to PandaDoc’s e-signature for easy signing, ideal for businesses with partners or a board.

Miro’s Business Model Canvas Template

Miro’s Business Model Canvas Template helps you map out the essentials of your business, like partnerships, core activities, and what makes you different. It’s a collaborative tool for you and your team to learn how everything in your business is linked.

Better business planning equals better business outcomes

Building a business plan is key to establishing a clear direction and strategy for your venture. With a solid plan in hand, you’ll know what steps to take for achieving each of your business goals. Kickstart your business planning and set yourself up for success with a defined roadmap—utilizing the sample business plans above to inform your approach.

Business plan FAQ

What are the 3 main points of a business plan.

• Concept. Explain what your business does and the main idea behind it. This is where you tell people what you plan to achieve with your business.
• Contents. Explain what you’re selling or offering. Point out who you’re selling to and who else is selling something similar. This part concerns your products or services, who will buy them, and who you’re up against.
• Cash flow. Explain how money will move in and out of your business. Discuss the money you need to start and keep the business going, the costs of running your business, and how much money you expect to make.

How do I write a simple business plan?

To create a simple business plan, start with an executive summary that details your business vision and objectives. Follow this with a concise description of your company’s structure, your market analysis, and information about your products or services. Conclude your plan with financial projections that outline your expected revenue, expenses, and profitability.

What is the best format to write a business plan?

The optimal format for a business plan arranges your plan in a clear and structured way, helping potential investors get a quick grasp of what your business is about and what you aim to achieve. Always start with a summary of your plan and finish with the financial details or any extra information at the end.

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Free Business Plan Template for Small Businesses (2024)

Use this free business plan template to write your business plan quickly and efficiently.

A good business plan is essential to successfully starting your business —  and the easiest way to simplify the work of writing a business plan is to start with a business plan template.

You’re already investing time and energy in refining your business model and planning your launch—there’s no need to reinvent the wheel when it comes to writing a business plan. Instead, to help build a complete and effective plan, lean on time-tested structures created by other  entrepreneurs and startups. 

Ahead, learn what it takes to create a solid business plan and download Shopify's free business plan template to get started on your dream today. 

What this free business plan template includes

• Executive summary
• Company overview
• Products or services offered
• Market analysis
• Marketing plan
• Logistics and operations plan
• Financial plan

This business plan outline is designed to ensure you’re thinking through all of the important facets of starting a new business. It’s intended to help new business owners and entrepreneurs consider the full scope of running a business and identify functional areas they may not have considered or where they may need to level up their skills as they grow.

That said, it may not include the specific details or structure preferred by a potential investor or lender. If your goal with a business plan is to secure funding , check with your target organizations—typically banks or investors—to see if they have business plan templates you can follow to maximize your chances of success.

Our free business plan template includes seven key elements typically found in the traditional business plan format:

1. Executive summary

This is a one-page summary of your whole plan, typically written after the rest of the plan is completed. The description section of your executive summary will also cover your management team, business objectives and strategy, and other background information about the brand. 

2. Company overview

This section of your business plan will answer two fundamental questions: “Who are you?” and “What do you plan to do?” Answering these questions clarifies why your company exists, what sets it apart from others, and why it’s a good investment opportunity. This section will detail the reasons for your business’s existence, its goals, and its guiding principles.

3. Products or services offered

What you sell and the most important features of your products or services. It also includes any plans for intellectual property, like patent filings or copyright. If you do market research for new product lines, it will show up in this section of your business plan.

4. Market analysis

This section includes everything from estimated market size to your target markets and competitive advantage. It’ll include a competitive analysis of your industry to address competitors’ strengths and weaknesses. Market research is an important part of ensuring you have a viable idea.

5. Marketing plan

How you intend to get the word out about your business, and what strategic decisions you’ve made about things like your pricing strategy. It also covers potential customers’ demographics, your sales plan, and your metrics and milestones for success.

6. Logistics and operations plan

Everything that needs to happen to turn your raw materials into products and get them into the hands of your customers.

7. Financial plan

It’s important to include a look at your financial projections, including both revenue and expense projections. This section includes templates for three key financial statements: an income statement, a balance sheet, and a cash-flow statement . You can also include whether or not you need a business loan and how much you’ll need.

Business plan examples

What do financial projections look like on paper? How do you write an executive summary? What should your company description include?  Business plan examples  can help answer some of these questions and transform your business idea into an actionable plan.

Professional business plan example

Inside our template, we’ve filled out a sample business plan featuring a fictional ecommerce business . 

The sample is set up to help you get a sense of each section and understand how they apply to the planning and evaluation stages of a business plan. If you’re looking for funding, this example won’t be a complete or formal look at business plans, but it will give you a great place to start and notes about where to expand.

Lean business plan example

A lean business plan format is a shortened version of your more detailed business plan. It’s helpful when modifying your plan for a specific audience, like investors or new hires. 

Also known as a one-page business plan, it includes only the most important, need-to-know information, such as:

• Company description
• Key members of your team
• Customer segments

💡 Tip: For a step-by-step guide to creating a lean business plan (including a sample business plan), read our guide on how to create a lean business plan .

Benefits of writing a solid business plan

It’s tempting to dive right into execution when you’re excited about a new business or side project, but taking the time to write a thorough business plan and get your thoughts on paper allows you to do a number of beneficial things:

• Test the viability of your business idea. Whether you’ve got one business idea or many, business plans can make an idea more tangible, helping you see if it’s truly viable and ensure you’ve found a target market. 
• Plan for your next phase. Whether your goal is to start a new business or scale an existing business to the next level, a business plan can help you understand what needs to happen and identify gaps to address.
• Clarify marketing strategy, goals, and tactics. Writing a business plan can show you the actionable next steps to take on a big, abstract idea. It can also help you narrow your strategy and identify clear-cut tactics that will support it.
• Scope the necessary work. Without a concrete plan, cost overruns and delays are all but certain. A business plan can help you see the full scope of work to be done and adjust your investment of time and money accordingly.
• Hire and build partnerships. When you need buy-in from potential employees and business partners, especially in the early stages of your business, a clearly written business plan is one of the best tools at your disposal. A business plan provides a refined look at your goals for the business, letting partners judge for themselves whether or not they agree with your vision.
• Secure funds. Seeking financing for your business—whether from venture capital, financial institutions, or Shopify Capital —is one of the most common reasons to create a business plan.

Why you should you use a template for a business plan

A business plan can be as informal or formal as your situation calls for, but even if you’re a fan of the back-of-the-napkin approach to planning, there are some key benefits to starting your plan from an existing outline or simple business plan template.

No blank-page paralysis

A blank page can be intimidating to even the most seasoned writers. Using an established business planning process and template can help you get past the inertia of starting your business plan, and it allows you to skip the work of building an outline from scratch. You can always adjust a template to suit your needs.

Guidance on what to include in each section

If you’ve never sat through a business class, you might never have created a SWOT analysis or financial projections. Templates that offer guidance—in plain language—about how to fill in each section can help you navigate sometimes-daunting business jargon and create a complete and effective plan.

Knowing you’ve considered every section

In some cases, you may not need to complete every section of a startup business plan template, but its initial structure shows you you’re choosing to omit a section as opposed to forgetting to include it in the first place.

Tips for creating a successful business plan

There are some high-level strategic guidelines beyond the advice included in this free business plan template that can help you write an effective, complete plan while minimizing busywork.

Understand the audience for your plan

If you’re writing a business plan for yourself in order to get clarity on your ideas and your industry as a whole, you may not need to include the same level of detail or polish you would with a business plan you want to send to potential investors. Knowing who will read your plan will help you decide how much time to spend on it.

Know your goals

Understanding the goals of your plan can help you set the right scope. If your goal is to use the plan as a roadmap for growth, you may invest more time in it than if your goal is to understand the competitive landscape of a new industry.

Take it step by step

Writing a 10- to 15-page document can feel daunting, so try to tackle one section at a time. Select a couple of sections you feel most confident writing and start there—you can start on the next few sections once those are complete. Jot down bullet-point notes in each section before you start writing to organize your thoughts and streamline the writing process.

Maximize your business planning efforts

Planning is key to the financial success of any type of business , whether you’re a startup, non-profit, or corporation.

To make sure your efforts are focused on the highest-value parts of your own business planning, like clarifying your goals, setting a strategy, and understanding the target market and competitive landscape, lean on a business plan outline to handle the structure and format for you. Even if you eventually omit sections, you’ll save yourself time and energy by starting with a framework already in place.

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Business plan template FAQ

What is the purpose of a business plan.

The purpose of your business plan is to describe a new business opportunity or an existing one. It clarifies the business strategy, marketing plan, financial forecasts, potential providers, and more information about the company.

How do I write a simple business plan?

• Choose a business plan format, such as a traditional or a one-page business plan. 
• Find a business plan template.
• Read through a business plan sample.
• Fill in the sections of your business plan.

What is the best business plan template?

If you need help writing a business plan, Shopify’s template is one of the most beginner-friendly options you’ll find. It’s comprehensive, well-written, and helps you fill out every section.

What are the 5 essential parts of a business plan?

The five essential parts of a traditional business plan include:

• Executive summary: This is a brief overview of the business plan, summarizing the key points and highlighting the main points of the plan.
• Business description: This section outlines the business concept and how it will be executed.
• Market analysis: This section provides an in-depth look at the target market and how the business will compete in the marketplace.
• Financial plan: This section details the financial projections for the business, including sales forecasts, capital requirements, and a break-even analysis.
• Management and organization: This section describes the management team and the organizational structure of the business.

Are there any free business plan templates?

There are several free templates for business plans for small business owners available online, including Shopify’s own version. Download a copy for your business.

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Children traveling to the U.S.

All children, including infants, must have their own travel documents such as a passport or document from a Trusted Traveler Program to enter the U.S. If you travel or are going to travel with a child, consider taking the following documents:

• If the child is traveling with only one of their custodial parents, they must have a letter of consent, preferably in English and notarized, from the other parent or signed by both parents. The letter should say "I acknowledge that my son/daughter is traveling outside the country with [the name of the adult] with my permission."
• If one parent has sole custody of the child, a copy of the custody document can take the place of the other parent's letter.
• Parents who frequently cross the border by land with a minor must always carry a letter of permission from the other parent.

U.S. citizen children traveling abroad

Ports of entry in many countries have security measures to prevent international child abduction . If you are traveling alone with your child, you may be required to present documentation proving you are the parent or legal guardian. You may also need a letter of permission from the other parent for your child to travel. 

If your child travels alone, depending on the country, they may be required to present a notarized letter from both parents or their legal guardian. If a minor is traveling abroad and is not accompanied by both parents or a legal guardian, contact the embassy or consulate of the country you will be visiting and ask about entry and exit requirements for that country.

LAST UPDATED: December 6, 2023

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How to Create a Social Media Marketing Strategy in 9 Easy Steps [Free Template]

Creating your social media marketing strategy doesn’t need to be painful. Create an effective plan for your business in 9 simple steps.

A social media marketing strategy is a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you’re succeeding or failing.

The more specific your plan is, the more effective it will be. Keep it concise. Don’t make it so lofty and broad that it’s unattainable or impossible to measure.

In this post, we’ll walk you through a nine-step plan to create a winning social media strategy of your own. We’ve even got expert insights from Amanda Wood, Hootsuite’s Senior Manager of Social Marketing.

How to create a social media strategy:

Bonus: Get a free social media strategy template   to quickly and easily plan your own strategy. Also use it to track results and present the plan to your boss, teammates, and clients.

What is a social media marketing strategy?

A social media strategy is a document outlining your social media goals, the tactics you will use to achieve them and the metrics you will track to measure your progress.

Your social media marketing strategy should also list all of your existing and planned social media accounts along with goals specific to each platform you’re active on. These goals should align with your business’s larger digital marketing strategy.

Finally, a good social media plan should define the roles and responsibilities within your team and outline your reporting cadence.

Create. Schedule. Publish. Engage. Measure. Win.

Creating your own social media marketing strategy (video guide)

No time to read the whole article? Let Amanda, Hootsuite’s own Senior Manager of Social Media Marketing, guide you through our free social media marketing strategy template in less than 10 minutes:

How to create a social media marketing strategy in 9 steps

Step 1. choose goals that align to business objectives, set s.m.a.r.t. goals.

The first step to creating a winning social media strategy is to establish clear objectives and goals. Without goals, you have no way to measure success and return on investment (ROI) .

Each of your social media marketing goals should be SMART : s pecific, m easurable, a ttainable, r elevant and t ime-bound.

Psst: Need help getting started? We’ve got social strategy guides for small businesses , financial services , government , higher education , healthcare , real estate , law firms , and non-profits .

Oh, and if you need examples of smart social media goals , we’ve got you covered there too.

Once you’ve decided on your goals, track them in a social media strategy doc — grab our free template if you don’t have one already.

Track meaningful metrics

Vanity metrics like number of followers and likes are easy to track, but it’s hard to prove their real value. Instead, focus on things like engagement, click-through, and conversion rates.

For inspiration, take a look at these 19 essential social media metrics .

You may want to track different goals for different social media networks, or even different uses for each network.

For example, if you use LinkedIn to drive traffic to your website, you would measure click-throughs. If Instagram is for brand awareness, you might track the number of Instagram Story views. And if you advertise on Facebook, cost-per-click (CPC) is a common success metric.

Social media goals should align with your overall marketing objectives. This makes it easier to show the value of your work and secure buy-in from your boss.

Start developing a successful social media marketing plan by writing down at least three goals for social media.

“ It’s easy to get overwhelmed by deciding what to post and which metrics to track, but you need to focus on what you want to get out of social media to begin with,” says Amanda Wood, Hootsuite’s Senior Manager of Social Marketing. “Don’t just start posting and tracking everything: match your goals to your business, and your metrics to your goals.”

Step 2. Learn everything you can about your audience

Get to know your fans, followers, and customers as real people with real wants and needs, and you will know how to target and engage them on social media.

When it comes to your ideal customer, you should know things like:

• Average income
• Typical job title or industry

Here’s a simple guide and template for creating audience/buyer personas .

Don’t forget to document this information in your strategy doc!

Social media analytics can also provide a ton of valuable information about who your followers are, where they live, and how they interact with your brand on social media. These insights allow you to refine your strategy and better target your audience.

Jugnoo, an Uber-like service for auto-rickshaws in India, used Facebook Analytics to learn that 90% of their users who referred other customers were between 18- and 34-years-old, and 65% of that group was using Android. They used that information to target their ads, resulting in a 40% lower cost per referral.

Check out our guide to using social media analytics and the tools you need to track them .

Step 3. Get to know your competition

Odds are your competitors are already using social media, and that means you can learn from what they’re doing.

Conduct a competitive analysis

A competitive analysis allows you to understand who the competition is and what they’re doing well (and not so well). You’ll get a good sense of what’s expected in your industry, which will help you set social media targets of your own.

It will also help you spot opportunities and weaknesses you can document in your social strategy doc.

Maybe one of your competitors is dominant on Facebook, for example, but has put little effort into X (Twitter) or Instagram. You might want to focus on the social media platforms where your audience is underserved, rather than trying to win fans away from a dominant player.

Use social media listening

Social listening is another way to keep an eye on your competitors.

Do searches of the competition’s company name, account handles, and other relevant keywords on social media. Find out what they’re sharing and what other people are saying about them. If they’re using influencer marketing, how much engagement do those campaigns earn them?

Pro tip : Use Hootsuite Streams to monitor relevant keywords, hashtags and accounts in real-time.

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As you track, you may notice shifts in how your competitors and industry leaders are using social media. You may come across new, exciting trends. You might even spot specific social content or a campaign that really hits the mark—or totally bombs.

Use this kind of intel to optimize and inform your own social media marketing strategy.

Just don’t go overboard on the spy tactics, Amanda advises. “ Make sure you aren’t ALWAYS comparing yourself to the competition — it can be a distraction. I’d say checking in on a monthly basis is healthy. Otherwise, focus on your own strategy and results.”

Step 4. Do a social media audit

If you’re already using social media, take stock of your efforts so far. Ask yourself the following questions:

• What’s working, and what’s not?
• Who is engaging with you?
• What are your most valuable partnerships?
• Which networks does your target audience use?
• How does your social media presence compare to the competition?

Once you collect that information, you’ll be ready to start thinking about ways to improve.

We’ve created an easy-to-follow social media audit guide and template to walk you through each step of this process.

Your audit should give you a clear picture of what purpose each of your social accounts serves. If the purpose of an account isn’t clear, think about whether it’s worth keeping.

To help you decide, ask yourself the following questions:

• Is my audience here?
• If so, how are they using this platform?
• Can I use this account to help achieve my goals?

Asking these tough questions will keep your social media strategy focused.

Look for impostor accounts

During the audit, you may discover fake accounts using your business name or the names of your products.

These imposters can be harmful to your brand—never mind that they’re capturing followers that should be yours.

You may want to get your accounts verified too to ensure your fans know they are dealing with the real you.

Here’s how to get verified on:

• X (Twitter)

Step 5. Set up accounts and improve profiles

Decide which networks to use.

As you decide which social networks to use, you will also need to define your strategy for each.

Benefit Cosmetics’ social media manager, Angela Purcaro, told eMarketer : “For our makeup tutorials … we’re all about Snapchat and Instagram Stories. [X], on the other hand, is designated for customer service.”

Hootsuite’s own social team even designates different purposes for formats within networks. On Instagram, for example, they use the feed to post high-quality educational infographics and product announcements and Stories to cover live events or quick social media updates.

View this post on Instagram A post shared by Hootsuite 🦉 (@hootsuite)

Pro tip : Write out a mission statement for each network. A one-sentence declaration to keep you focused on a specific goal.

Example: “We will use X for customer support to keep email and call volumes down.”

Or: “We will use LinkedIn for promoting and sharing our company culture to help with recruitment and employee advocacy.”

One more: “We will use Instagram to highlight new products and repost quality content from influencers.”

If you can’t create a solid mission statement for a particular social media channel, you may want to ask yourself if it’s worth it.

Note : While larger businesses can and do tackle every platform, small businesses may not be able to — and that’s ok! Prioritize social platforms that will have the most impact on your business and make sure your marketing team has the resources to handle content for those networks. If you need help focusing your efforts, check out our 18-minute social media plan .

Set up your profiles

Once you’ve decided which networks to focus on, it’s time to create your profiles. Or improve existing ones so they align with your strategy.

• Make sure you fill out all profile fields
• Include keywords people would use to search for your business
• Use consistent branding (logos, images, etc.) across networks so your profiles are easily recognizable

Pro tip : Use high-quality images that follow the recommended dimensions for each network. Check out our always-up-to-date social media image size cheat sheet for quick reference.

We’ve also got step-by-step guides for each network to walk you through the process:

• Create a Facebook business page
• Create an Instagram business account
• Create a TikTok account
• Create a X (Twitter) business account
• Create a Snapchat account
• Create a LinkedIn Company Page
• Create a Pinterest business account
• Create a YouTube channel

Don’t let this list overwhelm you. Remember, it’s better to use fewer channels well than to stretch yourself thin trying to maintain a presence on every network.

Optimize your profiles (and content) for search

Never heard of social SEO ? It’s time to learn.

44% of Gen Z consumers use social platforms to research their purchase decisions, which means it’s extra critical that your channels are optimized for social search.

That means making sure your profile names are clear and descriptive, you’re including relevant hashtags and keywords in your bio and on every post, and you’re using features like alt text and captions to include your target keywords as naturally as possible.

Step 6. Find inspiration

While it’s important that your brand be unique, you can still draw inspiration from other businesses that are great on social.

“ I consider it my job to stay active on social: to know what’s trending, which campaigns are winning, what’s new with the platforms, who’s going above and beyond,” says Amanda. “This might be the most fun step for you, or the hardest one, but it’s just as crucial as the rest of them.”

Social media success stories

You can usually find these on the business section of the social network’s website. ( Here’s Facebook’s , for example.)

Case studies can offer valuable insights that you can apply to your own social media plan.

Award-winning accounts and campaigns

You could also check out the winners of The Facebook Awards or The Shorty Awards for examples of brands that are at the top of their social media game.

For learning and a laugh, check out Fridge-Worthy, Hootsuite’s bi-weekly awards show highlighting brands doing smart and clever things on social media.

Your favorite brands on social media

Who do you enjoy following on social media? What do they do that compels people to engage and share their content?

National Geographic, for example, is one of the best on Instagram, combining stunning visuals with compelling captions.

View this post on Instagram A post shared by National Geographic (@natgeo)

Then there’s Shopify. The ecommerce brand uses Facebook to sell themselves by showcasing customer stories and case studies.

And Lush Cosmetics is a great example of superior customer service on X. They use their 280 characters to answer questions and solve problems in an extremely charming and on-brand way.

Source: lushcosmetics on X

Notice that each of these accounts has a consistent voice, tone, and style. That’s key to letting people know what to expect from your feed. That is, why should they follow you? What’s in it for them?

Consistency also helps keep your content on-brand even if you have multiple people on your social media team.

For more on this, read our guide on establishing a compelling brand voice on social media .

Ask your followers

Consumers can also offer social media inspiration.

What are your target customers talking about online? What can you learn about their wants and needs?

If you have existing social channels, you could also ask your followers what they want from you. Just make sure that you follow through and deliver what they ask for.

Step 7. Create a social media content calendar

Sharing great content is essential, of course, but it’s equally important to have a plan in place for when you’ll share content to get the maximum impact.

Your social media content calendar also needs to account for the time you spend interacting with the audience (although you need to allow for some spontaneous engagement as well).

Set your posting schedule

Your social media content calendar lists the dates and times at which you will publish types of content on each channel. It’s the perfect place to plan all of your social media activities—from images, link sharing, and re-shares of user-generated content to blog posts and videos. It includes both your day-to-day posting and content for social media campaigns.

Your calendar also ensures your posts are spaced out appropriately and published at the best times to post .

Pro tip: You can plan your whole content calendar and get recommended best times to post on every network based on your past engagement rate, impressions, or link click data in Hootsuite.

Hootsuite’s Best Time to Publish feature

Determine the right content mix

Make sure your content strategy and calendar reflect the mission statement you’ve assigned to each social profile, so that everything you post is working to support your business goals.

(We know, it’s tempting to jump on every meme, but there should always be a strategy behind your social media marketing efforts!)

You might decide that:

• 50% of content will drive traffic back to your website
• 25% of content will be curated from other sources
• 20% of content will support lead-generation goals (newsletter sign-ups, ebook downloads, etc.)
• 5% of content will be about your company culture

Placing these different post types in your content calendar will ensure you maintain the right mix.

If you’re starting from scratch and you’re not sure what types of content to post, try the 80-20 rule :

• 80% of your posts should inform, educate, or entertain your audience
• 20% can directly promote your brand.

You could also try the social media content marketing rule of thirds :

• One-third of your content promotes your business, converts readers, and generates profit.
• One-third of your content shares ideas and stories from thought leaders in your industry or like-minded businesses.
• One-third of your content is personal interactions with your audience

Whatever you decide on, be sure to document it in your strategy doc.

Don’t post too much or too little

If you’re starting a social media marketing strategy from scratch, you may not have figured out how often to post to each network for maximum engagement yet.

Post too frequently and you risk annoying your audience. But, if you post too little, you risk looking like you’re not worth following.

Start with these posting frequency recommendations:

• Instagram (feed): 3-7 times per week
• TikTok: 3-5 times per week
• Facebook: 1-2 times per day
• X (Twitter): 1-5 times per day
• LinkedIn: 1-5 times per day

Pro tip : Once you have your social media content calendar planned out, use a scheduling tool to prepare messages in advance rather than updating constantly throughout the day.

We might be biased, but we think Hootsuite is the best social media management tool. You can schedule social media posts to every network and the intuitive calendar view gives you a full picture of all your social activity each week.

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Step 8. Create compelling content

Remember those mission statements you created for each channel in Step 5? Well, it’s time to go a bit deeper, a.k.a. provide some examples of the type of content you’ll post to fulfill your mission on each network.

If you’re not sure what to post, here’s a long list of social media content ideas to get you started. Or (to make it even easier) you can use an AI tool like OwlyWriter to generate on-brand content in a flash.

The idea here is to:

• Keep your content aligned with the purpose of each network;
• Show other stakeholders (if applicable) what kind of content they can expect to see on each network.

This last point especially will help you avoid any tension when your colleagues want to know why you haven’t posted their case study/whitepaper/blog post to TikTok yet. It’s not in the strategy, Linda!

Ideally, you will generate content types that are both suited to the network and the purpose you’ve set out for that network.

For example, you wouldn’t want to waste time posting brand awareness tweets if you’ve designated X/Twitter for primarily customer support. And you wouldn’t want to post super polished corporate video ads to TikTok, as users expect to see short, unpolished videos on that platform.

It might take some testing over time to figure out which type of content works best on which type of network, so prepare to update this section frequently.

We won’t lie: content creation isn’t as easy as everyone not on the social team seems to think. But if you’re struggling, Amanda suggests going back to basics.

The first question to ask is: is there cohesion between your content types? Is your content providing value? Do you have a good mix of entertaining, or educational content? What does it offer that makes a person stop and spend time? Creating a few different content pillars or categories that encompass different aspects of storytelling for your brand, and what you can offer your audience is a good start.

This brings us to Step 9.

Step 9. Track performance and make adjustments

Your social media marketing strategy is a hugely important document for your business, and you can’t assume you’ll get it exactly right on the first try.

As you start to implement your plan and track your results, you may find that some strategies don’t work as well as you’d anticipated, while others are working even better than expected.

That’s why it’s important to document your progress along the way.

Look at performance metrics

In addition to the analytics within each social network (see Step 2), you can use UTM parameters to track social visitors as they move through your website, so you can see exactly which social posts drive the most traffic to your website.

Benchmark your results

You’ve got your numbers, but how do they stack up to the competition in your industry? Industry benchmarks are a great way to evaluate your performance against other businesses in your category.

If you’ve got Hootsuite Analytics , you can use our built-in social media benchmarking tool to compare the performance of your social accounts against the average of brands in your industry with just a couple of clicks.

You can set up custom timeframes, switch between networks — Instagram, Facebook, X (Twitter), LinkedIn, and TikTok — and look up benchmarks for metrics like followers, audience growth rate, engagement rate, clicks, shares, and much more.

You’ll also find resources to improve your performance  right in the summary section:

Re-evaluate, test, and do it all again

Once this data starts coming in, use it to re-evaluate your strategy regularly. You can also use this information to test different posts, social marketing campaigns, and strategies against one another. Constant testing allows you to understand what works and what doesn’t, so you can refine your social media marketing strategy in real time.

You’ll want to check the performance of all your channels at least once a week and get to know the basics of social media reporting so you can track your growth over time.

Pro tip: If you use Hootsuite, you can review the performance of all your posts on every network in one place. Once you get the hang of checking your analytics, you may even want to customize different reports to show specific metrics over a variety of different time periods.

Surveys can also be a great way to find out how well your social media strategy is working. Ask your followers, email list, and website visitors whether you’re meeting their needs and expectations, and what they’d like to see more of. Then make sure to deliver on what they tell you.

Finalizing your social media strategy

Spoiler alert: nothing is final.

Social media moves fast. New networks emerge, others go through demographic shifts.

Your business will go through periods of change as well.

All of this means that your social media marketing strategy should be a living document that you review and adjust as needed. Refer to it often to stay on track, but don’t be afraid to make changes so that it better reflects new goals, tools, or plans.

When you update your social strategy, make sure to watch our 5-step video on how to updating your social media strategy for 2024:

Social media strategy template

Ready to start documenting? Grab your free social media strategy template below!

What’s next? When you’re ready to put your plan into action, we’re here to help…

Save time managing your social media marketing strategy with Hootsuite. From a single dashboard you can easily:

• Plan, create, and schedule posts to every network
• Track relevant keywords, topics, and accounts
• Stay on top of engagement with a universal inbox
• Get easy-to-understand performance reports and improve your strategy as needed

Try Hootsuite for Free

With files from Shannon Tien .

Do it better with Hootsuite , the all-in-one social media tool. Stay on top of things, grow, and beat the competition.

Become a better social marketer.

Get expert social media advice delivered straight to your inbox.

Christina Newberry is an award-winning writer and editor whose greatest passions include food, travel, urban gardening, and the Oxford comma—not necessarily in that order.

Amanda Wood is a senior social marketing professional who combines analytical and creative thinking to build brands.

As head of social at Hootsuite, Amanda oversees the global social strategy encompassing organic and paid social on Instagram, Facebook, Twitter, TikTok, and LinkedIn, a social engagement and listening strategy, and an employee advocacy program.

As the leader of a high-performing social team, she has extensive experience collaborating with creatives to bring campaigns to life on social and drive business results.

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Traveling is an adventure, a leap into the unknown, a story waiting to unfold. But every story needs a safety net, and that's where travel insurance comes in. In this guide to the best travel insurance, we'll embark on a journey to help you better understand travel insurance and uncover the benefits that make it an indispensable companion for any traveler.

Our Picks for the Best Travel Insurance Companies

Best overall: nationwide travel insurance.

• Runner-Up: AXA Assistance USA
• Best for Cruises: Travel Guard
• Best Reputation:  C&F Travel Insured
• Best for Pre-existing Conditions:   Tin Leg Travel Insurance
• Best for Digital Nomads:   WorldTrips Travel Insurance
• Best Low-Cost Option:   Trawick International Travel Insurance

Best for Road Trips: Travelex Travel Insurance

How we rate travel insurance »

Compare the Best Travel Insurance Companies

The best travel insurance companies offer comprehensive coverage options for a wide range of people and needs. For this guide, we looked at coverage options, customizability, and the best companies for specific situations, such as pre-existing conditions.

Here are Business Insider's picks for the best travel insurance companies in 2024. 

• Trip cancellation coverage of up to 100% of trip costs (for cruises) or up to $30,000 (for single-trip plans)
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Three cruise-specific plans to choose from
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Annual travel insurance plans available
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Strong trip cancellation coverage
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Cancel for any reason coverage available
• con icon Two crossed lines that form an 'X'. CFAR insurance not available with every single plan
• con icon Two crossed lines that form an 'X'. Medical coverage is lower than what some competitors offer

Nationwide Travel Insurance offers many of the standard benefits you might see with a travel insurance policy. This can include things like trip cancellation coverage, so you can recover pre-paid costs or trip interruption in the event your vacation is interrupted by an unexpected event. There's also baggage delay coverage and medical coverage.

• Cancel for any reason coverage available

Nationwide Travel Insurance is of the largest players in the travel insurance space, offering nearly endless options for any customer on the travel spectrum, including annual travel insurance plans which can offer frequent travelers the flexibility to "set it and forget it" on their travel insurance coverage.

Nationwide Essential also offers some of the most affordable policies in the market compared to similar plans from competitors, which makes it a great pick for just about anyone. Buyers can discuss bundling options as Nationwide also sells homeowners, auto, pet, and other insurance products. Its travel insurance quoting is just as easy as it has been with other Nationwide insurance products.

Read our Nationwide Travel Insurance review here.

Best Travel Insurance Runner-Up: AXA Assistance USA

• Trip cancellation coverage of up to 100% of the trip cost
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Generous medical evacuation coverage
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Up to $1,500 per person coverage for missed connections on cruises and tours
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Covers loss of ski, sports and golf equipment
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Generous baggage delay, loss and trip delay coverage ceilings per person
• con icon Two crossed lines that form an 'X'. Cancel for any reason (CFAR) coverage only available for most expensive Platinum plan
• con icon Two crossed lines that form an 'X'. CFAR coverage ceiling only reaches $50,000 maximum despite going up to 75%

AXA Assistance USA keeps travel insurance simple with gold, silver, and platinum plans. Emergency medical and CFAR are a couple of the options you can expect. Read on to learn more about AXA.

• Silver, Gold, and Platinum plans available
• Trip interruption coverage of up to 150% of the trip cost
• Emergency medical coverage of up to $250,000

AXA Assistance USA  offers consumers a great option for no-stress travel insurance: low-priced plans, generous coverage limits on key categories including primary insurance on lost luggage, and up to 150% reimbursement for qualifying trip cancellations.

While add-ons are limited and rental car coverage is not included by default on cheaper plans, AXA is a perfect fit for travelers who don't plan to drive (or who already hold a travel credit card with rental car coverage), and don't need any additional bells and whistles.

Read our AXA Assistance USA Travel Insurance review here.

Best for Cruises: AIG Travel Guard

Trip cancellation coverage for up to 100% of the trip cost and trip interruption coverage for up to 150% of the trip cost

• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Trip cancellation coverage of up to 100% of the cost, for all three plan levels
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. CFAR covers up to 75% of total trip costs (maximum of $112,500 on some plans) 
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Medical coverage of up to $500,000 and evacuation of up to $1,000,000 per person
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Includes COVID coverage 
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Above average baggage loss and delay benefits
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. High medical evacuation coverage
• con icon Two crossed lines that form an 'X'. Premiums may run slightly higher than competitors

Travel Guard is a well-established and highly rated name in the travel insurance industry. It offers three main coverage options to choose from, and in general its policies have above-average coverage for baggage loss and baggage delays, plus high medical evaluation coverage limits.

• Trip cancellation coverage for up to 100% of the trip cost
• Trip interruption coverage for up to 150% of the trip cost
• Preexisting medical conditions exclusions waiver must be purchased within 15 days of initial trip payment
• Annual travel insurance plan and Pack N' Go plan (for last-minute trips) available

Travel Guard is well-known insurance provider, and a great fit for travelers who want to ensure that they can get their money back in the event of canceled or interrupted travel plans.

While the company's policies can be pricey compared to its competitors, the high medical and evacuation limits make AIG a solid choice for older travelers who value peace of mind and simplicity over highly customizable plans that may be bolstered with medical upgrades.

Read our AIG Travel Guard review here.

Best for Reputation: C&F Travel Insured

• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Offers 2 major plans including CFAR coverage on the more expensive option
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Cancellation for job loss included as a covered reason for trip cancellation/interruption (does not require CFAR coverage to qualify)
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Frequent traveler reward included in both policies
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Up to $1 million in medical evacuation coverage available
• con icon Two crossed lines that form an 'X'. Medical coverage is only $100,000
• con icon Two crossed lines that form an 'X'. Reviews on claims processing indicate ongoing issues
• C&F's Travel Insured policies allow travelers customize travel insurance to fit their specific needs. Frequent travelers may benefit from purchasing an annual travel insurance plan, then adding on CFAR coverage for any portions of travel that may incur greater risk.

While every travel insurance company has negative reviews about its claims process, C&F Travel Insured 's claims process has a consistent stream of positive reviews. One customer wrote that C&F processed a claim within 48 hours. Additionally, C&F regularly responds to customer reviews within one business week, making reviews a consistent way to reach the company.

Additionally, in C&F's fine print, it mentions that any claims that take more than 30 days to pay out will begin to accrue interest at 9% APY.

C&F's reputation isn't the only thing to speak highly of. It offers an array of add-ons uncommon in the travel insurance industry, such as Interruption for Any Reason insurance and CFAR coverage for annual plans. C&F also offers discounts for children on its Protector Edge plan and free coverage on its Protector plan.  

Read our C&F Travel Insured review here. 

Best for Pre-Existing Conditions: Tin Leg Travel Insurance

• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Policy coverage includes most pre-existing health conditions
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Generous medical and evacuation amounts for peace of mind
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. COVID coverage included by default on all insurance plans
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Offers a wide range of plans for various budgets and travel needs
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Some plans offer CFAR, “cancel for work reasons,” financial default, and unemployment coverage
• con icon Two crossed lines that form an 'X'. Limited add-on coverage options
• con icon Two crossed lines that form an 'X'. Baggage loss and delay coverage is low compared to competitors

Tin Leg travel insurance offers eight travel insurance plans to meet the unique needs of travelers.

• Tin Leg was founded in 2014 by the travel insurance industry experts at Squaremouth. Designed to meet the most common needs of travelers, these policies offer comprehensive Trip Cancellation and Trip Interruption benefits, and a range of Emergency Medical and Medical Evacuation limits.

Tin Leg Travel Insurance is a great fit for travelers with medical issues in particular. Seven of Tin Leg's eight travel plans include coverage for pre-existing conditions as long as you purchase your policy within 15 days of your initial trip payment.

Thanks to coverage for pre-existing medical conditions as well as for potential COVID-19 infection while traveling, this company offers some of the best financial investment options for travelers who are or will be exposed to higher health risks and issues.

Read our Tin Leg Travel Insurance review here.

Best for Digital Nomads: WorldTrips Travel Insurance

• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Affordable base plans that can be customized with add-ons including rental car, pet care, hunting and fishing, and vacation rental coverage
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Insurance plans available for international student travelers
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Trip delay coverage benefit that kicks in after just five hours
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Pre-existing conditions waiver can be purchased within 21 days of initial trip payment
• con icon Two crossed lines that form an 'X'. Lower medical, evacuation and accidental death limits
• con icon Two crossed lines that form an 'X'. Limited, secondary baggage loss coverage although baggage protection can be upgraded at a low cost
• con icon Two crossed lines that form an 'X'. No special coverages for pets, sports equipment, etc.

WorldTrips has been a reputable travel insurance provider for more than 20 years. Unsurprisingly, it boasts an A+ rating from the Better Business Bureau and positive reviews from thousands of customers.

• Travel medical insurance (Premium, Group, Annual, and International Student options)
• Trip cancellation insurance
• Trip protection insurance

WorldTrips Travel Insurance has affordable premiums, highly customizable add-ons, and generous coverage for core categories of travel insurance. All this makes it a great option for digital nomads, students studying abroad and backpackers.

However, travelers should keep in mind that plans are not particularly flexible, and coverage amounts are limited unless you plan ahead to pay for the areas and amounts that you need.

Read our WorldTrips Travel Insurance review here.

Best for Affordability: Trawick International Travel Insurance

• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Useful for adventurous travelers headed to higher-risk destinations
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Affordable plans with varying levels of coverage
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. 10-day free look option
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Generous baggage loss replacement policy
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Trip delay coverage kicks in after just six hours
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Some policies allow a CFAR add-on
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Up to $1 million medical evacuation coverage limit
• con icon Two crossed lines that form an 'X'. Baggage and trip delay coverages don’t kick in until after the 12-hour mark
• con icon Two crossed lines that form an 'X'. International student policies available for temporary stints abroad
• con icon Two crossed lines that form an 'X'. Complaints about claims not being paid or involving an intermediary to resolve claims

Trawick International travel insurance offers plans customized to diverse travelers' needs. We look at coverage options, claims processing, pricing, and other important factors for savvy travelers.

• Travel medical insurance
• Trip protection and cancellation
• International student insurance
• Visitor medical insurance (for traveling to the US)

Trawick International Travel Insurance is another insurance provider with robust medical travel insurance  that can help higher-risk and anxious travelers find peace of mind while on the road. This company offers one of the most generous medical evacuation policies in the market, although travelers will need to remember to add on rental car coverage if they need it.

Read our Trawick Travel Insurance review here.

• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Options to cover sports equipment
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Option to increase medical coverage
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Can cancel up to 48 hours before travel when CFAR option is purchased
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Affordable coverage for budget-conscious travelers
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Includes generous baggage delay, loss and trip delay coverage
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Optional "adventure sports" bundle available for riskier activities
• con icon Two crossed lines that form an 'X'. Only two insurance plans to choose from
• con icon Two crossed lines that form an 'X'. Medical coverage maximum is low at up to $50,000 per person
• con icon Two crossed lines that form an 'X'. Pricier than some competitors with lower coverage ceilings
• con icon Two crossed lines that form an 'X'. Some competitors offer higher medical emergency coverage

Travelex travel insurance is one of the largest travel insurance providers in the US providing domestic and international coverage options. It offers a basic, select, and America option. Read on to learn more.

• Optional CFAR insurance available with the Travel Select plan
• Trip delay insurance starting at $500 with the Travel Basic plan
• Emergency medical and dental coverage starting at $15,000

Travelex Travel Insurance  offers three plans:

• Travel Basic
• Travel Select
• Travel America

The Travelex America plan is meant for trips limited to the U.S., but it has the highest coverage limits in many areas compared to its other programs. If you're flying somewhere, the lost baggage limits are higher. Its natural strengths shine for road trippers, though. Travelex America adds coverage for roadside service and rental car coverage for unexpected accidents. It also covers pets should you be involved in an accident while on the road.

While your standard auto insurance does extend to car rentals within the U.S. for a limited time, any accident would affect future rates. Travelex would eliminate the risk of reporting to your auto insurance provider for minor incidents within its purview.

Read our Travelex Travel Insurance review here.

Introduction to Travel Insurance

Why travel insurance is a must-have.

The unpredictable nature of traveling – from flight cancellations to medical emergencies – can turn your dream vacation into a nightmare. Travel insurance acts as a personal safeguard, ensuring that unexpected events don't drain your wallet or ruin your trip.

Understanding Different Types of Travel Insurance

Not all travel insurance policies are created equal. From single-trip travel insurance policies to annual travel insurance plans , from minimal coverage to comprehensive protection, understanding the spectrum of options is your first step in finding the right fit for your journey.

Key Features to Look for in Travel Insurance Coverage

Travel insurance for medical emergencies.

Imagine falling ill in a foreign country; daunting, right? A robust travel insurance plan ensures you don't have to worry about how much emergency medical care while traveling will cost, even in the most remote corners of the globe. This coverage will often come in tandem with emergency medical evacuation coverage.

Trip Cancellation and Interruption Benefits

Life is full of surprises, some less pleasant than others. Trip cancellation and interruption coverage ensures that you're not left out of pocket if unforeseen circumstances force you to cancel or cut your trip short. You may also look for cancel for any reason and interruption for any reason options, which will reimburse you for a percentage of your nonrefundable fees, but expands the covered reasons you can cancel a trip. You can find our guide on the best CFAR travel insurance companies here.

Coverage for Personal Belongings and Baggage Loss

Losing your belongings is more than an inconvenience; it's losing a piece of your world. Insurance that covers personal belongings and baggage loss ensures that you're compensated for your loss, helping you to rebound and continue your adventure.

Support and Assistance Services

In times of trouble, having a lifeline can make all the difference. Look for insurance that offers 24/7 support and assistance services, giving you peace of mind that help is just a phone call away. Also, check websites that field customer reviews like Trustpilot, the Better Business Bureau, and InsureMyTrip , to see how well a company responds to customer requests.

Choosing the Best Travel Insurance

Reputation and reliability of the travel insurance provider.

A provider's reputation is not just about being well-known; it's about reliability, customer satisfaction, and the ability to deliver on promises. Researching and choosing a reputable provider is a cornerstone in ensuring your safety and satisfaction.

Understanding the Policy's Fine Print

The devil is in the details, and understanding the fine print of what your travel insurance policy covers is crucial. Be aware of coverage limits, exclusions, and the process for filing a claim to avoid any unpleasant surprises.

Customer Reviews and Feedback

In the age of information, customer reviews and feedback are goldmines of insight. Learn from the experiences of others to gauge the reliability and customer service of the insurance provider you're considering. While the ratings are important, you should also look at whether or not a company responds to customer complaints.

How to Get the Most Out of Your Travel Insurance

Knowing your policy inside out.

Familiarize yourself with every aspect of your policy – what it covers, what it doesn't, how to file a claim, and who to contact in an emergency. Being informed means being prepared. 

Steps to Take When a Problem Arises

If you face an issue during your travels, knowing the immediate steps to take can make all the difference. Keep important contacts and your policy details handy, and remember, your insurance provider is there to assist you.

How to Pick the Best Travel Insurance Company for You

There isn't a one-size-fits-all policy that works perfectly for every traveler. Young, healthy solo travelers can opt for much cheaper plans that offer bare-bones coverage, while families juggling complex itineraries will do best by investing in a robust policy that can help defray any costs associated with lost baggage, delayed transportation or other trip-impeding obstacles.

That being said, you can't go wrong with a travel insurance provider that boasts a reputable history and offers a wide range of customizable plans. In some cases, you may be comparing plans that are only a few dollars' apart from each other. In such situations, you should generally opt for the insurance company that offers the strongest customer service. It's also worth considering whether or not the travel insurance provider has been reviewed by other travelers with similar itineraries to your own. 

An insurance aggregator like InsureMyTrip or Squaremouth is one of the best tools for searching travel insurance policies. Once you input the specifics of your travel itinerary, you'll be able to see hundreds of search results to compare the ones that catch your eye. If the options are too overwhelming, use the filters to the left of your search page to eliminate as many irrelevant plans as possible.

How We Reviewed the Best Travel Insurance Companies

To come up with our list of the best travel insurance companies, we evaluated each insurer based on the following factors:

Guide Methodology: What We Considered

Policy Types

Travel insurance is essential, but often underused partly because people aren't getting what they want. Business Insider's 2023 travel study showed 10.65% of travelers surveyed bought cancel for any reason insurance. Cost may be a factor, but in many cases, the coverage is more affordable than you might think. Regardless, companies must offer a diverse range of coverage options. We award five stars to companies offering all standard coverages and additional options like pet and sports equipment protection.

Our 2023 travel study indicated the majority of purchases were made through the travel provider (ex: flight protection insurance when you're purchasing your airline tickets). While these may be sufficient for some customers, we look for companies offering a more comprehensive range of services.

According to the U.S. Travel Insurance Association, the average cost of travel insurance will be between 4% and 8% of total travel expenses. Anything beyond that price point should include additional benefits beyond the standard inclusions, such as CFAR protection or upgraded medical coverage. Anything below that 4% threshold may leave you lacking important or sufficient coverage in an emergency.

Convenience and Flexibility

Whether you're an infrequent traveler or a suitcase warrior, a good travel insurance company should have you covered. In many cases, you might not even have to talk to a person in order to purchase your policy.

Many people think of travel insurance in context with specific trips, but most of these top contenders sell both single-trip and multi-trip policies, also known as annual travel insurance. Some companies also offer plans specifically designed for cruisers, students abroad, and business travelers. (Read our guide to the best cruise travel insurance companies for more details.) Finally, all of these providers offer multiple options for getting the specific areas and amounts of coverage that you want.

Claims Handling

Most travelers never have a large claim. Premiums are low, and it provides peace of mind for the just in case situations. So they leave reviews based on their reduced stress levels. But what happens if you lose your luggage or have to stay a few extra days due to an unexpected accident? Will your insurance carrier cover your claim without all the hassle? We check real customer reviews to sort this out for you.

Ease of Use and Support

When purchasing, during your trip, and throughout the claims process, you may need extra support. Does the company have a 24/7 help line? Does it have an online or mobile system allowing you to self-manage? Essentially, what are the options when you need help? We look at the big picture to evaluate the average customer experience with each company.

You can read our full insurance rating methodology for even more details.

Best Travel Insurance FAQs

There isn't a one-size-fits-all solution for every traveler. Determine the benefits that are most important to you, like baggage delay coverage, medical coverage, and trip delay coverage, then look for a company with solid customer ratings, especially when it comes to processing claims.

Travel insurance will pay out if you experience a covered event, such as a travel delay or delayed or lost baggage. If you're looking to get travel insurance for a specific reason, such as needing to potentially cancel your trip due to work reasons, make sure your policy will cover you in that situation before purchasing it. You should also check customer reviews to see other travelers' claims experiences, as it varies wildly from company to company.

The average cost of travel insurance is 4% to 8% of your total trip cost, so it could vary widely depending on where you're traveling and the length of your trip. Your age, the number of people in your group, and other factors can also influence how much you'll pay.

Most comprehensive travel insurance policies include travel medical coverage that can come in handy if an emergency occurs and you need medical evacuation. Some travel insurance plans offer more specialized coverage for travelers with pre-existing conditions , so shop around if medical coverage is a top priority for you. 

$100,000 should be a sufficient medical coverage limit for travel insurance. If you're planning on doing extreme sports or anything particularly risky on your trip, you may want to increase your coverage level. A high medical coverage limit is especially useful when you're purchasing cruise travel insurance, since medical evacuations are more involved at sea.

Editorial Note: Any opinions, analyses, reviews, or recommendations expressed in this article are the author’s alone, and have not been reviewed, approved, or otherwise endorsed by any card issuer. Read our editorial standards .

Please note: While the offers mentioned above are accurate at the time of publication, they're subject to change at any time and may have changed, or may no longer be available.

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• Best Medical Insurance For Visitors To The USA

Best Travel Medical Insurance For Visitors To The USA Of 2024

Fact Checked

Updated: Mar 19, 2024, 6:22am

Visitors insurance—also called travel medical insurance—can reimburse a person’s medical expenses if they get sick or injured during a trip to the United States. That’s important because health insurance from other countries generally isn’t accepted in the U.S. and the cost for medical care in the states can be significant.

The best travel medical insurance policies package together valuable benefits that can help pay for routine, urgent and emergency medical care. To identify the best medical insurance for visitors to the USA , we scored policies on cost, medical coverage amounts, out-of-network reimbursement, emergency dental benefits and trip interruption benefits.

Why you can trust Forbes Advisor

Our editors are committed to bringing you unbiased ratings and information. Our editorial content is not influenced by advertisers. We use data-driven methodologies to evaluate insurance companies, so all companies are measured equally. You can read more about our editorial guidelines and the methodology for the ratings below.

• 9 comprehensive travel medical insurance plans analyzed
• 126 data points crunched
• 96 years of insurance experience on the editorial team
• Best Travel Insurance Companies
• Cheapest Travel Insurance Plans
• Best Senior Travel Insurance
• Best Covid-19 Travel Insurance Plans
• Best Annual Travel Insurance
• Best Travel Medical Insurance

The Best Travel Medical Insurance for Visitors to the USA

Summary: best travel medical insurance for visitors coming to the u.s., what is travel medical insurance, types of travel medical insurance for visitors to the usa, what does travel medical insurance cover in the usa, do i need travel medical insurance as a visitor to the usa, where to purchase visitors insurance, methodology.

• Atlas America – Best Overall
• Patriot America Lite – Best for Cost
• Patriot America Plus – Great for Trip Interruption Insurance
• Safe Travels USA Comprehensive – Best for Deductible Choices
• Seven Corners Travel Medical Basic – Best for Urgent/Emergency Care Reimbursement

Best Overall

Atlas america.

Eligible ages

14 days to 99 years

Coverage length

5 days to 364 days

Extendable?

Yes, up to 364 days

High coverage limits, a generous selection of deductible amounts and great trip interruption coverage earned Atlas America’s comprehensive policy high marks for benefits across the board.

• Competitive costs.
• Excellent trip interruption benefits of $10,000.
• High coverage limit of $2 million available.
• Out-of-network services covered at 100%.
• Wide range of choices for deductible amounts.
• Pre-existing medical conditions not covered (though acute onset of pre-existing medical conditions is covered).
• $200 copay for emergency room care
• Choices of coverage maximums: $10,000, $50,000, $100,000, $250,000, $500,000, $1 million, $2 million.
• Choice of deductibles: $0, $100, $250, $500, $1,000, $2,500, $5,000.
• Network used: United Healthcare PPO.
• Coverage for in-network urgent care: $15 copay, 100% thereafter up to policy maximum.
• Coverage for out-of-network urgent care: $15 copay, 100% thereafter up to policy maximum.

Best for Cost

Patriot america lite.

Coverage amounts

5 days to 365 days

Yes, up to 365 days

The America Lite policy from Patriot is worth checking out if low cost and robust trip interruption benefits are important to you. The cost of the America Lite plan is significantly lower than the competitors we assessed, which can make up for the lack of coverage for acute onset of pre-existing medical conditions.

• Decent choice of deductibles and coverage limits.
• Generous trip interruption benefits of $10,000.
• Lowest cost among the policies we evaluated.
• The only plan among those we evaluated that does not cover acute onset of pre-existing medical conditions.
• Standard care, urgent care and emergency care out-of-network are only covered at 80% for the first $5,000 in services.
• Choices of coverage maximums: $10,000, $50,000, $100,000, $500,000, $1 million.
• Choice of deductibles: $0, $100, $250, $500, $1,000, $2,500.
• Coverage for in-network urgent care: $25 copay, 100% thereafter up to policy maximum.
• Coverage for out-of-network urgent care: $25 copay, 80% of the first $5,000, 100% thereafter.

Great for Trip Interruption Insurance

Patriot america plus.

The America Plus plan by Patriot provides decent coverage at a good price and includes generous trip interruption benefits. The low price may make up for out-of-network care being covered at only 80% for the first $5,000 in services. Unlike the Patriot Lite plan, America Plus covers the acute onset of pre-existing medical conditions.

• Ample trip interruption benefits of up to $10,000.
• Low cost compared to other top-rated companies.
• Does not cover pre-existing medical conditions (but does cover acute onset of pre-existing medical conditions).
• Coverage for out-of-network urgent care: $25 copay, 80% of the first $5,000,100% thereafter.

Best for Deductible Choices

Safe travels usa comprehensive.

1 year to 89 years

Great benefits at a decent price make Safe Travel USA’s comprehensive plan worth a look. The policy provides 100% coverage for out-of-network care and 100% coverage for emergency and urgent care. It also has the most choices for a deductible amount among the medical insurance plans we reviewed.

• Competitive cost.
• Most choices for deductibles among plans evaluated.
• Urgent care and emergency room care out-of-network covered at 100% after copay.
• Acute onset pre-existing medical conditions covered, but not pre-existing conditions.
• Dental benefits of $250 are lower than some competitors.
• Trip interruption coverage of $5,000 is low compared to some competitors we evaluated.
• Choices of coverage maximums: $50,000, $100,000, $250,000, $500,000, $1 million.
• Choice of deductibles: $0, $50, $100, $250, $500, $1,000, $2,500, $5,000.
• Network used: First Health PPO.
• Coverage for in-network urgent care: $30 copay, 100% thereafter up to policy maximum.
• Coverage for out-of-network urgent care: $30 copay, 100% thereafter up to policy maximum.

Best for Urgent/Emergency Care Reimbursement

Seven corners travel medical basic usa.

Consider the Travel Medical Basic USA plan by Seven Corners if you value having urgent care and emergency room care covered at 100% over coverage for Covid.

Related: Seven Corners Travel Insurance Review

• Coverage amounts up to $1 million and a competitive price
• Emergency room care (in-network and out-of-network) covered at 100% after copay
• Urgent care (in-network and out-of-network) covered at 100% after copay
• Does not cover Covid-related medical expenses or pre-existing medical conditions (but covers acute onset)
• Out-of-network standard care only covered at 80% for first $10,000 of care, compared to others at 100% or 80% for first $5,000
• Trip interruption benefits are low at $2,500
• Choices of coverage maximums: $10,000, $50,000, $100,000, $1 million
• Choice of deductibles: $0, $100, $250, $500, $1,000, $5,000
• Network used: United Healthcare PPO
• Coverage for in-network urgent care: $30 copay, 100% thereafter up to policy maximum
• Coverage for out-of-network urgent care: $30 copay, 100% thereafter up to policy maximum

Medical insurance for visitors to the USA provides short-term medical coverage. If you get sick or injured during your trip, the best travel medical insurance policies provide high levels of compensation for medical bills.

These policies—also called visitors insurance— are designed for non-U.S. citizens traveling to the U.S., typically for trips up to 364 days.

If you’re an American traveling internationally, you can also buy travel medical insurance, often as part of comprehensive travel insurance policies that cover trip cancellation , trip interruption , travel delays, medical costs and much more.

There are two main types of  travel medical insurance for visitors to the USA: fixed and comprehensive.

Fixed Medical Insurance

Fixed travel medical insurance is also called a fixed benefits policy or a limited policy. Fixed benefit plans are more affordable but have limited coverage.

These plans have a maximum fixed coverage amount for each medical service or condition. Deductibles apply for each event. For each injury or illness, you pay an initial deductible and the limited medical plan pays for the rest of the expenses covered by the policy.

Fixed medical insurance usually doesn’t include trip interruption coverage .

Comprehensive Medical Insurance

Comprehensive medical insurance policies are more expensive but provide more generous coverage than limited plans—for example, maximum coverage limits can be millions of dollars.

There are no sub-limits for coverage with comprehensive visitors insurance policies. You’re covered for medical costs up to the policy maximum, minus your deductible and coinsurance .

Trip interruption, trip cancellation and travel delay benefits can be found in some comprehensive visitors insurance plans.

Comprehensive travel medical insurance for visitors to the USA generally covers inpatient and outpatient services, urgent care and emergency medical services, emergency dental care and other healthcare, such as:

• Emergency medical evacuation
• Emergency medical treatment for pregnancy complications
• Mental disorders
• Prescriptions/medication

Visitors to the USA need travel medical insurance if they want to recoup money they pay for medical costs if they get ill or injured in the United States. Health plans from other countries aren’t usually accepted in the U.S. For example, travel medical insurance is a common type of travel insurance for parents visiting the U.S . whose adult children live here.

You also need travel medical insurance if you are a U.S. citizen traveling internationally. It’s important to consider medical insurance for trips abroad because U.S.-based health insurance plans may have limited or no coverage in other countries.

You can buy visitors insurance online from a visitors insurance comparison provider such as VisitorsCoverage, and many travel insurance companies also sell visitors insurance online at their websites.

You can generally choose from several policies that have a range of coverage and costs, from budget plans with low benefit limits to more expensive policies with  more generous coverage.

To identify the best medical insurance for visitors coming to the USA, we scored only comprehensive travel medical plans on the following criteria:

Cost (50% of score): Plans with lower costs were awarded the most points. We analyzed average rates for:

• A 70-year-old traveler from India coming to the U.S. for 90 days, with coverage of $100,000 with a $250 deductible (or closest deductible).
• Two travelers ages 60 and 65 coming from India to the U.S. for 30 days, with coverage of $50,000 with a $100 deductible (or closest deductible).

Trip interruption benefits (10% of score): Points were awarded if policies included $10,000 or more in trip interruption benefits. If a visitor has to cut their trip to the U.S. short and return home, this coverage can pay the costs. To make a claim for trip interruption, the reason must be listed in the policy.

Choices of policy maximum coverage amounts (10% of score): Points were awarded if the policy had maximum medical coverage amounts of $500,000 and up.

Urgent care out-of-network reimbursement (10% of score): Policies that cover out-of-network urgent care at 100% (after copay) earned points.

Emergency room out-of-network reimbursement (10% of score):  Policies that cover out-of-network emergency room care at 100% (after copay) earned points.

Emergency dental care (10% of score): Points were awarded if emergency dental care coverage was $300 or more.

Next Up In Travel Insurance

• Best “Cancel For Any Reason” Travel Insurance
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• How To Get Cheap Travel Insurance

Michelle is a lead editor at Forbes Advisor. She has been a journalist for over 35 years, writing about insurance for consumers for the last decade. Prior to covering insurance, Michelle was a lifestyle reporter at the New York Daily News, a magazine editor covering consumer technology, a foreign correspondent for Time and various newswires and local newspaper reporter.

NASA seeks faster, more affordable Mars sample return mission

June 4 (UPI) -- NASA officials want a new Mars sample return mission plan that is faster, costs less and isn't as complex than one scrapped in April.

The space agency doesn't want to wait until 2040 and spend $11 billion to return core samples being collected on Mars, which the recently scrapped plan would have required. Advertisement

NASA Administrator Bill Nelson in April canceled the lengthy mission plan, saying he wants to see collaboration on a less-pricey mission design that also reduces complexity and risk.

• NASA seeks help from private companies for expensive Mars Sample Return mission
• California lawmakers ask NASA not to cut Mars budget
• Ingenuity, the tiny Mars helicopter that could, will keep flying

Nelson said safely landing a spacecraft on Mars, collecting the samples and launching a rocket containing the samples off another plant never has been done. The Perseverance rover has collected rock samples, but that's where the process ends for now. Advertisement

"We need to look outside the box to find a way ahead that is both affordable and returns samples in a reasonable time frame," he said.

If the sample collection and return launch from Mars are successful, the spacecraft would have to travel more than 33 million miles to Earth, which Nelson said is "no small task."

"The Mars sample return mission is one of the most complex science missions NASA has ever attempted," NASA officials told UPI in an email.

"NASA intends to hold Mars sample return costs to no more than 35% of the annual budget for the Planetary Science Division," space agency officials said. NASA allocated $310 million for its 2024 Mars sample return budget and seeks $200 million for 2025.

NASA officials want an updated mission design with a total budget closer to $8 billion, and on April 16 issued a request for proposals from industry, NASA centers and the Jet Propulsion Laboratory that leverage innovation and proven technologies.

Nelson said he wanted an alternate plan by fall.

The original plan relied on the European Space Agency's Earth return orbiter and the agency's capture containment and return system. It also included contributions from Lockheed Martin.

That contractor was to have received $35 million for the Mars lander's cruise stage, $194 million for a Mars ascent vehicle and $2.6 million to design an Earth entry system. Advertisement

It's unknown if the new plan would include Lockheed Martin contributions.

As with many space projects, the projected cost has risen sharply from that initial estimate of $5.3 billion. That amount proved to be only about half the revised $11 billion cost estimate to retrieve samples gathered by Perseverance.

George Scott, acting inspector general of NASA, identified several problems with the initial $5.3 billion cost estimate in testimony before the House Committee on Science, Space and Technology Subcommittee on Space and Aeronautics on March 21.

The initial budget, he said, anticipated 2% inflation when the idea was developed in 2020 to late 2021, but actual inflation rates ranged from 5% to 9% from late 2021 to early 2023. Also, a sample-receiving facility -- and its cost -- wasn't included.

Moreover, the European Space Agency didn't provide the mission a sample fetch rover it promised, so NASA planned to replaced that with sample recovery helicopters at considerable cost.

Also, the $5.3 billion funding estimate was only is for costs incurred from 2023 to 2032 and not the program's entire life cycle.

Scott referred to a 2020 Science Mission Directorate report that notes NASA's early cost estimates commonly have a high degree of precision but poor accuracy. Advertisement

It says precise but inaccurate cost estimates create a "false sense of confidence in early numbers and timelines, leading stakeholders to latch onto these inaccurate preliminary estimates."

False confidence in inaccurate estimates "can unrealistically constrain the project in later phases," according to the report.

NASA's sent Perseverance to Mars in 2020, and it started collecting samples in 2021. It continues exploratory drilling of core samples. that need eventual collection.

The rover has collected 38 samples that are stored in tubes, which represents about two-thirds of its sample-collecting capability, NASA noted.

Returning those samples from Mars is a "key priority," said Nicola "Nicky" Fox, associate administrator of NASA's Science Mission Directorate.

"Our next steps will position us to bring this transformational mission forward and deliver revolutionary science from Mars," Fox said in an April 15 news release.

The samples should provide "critical new insights into the origins and evolution of Mars, our solar system and life on Earth," she added.

If a new plan is developed, travel to Mars, collecting the samples and returning would take a year to two years, depending on the propulsion system used, officials have said.

NASA anticipates having a viable plan by the end of the year. Advertisement

• Bill Nelson

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• Travel Insurance

https://money.com/best-travel-insurance/

9 Best Travel Insurance Companies of May 2024

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• Everything to Know About Your Pet’s Mental Health

Our team vetted 15 companies and narrowed our top picks to nine insurers, including Seven Corners, Generali Global Assistance and World Nomads. To do so, we read the fine print on travel insurance plans and compared coverage options and prices. That helped us determine which company stood out by offering services that may appeal to particular groups.

Travel Insurance Made Easy™ - Compare and buy from trusted providers in just a few minutes

Gain access to policies from all major insurers, including COVID-19 coverage

• 24/7 Emergency Assistance Worldwide
• Licensed in all 50 states and Member of the US Travel Insurance Association (UStiA)

COVID-19 coverage is available and/or may be included as an add-on

• “Cancel For Any Reason” (CFAR) availability 
• Includes trip cancellation, baggage delay/loss, and flight delays
• Emergency medical expenses coverage are included in the coverage

Trip cancellations, delays, medical emergencies, lost baggage, unexpected crises, and more

Access to a worldwide network of prescreened hospitals 

Quick claim payments for qualifying delays

24-7 emergency assistance services

Medical, cancellation, and baggage coverage

• Travel concierge services with premium plans
• Emergency evacuation and medical repatriation
• Offers cancellation coverage due to terrorism and natural disasters

Largest selection of policies with Covid-19 coverage

• Coverage for Trip Cancellation/Interruption, Travel Delay, Medical Emergency & Evacuation and Pre-Existing Conditions
• Award-winning customer service with an A+ BBB rating
• Reviewed by 47,691 customers with an average rating of 5 stars

Over 190 years of experience – Travel Smarter™  with Generali Group

• Enjoy quick resolutions with your own global 24/7 travel assistance team
• Coverage for all types of trips: domestic, international, cruises, vacation rentals, and more
• Covid-19 illness coverage including lodging
• Up to $250,000 in medical coverage and $1 million in evacuation  

Pre-Existing Conditions and Cancel For Any Reason Coverage Available

• 28 Covered Reasons for Trip Cancellation/Trip Interruption
• Up to $1MM for emergency medical evacuation
• Customizable standard & comprehensive coverages

Coverage for trip cancellations, interruptions, medical emergencies, and more

• Lost, stolen, damaged, or delayed baggage costs
• 'Cancel for any reason' policy available
• Travel Accident Insurance for non-US citizens

Trip cancellation insurance for U.S. and non-U.S. residents

• Coverage for trip cancellations, delays, medical emergencies, and more
• Group travel products available 
• Top-rated cruise insurance plans, adventure travel insurance and International Student Insurance available   

Money's Main Takeaways

• Travel insurance can reimburse you for lost luggage, missed flights, trip cancellations or interruptions, and emergency medical expenses.
• Purchase travel insurance right after booking the trip to ensure the best coverage.
• You can compare multiple policies in one place through a marketplace such as TravelInsured.com.

Why Trust Us?

Our editors and writers evaluate insurance companies independently, ensuring our content is precise and guided by editorial integrity. Read the full methodology to learn more.

• Based on 15+ data points
• Reviewed 13 insurers
• 1,000+ hours of research

Comprehensive travel insurance can give you peace of mind, whether you’re going on a carefully planned trip or an impromptu adventure to one of the best places to travel .

Here are the nine best travel insurance companies of 2024 so you can protect yourself, your finances and your belongings while abroad.

Our Top Picks for the Best Travel Insurance

• Seven Corners - Best for Large Groups
• Generali Global Assistance - Best for Emergency Support Services
• World Nomads - Best for Adventure Sports Coverage
• Nationwide - Best Cruise Travel Insurance
• Travelex - Best for Families with Children
• Allianz Travel - Best for Business Travel
• AIG Travel Guard - Best for Add-Ons
• HTH Travel Insurance - Best for Long-Term Insurance for International Travel
• TravelInsurance.com - Best for Comparing Travel Insurance Quotes

Best Travel Insurance Reviews

Best for large groups: seven corners travel insurance.

• Coverage from five up to 364 days
• Allows coverage extensions
• Website includes sample scenarios to illustrate how the coverage works
• Hazardous activities not included in coverage (add-on only)
• Different plan options for WA, NY, PA, and MO residents

Why we chose it : We chose Seven Corners as the best travel insurance for large groups because it insures parties of 10 or more travelers through comprehensive policies that cover medical expenses and evacuations.

Seven Corners’ simple and budget-friendly Trip Protection Choice plan covers trip cancellation, interruption or delays for specific reasons, including COVID-19 for groups of 10 or more. Its emergency medical protection goes up to $500,000 and offers up to $1,000,000 for medical evacuation and repatriation of remains.

In addition to its group trip travel insurance plans, Seven Corners has three travel medical plan tiers with comprehensive medical coverage for emergency room visits, hospital room and board, and onset of pre-existing medical conditions, among others.

These plans include 24/7 multilingual customer service to help with emergency travel arrangements, medical evacuations and locating the nearest embassy or consulate.

Read Seven Corners Travel Insurance Review

See rates on Seven Corners's Secure Website >>

Best for Emergency Support Services: Generali Global Assistance

• Offers 24-hour emergency assistance services
• Up to $1K upfront payment for acute medical treatment
• Car rental damage add-on available
• Pre-existing condition coverage only available in the Premium plan
• High premium costs
• "Cancel for any reason" only available for Premium plan

Why we chose it : Generali Global Assistance is our choice for the best travel insurance for emergency support services because its policies include telemedicine, concierge services and identity theft resolution assistance.

All of Generali’s policies include 24-hour Travel Support, which can provide immediate assistance for problems that might arise during a trip:

• Medical emergencies
• Identity theft resolution
• Emergency cash transfer
• Replacing lost or stolen medication
• Locating lost or stolen items

Travelers can choose between three plans — Standard, Preferred and Premium — that cover trip cancellation, trip interruption, travel delay, and baggage damage, loss or theft. Each plan also covers medical and dental emergencies up to specific payout limits:

• Standard: up to $50,000 per person
• Preferred: up to $150,000 per person
• Premium: up to $250,000 per person

Both its Preferred and Premium plans include trip cancellation benefits or trip interruption in the event that a travel supplier — say, a cruise company, hotel or rental car company — becomes insolvent and can no longer offer its services.

Read Generali Global Assistance Travel Insurance Review

See rates on Generali Global Assistance's Secure Website

Best for Adventure Sports Coverage: World Nomads

• Emergency medical $100,000 (accident and sickness)
• Buy more while traveling
• 24/7 emergency support (Generali Global Assistance)
• Does not cover pre-existing conditions
• No CFAR option offered
• Trip Cancellation/Interruption coverage low compared to other providers ($2.5K-$10K)

Why we chose it: World Nomads is the best travel insurance for travelers who enjoy adventure sports because it covers over 150+ sports and adventure activities, unlike most companies.

While most travel insurance companies shy away from covering adventure sports and other off-the-beaten-path activities, WorldNomads offers policies specifically tailored to more adventurous travelers.

Its Standard and Explorer plans cover scuba diving, skiing, surfing and 150+ other sports and activities. Both plans include $100,000 in coverage for accidents and illnesses and 24/7 emergency support to help you find local physicians or medical facilities.

• Standard: Covers accidents and illnesses, emergency evacuation, trip cancellation, trip interruption, trip delay, accidental death and lost luggage or theft
• Explorer: Increases the coverage limits of each benefit and adds $35K in rental car damage coverage

Most companies don't let you purchase or extend coverage during the trip, but World Nomads offers a rare alternative; individuals who didn't purchase coverage before their trip can enroll in the company's "Buy While Traveling" plan. Those who already purchased a policy can also extend their coverage to keep exploring.

Read World Nomads Travel Insurance Review

See rates on World Nomads's Secure Website

Best Cruise Travel Insurance: Nationwide

• Offers a pre-existing condition waiver
• 24-hour assistance
• Multi-trip plans
• Must wait 12 hours before bag delay coverage
• Cancel for any reason is only available in premium plan
• Few options for additional coverage.

Why we chose it : We picked Nationwide as the best travel insurance for cruises because it offers travel insurance plans geared explicitly toward cruise travel.

Nationwide has three cruise insurance tiers (Universal, Choice and Luxury) that fit any budget and insurance needs.

Nationwide's emergency medical coverage starts at $75,000, and all three of its plan tiers include “cancel for work reasons” coverage, $500 for return-home-early benefit, $200 for shipboard service disruption, and $25,000 for non-medical evacuations.

Covered reasons for cancellation and interruption include inclement weather, natural disasters and work-related emergencies.

Nationwide also has two single-trip plans: Essential and Prime. In addition to industry-standard trip protection basics, these plans offer above-average medical coverage starting at $75,000 and a “cancel for any reason” add-on that reimburses 75% of non-refundable trip costs.

Travelers can add a pre-existing conditions waiver and coverage in the case of a travel supplier’s financial default (as an upgrade to Essential and included in Prime).

Read Nationwide Travel Insurance Review

See rates on Nationwide's Secure Website

Best for Families with Children: Travelex

• Flight insurance plans available
• Pre-existing conditions waiver
• Several upgrades available
• Upgrades not available for the Basic plan
• Customer service has limited operating hours

Why we chose it : Travelex is our choice as the best travel insurance for families with children because it offers two plans that cover family members under 17 at no additional cost.

Travelex Insurance Service features two main plans for international trips, Travel Basic and Travel Select — plus a Travel America plan for trips in the USA. Both plans include children 17 and under at no additional cost.

The Travel Basic is an affordable plan perfect for students, backpackers, small groups or those on a budget. These plans cover trip cancellation and interruption at 100% of the trip cost and offer up to $2,000 for trip delays or missed connections.

Read Travelex Insurance Services Review

See rates on Travelex's Secure Website

Best for Business Travel: Allianz Travel

• Epidemic coverage endorsement
• Allianz TravelSmart App
• Annual plan geared to business travelers
• 24-hour multilingual assistance hotline
• Low medical coverage
• No "cancel for any reason" benefit

Why we chose it : Allianz Travel is our choice for the best travel insurance for business trips because its comprehensive annual plan is ideal for frequent flyers, whether they are traveling for business or pleasure. It also covers business equipment against theft, loss, damage and delay.

Allianz sells 10 distinct travel insurance plans offering a wide range of options, from basic cancellation benefits to multi-trip protection. These plans include a 24-hour multilingual assistance hotline and the TravelSmart App, which gives quick access to travel advisories, local medical facilities, mobile claims filing and much more.

Allianz's AllTrips Executive plan is tailored for frequent travelers, aiming to streamline business trips and enhance convenience. This comprehensive plan covers:

• Trip cancellation
• Trip interruption
• Emergency medical and transportation
• Rental car damage and theft
• Business equipment coverage (for lost, stolen, damaged or delayed equipment)

Another one of Allianz’s highlights is its lack of age restrictions (most other insurers limit coverage by age). Some of its plans also cover kids 17 and under traveling with a parent or grandparent.

Read Allianz Travel Insurance Review

See rates on Allianz Travel's Secure Website

Best for Add-Ons: AIG Travel Guard

• Lodging expense benefit
• Trip saver and exchange specialized coverage included
• A child 17 and under is covered per insured
• Covers trips to Cuba if the traveler provides additional documentation
• High cost of premiums
• Most add-ons are not available for the basic plan

Why we chose it : We chose AIG Travel Guard as the best travel insurance for add-ons because it offers travelers a wide variety of coverage options with which to customize their plans.

AIG Travel Guard has over 30 years of experience providing comprehensive travel insurance to millions of travelers. These customers have had access to unique services such as MedEvac and Bag Trak®.

AIG Travel Guard’s most popular plan, the Preferred offers:

• Up to $500,000 for emergency evacuation and repatriation of remains
• Trip cancellation and interruption
• Reimbursement of up to 50% of your trip cost if you were to change your trip dates

Travelers can also add unique options such as a pet bundle, a wedding bundle (for canceled weddings) and an inconvenience bundle in the event any attractions you wanted to visit are closed.

Another of AIG's specialized insurance products is lodging expense coverage. This benefit is for travelers who test positive for COVID-19 and must remain abroad until they present a negative test result.

For last-minute trips, AIG Travel Guard has the Pack N’ GO Plan that includes post-departure coverage and an exclusive 24-hour emergency travel assistance service.

Read AIG Travel Insurance Review

See rates on AIG Travel Guard's Secure Website

Best for Long-Term International Travel Insurance: HTH Travel Insurance

• Travel medical insurance for groups of five or more
• International expatriate comprehensive coverage
• mPassport app to find doctors, pharmacies, and translations of drug names
• Pet medical expense coverage
• 12-hour wait for bag delay coverage (24 hours under the economy plan)
• "Cancel for any reason" option only offered in the Preferred plan
• Participants must be enrolled in a primary health insurance plan to be eligible for the multi-trip plan

Why we chose it : HTH Travel Insurance stands out as the best travel insurance for long-term international travel because it offers specialty coverage for expats and students.

HTH Travel Insurance's Xplorer Plan offers comprehensive medical insurance for individuals and families traveling outside their home country for at least three months out of the year. This plan features:

• No deductible for office visits
• No waiting periods for preventive care services
• No pre-existing condition waiting period, provided the insured has proof of prior creditable coverage

HTH Travel Insurance also offers international health insurance for students with flexible trip duration options. This plan has unlimited annual and lifetime medical care maximums and includes supplies and prescriptions. In addition to unlimited telemedicine services, the plan covers medically necessary COVID-19 testing and treatment.

Other global health and safety services available through HTH Travel Insurance include 24/7 call assistance, access to elite international doctors and hospitals, and translated medical terms.

Read HTH Worldwide Travel Insurance Review

See rates on HTH Travel Insurance's Secure Website

Best for Comparing Travel Insurance Quotes: TravelInsurance.com

• Shows results from the top-rated insurers
• Offers helpful tips and articles
• Site only shows all add-ons available at checkout
• You may prefer a company that isn't on the marketplace

Why we chose it : We picked TravelInsurance.com as the best travel insurance for comparing quotes because it allows users to quickly and easily view plan details and prices from some of the top travel insurance providers in the industry.

TravelInsurance.com is a travel insurance comparison platform that simplifies the shopping process by connecting users with top-rated carriers. It breaks down coverage options and presents policies in a simple table for easy comparison.

This marketplace simplifies the process for travelers to input their trip details and receive customized quotes based on factors such as trip cost, duration and traveler ages. The results page presents essential coverage information, reviews, ratings and a link to each provider's COVID-19 policy FAQs.

Read TravelInsurance.com Review

See rates on TravelInsurance.com's Secure Website

Quote, compare and buy in a few minutes

Best Price Guarantee By Comparing Top Policies In A Single Platform

• Buy online and get instant coverage by email
• 24/7 emergency assistance worldwide
• Policies from trusted providers
• Over 100,000 verified customers with 5-star reviews and $3.5 billion in protected trip costs
• Includes coverage from theft, trip cancellations, baggage loss and delay, medical expenses for hospital treatments

100% Digital Travel Insurance

• Cancel for any reason available
• Includes emergency medical expenses
• Quick claims & reimbursements in App with 24/7 support
• Largest selection of 100+ policies
• Coverage for trip cancellation/interruption, travel delay, medical emergency & evacuation and pre-existing conditions

Worldwide network of prescreened hospitals

• Trip Cancelations, Delays, Medical Emergencies, Lost Baggage, Unexpected Crises, And More

Over 190 years of experience

• Cancel For Any Reason availability
• Up to $250,000 in medical coverage and $1 million in evacuation

Other travel insurance companies we considered

In this section, we feature popular companies that didn't make our top picks. The table below highlights the highest coverage available for each type of benefit. Check out the full reviews to learn more about each provider:

• Tin Leg Travel Insurance Review
• TravelSafe Insurance Review
• AXA Travel Insurance Review
• Faye Travel Insurance Review
• Trawick International insurance review
• John Hancock travel insurance review
• Berkshire Hathaway Travel Protection

Trip cancellation insurance

Trip interruption insurance

Medical insurance

Baggage maximum/per item limit

Trawick International

100 to 150%

$2,000/$250

AXA Assistance USA

$3,000/$500

$2,500/$300

$1,000/$250

Berkshire Hathaway

$2,500/$250

$2,000/$500

Travel Insured International

John Hancock Insurance Agency

Travel Insurance Guide

Travel insurance reimburses you if you need to cancel or interrupt your trip early. It can also pay for stolen or lost baggage and medical expenses if you get sick or have an accident during the trip. You can purchase a single policy for a short trip, or purchase a long-term policy for frequent trips or long stays abroad.

Read on for more information on coverage benefits and tips on how to select the right type of coverage.

What does travel insurance cover?

What does travel insurance not cover, how much is travel insurance, how to get travel insurance, how much travel insurance do i need, credit card travel insurance, are there location restrictions when it comes to travel insurance.

• Travel insurance companies that cover COVID-19

Comprehensive travel insurance covers common travel issues and mishaps, from accidents to baggage delays.

The following are standard coverage options and add-ons.

• Trip cancellation insurance: refunds up to 100% of prepaid, non-refundable travel costs if you cancel an upcoming trip for eligible reasons.
• Trip interruption coverage: reimburses you for the unused portion of the trip as well as expenses you may incur to get back home. Insurers typically cap reimbursement at 150% of the cost of the trip.
• Travel delays: reimburses you (up to your policy limits) for extra expenses such as meals or lodgings during a flight delay. Insurers may also cover airport delays and any flight change fees necessary to catch up on your travel plans.
• Emergency travel medical insurance : reimburses you for medical expenses incurred during your trip, under certain circumstances. Coverage amounts for medical expenses can range from $15,000 to $50,000. Coverage may apply even if you're pregnant while traveling .
• Emergency medical evacuation: Reimburses you if you need to be evacuated to the nearest medical facility or to a facility in your country of origin. Maximum benefits usually range between $100,000 to $500,000 but can be as high as $1 million.
• Baggage and personal effects: Refunds you the cost of replacement items if your luggage is lost or delayed during your trip, typically up to $2,500. You must wait a predetermined number of hours before filing a claim and submit purchase receipts or a list of items in your luggage. Coverage may be subject to a deductible.
• Worldwide assistance: 24/7 customer service should you need assistance while traveling. This includes multilingual medical hotlines that can provide medical advice and refer you to local healthcare services.

Popular travel insurance add-ons

Here we explain a variety of add-ons or riders that allow you to increase benefit limits and cover activities that may be excluded from standard policies.

The most common exclusions in a travel insurance policy are:

• Pre-existing medical conditions
• Injuries caused by extreme sports
• Theft/loss of personal items such as electronic devices and jewelry
• Pregnancy-related conditions
• Injuries that happen while you’re intoxicated with drugs or alcohol, even if the intoxicating substance is legal to use at the destination
• Missed flights, where the traveler is at fault
• "Foreseeable events" such as epidemics and pandemics that are officially declared by federal or international health agencies. (Claims related to COVID-19 illness may be covered)

The cost of travel insurance can range from 4% to 12% of the total cost of your trip and depend on:

• Your travel destination
• The length of your trip
• The types of benefits and policy limits you select

We used an online marketplace to get quotes for a family of four taking a trip from New York City to London. Let's say that the family spent $2,200 on four tickets. Insuring all four travelers could cost between $90 to over $300.

To illustrate the potential cost of trip insurance, we calculated 6% of the cost of various trips.

Total trip cost

6% of trip cost (estimated travel insurance cost)

You can buy travel insurance after booking a flight . However, it's advisable not to delay obtaining a policy. The longer you wait between your initial trip payment and purchasing trip insurance, the greater the chance you'll miss out on valuable add-ons like coverage for pre-existing conditions and CFAR upgrades.

The best time to purchase travel insurance coverage is right after you've booked your trip’s costliest non-refundable expense, i.e., flight tickets and lodging.

1. Define your travel insurance needs

Consider your reasons for traveling and how long you'll be away, taking into account who is traveling with you as well as your planned activities.

Business travel insurance is suitable for those who travel frequently for work and need coverage for items like work laptops and phones. Vacationers who booked a cruise may need a specialized policy such as Nationwide's cruise insurance plans , while students in overseas programs should look into a plan like Trawick International Insurance for students .

2. Review the policy limits

Each travel insurance benefit has a specific payout limit, which may or may not be enough for your particular situation. For example, individuals traveling with expensive personal belongings such as cameras or jewelry may want a higher payout limit for personal effects or riders for high-value items.

3. Check the policy's fine print

Make sure the trip insurance policy you're interested in covers the activities you have planned, especially if there are recreational sports involved.

Travelers with pre-existing medical conditions should also confirm whether those are covered under their policy. If not, they may need supplemental medical coverage or a different provider.

Take a moment to check if emergency assistance services are available 24/7 and what kind of assistance you can expect should you have a medical emergency or your belongings be stolen.

4. Compare travel insurance quotes

We recommend you get insurance quotes through comparison sites and marketplaces such as InsureMyTrip.com or SquareMouth Travel Insurance . If you're traveling on a tight budget, you can still find cheap travel insurance that will cover the essentials, such as medical expenses and personal effects.

Consider the following when comparing quotes:

• Affordability
• Maximum payout limits for baggage loss or theft
• Available add-ons such as "Cancel for Any Reason"
• Policy terms regarding pre-existing medical conditions
• Minimum wait time before you can file a claim for baggage loss and trip delays
• Maximum payout limits for medical expenses and emergency evacuation

Before buying travel insurance , take stock of what losses you would incur if unforeseen events forced you to cancel the trip, or if you suffered an unexpected medical emergency.

• Non-refundable travel expenses: This includes flight tickets, lodging reservations, pet care accommodations, travel activities like guided tours and transportation expenses booked in advance.
• Potential medical emergencies: Travelers may need medical care abroad due to food poisoning, cardiovascular emergencies, endemic illnesses and injuries sustained in a motor vehicle crash. Some travel insurers recommend you get a minimum of $50,000 in emergency medical coverage for international trips and $100,000 for cruises and trips to remote locations.
• Additional coverage needs: Travelers who engage in adventure sports may need a rider to ensure medical coverage if they get injured. These sports are usually excluded from most trip insurance policies.

Many credit cards offer flight insurance and travel protection for lodging and luggage if you use the card to pay for these trip expenses. That being said, if you compare credit card travel coverage with travel insurance , you'll see that most credit cards lack benefits such as medical expenses and emergency evacuation coverage.

Read our guide to the best travel credit cards for more information on how your credit card can help you travel smarter.

Most U.S. insurance providers will not issue international travel insurance for destinations that are currently under a State Department travel advisory or where there is political unrest. Among the countries usually excluded by providers are Russia, Ukraine, Belarus, Iran, Syria, North Korea, Myanmar and Cuba.

The U.S. State Department created the Smart Traveler Enrollment Program (STEP) so travelers can stay apprised of relevant security updates from the nearest U.S. Consulate. The program is free to use and travelers can register each upcoming trip as needed. STEP is a useful tool for all travelers, no matter their destination, as it facilitates contact between them and the U.S. Embassy in case of natural disaster, civil unrest or a family emergency.

Travel insurance that covers COVID-19

All of the insurers on our list cover COVID-19 if you become sick and need medical attention abroad. Trip protection is also available if you need to cancel the trip due to a COVID-19 infection.

Does insurance cover COVID-19 testing for travel?

Travel insurance doesn't cover the cost of COVID-19 tests prior to your trip. It may cover COVID-19 tests during your trip if you get sick and a doctor requires a test to diagnose you.

Alternatively, low or no-cost COVID testing may be available at a health center near you if you need to get tested before departing.

Latest News on Travel Insurance

• Travel insurance is mainly used for international trips but insurers also sell policies for domestic travel. Check out our guide to domestic travel insurance to determine whether this coverage is necessary for your trip within the U.S.
• Planning a trip to a European destination within the Schengen area? You'll need a Schengen visa and proof of medical insurance coverage. Read our Schengen travel insurance guide to learn more about this requirement
• Southwest now offers a rare (and valuable) welcome bonus if you sign up for the airline's credit card: a complimentary extra ticket (minus taxes and fees) for one travel companion once you purchase a Southwest ticket. To unlock this bonus, you must spend $4,000 within the first three months after you open a Southwest credit card account.
• Travel search engine Kayak unveiled a calculator that can help you budget for vacations . The Vacay Valuator is a free tool that tallies how much you'd save if you cut certain expenses for a specific length of time and matches you with flights within that price range.

Now that the holiday season has passed, it's time to start planning this year's adventures. Check out the following travel guides to plan your next trip in 2024:

• Best Places to Travel in Spring
• Best Places to Travel in Fall
• Best Places to Travel in Winter

Travel Insurance FAQs

What is a pre-existing condition for travel insurance.

Pre-existing conditions are illnesses or injuries diagnosed by a medical professional 60 to 180 days before you purchased the policy.

Providers may define pre-existing conditions differently, so ask your insurer about this, even if you qualify for a pre-existing condition waiver . Misunderstanding the terms and conditions of your policy could lead to your claim being denied.

Do I need travel insurance?

Travel insurance can be worth it , especially if you're traveling internationally and have covered non-refundable expenses upfront. It serves as a financial safety net, covering unforeseen events before or during your trip. It includes flight insurance and covers medical expenses and/or reservation costs if you get sick or need to cancel or interrupt your trip.

Having said that, this coverage isn't necessary if you can already get reimbursed for a canceled trip. This can happen, for example, if you reserve your trip with a credit card that offers travel insurance as a perk.

How does travel insurance work?

Travel insurance reimburses you for expenses or losses incurred before or during your trip, provided they are covered under your policy. It's more commonly associated with medical emergencies, but it also covers prepaid expenses like airfare, accommodations, tours and more.

If you suffer a covered loss, you'll need to file a claim and provide evidence of the loss. The insurance provider will then analyze your claim and reimburse you if it's covered under the policy. If the claim is denied, you can always appeal the decision.

What is the best travel insurance?

Can i cancel a flight and get a refund.

You can cancel a flight and get a full refund if you cancel within 24 hours of purchasing the tickets, according to the Department of Transportation. (This applies to airline tickets purchased at least seven days before departure.)

Once 24 hours have passed, all airlines allow you to cancel a flight and many offer a refund, credit or voucher. What you get will depend on the airline's policies and the type of flight you purchase.

To ensure you obtain a refund for your flight you should buy a policy that includes a cancel for any reason rider.

When is it too late to buy travel insurance?

Policies purchased at the last minute cover the basics: trip interruptions and delays, medical emergencies, and baggage loss or theft. You will miss out on valuable benefits such as "cancel for any reason," "trip interruption for any reason" and waivers for pre-existing medical conditions.

How We Chose the Best Travel Insurance Companies

As part of our methodology, we gathered travel insurance quotes from online comparison site Travelinsurance.com using the following profile:

• Family of four traveling from New York City to London
• $2,200 on flight tickets for all four travelers

We then reviewed the available plans and looked at the following factors to evaluate and compare each company:

• Plans and coverage: We looked for insurers with a variety of plans and the ability to customize the policy with upgrades. We focused on companies offering unique add-ons, such as coverage for extreme sports and lost gear or equipment.
• Ease of use: We considered how easily you could get a quote and understand the policy information. Most of these companies either offer just a few plans to keep things simple or provide a comparison page where you can quickly spot the differences in each plan.
• Customer service and support: Factors like a 24/7 hotline and an established network of global resources to help in an emergency indicate a company is well-prepared to respond to customer needs. We gave extra points to companies with mobile apps, multiple ways of accessing customer support and added perks like concierge and translation services.
• Reputation : To gauge each company’s reputation, we evaluated factors such as customer feedback and ratings, years in business and financial stability as evidenced by AM Best financial strength ratings.

Summary of Money's 9 Best Travel Insurance Companies of May 2024

• Seven Corners – Best for Large Groups
• Generali Global Assistance – Best for Emergency Support Services
• World Nomads – Best for Adventure Sports Coverage
• Nationwide – Best Cruise Travel Insurance
• Travelex – Best for Families with Children
• Allianz Travel – Best for Business Travel
• AIG Travel Guard – Best for Add-Ons
• HTH Travel Insurance – Best for Long-Term Insurance for International Travel
• TravelInsurance.com – Best for Comparing Travel Insurance Quotes