Back-Roads Touring has launched a bold new brand refresh as it looks ahead to 2025 and beyond, reinforcing its position as the leader in premium small group tours across the UK and Europe.
Inspired by its belief in “The Road Less Travelled,” the refresh includes a vibrant new logo, refined visual elements, and modern colour palette – all designed to reflect the spirit of curiosity and connection that defines the Back-Roads Touring experience.
This new direction strengthens the brand’s commitment to immersive journeys, expert-led exploration, and authentic local encounters.
A new chapter in small group touring
The refresh also introduces updated travel materials, redesigned brochures, and a refreshed website to make trip planning even easier. The new visual identity captures the essence of each journey – intimate group sizes, hand-picked accommodation, scenic routes, and off-the-beaten-track destinations, with a strong focus on sustainability and cultural connection.
With over 30 years of experience, Back-Roads Touring continues to evolve to meet the expectations of modern travellers while staying true to its roots. The brand refresh marks the beginning of an exciting new chapter as it prepares for another year of unforgettable adventures.
Exclusive 2026 Spain famil and new agent rewards program
Back-Roads Touring is recognising and rewarding its trade partners with the launch of two major initiatives this May – an exclusive 2026 famil to Northern Spain and the introduction of the all-new Wayfinders rewards program for top-selling agents in Australia and New Zealand.
The 10-day Highlights of Northern Spain famil will showcase the Back-Roads difference with immersive small-group touring from Bilbao to Barcelona. Twelve top-selling advisors and one wildcard entry will secure a place on this hosted famil, which includes return flights, boutique accommodation and authentic cultural experiences. To be in the running, agents must book and deposit any Back-Roads product between 1 May and 30 June 2025, with winners announced by 15 July.
New Wayfinders rewards program and bonus perks for advisors
Launching on 12 May, the new Wayfinders program will recognise top performers with exclusive benefits including priority support, early access to campaigns and famils, enhanced status, insider updates, and tailored tools to grow sales. Advisors can also earn a complimentary tour seat via the ongoing ‘Sell 12’ incentive and enjoy generous agent and companion discounts on select departures.
Back-Roads Touring General Manager APAC Anna Fawcett said the initiatives align with the brand’s recent refresh and ongoing commitment to agent support.
“This is our way of giving back to the advisors who champion Back-Roads and understand the unique value we bring to small-group travel.”
For more information, visit Made for Trade or contact your local BDM or the Customer
Service team.
