Become a special agent for Canada

Do clients ask for white-water rafting, a city foodie tour or an indigenous cultural experience? Destination Canada’s new agent training programme has all the answers, says Charlotte Flach

Whether you’re looking to sell Northern Lights experiences, iconic train journeys or where to walk amongst flora and fauna, Destination Canada’s new Canada Specialist Agent (CSP) training programme will put you head and shoulders above your competitors.

The refreshed training platform, which will go live in November, features modules built completely from scratch with content designed to enlighten agents and help them cash in on the wave of interest in Canadian holidays following the travel lull caused by the pandemic.

“We are thrilled to be bringing a new approach to training UK travel agents in selling Canada,” says Adam Hanmer, Travel Trade Manager, Destination Canada UK.

“We hope even those who have engaged in previous training modules will participate and refresh their knowledge. We know Canada is in demand and we want to make sure the industry is equipped and has the right tools to convert the enquiries into meaningful bookings with happy clients.”

Canada is on or near the top of those destinations Brits want to travel to post-pandemic, and the CSP allows agents to capitalize on that by showcasing their expertise to clinch sales.

“We have built up a loyal group of Canada Specialists who consistently deliver high-value bookings to Canada. Agents who get to grips with selling Canada coast to coast and across four seasons will enjoy healthy commissions and happy clients,” adds Hanmer.

The destination’s Elite programme is also still very much in operation and will be expanded, he confirms. “We are always looking to identify top selling agents to join our Elite programme, and will support them with bespoke training and exclusive FAM trips.”

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What is it?

Over 40 modules will eventually go live, providing agents with an interactive learning experience to learn in-depth about Canada. Key elements will be audio visual components, interactive questions, shareable content and the chance to move up special tiers as agents progress.

Agents can learn directly from experts – and, importantly at this time of new working arrangements – at their own pace, with 24/7 access to the platform on tablets, phones or through a browser. The ‘Retain’ section condenses product knowledge from training into a resource which can be accessed whenever needed – for example an impromptu sales presentation with clients.

Once the modules have been completed, a downloadble certificate illustrates the agent’s qualification.

Share the Experience

More experienced agents can move into modules that include Food and Drink, Wildlife Watching, Adventure and Activities, Winter Wonderland, Indigenous Tourism, Legendary Canada and Trip ideas.

From indigenous food trucks to seafood fare, they will discover how visitors are spoilt for choice, with vintage wines and modern craft brews to wash it down with. There are tips on wildlife bucket list activities such as whale and bear watching, plus ideas for adventure activities in the different seasons.

Canada doesn’t shirk away from winter, which is why an entire section will focus on skiing, winter sports and Northern Lights spotting. While a module on Indigenous tourism will detail the cultural heritage of Canada’s first inhabitants.

Agents will also be equipped with detailed summaries of lodges, unique accommodation (such as castles of the north), and how to access remote locations in style by helicopter and float plane.

To advise those selling to travellers who want to see as much of the country as they can on a single trip, agents can tap into a module for suggested regional, multi-province and cross country multi-destination itineraries.

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Provinces and Territories

To really showcase their in-depth expertise, agents can drill down into specifics with an introduction to culture and history highlights, followed by Getting Here and Getting Around, City Sights, Urban Stays, Outdoor Adventures, Countryside Stays, Favourite Itineraries and Working With Us.

Modules will break down time zones; air and other transport including regional city links; popular sightseeing and attractions, as well as neighborhoods travellers should have on their radars.

There are suggestions for both urban and countryside retreats, with a look at popular outdoor activities and which companies they can be booked with, and suggested 24- and 48-hour itineraries to appeal to a variety of interests.

A sales support section will offer trade events and resources for each province.

Module teasers

The Foundation: The ‘building bricks’ and base knowledge of any agent’s Canada selling power, these modules will include sections that include Welcome to Canada, Vibrant Cities, Wide Open Spaces and Culture and History.

Helpful overviews of the regions and cities, from Newfoundland and Labrador to Vancouver and Victoria, will explore all the key iconic sights and attractions to mention to clients.

Canada’s abundance of vast and wild open spaces make it a top destination for visiting national parks and marine conservation areas. Agents will learn what unique attractions each one has to offer, such as sightings of rare birds, and how to advise clients to get there.

Lastly, learn about some of the nation’s three groups of Indigenous peoples, each with their own distinct cultures, arts and sciences. Find out the best spots for your clients to relive history, including museums and UNESCO World Heritage sites. There is also a section detailing festivals and events celebrating both traditional life and modern interests.

Why would I benefit from becoming a Canada Specialist?

Differentiate yourself and your agency from others by becoming a Canada expert

Earn a qualification to add to your CV

Increase your commission through learning how to upsell and suggest ‘add ons’

Receive priority access to Canada FAM trips, training incentives and both live and virtual events

Engage with other agents who are Canada experts

Gain confidence in how to sell the right trip to the right client

Register here: