Wendy Wu Tours announced a major expansion of its UK trade team, after agents delivered phenomenal growth across 2023 and 2024 and propelled 2025 towards becoming the company’s most successful year in history.
Sales in the North and Scotland have soared an extraordinary +35% year-on-year, outpacing the national average increase of +20%.
With demand surging to unprecedented levels and departures selling out up to 12 months in advance, the operator is investing in its biggest-ever trade expansion — putting more boots on the ground, more resources in the regions, and more power directly in the hands of agents.
From October, agents in Scotland and the Northwest will each have their own dedicated Business Development Manager, ensuring more visits, more training, more events, and more tailored campaigns than ever before. Until now, the entire North and Scotland — representing 50% of the UK — was managed as a single territory, but with demand skyrocketing, Wendy Wu Tours is doubling down on support.
The new BDMs will spearhead regional campaigns aligned to local departure airports, replicating the hugely successful Irish model where bespoke flight-inclusive offers have delivered record-breaking results. At the same time, demand for the touring specialist’s product continues to soar, with expanded capacity across China and Japan and the Cruise & Tour collection selling out departures more than a year in advance.
Alongside the regional appointments, Wendy Wu Tours has unveiled the creation of its first-ever National Account Manager role, with long-standing trade team member Sandra Foreman stepping into the position. Sandra has been with the company since 2019 and has been instrumental in doubling the size of its number one UK account over the past five years.
With her strong background in retail travel, she brings a deep understanding of frontline agents’ needs as well as the commercial landscape, making her ideally placed to lead on national campaigns.
In her new role, Sandra will provide a single, proactive point of contact for key accounts, working closely with the BDM team to deliver tactical initiatives, identify trends and drive win-win outcomes. For agents, her appointment means sharper campaigns, stronger collaboration, and a dedicated champion at the highest level of trade engagement.
Gary King, Head of Trade Sales at Wendy Wu Tours, said: “Without our trade partners, there is no Wendy Wu Tours. Agents have fuelled the biggest growth in our history – and this expansion is for them, by them. A bigger team means more support, and more support means more sales.
King continued, “By splitting the North and Scotland, creating specialist BDMs, and appointing a National Account Manager in Sandra, we’re putting the trade first and giving every agent the time, tools, and tailored campaigns they need to succeed.”
