5 business books every tour operator should own

First published on April 3, 2017
Last updated on May 23, 2023
If you enjoy a good read and want to improve your business, why not take a look at these books.


In the era of Facebook news, the wisdom gleaned from books can be easily forgotten. After chatting with some tour operators, we’ve found some great reads that will inspire, educate and provide food for thought. Grab a cup of tea and check out our list of books that all tourism operators must read.

Screw it, Let’s do it! By Richard Branson

Richard BransonWhen irony is running riot and being cool is the new black, Branson’s exuberant energy and positivity are refreshing. As Sir Branson himself says: My motto really is: ‘Screw it – just do it!’ I know many people say ‘no’, or ‘let me think about it’, as an almost Pavlovian response when asked a question, whether it’s about something small and insignificant or big and revolutionary… If something is a good idea, my way is to say ‘Yes, I’ll consider it’ – and then to work out how to make it happen. Of course, I don’t say yes to everything. But what is worse: making the occasional mistake or having a closed mind and missing opportunities?
All of Branson’s works are like the man himself: Entertaining, shrewd and informative. However, there’s a reason that Screw it, Let’s do it! continues to sell a decade after it was first published: Branson and his infectious focus on making what you do your passion and ensuring that whatever challenges you’re facing, remember that life is short and should be well-lived. So make it fun — for yourself and for those around you. An inspiring easy read.

Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World by Gary Vaynerchuk

Gary VaynerchukBusiness owner and marketing guru Gary Vaynerchuk is known as a social media pioneer. He spearheaded the approach jab, jab, jab, hook. The titular ‘jabs’ and ‘hooks’ refer to content and messaging.
His theory is to not just bombard your ideal customer with crass emails and social media posts (aka the right hook). He instead suggests luring your customer with content that appeals to them (the jabs). Put in an inspiring quote, or retweet an interesting article. Demonstrate that your business is comprised of relatable, fun, flesh and blood people, rather than just a sales bot.

The 4-Hour Work Week by Tim Ferriss


Tim Ferris

The 4-Hour Work Week has sold over 1,350, 000 copies worldwide, has been translated into 35 languages and led the New York Times to label its author a cross between ‘Jack Welch and Buddha.’ While this seems extreme, the inherent message of the book is important: Working many hours doesn’t necessarily equate to being productive.
Ferriss advocates looking at your set-up and examining whether the hours you have are working for you and your staff. With lots of case studies, interviews and tips on how real businesses have gotten more from less, this book is a great tool to start thinking about how you can make your operation smarter and more agile.

The 7 Habits of Highly Effective People by Stephen R. Covey

Stephen R Covey

This is a classic of the genre. It’s approach isn’t fussy or corporate, rather it is a value-driven look at what it takes to live a well-rounded life. It’s a very simple approach to how to properly prioritise what is important and how we follow it. Still as relevant as it was when it was written in 1989.

Down Under by Bill Bryson

Bill BrysonBill Bryson’s Down Under may not help you transform your business model, or inspire you to expand your social media strategy. However, this is one of the most charming, thought-provoking books written about travelling Australia.
Reading this book makes you imagine being on a train with a funny, enthusiastic, knowledgeable friend whose curiosity and enthusiasm allows you to see Australia through a fresh lens. It’s also a welcome, well-written reminder that we are lucky to be in this business.
We hope that our list has given you some great food for thought![/vc_column_text][/vc_column][/vc_row][vc_row full_height=”yes” inner_container=”no” type=”image” bg_attachment=”true” enable_parallax=”false” padding_top=”0″ padding_bottom=”0″ bg_image=”11186″][vc_column][/vc_column][/vc_row][vc_row section_type=”alternate” margin_top=”0″][vc_column width=”1/4″][vc_single_image image=”11172″ img_size=”full” alignment=”center” style=”vc_box_border_circle”][vc_column_text]Warrick Wintle
Chief Pilot, Dragonfly UAV

Based in Queensland, Australia
Travels within Australia and internationally.[/vc_column_text][/vc_column][vc_column width=”3/4″][vc_column_text]

Drone / UAV Photography and Videography


Gone are the days when you needed to hire a helicopter, pilot and photographer to photograph your business from above. Drone Technology makes this all possible, at a much lower cost.

Warrick is a CASA certified UAV (Drone) pilot who specialises in tourism.  Whether you need a few aerial photos. a web-ready video or 4K images for a TV commercial he’s your man.

He has extensive experience shooting from above and creating short and punchy videos for your business.

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