A brand refresh and booking incentive mark a bold new chapter for the small group touring experts in 2025!
Back-Roads Touring has officially launched its refreshed brand identity—its first in more than a decade—marking a new phase of growth for the company as it continues to lead the way in expertly crafted small group tours across the UK and Europe.
The new look was revealed alongside the opening of Back-Roads’ 2026 season, now available to book, and supported by a limited-time price-freeze promotion: clients can lock in 2026 departures at 2025 prices if booked by 30 June 2025.
The campaign is underpinned by Back-Roads’ biggest brand push yet and extensive research into what today’s mature travellers really want. According to findings, 83% of customers prefer small-group travel—a sweet spot Back-Roads has been perfecting for almost 40 years.
Modernised look, same trusted expertise
While the tours haven’t changed, the visual identity has. Key updates include:
- A new strapline: ‘Expertly crafted small group tours’
- A reimagined logo and symbol known as the ‘Waystone’, inspired by traditional guide markers and the idea of discovery
The refresh aims to maintain the brand’s connection to its loyal audience while appealing to a new generation of travellers aged 55+ looking for premium, culturally rich experiences.
“Our core product hasn’t changed—it’s still small group touring, done right,” said Anna Fawcett, General Manager APAC. “But our look and our message are now aligned with where we’re headed as a brand. It’s an evolution that speaks to our depth of knowledge, and the one-of-a-kind experiences we create on roads less travelled.”
How agents can leverage the refresh
With nearly four decades of experience and a Net Promoter Score (NPS) of 86, Back-Roads remains one of the most trusted small group touring brands on the market. The refresh is designed to boost awareness and make it easier for agents to sell, with a more contemporary appeal and clear value proposition.
The price-freeze incentive gives advisors a timely hook to drive bookings ahead of the usual rate increases. It’s also a great way to introduce the brand’s new identity to clients who might not yet be familiar.
Back-Roads is supporting the release with a full marketing campaign and updated assets.
What’s new in 2026?
The 2026 program features a 12% increase in departures across the UK and Europe, plus one new itinerary: a nine-day ‘A Taste of Medieval Italy’ tour through the culinary and cultural heart of Emilia Romagna.
Capped group sizes (max. 18 guests), leisurely pacing, and regional deep dives continue to set it apart, with itineraries designed for curious, experienced travellers who want to go beyond the big coach experience.
Ready to explore more?
Visit backroadstouring.com or contact your local BDM to access trade resources, and updated sales tools.
Bookings are open now, and the price-freeze ends 30 June 2025.
Terms and conditions apply.
This article is brought to you by Back-Roads:
