Dive Travel Business Course at Dema 2025

Learn how to properly plan and execute a successful and profitable dive travel program in your local dive shop. Since 2012 Fly & Sea Dive Adventures has offered this comprehensive Dive Travel Business Course, both at DEMA, as well as on their Fam trips. Having been in business as a dive travel wholesaler since 1997, our main goal is to support dive retailers with all things dive travel.

The course is presented by former dive shop owner Rick Heydel, who has conducted more than 200 hosted group trips globally. He is supported by Fly & Sea Staff Edina Beeby (groups manager) and Petra Hermes (owner).

There are 6 different modules (see topics below), of which we are offering 2 as stand alone more in-depth workshops on Tuesday and Wednesday (see below for more details.

This hands-on course is geared towards dive shop owners and managers. Topics include planning for profit, getting staff onboard, how to lead a trip well, dive destinations overview, marketing and much more. You will come away with many practical tools including work-sheets you can immediately put into practice.

When: Monday, November 10, 1PM – 5PM (Plus optional add-ons Tuesday + Wednesday, see below)

Where: Orlando Convention Centre, West Hall, Room W307A

Cost: $75USD/person or $150USD for up to 4 people from the same dive shop ($40USD/person for partners). Includes course material in printed and digital form.

There is a lot of material to cover in this comprehensive course. That’s why we are dedicating additional time to 2 topics. This way we can cover the material more in depth. See below for times and details.

* Please click here to register *. Pre-registration is required.

After completion of your registration you can pay the applicable fee through this link.  Under “destination” please reference “Dema Course”

Optional Add-ons:

Tuesday, November 11, 9:15 -10:45 AM: Effective Marketing. From Word of Mouth to Social Media – learn the how and who of effective dive travel marketing in your dive shop. This stand-alone hands-on course is an extension of our main dive travel business course but can also be taken on its own. Cost: $20/person or max $50/dive shop

Tuesday, November 11, 5:00 PM: Belonging Beneath the Surface. Building Loyalty Through Dive Travel.  Dive travel is more than just a trip—it’s a powerful tool for building lasting relationships and community. In this session, we’ll explore how to turn group travel into a loyalty engine by creating experiences that foster connection, trust, and a sense of belonging. Learn how to design trips that go beyond logistics and leave a lasting emotional impact, keeping your clients coming back year after year—not just for the dives, but for the people and purpose behind them.

Cost: $20/person or max $50/dive shop

Wednesday, November 12, 9:00 AM: Belonging Beneath the Surface. Building Loyalty Through Dive Travel.  Dive travel is more than just a trip—it’s a powerful tool for building lasting relationships and community. In this session, we’ll explore how to turn group travel into a loyalty engine by creating experiences that foster connection, trust, and a sense of belonging. Learn how to design trips that go beyond logistics and leave a lasting emotional impact, keeping your clients coming back year after year—not just for the dives, but for the people and purpose behind them.

Cost: $20/person or max $50/dive shop

We are excited to have you join us and are confident that you will be better equipped to run a successful dive travel program.

Highlights of the DIVE TRAVEL BUSINESS COURSE include:

• Creating a dive travel business plan
• Unlocking the wonderful world of diving
• The key to success – offer a travel program, not trips.
• All aboard – how to train and motivate your staff to sell travel
• Terminology, reading contracts
• Promotions that work
• Pricing for profit
• Cash flow and minimizing risks
• How to lead a group well
• Making money on Individual travel sales
  PLUS:
  Many of the “tricks of the trade” used by successful dive shops who make big money with dive travel.
  Learn from the Travel Pros and share ideas with your successful peers!

Can’t be there on Monday yet? Here is a listing of our complimentary seminars during the show!