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Who We Are

The Relate Strategy Group is an independent provider of relationship-driven marketing, representation and professional development for travel, tourism and hospitality industries.


Our story & Values


Our Story

Founded in 2010, the Relate Strategy Group offers relationship powered professional development, trade marketing, tourism representation and expertise.

Our world-class and well-traveled team of strategists, consultants, educators and established brand representatives design and implement personal, masterful, energetic and commercially aware solutions to travel trade development, sales, marketing and educational needs.

Our impressive network includes more than 22,000 professional travel planner, tour operator and industry buyer companies. Each year we conduct a wide variety of market research projects, planning sessions, sales programs, marketing initiatives and training activities that help destination marketers and travel suppliers capitalize on tourism - one of the world’s largest industries. 

In 2019, Fire Starter Brands evolved to become the Relate Strategy Group with a greater emphasis on its role as a relationship builder, industry innovator, trusted partner and leading source for practical, applied field knowledge.

Our Values

Relationship Driven…

Our work is powered by our ability to strengthen the relationships people have with travel experiences, knowledge, technology and each other.

The Right Fit…

We believe that the best results come from honest, passionate people and organizations, dedicated to improving themselves and helping others.

Each member of our team and every member of our trusted network is valuable. We work together to provide life-changing and enriching experiences to those who explore the globe.


We are as we present ourselves, true to our word and purpose.

They provide an incredible resource to the travel industry. They know what sells, how to market it and all the right people to market too. We appreciate the work they’ve done for us.
— Liz Bittner, Travel South USA

Our Reach


Great product is nothing without a willing audience. We have spent thousands of hours cultivating the travel industry’s most comprehensive network of high-volume domestic and international packaged travel buyers.

I’m thrilled by our relationship with Relate Strategy Group. They pick up where the trade associations are missing, creating a snowball effect. Everything we learn from their partners helps us over and over again.

Denise, Metro Tours

The 22,000 active contacts in our network influence more than 100 million trips each year.

These product managers, tour planners, travel leaders, product managers, platform executives and business owners extend our clients’ reach to more than 160,000 agents, planners & travel sales people around the globe.

Connecting you to more than 150,000 travel planners, agents and operators worldwide.

Connecting you to more than 150,000 travel planners, agents and operators worldwide.

In addition to our buyer network, we maintain contact with nearly 16,000 industry suppliers - destination marketers, product & service providers and industry executives who are active in the travel trade, generating countless valuable leads, referrals and introductions each quarter.

Our proprietary data management tools include hundreds of data points on each tour operator, wholesaler, group tour planner and online travel agent account, keeping us organized and bringing powerful sort & filter options to each campaign we deliver. With the help of some pretty complex technology, we’re the ONLY tourism representation firm able to both qualify and quantify the impressive benefits of trade representation.




Learn more about our incredible team by clicking on the photos below.

Our Data Team…

tourism data information

We’ve got an entire team devoted to information, providing us and our clients with the insight, information and support we need to create smart tourism & training strategies, deliver quantifiable results and connect our clients to the people, distribution and knowledge they need to grow their travel economies, businesses and careers.


We are proud members