SCOTTSDALE, Ariz. — Swain Tours does not, in fact, sell tours. In order to help get that message across to travel agents and travelers, the company will become Swain Destinations, effective Jan. 6.

The rebranded company’s new slogan will be “customizing the travel experience,” said Ian Swain, co-founder and president of Swain Tours, at the U.S. Tour Operators Association's annual conference here.

The 27-year-old company began as Swain Australia, selling independent travel packages from the U.S. to Australia.

Swain then expanded to include Africa and Asia, and rebranded as Swain Tours in 2003. The connotation is that Swain Tours sells escorted tours, which it doesn’t. Swain remains focused on independent and custom travel to Australia, New Zealand, the South Pacific, Asia, India, the Middle East and Africa.

With the relaunch of Swain Tours as Swain Destinations in January, the company will unveil a revamped travel agent website, which will display sample itineraries that agents can send to their clients, in addition to a series of webinars about Swain destinations and suppliers.

According to marketing manager Ian Swain II, the new website will also feature greater social media integration.

Agents will still need to call to book, since an average Swain booking has between 40 and 50 components, according to Ian Swain.

Heading into 2014, Swain said that family travel to Australia is strong and luxury travel to Africa is trending well.

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