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04/07/2017

News release - Issued by Make It York

York makes group travel début in Germany

York will be represented for the first time at Europe’s largest coach and group travel
exhibition, “RDA Group Travel Expo”, which takes place from 4 to 5 July in Cologne this week, in a bid to encourage overseas trade operators to include the city in their holiday itineraries and holiday packages for 2018 and beyond.

Visit York will participate in the RDA workshop at the expo as part of its ongoing drive to attract new visitors internationally. The two day expo will put York in front of an
engaged audience of coach tourism companies, group travel organisers and coach
holiday suppliers from all over the world, with the aim of boosting coach business from
overseas. In preparation for the expo, Visit York has produced new marketing collateral in German to communicate directly and efficiently with delegates attending the show. The leaflet provides travel, excursion, dining and accommodation recommendations for groups travelling to the Yorkshire city from Europe.

The RDA Group Travel Expo, which has taken place every year since 1975, attracts over 3,000 visitors from across the globe, each with a specialist interest in group and coach travel. As well as providing a dedicated opportunity for providers and operators to
network and do business, the event is also highly regarded among industry professionals as a leading source of current group tourism knowledge and expertise.

Germany is York’s 4th biggest inbound market, with 5% of York’s 231,000 overseas visi-tors arriving each year. (Top market is the US with 16%, China and Australia both on 9%). Germany has consistently been in the top five overseas markets for at least the last ten years. The average length of stay of a German visitor is 2.6 nights (compared to the average of 2.9 nights for all overseas visitors). 1 in 3 inbound visitors to York are from Europe, with Germans accounting for 15% of all European visitors. Germany is York’s top European market, with Spain and France close behind

According to the national tourism agency VisitBritain, the German inbound market is expected to grow steadily for the UK over the next decade, which York is set to capital-ize on. Shopping is the top activity, with built heritage sites also being very important attractions for German visitors.

Exhibitors at the RDA Group Travel Expo range from accommodation providers,
sea carriers, theme parks, tourist boards, group travel wholesalers and visitor attrac-tions, right through to independent, family-run restaurants and hotels throughout main-land Europe, Asia and Australia. Visit York will be representing a host of York-based business that fall into these and many other categories including York Minster, the Na-tional Railway Museum, York’s Chocolate Story and The Grand Hotel & Spa, to name a few, which, collectively, give the city a broad appeal as a coach-friendly destination.

Michelle Brown, Marketing Manager, Visit York commented: “We’re excited to be tak-ing part in the RDA workshop in Cologne for the first time this year. The event has a strong reputation among coach and group travel networks across the world. Visit York’s participation in the event is part of our wider international campaign to attract visitors from our key target markets. Germany is now York’s fourth largest In-coming interna-tional market in terms of visitors and we are keen to make sure York is front-of-mind for new operator programmes, as well as existing ones.”

ENDS


Notes to editors

About Make It York
Make It York’s purpose is to develop and promote the city and its surroundings – nation-ally and internationally - as a vibrant and attractive place to live, visit, study, work and do business. The company’s remit covers leisure and business tourism, city centre man-agement, festivals and events, business support and inward investment.

Visit York is a part of Make It York and is the leisure tourism brand
Under the brand Visit York, Make It York’s aim is to market York as a must-see world-class destination to the leisure visitor and ensure investment to develop the quality of tourism in York.

FACTS and FIGURES
Key tourism facts:
6.9 million visitors annually, £564 million total visitor spend, supporting 19,000 jobs

*Data is sourced from the annual Economic Impact Survey using the Cambridge Model – (one of the standard tourism models, the other being STEAM), using Visit York’s locally collected data from the Annual Visitor Survey as inputs.