Work is now well underway on the Northern Tourism Growth Fund project which has seen an investment of £20m into promoting the North of England to key international markets.
Those target markets are the USA, China, Australia, New Zealand, Germany and the Netherlands. Work strands include leisure, travel trade, business tourism, digital, PR and connectivity. This fund is being managed by VisitEngland, working closely with international delivery partner VisitBritain and partner organisations from across the North of England, including 38 destinations.
To date activity has included:
- working with carriers including promotion of the new route in from Newark, US to Newcastle, plus an enhanced presence at Destination Britain America in Mexico and Destination Britain China in Beijing.Dedicated themed events and Northern presentations were given to the buyers.
- A co-ordinated Northern presence at Vakantiebeurs in Utrecht in January and ITB Berlin in March. A large scale campaign with P&O Ferries is also underway.
- A full programme of welcome training for both the Chinese and German markets.
The programme aims to deliver an additional 2m visitor nights to the North of England equating to £177m in international visitor expenditure and create 3,280 jobs.
Make It York has been leading on the development of an online agent training programme to inspire and educate overseas travel agents and tour operators about Northern England’s tourism destinations. By late summer, 13,000 travel agents in North America, Australia, Germany, the Netherlands and China will be licensed to thrill, having completed the new course, and received an ‘Agent North’ certificate.
On completion of the course agents are entered into a prize draw to win a holiday including flights to the North of England plus numerous complimentary tickets to events and attractions etc. To encourage completion and avoid drop out agents will be offered complimentary Amazon and Starbucks vouchers throughout the programme.
Agent North features tourism businesses with commissionable products across the North East, North West and Yorkshire and Humberside and will be distributed online by trade specialists Travelport.
The programme will be a legacy piece of work for the Northern Tourism Growth Fund and will continue to be hosted online until March 2017 with ongoing distribution.
See www.agent-north.com to view the programme
For more information contact:
Elaine Moss, Senior Marketing Executive on Elaine.firstname.lastname@example.org or
Michelle Brown, Leisure Marketing Manager on email@example.com.
FREE Supplier Directory on VisitBritain’s trade website
In response to demand from travel trade, the VisitBritain Trade Website now features a supplier directory. This innovative new feature enables all UK stakeholders, including destinations, to create their own listing that will be able to be viewed and searched by the international trade looking to source product to Britain. As part of the Northern Tourism Growth Fund programme, the aim is to get as much Northern England product onto this directory as possible, so that the travel trade can access the information and contacts they need.
Create a listing for free on the trade website which will then be searchable by international trade.
For more information and to create a listing on the Supplier Directory, please visit https://www.visitbritain.org/supplier-directory-itinerary-builder or please contact Cheryl.Bristow@visitbritain.org