Key Facts
- Germany is Britain's 3rd most important market for visits (2nd for spend)
- It is York's 4th largest international market (5%). Featuring in the top 5 over the last 10 years.
- 62% of holiday visitors are making a repeat visit to Britain.
- Virtually all holiday and business visitors are German but one in five of visiting friends and relations (VFR) visitors are British nationals.
With Germany coming in as York’s 4th largest international market, there are plenty of reasons to target this market, average length of stay, spend and product fit are strong factors. Holiday visits typically last from 4-7 days in UK. Visiting built heritage sites rates as one of the most popular activities undertaken, especially visiting castles and famous sites.
Marketing activity targeting the German market:
- An A5 brochure translated into German. Key partner venue details included.
- Distribution of the new brochure will be to a select number of key trade accounts in Germany and using VB trade channels and eNewsletters
- Active usage of a German travel trade database (approx. 200 contacts)
On Territory Activity
- Investigating attending RDA Koln or other sales mission to Germany for 2018
Online Activity
- Creation of a German landing page on visityork.org - pages to include a toolkit for German operators
- Creation of a new German trade eNewsletter (quarterly). Key partner content to be included.
- Agent North training programme in German.
- Video with German subtitles
For more information on our marketing activity in Germany, contact Michelle Brown, Marketing Manager (Leisure), Email: michelle.brown@makeityork.com, Tel: 01904 554456.
