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International Campaign - Germany


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:

Our programme of German marketing activity includes:

  • York will be re-producing an A5 brochure translated into German.  Key partner venue details will be 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)
  • Investigating a partnership with Dr Patrick Patridge in Frankfurt am Main to run a trade and PR campaign in Germany on our behalf.

On Territory Activity

  • Investigating attending RDA Koln or other sales mission to Germany for 2017/18

Online Activity

  • Creation of a German landing page on visityork.org/trade York trade 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.

 


York makes group travel début in Germany

York was represented for the first time at Europe's largest coach and group travel exhibition RDA Group Travel Expo on 4-5 July 2017 in Cologne. 

The two day expo puts 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.

'York - Ihr Reiseführer 2017/18' has been produced in German, providing travel, excursion, dining and accommodation recommendations for groups travelling to York from Europe.


Visit York Member contact

For all enquiries, please contact the Visit York Business Engagement Team:

Tel: 01904 554650  |  Email: membership@visityork.org


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