York tourism campaign to target visitors from USA, New Zealand, Australia and China


PEOPLE as far away as New Zealand, Australia and China will be targeted in a new campaign to promote the city of York.

Visit York launched a new international marketing campaign this week to coincide with World Tourism Day, in an effort to attract new visitors to the city, with the campaign also taking place in the USA, Germany and the Netherlands.

The organisation is in Los Angeles this week to attend the Destination Britain travel convention, meeting meeting 40 of the USA’s top tour operators to convince them to put York into their 2019/20 holiday brochures. The city will also be promoted at the VisitBritain Explore GB event next year.

New digital marketing will target German and Dutch tour operators and encourage them to promote York in their 2019 holiday brochures, and a new programme of training will be rolled out next year to help more of the city’s visitor attractions become ‘China Friendly’, and 35,000 copies of the York Visitor Guide to be published in Mandarin and distributed at visa centres in China, on incoming airlines, and at airport lounges and hotels.

Michelle Brown, marketing manager at Visit York, said: “This new international campaign will see us doing business with up to 500 international buyers and media from six key overseas markets. The US remains our number one priority market and we know our American visitors love the history and heritage we have to offer. We have a perfect opportunity now, with exchange rates delivering good value for money for overseas visitors and more airline routes into the North, to showcase York more than ever before.”

Sally Greenaway, head of Visit York, said: “York is rich in history and heritage and so well suited to deliver tourism product for these markets. We’re committed to raising the profile and maximising direct bookings to York, promoting it as a fantastic place to visit as well as putting the assets of the city and North Yorkshire firmly on the map.”

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