Driving International Product Development Through Canadian Trade FAM Collaboration

Visit York supported the delivery of a VisitBritain-led familiarisation visit for Canadian tour operators, coordinating the York element of a wider regional programme delivered in coordination with Visit North Yorkshire, Visit Leeds and other destination partners across the Northeast region.

Taking place from 29 January to 4 February, after the Britain & Ireland Market place (BIM) in London, the FAM welcomed 10 Canadian tour operators to experience Yorkshire first-hand, with the strategic aim of driving international product development and securing future inclusion within Canadian travel itineraries.

Visit York led on-the-ground coordination for the York programme, curating an immersive itinerary that showcased the city’s heritage, hospitality and premium visitor experiences. The visit included a Blue Badge Guide led walking tour incorporating the City Walls, Yorkshire Museum and York Museum Gardens, the ruins of St Mary’s Abbey, the Snickelways, JORVIK Viking Centre and Clifford’s Tower.

Delegates also experienced Afternoon Tea at Bettys Cafe Tea Rooms, dinner at The Rise at The Grand, York, and a visit inside York Minster. York’s programme concluded with a transfer with Mountain Goat Tours to Castle Howard, World of James Herriot and Black Swan in Helmsley, reinforcing York’s strength as a gateway to wider North Yorkshire experiences.

Delivered as a trade-facing initiative in collaboration with VisitBritain and regional destination partners, the FAM demonstrated the strength of coordinated working across Yorkshire to position the region competitively in the international marketplace.

By providing Canadian tour operators with direct, high-quality experience of York’s visitor offer, Visit York is supporting future itinerary development, encouraging overnight stays and strengthening the city’s appeal within the valuable North American market. This collaborative approach continues to enhance York’s international profile and contributes to sustainable growth within the city’s visitor economy.

Many thanks to our attraction, dining, and accommodation partners for their invaluable support on this trip, without which it wouldn’t have been possible.