New Nordic and European Touring Itineraries Showcasing York

Visit York has supported the development of new international touring itineraries that place York at the heart of multi-day travel programmes for key European markets, reinforcing the city’s role as a leading destination for international group travel.

Drawing on a York and North Yorkshire Moors bus and rail sample itinerary developed through Visit York’s destination promotion work, several overseas tour operators have launched new products featuring York as a core overnight base. These include Britain Ireland Tours in Germany, New Nordic Itineraries promoted via Escape Travel in Norway and the wider Nordic region, and Swedish operator Rolfs Flyg & Buss.

Each itinerary highlights York as a central and high-value stop within wider North of England touring programmes, with some tours including two overnight stays in the city. The programmes combine city discovery with onward travel by bus and rail, linking York with destinations such as the North York Moors, Whitby and the wider northern landscape, and showcasing heritage and scenic rail experiences as part of the journey.

The tours are marketed directly to consumers through the operators’ international websites, ensuring strong visibility for York in Germany, Norway and Sweden. By featuring York prominently within structured, multi-night itineraries, the programmes support the city’s accommodation sector while also driving spend across attractions, food and drink businesses and transport providers.

Led through Visit York’s destination development and trade engagement activity, this work demonstrates how strong itineraries and clear destination positioning can translate into tangible international product development. The emphasis on bus and rail touring also aligns with broader ambitions to promote sustainable and low-car travel experiences across the visitor economy.

By inspiring overseas operators to build York into their touring programmes as more than a short stop, Visit York continues to strengthen the city’s appeal as a must-stay destination for international audiences, supporting long-term growth across York’s visitor economy.