Showcasing York to Chinese Tour Operators – Driving International Product Development

Visit York played a leading role in delivering a focused programme for nine Chinese tour operators, supporting international product development and promoting York as a premium short break destination. Coordinated alongside VisitBritain, Visit North Yorkshire, Visit Leeds and other Northeast partners, Visit York managed the city-based itinerary and provided on-the-ground delivery support.

The activity forms part of a wider familiarisation trip from 28 January to 4 February, which took place after the Britain & Ireland Market place (BIM) in London. The visit began with travel to York on LNER First Class, including onboard catering, arriving at The Milner York for an overnight stay. 

On the following day, operators enjoyed breakfast before a guided walking tour of the city, with thanks to Will Zhuang including the Shambles where the group enjoyed a Butterscotch Beer at the magical Potions Cauldron. With thanks to our partner attraction, the itinerary included visits to York Minster, York Castle Museum and Yorkshire Museum, and transport with Mountain Goat Tours to Castle Howard for lunch and a guided tour. The day concluded with transfer to The Royal, Whitby, where operators enjoyed an overnight stay with dinner.

This initiative allowed Visit York to showcase the city’s attractions, accommodation, and experiences directly to influential Chinese tour operators, highlighting York’s accessibility via LNER and its appeal as a premium destination. By coordinating local experiences and supporting the programme on the ground, Visit York helped strengthen relationships with international partners and encouraged the inclusion of York in future tour itineraries.

Through this targeted engagement, Visit York continues to champion York as a must-visit destination for international audiences and drive growth in the city’s visitor economy.