Showcasing York to Nordic Travel Trade as Part of a Yorkshire-wide Hosted Buyer Educational

Visit York has supported the delivery of a major travel trade initiative welcoming a group of Nordic buyers to Yorkshire, following their attendance at the Global European Marketplace (GEM) — ETOA’s flagship industry event. Developed in partnership with VisitBritain and the region’s LVEPs, the Hosted Buyer Educational highlighted new opportunities for Nordic operators to bring visitors to the region.

Taking place from 30 October to 3 November 2025, the programme introduced six key Nordic travel trade representatives — including group tour operators, a wholesaler and a bespoke/FIT specialist — to a curated selection of bookable, group-friendly experiences across the county. The itinerary was shaped to reflect what resonates most strongly with Nordic audiences: authentic heritage, distinctive landscapes, high-quality food and drink, and strong cultural appeal.

Led and supported by Visit York as part of Make It York’s destination marketing work, the York segment of the trip showcased some of the city’s signature visitor experiences. Buyers enjoyed an afternoon at York Minster, followed by a Fish & Chips Cruise with City Cruises York, and an evening gin tasting with York Distillery. Plus, the group enjoyed a guided walking tour through the historic streets, including the Shambles, and visited Holy Trinity Church on Goodramgate — coincidentally taking place on All Saints’ Day, when the church was beautifully illuminated solely by candlelight.

The group concluded their York visit with an overnight stay at Malmaison York, offering insight into the city’s high-quality accommodation options for future products. The next day’s itinerary included a visit to Castle Howard, where buyers enjoyed a tour of the house and grounds. The experience demonstrated the estate’s appeal for international visitors, showcasing its grandeur, heritage and strong potential for inclusion in group itineraries from the Nordic markets.

The programme included time in Leeds, Harewood, Malton, Dumble Farm, Beverley and Sheffield, offering buyers a rounded view of Yorkshire’s strengths. It allowed Visit York to demonstrate the strength of the city’s bookable experiences and the collaborative spirit of York’s tourism industry.

By hosting this group, Visit York continues to strengthen relationships with Nordic operators and support the development of new itineraries that feature the city. This work plays an important role in driving international growth, enhancing York’s profile in key overseas markets, and supporting the resilience of the city’s visitor economy.