Strengthening International Trade Through the Expanded England Originals Guide

Visit York has played an active role in the launch of the newly expanded England Originals Travel Trade Guide, developed by England’s Historic Cities to support international tour operators and travel agents creating multi-city itineraries across England.

Produced in response to growing demand from the global travel trade, the latest edition of the guide has increased in size by almost 40% and features more than 40 new trade-ready products. It brings together attractions, activities, guided experiences and accommodation providers from 12 of England’s most historic destinations, including York, offering deeper access to the country’s living history and cultural heritage.

Visit York supported the development of the guide by supplying content, itineraries and product information, ensuring York is well represented within the collection of bookable experiences. The guide introduces three new themed itineraries – Quintessential England, Literary, Film & TV, and Faith & Religion – each linking four or five historic cities. These sit alongside additional online itineraries and the established England Originals themes, allowing trade partners to flexibly build bespoke touring programmes.

To maximise reach and impact, Visit York has shared the new guide with its international trade contacts and across social channels, and continues to support England Originals through its dedicated trade hub. This ongoing collaboration helps position York as a key stop within multi-destination tours, particularly for long-haul markets where group travel and city combinations remain a strong focus.

For Visit York members, the expanded guide opens up new opportunities to be featured in international touring programmes, attract overseas group business and connect with global intermediaries as itineraries for 2026 and beyond are developed.

By working collaboratively with England’s Historic Cities, Visit York continues to strengthen York’s profile on the global stage, supporting sustainable growth in international visitation and reinforcing the city’s role as a world-class historic destination within England’s wider visitor economy.

Visit the trade hub for more information and to download the new and original guides: visityork.org/england-originals