ENGLAND ORIGINALS SECURE NEW INTERNATIONAL MULTI-CITY PROGRAMMES

New operator itineraries strengthen England’s historic cities offer for the international travel trade.

England Originals, the international travel trade brand representing the England’s Historic Cities consortium, has strengthened its global distribution with a growing portfolio of bookable multi-city programmes developed in partnership with international tour operators and destination management companies.

The latest partnerships demonstrate increasing demand for itineraries that encourage visitors to explore multiple historic cities during a single visit to England, supporting longer stays, higher visitor spend and wider regional dispersal.

Representing 13 of England’s most iconic historic destinations – Bath, Cambridge, Canterbury, Carlisle, Chester, Durham, Greenwich, Lancaster, Lincoln, Oxford, Salisbury, Stratford-upon-Avon and York; England Originals continues to work with travel trade partners across North America, Scandinavia, France, Belgium, Brazil, Ireland and the UK to develop and promote multi-city touring experiences.

The England Originals trade partnership scheme now includes more than 30 UK and international travel trade businesses, building on its origins as a VisitEngland Discover England Fund project and continuing to create commercially bookable products for international markets.

Florence Wallace, Head of Travel Trade at VisitWiltshire, which leads the England Originals travel trade programme on behalf of England’s Historic Cities, said:

“Our long-term investment in travel trade relationships is delivering real commercial results. Buyers are increasingly looking for authentic, multi-destination experiences, and England Originals provides an easy way to package England’s historic cities into compelling itineraries that appeal to international visitors.

“By working closely with operators and destination management companies, we’re ensuring more bookable programmes reach overseas markets and encouraging visitors to discover more of England beyond a single destination.”

Multi-city themed itineraries expand international distribution

England Originals has also continued to inspire specialist themed touring through recent itinerary development content being sold via its partners. The latest themes include Quintessential England, Faith & Religion and Literary, Film & TV.

Janet Redler Travel, who specialise in the North American market, have adapted these to offer Discover England’s Greatest Storytellers and Exploring Faith and Religion in England, helping operators develop bespoke programmes around England’s rich cultural and heritage offer.

The partnership programme has already delivered a growing portfolio of bookable products, including:

·      Adeo Travel – Original England and England’s Rustic Charm (North America)

·      Authentic Europe – Heritage Cities of England (Scandinavia)

·      Gay Up Travel – Queer England: The Historic Cities (North America)

Additionally, Tours International, a DMC for group travel to the UK, have used the latest themes in their new England’s Historic Cities for Groups programmes, to develop business for international group markets. This has been part of a successful England Originals promotional campaign with USA’s Insider Travel Report highlighting their history and heritage offer. Following strong performance in the US and Canada, the campaign has now been extended into the French groups market with support from VisitBritain.

Erica Graffin, Marketing Manager at Tours International, said, “We’re proud to be a trade partner of England Originals and to inspire visitors from international markets to discover these remarkable historic cities.

“Through our new England Originals itineraries, we’re showcasing the richness and diversity of England’s heritage in ways that resonate strongly with group travellers.

“We’re delighted with the campaign’s success, which has generated increased enquiries and bookings for our multi-city heritage tours, and we’re excited to continue growing awareness of England Originals across our international markets.”

New Travel Trade Guide Launching This Autumn

England Originals will also launch a new edition of its Travel Trade Guide this autumn, providing tour operators and travel advisors with updated product information, new suggested itineraries and practical information.

The new guide will introduce fresh inspiration around Luxury, Wellness and Curated Experiences, alongside itinerary ideas celebrating the Year of the Normans 2027, giving buyers new opportunities to develop themed and multi-city programmes for future seasons.

Travel trade professionals can find further information at englandoriginals.com/travel-trade/ and can sign up to receive the latest news from the cities here.

Issued by VisitWiltshire on behalf of England’s Historic Cities. For further information or to arrange a press visit please contact Florence Wallace, Head of Travel Trade, [email protected] Tel: 07436 588860.