Northumberland tourism businesses have opened their arms and welcomed buyers from leading tour companies from the USA, Italy and India as part of national tourism agency VisitBritain’s annual flagship Showcase Britain event.
More than 40 travel trade from the USA, Italy and India spent between three and six days in the North East experiencing everything the region has to offer an international visitor.
While in Northumberland, the delegations toured the county to discover new product, experiences and places to stay for their potential clients.
In attendance were a number of reputable, global tour operators such as SITA World Travel, Thomas Cook India and Cozmo Travel, with delegates impressed by Northumberland’s rich and diverse cultural and heritage experiences, the tranquillity of the county’s rural landscape and coastal areas and spectacular dark skies, commenting the destination would be of specific interest to their clients.
Andrew Fox, chair of Visit Northumberland, said: “We have worked tirelessly to ensure our Northumberland visitor economy partner businesses have had the opportunity to showcase their products and services to these highly sought after and growing international markets. The USA is the largest international overseas market to the UK with visitors increasingly looking for new destinations and experiences to explore, something Northumberland and the North East of England can offer more than any other English destination.
“Supporting VisitBritain with the delivery of these international familiarisation visits is a key element of our strategy of raising the profile of the endless experiences visitors can enjoy at Northumberland's quality attractions, places of interest and places to stay. Ultimately, the visits will deliver longer staying visitors to Northumberland and we are confident the representatives from the USA, Italy and India will enthuse about the breadth of new products they can include in their international travel programmes on their return.”
The educational trips shone a spotlight on the latest products and experiences that Northumberland has to offer. The groups visited Alnwick Castle, The Alnwick Garden, Bamburgh Castle, the Holy Island of Lindisfarne, Ad Gefrin Anglo-Saxon Museum and Whisky Distillery and the Hadrian’s Wall World Heritage Site of Roman Vindolanda, while sampling local produce and destination dining at the Twice Brewed Inn and an evening stargazing experience. Overnight stays included country house accommodation at Macdonald Linden Hall Golf and Country Club and Slaley Hall Hotel, Spa & Golf Resort.
A networking event was also held at the Crowne Plaza Hotel where each agent was able to have a series of face-to-face meetings with other Northumberland and North East based travel trade ready businesses from across the region.
The event was delivered as part of Destination North East England’s travel trade strategy, which aims to support businesses expand their customer base; create innovative products and attract new and different audiences, making them more profitable and resilient.