York boosts its business tourism credentials

York has always been a popular leisure destination crammed with museums and attractions to occupy even the most demanding visitor, but the history and culture associated with the area is also a big attraction to conference and event organisers, particularly in the public sector. It’s one of the many reasons that York is ranked seventh in the top ten cities to do business, with business tourism responsible for £203 million.

But Visit York, the city’s official tourism agency, doesn’t intend to rest on its laurels when it comes to business tourism. Instead, they have developed Visit York 4 Meetings, the new business tourism brand for the city, which will create an even stronger and more coherent marketing campaign to enhance conference and event bookings to the area.

Laura Freer, business tourism manager at Visit York 4 Meetings, said: “The re-brand is part of our dedicated strategy to boost business tourism in the city, providing greater profile for our fantastic venues which range from the striking Chapter House of York Minster and 5 star Cedar Court Grand Hotel & Spa to smaller venues like the Hospitium or Bar Convent Conference Centre.     

“The Visit York 4 Meetings team have an unrivalled knowledge of York and the surrounding area and, as well as being able to provide a complimentary venue finding service, deliver accommodation bookings and produce bid-documents, we have a passion for ensuring conference organisers find the right venue to suit every event and budget.”

Rebrand
The re-brand will also see the first ever ‘Visit York in London’ meet the buyer event in March 2013, aimed at attracting conference buyers from London and the South, as well as a number of international business tourism marketing opportunities in partnership with Visit England. Other projects the Visit York 4 Meetings team are working on include the Conference Ambassador Programme with 30 Ambassadors on board, a dedicated sales day working with York venue sales staff to drive business conference bookings to the city and a programme of exhibitions and workshops promoting York’s conference venues.

By hosting a conference or event in York, delegates get the added bonus of experiencing an award winning leisure destination, winning the title of ‘Britain’s Most Beautiful City’ and ‘Best Gastro Destination in Britain’.

In the coming months York will welcome a number of high profile events ranging from the Rotary 1210 conference, the Tantalum-Niobium  International Study Center conference, a gala dinner for MENSA and the Institute of Agricultural Secretaries Conference.

Regional growth fund
Visit York, has announced it will receive £666,666 from the Government’s Regional Growth Fund as part of a new three year partnership project coordinated by the national tourist board, VisitEngland.

The investment project called ‘Growing Tourism Locally’, will deliver a series of local destination marketing and thematic campaigns across the country. Boosted by additional private sector support, including investment by East Coast Rail and ongoing support from the City of York Council, this means that York will benefit from a new £1million pound campaign over three years.

The project will generate £365million in additional tourism spend for the UK as a whole with a number of destinations benefiting from £19.8million from the Government’s Regional Growth Fund (RGF), with contributions from Visit England and the private sector.

Economy Boost
Visit York’s campaign aims to boost the local economy by five per cent, an estimated £22 million over the three years, creating an estimated 391 new jobs. UK-wide, Visit England’s ‘Growing Tourism Locally’ campaign will grow jobs in the tourism sector by 9,100.

Visit York will receive £160,000 in the first year, which will fund a UK wide campaign targeting visitors from London, the South East, Midlands and Scotland. The first wave of activity will persuade visitors to choose York for a winter break between November and March, so boosting revenue to the city in the off peak season. Details of the new campaign will be released shortly but will include online marketing, outdoor advertising and dedicated public relations.

Gillian Cruddas MBE, chief executive of Visit York, commented: ‘As a tourism agency, we have worked for over 25 years to promote our great city to the rest of the UK and we are now recognised globally as a world class destination. The RGF funding is a major coup for York and will enable us to take this awareness to the next level and inspire UK holidaymakers to choose York.’

James Berresford, VisitEngland’s chief executive said: “The RGF money is a huge boost for tourism in England. This project enables our public and private sector partners to work together to stimulate tourism and ultimately grow jobs throughout the country with particular emphasis on some local areas. This is a great time to launch and we hope that by riding on the crest of a wave of a successful London 2012 Olympic Games we will harness the swell of national pride and inspire Brits to take the home advantage and holiday at home this year and beyond.”

Across the country, destination campaigns will start to roll out over the next six months whilst themed campaigns will begin running in early 2013 to stimulate Easter and summer holiday bookings for next year. Themes will focus on what England is most loved for including: Heritage, Coastal, Countryside, and Culture including Sport and Literature.

Further information
Visit York - www.visityork.org
Visit York 4 Meetings
Tel: 01904 554453
www.visityork4meetings.com