Taking England to the World - an inbound tourism toolkit
From learning about the international travel trade to developing a targeted marketing plan, our toolkit is your introductory guide to developing and promoting your business in international markets.
The toolkit contains advice on how to:
- Understand the travel distribution system and its rate structure
- Research international markets to establish who will use your products
- Recognise the different travel styles of inbound travellers
- Develop a plan to target international visitors through a range of mediums and distribution channels
- Seek advice from your regional tourism bodies, as well as relevant associations and groups
We are also running a series of training workshops, nationwide, which are free of charge to attend. Find out more about the free workshops.
Download individual chapters
Pre-checklist: how ‘ready’ are you? PDF, 5.5MB
A basic checklist to help you see how 'international ready' your business is.
Help desk: quick links to get going PDF, 0.8MB
Links and ideas for information, assistance, advice and networking.
Inbound tourism: what, why & how PDF, 0.6MB
The importance of inbound tourism and how you can find out more.
The type of inbound travellers PDF, 1.0MB
The different styles and purposes of inbound travel, and an introduction to customer segmentation.
Know your markets PDF, 3.1MB
The key markets for England and the importance of understanding travel patterns.
Cultural considerations PDF, 1.0MB
Understanding cultural backgrounds and the importance of tailoring your message.
Tourism industry research PDF, 4.6MB
How to keep updated with the latest research.
The travel distribution system PDF, 5.6MB
Understanding the travel distribution system and its key players.
How to work with the main industry players PDF, 5.8MB
How to distribute your product with the different types of travel distributor.
Pricing PDF, 0.8MB
An introduction to pricing your product for different distribution channels.
Consider your product: review or bundle PDF, 0.8MB
A closer look at product bundling, how it can help you and key considerations to bear in mind.
Formal & informal relationships PDF, 0.8MB
Tips for building industry relationships and conducting sales calls and training.
How to get the most of trade shows PDF, 0.8MB
The importance of preparing for and attending trade shows.
Sales missions & overseas representation PDF, 0.8MB
How sales missions and overseas representation can help grow your business.
Working with the media PDF, 0.9MB
Tips for building your media kit and maximising media exposure.
Educational & familiarisation trips PDF, 1.0MB
How to host a successful educational / familiarisation trip.
Creating engaging content PDF, 1.0MB
An introduction to developing and distributing engaging content.
Sales & marketing materials PDF, 5.3MB
Considerations when producing and distributing a brochure.
Digital marketing PDF, 4.7MB
Understanding digital marketing and how it can benefit you internationally.
Building an export plan PDF, 1.2MB
What to include in your export plan and why it’s important to have one.
Tourism talk: acronyms & glossary PDF, 3.4MB
Some of the more common tourism acroynms and terms decoded.
Final checklist PDF, 5.1MB
A detailed checklist to see whether your business is 'international ready', having read and implemented the relevant sections of this guide.