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
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Pre-checklist: how ‘ready’ are you? PDF, 5.5MB
A basic checklist to help you see how 'international ready' your business is.
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Help desk: quick links to get going PDF, 0.8MB
Links and ideas for information, assistance, advice and networking.
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Inbound tourism: what, why & how PDF, 0.6MB
The importance of inbound tourism and how you can find out more.
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The type of inbound travellers PDF, 1.0MB
The different styles and purposes of inbound travel, and an introduction to customer segmentation.
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Know your markets PDF, 3.1MB
The key markets for England and the importance of understanding travel patterns.
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Cultural considerations PDF, 1.0MB
Understanding cultural backgrounds and the importance of tailoring your message.
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Tourism industry research PDF, 4.6MB
How to keep updated with the latest research.
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The travel distribution system PDF, 5.6MB
Understanding the travel distribution system and its key players.
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How to work with the main industry players PDF, 5.8MB
How to distribute your product with the different types of travel distributor.
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Pricing PDF, 0.8MB
An introduction to pricing your product for different distribution channels.
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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.
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Formal & informal relationships PDF, 0.8MB
Tips for building industry relationships and conducting sales calls and training.
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How to get the most of trade shows PDF, 0.8MB
The importance of preparing for and attending trade shows.
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Sales missions & overseas representation PDF, 0.8MB
How sales missions and overseas representation can help grow your business.
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Working with the media PDF, 0.9MB
Tips for building your media kit and maximising media exposure.
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Educational & familiarisation trips PDF, 1.0MB
How to host a successful educational / familiarisation trip.
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Creating engaging content PDF, 1.0MB
An introduction to developing and distributing engaging content.
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Sales & marketing materials PDF, 5.3MB
Considerations when producing and distributing a brochure.
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Digital marketing PDF, 4.7MB
Understanding digital marketing and how it can benefit you internationally.
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Building an export plan PDF, 1.2MB
What to include in your export plan and why it’s important to have one.
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Tourism talk: acronyms & glossary PDF, 3.4MB
Some of the more common tourism acroynms and terms decoded.
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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.
