Leicestershire Promotions, the tourist board for Leicestershire, has partnered with Greatdays Travel Group to encourage more groups to visit Leicester and Leicestershire.
Group travel tour operator Greatdays will work with Leicestershire Promotions to develop new group itineraries, including history and heritage tours featuring King Richard III and traditional food and drink from Melton Mowbray.
These itineraries will be promoted through Greatdays’ networks of group travel organisers, coach tour operators and tour planners.
Greatdays will also develop special interest tours for associations and groups such as car clubs.
Paul Beaumont, Greatdays Travel Group executive director, said: “Leicestershire offers a wide choice of group-friendly visitor attractions and is already a popular destination for groups.
“This new partnership with Leicestershire Promotions will enable us to offer new itineraries for tours and day trips that will appeal to group travel organisers, coach tour operators and tour planners.”
Martin Peters, Leicestershire Promotions chief executive, added: “This partnership is a new way for a recognised group travel wholesaler to work directly with a destination to promote the particular highlights of their offer to the groups market.
“The worldwide interest in King Richard III, together with the county’s reputation for its food and drink, offer a unique combination that already appeals to tour planners.
“Working together with Greatdays will give us a new opportunity to raise the profile of the destination even further, encouraging more people to spend a few days discovering what we have to offer.”
Pictured launching the new partnership are Martin Peters, Leicestershire Promotions, with Katharine Worsley, UK product development manager with Greatdays Travel Group.