England Originals unveils tour operator partnership

England Originals – a Discover England Fund project from England’s Historic Cities – has partnered with tour operator Golden Tours to encourage visits from the US.

The England Originals project aims to inspire more Americans to explore regional England and has created five packages which combine trips to regional cities with London.

Golden Tours is developing a system that will enable consumers to book one of England Originals’ five packages or build their own tailored itinerary.

The new system will sit on www.visitlondon.com/englandoriginals and host multiple tour operator packages with Golden Tours acting as a reseller.

England Originals aims to ensure “a seamless customer experience and enhance the bookable experience” for Fully Independent Travellers (FIT) visitors from the US.

The new system will include hotel providers and rail booking providers and allow individual attractions to be bookable directly. All products and packages will be commissionable.

Golden Tours will support the booking site via a promotion on its website and through a joint sales mission.

Nicola Said, project manager for England’s Historic Cities, commented: “This new partnership brings to fruition six months of strategically developing each of the five itineraries.

“By tapping into Golden Tours’ distribution channels, we’re able to give consumers with a straightforward and hassle-free way of booking our tours.”

Nick Palan, Golden Tours chief executive, added: “We are truly excited by this partnership – an innovative idea, supported by creative marketing and market-friendly IT solution – we feel confident it will bring in the desired results.”

Mark McVay, chairman of UKinbound, said: “One of our priorities is to encourage our international visitors to explore more of the UK, and this project wonderfully showcases our diverse product, accompanied by a clear booking tool.”

The England Originals packages offer three- to four-day multi-destination trips by rail, with English history brought to life through story-telling enhanced by augmented reality.

The England’s Historic Cities partnership includes Bath, Cambridge, Canterbury, Carlisle, Chester, Durham, Greenwich, Lancaster, Lincoln, Oxford, Salisbury, Stratford and York. They are joined in England Originals by the City of London, Truro (pictured) and Worcester.

The new booking site will go live on September 30.