Visit Cambridge & Beyond equips businesses to get a slice of lucrative US tourism market

Visit Cambridge & Beyond (VCB) will be hosting a training programme at Kettle’s Yard on Monday 4th March, to help regional tourism businesses attract more US visitors.

The US represents the largest inbound visitor market for Britain.  In 2016 the total number of US visitors to Cambridgeshire was 60,000 - contributing £39.78 million to the local economy.  The average stay was six nights and the average visitor spend, £668.

The training event is the latest element in a national drive to help tourism businesses capitalise on this lucrative market.  Back in 2017, VCB announced that Cambridge was one of a select number of UK heritage cities chosen to benefit from £1.5m of Discover England funding for two projects: England Originals and US Connections.  These initiatives present heritage in an exciting new way, through story-telling and augmented reality, creating five new, hassle-free, easy-to-book tours aimed primarily at US millennials.   

“Cambridge, and its surrounding area, is rich in American history and it’s a magnet for US visitors,” said Emma Thornton, Chief Executive of VCB. “The Welcome Training Programme will specifically focus on the England Originals project, including an illustration of the new Cambridge app and how businesses can benefit from partnering with us on this.  It will also provide attendees with essential information on the US millennials market and how businesses can work with the international travel trade.”

VCB has benefitted from a further £20k of ‘cash-match’ funding from partners Cambridge BID and the Combined Authority to help take the two projects forward locally.

Ian Sandison, CEO of Cambridge BID, said: “Tourism is a significant driver of economic growth and job creation across our region: in 2017 the visitor economy accounted for 22% of local employment in Cambridge alone. We’re working closely with VCB to continue to develop high-value markets such as the US.”

Dan Thorp, Assistant Director for the Combined Authority, said: “Since 2010 tourism has been the fastest growing sector in the UK in employment terms.  One of our key ambitions is to double the size of the local economy in a way that is more inclusive across the county, and we’re therefore delighted to support VCB in delivering the England Originals project, to help maximise the value of inbound tourism to Cambridge and our surrounding Market Towns.”

“The aim of the training session is to assist tourism businesses in taking their product to the US market and enabling them to be ‘travel trade’ ready,” said Emma, adding: “It’s also an excellent opportunity to network with local businesses and organisations.  Places are filling up fast so do book early to avoid disappointment.”

The Welcome Training Programme will take place from 9.30am-1pm and will be delivered by award-winning travel and hospitality skills training company, Capela Training.  It is open to all businesses at a cost of £50 per person.  

For further information, and to book a place, see www.englandoriginals.co.uk/cambridge.

 



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