Taking England to the World - inbound tourism toolkit
Introduction
Want to internationalise your business and access valuable new markets? This practical guide is designed for Small to Medium Enterprises (SMEs) looking to reach overseas customers – and accompanies our free Taking England to the World training course.
From pricing guidance to targeted marketing plans, each chapter guides you through developing and promoting your business in international markets.
This toolkit contains advice on how to:
Research international markets to establish who will use your products.
Recognise the different travel styles of inbound travellers.
Understand the travel distribution system and its rate structure.
Target international visitors via various mediums and distribution channels.
Seek advice from your regional tourism bodies, associations and groups.
Build industry relationships, conduct sales calls and access key events.
Download the toolkit
Download the Taking England to the World toolkit
Our toolkit is your introductory guide to developing and promoting your business in international markets.
Individual chapters
Chapter 1: Pre-checklist: How ‘ready’ are you right now?
A basic checklist to help you see how 'international ready' your business is.
Chapter 2: Help desk: quick links to get you going
Links and ideas for information, assistance, advice and networking.
Chapter 3: Inbound tourism: The what, why and how
The importance of inbound tourism and how you can find out more.
Chapter 4: The type of inbound travellers
The different styles and purposes of inbound travel, and an introduction to customer segmentation.
Chapter 5: Know your markets
The key markets for England and the importance of understanding travel patterns.
Chapter 6: Cultural considerations
Understanding cultural backgrounds and the importance of tailoring your message.
Chapter 7: Tourism industry research
How to keep updated with the latest research.
Chapter 8: The travel distribution system
Understanding the travel distribution system and its key players.
Chapter 9: How to work with the main industry players
How to distribute your product with the different types of travel distributor.
Chapter 10: Pricing
An introduction to pricing your product for different distribution channels.
Chapter 11: Consider your product: review or bundle
A closer look at product bundling, how it can help you and key considerations to bear in mind.
Chapter 12: Formal and informal relationships
Tips for building industry relationships and conducting sales calls and training.
Chapter 13: How to get the most out of trade shows
The importance of preparing for and attending trade shows.
Chapter 14: Sales missions and overseas representation
How sales missions and overseas representation can help grow your business.
Chapter 15: Working with the media
Tips for building your media kit and maximising media exposure.
Chapter 16: Educational and familiarisation trips
How to host a successful educational or familiarisation trip.
Chapter 17: Creating engaging content
An introduction to developing and distributing engaging content.
Chapter 18: Sales and marketing materials
Considerations when producing and distributing a brochure.
Chapter 19: Digital marketing
Understanding digital marketing and how it can benefit you internationally.
Chapter 20: Building an export plan
What to include in your export plan and why it’s important to have one.
Chapter 21: Tourism talk: acronyms and glossary
Some of the more common tourism acronyms and terms decoded.
Chapter 22: Final checklist
A detailed checklist to see whether your business is 'international ready', having read and implemented the relevant sections of this guide.
Link to training programme
Free training to internationalise your business
Our Taking England to the World training is designed to give English businesses the skills and knowledge to reach new international customers. It is free of charge, with courses delivered both online and in-person.
