Visit York: Case Study
Chinese visitors come to York but the city would like more of them and for them to stay longer to enjoy York’s many delights. Visit York, the tourism authority, recognised a need to improve service and adapt the city’s products to the Chinese market so as to offer a uniquely tailored tourism proposition.
Visit York engaged with Capela China to offer China Welcome training to tourism businesses and attractions across the city. A 2-day course was arranged and supported by representatives of York Minster, the National Railway Museum, the Jorvik Group, York Designer Outlet, York’s Chocolate Story and Visit York.
The Chinese Tourist Welcome (CTW) course was highly interactive. We explored a broad range of scenarios and experiences, culminating in plans for each individual team to adapt their product and deliver and market the best service to Chinese visitors.
Everyone left buzzing with ideas for implementation, though clearly some businesses were better suited to adaptation than others. Several businesses went on to join the CTW Quality Label programme while Visit York was the first UK partner to join the Destination Label.
‘The training was very insightful, informative and invaluable to my role at York Minster…. Gary held the attention of the group for the full two days with ease and I came away with a wealth of knowledge which was learnt in an enjoyable and interactive environment’
‘Inspired me to get cracking and start doing things with more confidence’
‘A great introduction to the Chinese market and how to think about becoming China ready, with bags of ideas for turning our York venues and attractions into products that fit with what the Chinese visitor would like to experience’
‘I found the course very insightful and didn’t realise how much potential there was from Chinese tourists’