Visit York: Case Study

York Minster, northern Europe's largest Gothic cathedral, and a section of the historic city walls along Station Road, York, Yorkshire, England, United Kingdom, EuropeBackground

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.