We were appointed by Visit Leeds to deliver a product audit and additional development support to identify opportunities to create bookable products for the tourism market. This had a number of delivery facets to it:
We conducted extensive online research to identify official and unofficial visitor information or guide websites, media recommendations, and recommendations on sites such as TripAdvisor to collate a comprehensive list of potential suppliers. We created an editable database of suppliers that included dedicated sections for tours/excursions, commercial tourist attractions, heritage attractions, cultural attractions, events/festivals, retail, accommodation, food and drink. We then graded the suppliers in relation to market readiness, suitability for direct to consumer and/or travel trade, and seasonal or year-round availability – providing a basis to prioritise engagement requirements. We delivered a series of cluster stakeholder workshops with experts from TripAdvisor and Bokun, followed by 1:1 surgeries.
Through a labour-intensive process, Visit Leeds now has a number of online bookable product experiences to promote to the travel trade. More local organisations and event producers are seeing the opportunity to access new markets and to improve their digital skills building confidence in using online marketing channels.
Claire Heap, Visitor Economy Manager, Visit Leeds
Existing and new product offers now available to book online & through the travel trade
Guides setting up tours with food and drink experience suppliers
Visit Leeds has subsequently invested in a new website to better present the city region offer
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