Creating Memorable Itineraries for International Visitors in and around Northern England’s UNESCO World Heritage Sites

We have designed unique, immersive visitor itineraries telling the story of Northern England’s significant collection of UNESCO World Heritage Sites. England’s Northern World Heritage Collection is working with local businesses in and around six World Heritage Sites throughout the north to develop itineraries that will appeal to international audiences in the United States and Ireland. The finalised itineraries are packaged for development by and in close association with the inbound travel trade.


Working with you

Cumbria Tourism was awarded £250,000 from VisitEngland’s Discover England Fund to:


For Consumers…

  • develop world-class bookable itineraries in Northern England, targeted at international customers from the United States and Ireland, at the right time and through a multitude of channels;
  • join-up the product offering across Northern England through a thematic approach for the benefit of the customer.


For World Heritage Sites…

  • Business support for World Heritage Sites at a coordinator level, including one-to-one audits of their trade readiness and websites;
  • A Best Practice toolkit that will help establish consistency across the northern sites which can be used beyond the term limit of the project and has scope for amplification, i.e. can be used by other World Heritage Sites;
  • Collaboration at training level between northern World Heritage Sites and possibly sites throughout the rest of the country, including best practice workshops


For Businesses…

  • Training workshops for the businesses clustered in and around individual World Heritage Sites on how to work with travel trade, US & Irish markets; how to incorporate their World Heritage Site messaging in their own marketing and the benefits that will accrue
  • Building stronger relationships between World Heritage Sites and local businesses.


We worked with the following UNESCO World Heritage Sites in Northern England: Lake District National Park, Hadrian’s Wall, Durham Castle & Cathedral, Studley Royal Park & Fountains Abbey, Saltaire and Liverpool.


Powerful Imagery

To support the itineraries, we will also be commissioning vivid photography and video to promote the World Heritage Sites and the experiences available in each itinerary; these will serve as a powerful advertisement on a multitude of trade- and consumer-directed platforms and will also be freely available to use by the World Heritage Sites and all associated businesses.

Reaching out…

Our research has identified the United States and Ireland as our key target markets as they show strong growth potential. The project will be delivered by March 2019, working closely with the business community, Destination Management Organisations and the World Heritage Sites.

If you would like to find out further information about the programme please sign up to the mailing list.

For further information

Contact Reception on
01539 822222 or