YORK is being showcased to an international audience of travel agents, tour operators and media as part of a new drive to increase overseas tourism to the city.

The international campaign, funded by the Northern Tourism Growth Fund, is being led by the national tourism agency VisitEngland, working closely with VisitBritain and other destinations from across the North.

Make It York, which counts the city's tourism agency Visit York under its umbrella, is one of a number of destinations involved in a programme of activity, working closely with VisitBritain and partner destinations from across the region.

This week Make It York will be putting the focus on China, when Leisure Marketing manager Michelle Brown flies out to Beijing, to attend the Destination Britain China event, where she will meet with 100 tour operators from mainland China and Hong Kong to convince them to put York into their 2017 programmes.

Flying the flag for York in China is the latest in a host of new international marketing activity launched this winter which has already seen York showcased to 100 travel writers and travel bloggers at ‘Meet the US media’ in New York in October and to 100 tour operators at the ‘Destination Britain America’ show in Cancun Mexico in September.

Joining Ms Brown on the sales mission to China will be Rachel Underwood, marketing manager at Castle Howard, which since the wedding of Taiwanese Popstar Jay Chou, has seen unprecedented interest from China.

Ms Underwood said: "We’re delighted to be a key partner in this new overseas marketing drive, increasing awareness of York and beyond to travel operators overseas.

"This is also an excellent opportunity for us to target the Chinese market and all of this activity is excellent news for us and for York’s wider tourism sector."

Between now and March next year, Make It York will be marketing the city and its surroundings to international travel and tourism buyers from the United States, China, Germany, the Netherlands, Australia and New Zealand.

York businesses partnering with Make It York on its new international campaign include York Minster, York Designer Outlet, the National Railway Museum, Castle Howard, JORVIK, York’s Chocolate Story and the Grand Hotel & Spa.

Kate McMullen, head of Consumer Products and Marketing, Make It York, said "We’re delighted to play a key role in this new overseas marketing drive for the North of England.

"By meeting with international buyers and media face to face, we’re confident we can make sure York and the North of England is high on the must visit list of international visitors for 2016 and beyond."

James Berresford, chief executive of Visit England, added: "York is rich in history and heritage and so well suited to deliver tourism product for these markets.

"Working in partnership with the European Tour Operator Association, VisitBritain, UK Inbound and our partners across the North of England, we’re committed to raising the profile and maximising direct bookings to York; promoting it as a fantastic place to visit as well as putting the assets of the North firmly on the map."

Following the event in China and closer to home, York will be represented at a ‘Super MarketPlace event in Harrogate on December 8, where 60 tourism suppliers

will be promoting their venues and attractions to sixty UK Inbound travel buyers, who don’t currently feature the North on their website or in their itineraries.