England's Historic Cities launch new expanded Travel Trade resource for World Travel Market

England’s Historic Cities (EHC) have unveiled a brand-new edition of the England Originals Travel Trade Guide just in time for World Travel Market, which is taking place at ExCel, London, 4-6 November 2025.

EHC represents a consortium of 12 of England’s most iconic destinations – Bath, Cambridge, Canterbury, Carlisle, Chester, Durham, Greenwich, Lancaster, Oxford, Salisbury, Stratford-upon-Avon, and York.

This new resource was developed following growing demand from the travel trade, and is designed to inspire and support tour operators, wholesalers, and travel agents in creating engaging multi-city itineraries across England. This latest edition has been expanded by almost 40%, featuring over 40 new trade-ready products. The guide showcases a rich collection of attractions, activities, guided experiences, and accommodation providers, offering international visitors deeper access to England’s living history and cultural heritage.

The guide introduces three new themed bookable itineraries – Quintessential England, Literary, Film & TV, and Faith & Religion – each featuring four or five historic cities. These sit alongside additional online itineraries such as Northern Cities by Rail and Southern Cities, as well as the original England Originals themes: Western Wonders, Thinkers & Writers, Time Travellers, Treasure Trove, and Wall to Wall, each offering trade partners the flexibility to ‘pick and mix’ destinations and experiences for tailor-made touring programmes.

Florence Wallace, Head of Travel Trade at VisitWiltshire and EHC lead for trade engagement, said, “We’re delighted to launch this expanded resource for the travel trade, helping support product development and promote new bookable programmes. Our partnerships with international intermediaries continue to grow, particularly in North America, where multi-city touring remains a strong focus for travel planners.”

Melanie Sensicle, Chair of England’s Historic Cities, added, “This guide is a cornerstone of our travel trade strategy and an invaluable tool to showcase our remarkable cities. England Originals remains a leading brand for international trade engagement and a testament to more than a decade of collaboration between destinations that have so much to offer to the international and domestic visitor.”

The England Originals Travel Trade Guide provides detailed information for 164 tourism businesses, including trade rates, group sizes, parking facilities, and direct trade contacts. It also includes destination profiles, travel information, and access to an extensive image library, making it an essential tool for intermediaries creating bespoke English itineraries for 2026 and beyond.

Issued by VisitWiltshire on behalf of England’s Heritage Cities. For further information, images or to arrange a press visit or meeting please contact Florence Wallace, Head of Travel Trade, flowallace@visitwiltshire.co.uk Tel: 07436 588860.