Agents can book sightseeing river cruise operator York River Boat Cruises Ltd for the first time and earn 15% commission following its £2.5 million acquisition by City Cruises.
York River Boat Cruises, which will be renamed City Cruises York, carries about 100,000 passengers a year and has five ships.
The vessels operate walk-on, group and charter bookings and offer lunch, tea and evening dining options on the river Ouse.
Kyle Haughton, managing director of City Cruises, said: “We will bring a whole host of benefits to the company, but especially our trade distribution channels. This will open up a new brand to our trade partners.
“Our strategy is to expand. With seven million visitors a year, York was the next step for us.
“We will be bringing our dining experiences, as well as themed cruises such as jazz, to York River Boat Cruises.”
City Cruises carries four million passengers a year and operates 20 vessels on the Thames in London and two in Poole, Dorset.
York prices start at £22 for a family day ticket. Group bookings and boat hire start at £600, with catering packages available on top.