Discover New England has launched a dedicated UKtrade brochure to complement its consumer guide to the destination.
Discover New England managing director Jackie Ennis said with the UK representing New England’s largest overseas inbound markets, the six-state tourism consortium decided it was time to focus on the trade.
“The guides are speaking to two different markets so we thought it was time we supported both of them,” said Ennis.
Representatives from each of the six states in New England visited London last month to promote the launch of the Discover New England 2000 brochures in the UK and to show their support to the 120 operators and agencies featuring the destination.
The guide includes information on each of the six states involved in the tourism consortium: Massachusetts, Rhode Island, New Hampshire, Connecticut, Vermont and Maine.
It covers the four-season destinations as well as soft adventure, short breaks, country inns and many other attractions and has a distribution of approximately 20,000.
The consortium was set up to get more impact from each of the six states’ international advertising dollars.
“Just getting across the diversity of the destinations is a challenge,” said Ennis.
Each of the six states in the consortium invests an average of $100,000 into marketing annually.
For the past four years the UK market has made up 11.3% of tourists to New England, around 420,000 visitors.
The Discover New England UKoffice is based at 133a St Margaret’s Road, Twickenham Middlesex, TW1 1RG. Tel: 020 8891 1999.