VisitBritain is working with Destination Management Companies (DMCs) for the first time to promote tourism to England overseas.
The commercial partnerships with six destination management companies will boost the distribution of 20 Discover England Fund first year pilot projects.
The DMCs are Abbey Tours, AC Tours, Angela Shanley Associates, E-Voyages, Hotels & More and Jac Travel.
The three-year £40 million Discover England Fund, which runs until 2019, improves England’s competitive tourism offer by building world-class, bookable tourism products.
VisitBritain will be partnering on activities with the DMC’s including product development, training, educational trips, sales support, incentives and shared marketing.
VisitBritain/VisitEngland commercial director Carol Dray said: “This partnership will boost sales of the fantastic new and existing tourism products on offer in England and increase awareness of the exciting Discover England Fund projects.
“From gourmet garden trails in Kent and self-guided app-based tours in the Cotswolds to discovering the Great West Way, this partnership will turn inspiration to visit into bookings.”