Operators and agents are being encouraged to promote travel to York and sales of a new city pass.
Tourism body Visit York is targeting North America and western Europe as key overseas source markets with half of pass sales expected to be made online.
The York Pass, which costs £34 a day for entry into 32 attractions, will also be promoted heavily in the UK, particulary in Scotland, the Midlands, London and the South East.
It also provides exclusive offers at restaurants and money-off theatre tickets over one, two or three days.
The marketing campaign will include attending workshops in Britain to promote the pass to inbound operators, including an event in the city on April 19.
Expedia, VisitBritain online, Superbreak.com, Viator and OAD Reisen in Holland, Travel Plan New Zealand, ACP BritRail, Miki Travel Ltd in Japan and HTS Touristik in Germany have agreed to sell the pass so far.
Visit York will be ramping up its leisure marketing campaign with outdoor advertising from Edinburgh to London, at key routes along the East Coast rail network, as well as an online campaign at www.yorkpass.com and social media activity.
Head of marketing Kate McMullen said: “Our new campaign aimed at travel agents and tour operators both in the UK and overseas will boost sales and bring new visitors to York.
“Visitors both in the UK and overseas are looking for value for money and our strong links with inbound tour operators will enable us to sell York in Europe and the United States by using the York Pass as a key incentive to visit.’
“We’re now on track to increase business further and we will also be promoting the York Pass more heavily domestically, which will give York a strong competitive edge over other UK destinations.”
The York Pass can be purchased at www.yorkpass.com and special travel trade rates are available.