The Explorers Road

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Own or manage a business close to the A1 and have ambitions to reach new markets?

The Explorer’s Road is an exciting new international tourism product– a 300-mile self-drive touring route stretching from Hertfordshire to Northumberland that roughly follows the A1.

It features characterful market towns bypassed by the A1 and therefore off the beaten track and largely unknown to international visitors. It presents icons of English culture such as a pint in the pub, afternoon tea, local stories and traditions. And it highlights gardens, stately homes, castles,collections and gorgeous countryside. A few better known historic cities give it a geographic anchor.

The Explorer’s Road has funding to support ambitious businesses to increase their capabilities so that they can be booked by independent travellers and work with the travel trade.

It focuses on German visitors and will be promoted extensively by partners like P&O Ferries in early 2019.


Is this for you?

This opportunity is for ambitious businesses seeking to grow new markets. It will involve commitment and effort on your part. In return you will receive focused support that is relevant and specific for your business. This is no signposting or time-wasting exercise – you will be assisted by industry specialists who know tourism businesses like yours inside out. To be eligible for the The Explorer’s Road development support your business must:

• Be located within 30 miles of the A1
• Deliver, or keen to develop, an ‘experience’ (think sight-doing, not sight-seeing)
• Meet the idea of ‘Englishness’
• Be open and available to book for a minimum of six months, ideally 9 months+ per year
• Be actively interested in targeted international marketing activities, especially Germany

If you answer yes to any of the following…

• I’d like to take online bookings, I’m unsure where to start;
• I’d like to present my business in a way that stands out;
• I’d love professional images and video to use in my promotion;
• I’d like to see how another area successfully uses a touring routes;
• I’d like to have translated information available on my website;
• I’d like help to develop my offer into an ‘experience’;
• I’d like to work with the travel trade, I’m unsure about commissions and allocations;
• I’d like support with web analytics and setting up goals;…

there is a package of intensive business support tailored for you.


Being part of The Explorer’s Road means your business will benefit from a support package of development and promotion with a total value of £3,300.


Be part of the Explorers Road

Angela Tait | This email address is being protected from spambots. You need JavaScript enabled to view it. | 07961 022473
This email address is being protected from spambots. You need JavaScript enabled to view it.


<< Please note that the September 30th deadline has been extended >>

Download this file (BUSINESS SOLICITATION TIER3 Final.pdf)The Explorer's Road - Tier 3[The Explorer's Road - Tier 3]966 kB581 Downloads
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Download this file (BUSINESS SOLICITATION TIER1 Final.pdf)The Explorer's Road - Tier 1[The Explorer's Road - Tier1]2656 kB608 Downloads

COVID-19 (Coronavirus) Response: Support to Business

COVID-19: Guidance for Businesses

Information for UK tourism businesses affected by COVID-19 including links to Government guidance, financial assistance and other resources.



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