Avanti Destinations and VisitBritain launched a partnership to promote Local Flavors in Great Britain, a campaign touting the diversity of food and drink experiences across Britain. As the exclusive tour operator for the promotion, Avanti is debuting five customizable culinary themed itineraries for independent travelers, focusing on London, Yorkshire and Cornwall/Devon, England, and Edinburgh, Scotland.
"While many Americans may have preconceived ideas of what British food is all about, the experiences in these vacations have been selected to showcase the new and unexpected as well as the traditional. Bet you've never heard of Yorkshire tapas! How about a cheese and tea pairing lesson or catch and cook your own fish and seafood?" said Harry Dalgaard, Avanti's president and CEO. "Food and drink-related experiences are the most popular special interest activity booked with us by travel agents for their independent travel clients.
The campaign, which runs through March 31, features a range of new content across multiple platforms, designed to teach travel agents about the new itineraries. Digital content, which travel agents can share with their clients as flyers or e-brochures, includes a new interactive microsite www.avantidestinations.com/visitbritain as well as a Local Flavors in Great Britain digital guide with videos and photos.
In addition to the multiregional itineraries, which range from seven to 13 days, there also are four new four-day modules, each focused on one of the four food hubs, that can be combined with or added to another Avanti Great Britain itinerary.
Avanti is offering travel agents a bonus commission of $50 for each booking of $2,000 or more anywhere in England, Scotland, Wales and Northern Ireland made by March 31 with travel taking place before Dec. 15.