Visit York has embarked on a new drive to boost bookings from Chinese tour operators by producing a dedicated sightseeing and shopping guide in simplified Mandarin.

The 'Shop & the City' itinerary presents a 5-star three day stay in York, taking in shopping on the Shambles, top attractions, afternoon tea options and fine dining. The itinerary will be distributed by VisitBritain China to its travel trade and tour operator contacts and via its Chinese social media channels, Weibo and Weixin.

The launch of a new Mandarin-language guide to the city is also planned. This will be distributed via five major incoming airlines, VIP airport lounges at London Heathrow, Stansted and Manchester, through tour operators specialising in the Chinese market, as well as in hotels in London, Manchester, Leeds and York.

Commenting on the project, Michelle Brown, marketing manager at Visit York said: "Of the one million overseas visitors we welcome each year, China is now our 10th largest market, having moved up nine places in the last 10 years. Research tells us York's visitor offer is a perfect match for the Chinese visitor and ticks all the boxes when it comes to what the Chinese are looking for in a holiday in the UK."

The move comes as York also launches a 'First Time in York' campaign aimed at promoting the city to first time visitors from London, the South East and Scotland.

'Romantic couples' and 'adventurous fifty-plus year olds' are among audience groups being encouraged to book a break in the city, in what is York's second national campaign funded by the Government's Regional Growth Fund (RGF) 'Growing Tourism Locally' programme.

Running nationally, the campaign will be seen on television in Scotland; in the national press; in cinemas in London and central and Northern Scotland; through digital and outdoor advertising, and at key stations along the East Coast rail route from Scotland to London.