VisitBritain, the UK tourism agency, is set to host over 120 international travel buyers for educational visits across Britain as part of its flagship event, ‘Showcase Britain 2024.’
The three-to-five-day itineraries, starting from January 27, will span destinations in England, Wales, and Scotland, providing international buyers with firsthand experiences of the latest tourism products and offerings.
Buyers from 18 international markets, including the USA, Australia, China, France, Germany, India, and others, will participate in the educational visits. The initiative aims to showcase the diverse experiences available for visitors across Britain, encouraging the creation of unique travel itineraries and driving bookings.
VisitBritain CEO Patricia Yates said: ‘We are delighted to be showcasing Britain’s outstanding destinations, tourism products and experiences to international buyers, highlighting the very best of our nations and regions to broaden travel itineraries and drive bookings. From the beauty of our coast and countryside, the vibrancy of our cities and cultural attractions to our world-class dining and accommodation, buyers will experience first-hand the quality of our tourism offer alongside the warmest of British welcomes.
‘I know that the international buyers will return home in no doubt about the outstanding quality of tourism products and experiences available right across Britain.’
The ‘Showcase Britain’ trade mission kicks off with a networking event on January 25 at The Old Royal Naval College in Greenwich, London. International buyers and media will be welcomed by VisitBritain Chairman Nick de Bois CBE and CEO Patricia Yates, providing updates on the latest tourism products, experiences, and accommodations.
VisitBritain’s 2024 international campaigns, including its ‘GREAT Britain’ marketing efforts, will be highlighted during the educational visits. The campaigns aim to inspire visitors to ‘See Things Differently’ by showcasing fresh and exciting experiences alongside a warm British welcome. The buyers will also participate in the ‘Britain & Ireland Marketplace’ (BIM) trade event on January 26 before embarking on their educational tours.
VisitBritain’s forecast for 2024 predicts 39.5 million visits to the UK, a five percent increase from 2023, with anticipated spending reaching £34.1bn, a seven percent increase from the previous year and a 20 percent increase from 2019 levels.