VisitBritain is hosting over 70 international travel buyers across England, Scotland, and Wales from 30 January to 5 February, offering first-hand experiences of Britain’s top attractions and tourism innovations to grow the inbound visitor economy.
Educational Trips Highlight Britain’s Tourism Offer
VisitBritain will host more than 70 international travel trade delegates on educational trips across England, Scotland, and Wales. Tailored itineraries, running from 30 January to 5 February, are designed to showcase Britain’s newest attractions, cultural highlights, and immersive experiences, including film and television-inspired activities from the Starring GREAT Britain campaign.
Delegates represent 11 international markets, including the USA, France, Germany, Australia, Brazil, Canada, China, GCC countries, Italy, the Netherlands, and Spain. The initiative aims to strengthen the promotion of British tourism products internationally and encourage their inclusion in future overseas itineraries.
Why It Matters
- The inbound visitor economy is forecasted to reach £34.6 billion in 2025, highlighting the economic importance of international tourism.
- The Starring GREAT Britain campaign has already generated an estimated £217 million in additional visitor spending, with a £20 return for every £1 invested.
- Hands-on experiences of destinations—from Bath to Birmingham, Dorset to Durham, and the Scottish Borders to South Wales—help international buyers understand the unique appeal of Britain’s tourism offer.
- Collaboration with Local Visitor Economy Partnerships (LVEPs), Destination Development Partnerships (DDPs), VisitScotland, and Visit Wales ensures tailored itineraries for each market.
Industry Perspective
VisitBritain CEO Patricia Yates said the educational visits are designed to strengthen international awareness of Britain’s tourism offer and support destinations across the nations and regions.
“Our aim is to give international travel buyers first-hand experience of the breadth and quality of what Britain offers right now, from new attractions to film and television-inspired experiences, so they can confidently bring those products to their markets,” Yates said.
Key Highlights of Educational Visits
- Visits to the latest attractions, tours, and cultural experiences across the UK.
- Focus on film and TV-inspired activities supporting the Starring GREAT Britain campaign.
- Networking and knowledge-sharing at the Britain & Ireland Marketplace on 30 January at InterContinental London – The O2.
- Opportunities for international buyers to explore regional products and promote them abroad.
At a Glance
- Event: Educational trips for international travel buyers
- Dates: 30 January – 5 February
- Markets: USA, France, Germany, Australia, Brazil, Canada, China, GCC, Italy, Netherlands, Spain
- Key Campaign: Starring GREAT Britain
- Goal: Promote UK tourism products internationally and grow the inbound visitor economy
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