The visits are a mix of three-to-five-day itineraries to destinations across England, Wales and Scotland, underway from January 27
As part of its premier ‘Showcase Britain 2024’ trade event, VisitBritain, the national tourism agency of Britain, will be hosting over 120 foreign travel buyers for a series of educational visits across the country.
According to a press statement by VisitBritain, the visits are a mix of three-to-five-day itineraries to destinations across England, Wales and Scotland, underway from January 27. Buyers from 18 international markets are taking part, including from the USA, the UK’s largest and most valuable inbound visitor market, as well as from Australia, Austria, Belgium, Brazil, Canada, China, France, Germany, the Gulf Co-operation Council (GCC) countries, India, Italy, Japan, the Netherlands, New Zealand, the Nordic countries, South Korea and Switzerland.
The board says that the ‘Showcase Britain’ trade mission gets underway with a networking event for international buyers and travel media hosted in the iconic Painted Hall at the Old Royal Naval College in Greenwich, London, on January 25. It will showcase buyers and travel media the latest tourism products across Britain and the fresh and exciting experiences for visitors to this year in Britain.
VisitBritain is also set to highlight its international campaigns for 2024, to drive inspiration to visit. Its ‘GREAT Britain’ marketing campaigns will be running in Australia, France, Germany, the GCC and the USA, inspiring visitors to ‘See Things Differently’ by showing fresh and exciting experiences, alongside a warm British welcome.
The board says its global campaigns in 2024 are also harnessing the power of screen tourism to showcase Britain’s regional diversity, highlighting film and TV locations, destinations and visitor experiences.
The statement adds that buyers will also attend the ‘Britain & Ireland Marketplace’ (BIM) trade event on January 26, held at the Intercontinental London O2, with a full day of business appointments and networking with tourism suppliers and destinations across Britain.
Patricia Yates
“We are delighted to be showcasing Britain’s outstanding destinations, tourism products and experiences to international buyers and travel press, 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 and media will return home in no doubt about the outstanding quality of tourism products and experiences available right across Britain,” says VisitBritain CEO Patricia Yates.
VisitBritain says its in-country teams have worked in partnership with destination management organisations and destination management companies across England, Scotland and Wales to develop tailored itineraries for each inbound market.
The buyers and travel media will be welcomed by VisitBritain Chairman Nick de Bois CBE and CEO Patricia Yates with updates from the agency’s trade teams, as well as from VisitEngland, London and Partners, VisitScotland and Visit Wales on the latest products, experiences, hospitality and accommodation, the statement adds.
VisitBritain says its latest inbound tourism forecast predicts 39.5 million inbound visits to the UK in 2024, up 5 pc on the 37.8 million that were expected in 2023 and still 3 pc shy of 2019’s record levels. Its forecast for overseas visitor spending this year is GBP 34.1 billion, up 7 pc on the spending predicted in 2023 and up 20 pc on 2019, although 96 pc of 2019 levels when adjusted for inflation.
