VisitBritain is set to welcome over 70 international travel buyers from 11 countries, aiming to enhance the UK's inbound tourism sector, valued at an estimated £34.6 billion in 2025. From 30 January to 5 February, these buyers will embark on educational tours across England, Scotland, and Wales, experiencing the nation's tourism highlights firsthand.
Participants from key markets, including the USA, France, and Germany, as well as Australia, Brazil, Canada, China, the Gulf Co-operation Council (GCC) countries, Italy, the Netherlands, and Spain, will explore destinations such as Bath, Birmingham, Dorset, and the Scottish Borders. These visits are designed to promote Britain's newest attractions and experiences in international markets.
The initiative is part of VisitBritain's broader strategy to boost the economy by supporting local attractions and hospitality businesses. Patricia Yates, CEO of VisitBritain, emphasised the importance of showcasing Britain's diverse tourism offerings, stating, “Our in-country teams have worked with our nations and regions to produce itineraries, which highlight that Britain is full of fresh, exciting experiences to come and enjoy right now.”
The educational tours will also feature film and television experiences linked to VisitBritain's successful 'Starring GREAT Britain' campaign, which has generated $217 million (£217 million) in additional spending by international visitors since its launch in January 2025.
Before the tours, buyers will attend the Britain & Ireland Marketplace on 30 January at the InterContinental London – The O2, facilitating networking and business appointments with UK and Irish tourism representatives. This initiative underscores VisitBritain's commitment to driving growth in the tourism sector by fostering international partnerships and promoting the UK's rich cultural heritage.
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