VisitBritain is set to host more than 70 international buyers on educational trips across England, Scotland and Wales over the next two weeks.
The agency is seeking to build on the estimated £34.6 billion economic impact inbound tourism generated in 2025.
Global travel trade from 11 international markets will take part in tailored visits between 30 January and 5 February to explore tourism highlights, from Dorset to the Scottish Borders and South Wales.
Some of these in-person experiences of Britain’s newest attractions, sights and tours will be promoted for the first time.
International delegates from the UK’s top three markets – the US, France and Germany – will attend, together with travel buyers from Australia, Brazil, Canada, China, the Gulf Co-operation Council (GCC) countries, Italy, the Netherlands and Spain.
Educational visits will feature tourism products and the latest innovations from across the nations and regions, as well as film and television experiences to celebrate VisitBritain’s global campaign ‘Starring GREAT Britain’.
The campaign is estimated to have generated £217 million in additional spending by international visitors from its launch in January 2025 to last June.
VisitBritain’s in-country teams have worked in partnership with England’s Local Visitor Economy Partnerships (LVEPs) and Destination Development Partnerships (DDPs), VisitScotland and Visit Wales to develop four-to-seven-day itineraries for each inbound market.
“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,” said VisitBritain CEO Patricia Yates.
Before heading off on educational tours, international buyers will attend the Britain & Ireland Marketplace (30 January, InterContinental London – The O2).
The day-long event, organised by ETOA, brings together national and regional destinations and products across the UK and Ireland to promote the best of British and Irish tourism.
Following the London event, international buyers will visit:
Australia: Wales, Chester, Cheshire, Manchester
Brazil: Birmingham, West Midlands, Wiltshire, Bath, Windsor
Canada: North East to include Newcastle, Durham & Yorkshire
China: Bath, Bristol, Manchester Gateway (North West, Yorkshire)
France: East/West Midlands (Peak District, Nottingham, Stratford upon Avon)
Germany: North West (Liverpool, Lancashire, Manchester and Peak District)
Gulf Co-operation Council (GCC) countries: Oxfordshire, Cotswolds, Stratford upon Avon
Italy: South Wales, Bristol
Netherlands: Wiltshire, Somerset, Dorset, Devon
Spain: Northumberland, Scottish Borders
USA: Bath, Bristol, Cotswolds, Oxfordshire
