VisitBritain Invites 120 International Travel Trade for “Showcase Britain” Event

VisitBritain—the national tourism agency for the U.K.—is preparing to launch its flagship “Showcase Britain” trade mission. 

Beginning on Jan. 23, 2025 with a networking event for international buyers and travel media, attendees will participate in a Britain & Ireland Marketplace (BIM) trade event on Jan. 24, followed by three-to-five-day hosted visits.

VisitBritain will host more than 120 travel trade from 17 international markets on these educational visits across the country. The tailored visits will highlight the latest products and experiences on offer in the U.K., Ireland, Scotland, and Wales.   

In keeping with VisitBritain’s new tourism campaign, “Starring GREAT Britain,” many of the visits include film-and-tv inspired experiences.

“We want more visitors from home and abroad to immerse themselves in British destinations made famous thanks to film and TV, and events like this will help drive growth in our £74 billion tourism industry,” said Tourism Minister Sir Chris Bryant.

The tailored visits were developed in partnership with Tourism Northern Ireland, VisitEngland, VisitScotland, and Visit Wales.

VisitBritain has invited travel trade from the U.S. 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, and South Korea.

“From exploring our vibrant cities, world-class attractions and stunning countryside, to enjoying our exciting contemporary culture and hospitality, international buyers will have a front-row seat experiencing firsthand why Britain is the real star of the show. I know that they will return home inspired to sell more British destinations this year,” said VisitBritain CEO Patricia Yates.

For more information about VisitBritain’s “Starring GREAT Britain” campaign, visit https://www.visitbritain.org/starring-great-britain.