The UK’s national tourism agency, VisitBritain, is set to welcome more than 120 international travel trade representatives for its flagship event, ‘Showcase Britain 2025’.

This initiative aims to highlight the UK’s diverse tourism offerings and strengthen business connections with key global markets.

Educational Visits Across the UK

Participants from 17 international markets, including the USA, Australia, China, and Germany, will embark on tailored educational visits spanning England, Scotland and Wales.

These trips are designed to showcase the latest tourism products and experiences, encouraging their promotion in international markets and driving tourism growth across the UK’s nations and regions.

Integration with ‘Starring GREAT Britain’ Campaign

Coinciding with the launch of VisitBritain’s global screen tourism campaign, ‘Starring GREAT Britain’, many of these educational visits will feature film and TV-inspired experiences.

This approach aims to connect international travel buyers and media with real destinations featured in popular screen productions, leveraging the UK’s rich film and television heritage to attract visitors.

Key Events and Collaborations

The ‘Showcase Britain 2025’ event will commence with a networking gathering at Hampton Court Palace in Surrey on 23 January 2025.

Attendees will include international buyers and travel media, who will receive updates on the latest market research and insights.

Presentations from VisitEngland, VisitScotland, Visit Wales, and London & Partners will highlight new products, experiences, hospitality, and accommodation available across the UK.

Following this, participants will attend the ‘Britain & Ireland Marketplace’ (BIM) trade event on 24 January 2025 at the Intercontinental London – The O2.

This event offers a full day of business appointments and networking opportunities with tourism suppliers and destinations, facilitating the expansion of international networks and business prospects.

Economic Impact and Future Goals

Inbound tourism remains one of the UK’s most valuable service exports, with visitor spending estimated at £32.5 billion in 2024, reflecting an annual growth of 5%.

Through initiatives like ‘Showcase Britain 2025’ and the ‘Starring GREAT Britain’ campaign, VisitBritain aims to further boost these figures by enhancing the UK’s appeal as a premier travel destination.

Tourism Minister Sir Chris Bryant emphasized the significance of screen tourism, stating, “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.”

He also highlighted the government’s ambition to welcome 50 million international visitors annually by 2030, as outlined in the ‘Plan for Change’.

VisitBritain’s Commitment

VisitBritain CEO Patricia Yates expressed enthusiasm for the initiative, stating, “With the upcoming launch of our ‘Starring GREAT Britain’ campaign, now is the perfect time to roll out the red carpet and welcome international buyers to Britain.”

She underscored the importance of building product and destination knowledge to broaden travel itineraries, encouraging visitors to explore more and thereby driving visitor spending into local economies.

By hosting ‘Showcase Britain 2025’, VisitBritain demonstrates its commitment to fostering international partnerships and promoting the UK’s rich cultural and tourism assets to a global audience.

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