TBM Staff - Mumbai
VisitBritain is welcoming more than 120 international travel trade representatives for its flagship ‘Showcase Britain’ event. The initiative includes educational visits across England, Northern Ireland, Scotland, and Wales, highlighting destinations featured in films and TV shows. With the upcoming global launch of its ‘Starring GREAT Britain’ screen tourism campaign, VisitBritain is showcasing on-screen locations to inspire international travel buyers and media. This effort aims to drive growth in tourism across the UK’s nations and regions by promoting new products and experiences to global markets.
Delegates from 17 international markets, including the USA, Canada, China, India, Japan, and GCC countries, are participating in tailored trips to experience the best of British tourism. The educational visits focus on regional highlights, leveraging Britain’s heritage, stunning scenery, and its prominent role in global screen industries. Travel trade from key markets will integrate these destinations into itineraries for future visitors, supporting VisitBritain’s goal of driving tourism growth.
Tourism Minister Sir Chris Bryant emphasised the UK’s appeal as a destination shaped by its cinematic legacy, stating, “We want visitors from home and abroad to immerse themselves in British destinations made famous thanks to film and TV. Events like this will drive growth in our GBP 74 billion tourism industry, supporting our plan to welcome 50 million international visitors a year by 2030.” VisitBritain CEO Patricia Yates highlighted how the campaign will enhance product knowledge, encourage exploration of regional gateways, and boost local economies through visitor spending.
The three-to-five-day visits are part of VisitBritain’s ‘Showcase Britain’ trade mission, which commenced with a networking event at Hampton Court Palace on 23 January. Delegates were officially welcomed by Tourism Minister Sir Chris Bryant, VisitBritain Chairman Nick de Bois CBE, and CEO Patricia Yates. The event included updates on market research, insights, and presentations from VisitEngland, VisitScotland, Visit Wales, and London & Partners, showcasing the latest offerings in hospitality, attractions, and accommodations across the UK.
