VisitBritain is hosting over 120 international travel trade representatives for its Showcase Britain 2025 event, promoting UK tourism. The event, which will highlight the country’s diverse attractions, aims to drive international visits and strengthen partnerships with travel markets.
Starring Great Britain
Showcase Britain 2025 initiative will run over multiple days, offering educational tours across England, Northern Ireland, Scotland, and Wales. Attendees will explore unique destinations and experiences inspired by iconic British film and television productions. This focus ties into VisitBritain’s upcoming ‘Starring GREAT Britain’ campaign, which spotlights the UK as a premier travel destination.
Travel buyers from 17 international markets, including the USA, Australia, China, and India, are participating in this event. These markets, crucial to UK tourism, represent significant growth opportunities. By engaging with global travel planners, VisitBritain hopes to secure the UK’s place in top international travel itineraries.
The event’s primary goal is to showcase new and exciting tourism products while emphasizing lesser-known UK destinations. Through curated itineraries, international buyers will gain firsthand knowledge of the UK’s many offerings. In addition, this will also promote rural and coastal areas, aligning with VisitBritain’s long-term growth strategies.
Long-Term Goals of VisitBritain
Tourism Minister Sir Chris Bryant has expressed strong support for the event.
“Through our Plan for Change we want to welcome 50 million international visitors a year by 2030, while creating opportunity in local communities and setting the scene for the UK’s thriving visitor economy for years to come,” he said.
Additionally, VisitBritain CEO Patricia Yates emphasized the event’s timely importance in maintaining the UK’s global appeal.
“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 first hand why Britain is the real star of the show,” said Yates. “I know that they will return home inspired to sell more British destinations this year.”
VisitBritain: Fostering Connections
Collaboration has been vital to planning Showcase Britain 2025. For instance, VisitBritain is working closely with organizations like Tourism Northern Ireland, VisitEngland, VisitScotland, and Visit Wales. Together, they are crafting experiences tailor-fit to each region’s unique strengths.
Two major networking opportunities are also in store for participants. The first is a glamorous gathering at Hampton Court Palace, showcasing British culture and heritage. The second is the ‘Britain & Ireland Marketplace’ at the Intercontinental London – The O2. Here, VisitBritain hopes to foster business connections between UK tourism providers and global buyers.
Beyond immediate networking, the event aims to deliver lasting economic benefits. Inbound tourism significantly contributes to the UK economy, supporting jobs and local businesses across the nation. Hence, Showcase Britain 2025 is expected to generate long-term partnerships and increase international visitors, especially with the ETA roll-out.
What’s ahead
With these initiatives, attendees will leave with a deeper appreciation for the UK’s rich history, vibrant culture, and stunning landscapes. Organizers expect these experiences to inspire them to promote the UK as a must-visit destination to their clients.
Photo by Bruno Martins on Unsplash
