More than 450 travel buyers and advisors across Australasia are expected to take part in a major British tourism trade mission this month, designed to strengthen industry relationships and drive future bookings.
VisitBritain’s Australian mission will run from September 14 to 18 in Sydney and Melbourne, bringing dozens of British tourism suppliers together with more than 300 local buyers and advisors.
The program will include one-to-one business meetings, advisor engagement events, market briefings and industry roundtables, giving Australian buyers direct access to destinations, accommodation providers, attractions, tour operators and destination management companies.
Participating destinations include VisitScotland, Visit Wales, Marketing Manchester, Visit Birmingham & West Midlands, Visit Lake District and Visit West.
Patricia Yates, VisitBritain CEO, said the mission was aimed at converting strong demand for Britain into bookings while helping suppliers better understand the Australasian market.
“Building product and destination knowledge broadens travel itineraries so visitors explore more of Britain, spreading the economic benefits of visitor spending across our nations and regions and supporting local jobs and businesses,” Ms Yates said.
The mission also comes as VisitBritain continues its Starring GREAT Britain campaign, which uses film and television locations to encourage visitors to explore more of the country.
Research from the tourism body shows more than 90 per cent of potential UK visitors are interested in visiting locations they have seen on screen.
Australia remains one of Britain’s most valuable inbound markets, with Australian visitors forecast to spend £1.7 billion (approx. $AU3.1 billion) across the UK this year from an estimated 1.1 million visits.
VisitBritain said the trade mission would also give British suppliers an opportunity to hear directly from Australian advisors about client preferences, emerging demand and the types of experiences shaping long haul travel decisions.
