VisitBritain will welcome more than 120 international travel buyers – including a delegation from Canada – for a series of educational visits across Britain, as part of its flagship ‘Showcase Britain 2024’ trade event. The annual event helps set agendas for tour operator and travel agency product for the coming year.

The educational visits, under way from Jan. 27, are a mix of three-to-five-day itineraries to destinations across England, Wales, and Scotland, showcasing the latest tourism products across Britain and experiences for visitors.

Canadian buyers will be joined by buyers from 18 international markets and as part of their educational tour will be exploring Scotland.

Before heading off, the buyers will also attend the ‘Britain & Ireland Marketplace’ (BIM) trade event on Jan. 26, held at the Intercontinental London – The O2, with a full day of business appointments and networking with tourism suppliers and destinations across Britain.

Patricia Yates CEO of the national tourism agency, said, “We are delighted to be showcasing Britain’s outstanding destinations, tourism products and experiences… highlighting the very best of our nations and regions to broaden travel itineraries and drive bookings. From the beauty of our coast and countryside, the vibrancy of our cities and cultural attractions to our world-class dining and accommodation, buyers will experience first-hand the quality of our tourism offer alongside the warmest of British welcomes.”

VisitBritain’s Executive VP, The Americas, Australia & New Zealand Paul Gauger added, “Working closely with travel trade in Canada is crucial to selling travel to Britain. This event is a great opportunity to bring together many of our industry partners to strengthen connections and share first-hand experience of the outstanding and varied tourism products on offer. We want to showcase a modern and dynamic Britain inspiring our travel trade partners and our visitors to ‘See Things Differently’.”

VisitBritain’s in-country teams have worked in partnership with destination management organizations and destination management companies across England, Scotland, and Wales to develop tailored itineraries for each inbound market.

In Canada, VisitBritain country director Cathy Stapells says, “There is lot (we are) is doing to support the trade (in addition to) Showcase Britain. Our priority is to educate the travel trade on new products for 2024 and to build a depth of knowledge that drives bookings. Our travel agent workshops in November were a success with 200 agents attending. We’re following them up with another workshop in Burlington, Ont., on Feb. 13, and another in Calgary on March 13. We’re also planning a workshop for Ottawa in late March.

VisitBritain’s latest inbound tourism forecast predicts 39.5 million inbound visits to the UK in 2024, up 5% on the 37.8 million that were expected in 2023 although still 3% shy of 2019’s record levels. Its forecast for overseas visitor spending this year is £34.1 billion, up 7% on the spending predicted in 2023 and up 20% on 2019, although 96% of 2019 levels when adjusted for inflation.