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Fam trips will begin this January with buyers from 18 global markets
National tourism agency VisitBritain is gearing up to welcome more than 120 international travel buyers for a series of educational visits across Britain as part of its flagship ‘Showcase Britain 2024’ trade event.
The educational visits, underway from 27 January 2024, are a mix of three- to five-day itineraries to destinations across England, Wales and Scotland, showcasing the latest tourism products across Britain to travel buyers as well as travel media.
Taking part are buyers from 18 international markets, including Australia, Austria, Belgium, Brazil, Canada, China, France, Germany, the GCC, India, Italy, Japan, the Netherlands, New Zealand, the Nordic countries, South Korea, Switzerland and the USA, the UK’s largest and most valuable inbound visitor market.
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VisitBritain’s in-country teams have worked in partnership with destination management organisations across the country to develop tailored itineraries for each inbound market.
The ‘Showcase Britain’ trade mission will begin with a networking event for international buyers and travel media hosted in the iconic Painted Hall at The Old Royal Naval College in Greenwich, London, on 25 January.
VisitBritain is also set to highlight its international ad campaigns for 2024, which will be running in Australia, France, Germany, the GCC and the USA, inspiring visitors to ‘See Things Differently’ by showing fresh and exciting experiences, alongside a warm British welcome.
VisitBritain’s latest inbound tourism forecast predicts 39.5 million 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.
For more information, visit www.visitbritain.com/en/annual-events-britain-2024
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