Industry HQ

Share this article

VisitBritain's first trade mission in 8 years heads Down Under in September 2024

VisitBritain stages its first travel trade roadshow in Australia since 2016, touching down in Sydney, Melbourne and Brisbane from 9-13 September 2024 and bringing 36 British tourism suppliers for a five-day series of product workshops and agent training.

VisitBritain stages its first travel trade roadshow in Australia since 2016, touching down in Sydney, Melbourne and Brisbane from 9-13 September 2024 and bringing 36 British tourism suppliers for a five-day series of product workshops and agent training.

It’s the first visit to Australia in eight years with VisitBritain Chair Nick de Bois in attendance along with British suppliers, including destination management companies (DMCs).

Many suppliers are also visiting Australia for the first time, including representatives from hotels, attractions and DMCs plus touring and sightseeing operators.

Young woman hovering on a broomstick in the Outer Bailey of Alnwick Castle.
Have a Harry Potter experience at Alnwick Castle, Northumberland. Image: VisitBritain

Suppliers include the likes of Harry Potter filming site Alnwick Castle, Liverpool Football Club Experience, Historic Royal Palaces and ABBA Voyage digital concert in London.

Meanwhile, regional tourism boards in attendance are VisitScotland, Visit Birmingham & The West Midlands, Visit West (Bath & Bristol), Visit Lake District, Cumbria and Experience Oxfordshire.

Couple standing at an iron fence outside historic building.
Historic Edinburgh, Scotland. Image: VisitBritain/Simon Jarratt

Australian travel buyers and advisors will have the chance to connect with suppliers and learn about the latest products and innovations.

Man skateboarding down valley paths. Green landscape
Skateboarding in the Lake District at Great Langdale, Cumbria. Image: VisitBritain/Jack Anstey

Buyers can register here for one-on-one business appointments during the day.

  • Sydney: Monday, 9 September 2024, 9am-2pm at Sofitel Sydney Wentworth
  • Melbourne: Wednesday, 11 September 2024, 12pm-5pm at W Melbourne
  • Brisbane: Friday, 13 September 2024, 9am-2pm at Hilton Brisbane

Registrations close 23 August 2024.

Advisors can register here to attend agent networking and training events in the evenings.

  • Sydney: Tuesday, 10 September 2024, 5:30-10pm at Sofitel Sydney Wentworth
  • Melbourne: Wednesday, 11 September 2024, 6-10pm at W Melbourne
  • Brisbane: Thursday, 12 September 2024, 5:30-10pm at Hilton Brisbane

Registrations for agent events also close 23 August 2024.

Record-breaking demand

VisitBritain’s latest estimates show Australians are forecast to spend a record £1.7 billion (approximately AUD$3.3 billion) on trips across the UK in 2024, up from AUD$3 billion last year.

There was also a record high of 1.2 million visits from Australia to the UK in 2023, up 10 per cent on 2019.

VB VisitBritain Chair Nick de Bois giving speech at Showcase Britain 2024 VisitBritain Kevin Moran Photography Paul Cocksedge Coalescence
Chair Nick de Bois at Showcase Britain 2024 in London. Image: VisitBritain/Kevin Moran Photography/Paul Cocksedge Coalescence

Chair Nick de Bois said he was delighted to lead the first travel trade mission to Australia in almost a decade.

“As the UK’s fourth most-valuable visitor market and following record-breaking results in 2023, this mission provides a timely opportunity for British travel suppliers and destinations to get their tourism products and services in front of top Australian buyers and explore new business opportunities,” he said.

Male hiker admiring view from Cannon rock on Tryfan, Ogwen Valley, Snowdonia (Eryri), Wales.
Admire the view from Cannon Rock in Snowdonia (Eryri), Wales. Image: VisitBritain/Nadir Khan

“The mission also marks my first visit to Australia as Chair and I am looking forward to connecting with the Australian travel trade and hearing firsthand how we can continue to support the industry, converting increasing demand into bookings and inspiring travellers to explore more of Britain year-round.”

Discover VisitBritain’s latest set-jetting’ marketing campaign aimed at Aussies plus Bridgerton filming locations.

For more info, head to visitbritain.com