VisitBritain will host 120 travel trade from 17 international markets, including eight Australian and New Zealand reps, on educational trips across the UK as part of the ‘Showcase Britain’ event, tying in with the launch of its new global set-jetting tourism campaign.
The VisitBritain famils in January 2025 will feature film and TV-inspired experiences taking international buyers behind the scenes of the ‘Starring GREAT Britain‘ campaign.
The three- to five-day hosted visits in England, Scotland and Wales will shine the spotlight on the latest accommodation, products and experiences to drive growth across UK regions.
The Showcase Britain event commences with a networking get-together on 23 January followed by the Britain & Ireland Marketplace (BMI) trade event on 24 January 2025.

The ANZ contingent will then embark on a tailored itinerary through Cumbria and Liverpool and experience the new regional offerings firsthand.
Inbound tourism contributed an estimated £32.5 billion (around AUD$64 billion) in visitor spending to the UK economy in 2024, a year-on-year increase of five per cent. Australia was the fourth-largest source market in 2023.


VisitBritain CEO Patricia Yates said: “With the upcoming launch of our ‘Starring GREAT Britain’ campaign, now is the perfect time to roll out the red carpet and welcome international buyers to Britain. Building product and destination knowledge broaden travel itineraries so visitors explore more, including through our regional gateways, driving visitor spending into local economies.”
“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 firsthand why Britain is the real star of the show. I know that they will return home inspired to sell more British destinations this year.”
Find out more at visitbritain.org