VisitBritain to showcase the best of British tourism during its first trade mission to Australia

VisitBritain is set to showcase the best of British tourism during its first trade mission to Australia since 2016, led by Chairman Nick de Bois CBE.

The five-day event, scheduled from September 9 to 13, 2024, will take place in Sydney, Melbourne, and Brisbane, bringing together top British travel trade and industry suppliers with leading Australian buyers to foster business connections and explore new opportunities.

The mission will feature one-to-one business meetings, allowing Australian travel buyers to engage directly with British suppliers, learn about the latest products and innovations, and expand their business portfolios.

Delegates will also participate in networking events and agent training sessions, aimed at converting Australian interest in Britain into bookings.

The campaign leverages the appeal of screen tourism, inspiring visitors to explore more of the UK and stay longer.

Recent research by VisitBritain revealed that 86% of Australians interested in visiting the UK are keen on exploring film and TV locations during their trip.

The Australian market has shown remarkable growth, with a record 1.2 million visits from Australia to the UK in 2023, a 10% increase from 2019.