The best of Britain will be on show in Australia as VisitBritain Chairman Nick de Bois CBE leads the agency’s first trade mission down under since 2016.
VisitBritain’s five-day Australian trade mission, from 9-to-13 September in Sydney, Melbourne and Brisbane, will see dozens of British travel trade and industry suppliers meet with top buyers from Australia.
One-to-one business meetings are set to take place during the mission, giving top Australian travel buyers the chance to connect with suppliers and destinations, and learn about the latest tourism products.
VisitBritain Chairman Nick de Bois CBE said: “This is a timely and valuable opportunity to harness the strong growth we’re seeing from this incredibly important inbound visitor market.”
Australia inbound tourism is forecast be worth a record £1.7 billion this year.
“This mission marks a major milestone for us to reconnect with the travel trade across Australia. Building product knowledge also broadens itineraries so visitors explore more of our nations and regions.”
The British suppliers include hotels, visitor attractions, destination management companies, retailers, tour and sightseeing operators spanning all regions.
During the trade mission delegates will also have the chance to connect with top travel advisors from Australia’s retail sector during networking events and dedicated agent training sessions.
VisitBritain will also be updating delegates on its upcoming multi-million pound ‘Starring GREAT Britain’ campaign, rolling out across its major inbound markets from early 2025 including Australia.
The campaign showcases screen tourism, highlighting film and TV locations.
There were a record 1.2 million visits from Australia to the UK in 2023, up 10% on 2019.
