VisitEngland named the winners of its Visitor Attraction Accolades for 2024-2025.    Awards went to 78 English attractions covering various elements: ‘Welcome’; ‘Best Told Story’; ‘Hidden Gem’; ‘Quality Food and Drink’ and ‘Gold’. The accolades were awarded based on scores that attractions obtained following their annual VisitEngland Visitor Attraction Quality Scheme assessment. VisitEngland Director Andrew Stokes said: “These accolades put England’s outstanding attractions in the spotlight.  They acknowledge the people who give the warmest welcomes, provide the most mouth-watering food and tell the stories that delight visitors.” “The excellence on show underlines the quality within the industry, ensuring fantastic visitor experiences.” VisitEngland’s Visitor Attraction Accolades, now in their 11th year, are awarded to participants of the VisitEngland Visitor Attraction Quality Scheme across a range of tourism attractions, These span historic houses, gardens, country parks and farm attractions to galleries, museums, churches and cathedrals. Participating attractions are supported by experienced independent assessors who deliver advice and guidance on improving and promoting the quality, accessibility and sustainability of their facility. Winning attractions can display the Accolade logo at their attraction, online and in their marketing materials. The VisitEngland Visitor Attraction Accolades 2024-2025 were presented to winners at a lunch at the British Motor Museum in Warwickshire last week. The full list of VisitEngland Visitor Attraction Accolades for 2024-2025: VisitEngland Quality Assessment Services | VisitBritain.org  

  International visitors spent an additional £562 million across Britain as a result of activity by national tourism agency VisitBritain/VisitEngland, latest figures show.   Results also show that 60% of this estimated additional spend, £336 million, was in destinations outside of London.   The agency reported the figures, which cover its activity for the 2024-2025 financial year, as it was set to bring industry leaders together at its annual review event ‘Behind the scenes: driving regional growth through the visitor economy’ on 21 October, outlining its priorities and activities to grow the visitor economy and support the UK Government’s ambition of 50 million international visitors annually by 2030.   Separately the agency also shared results for the initial phase of its ongoing ‘Starring GREAT Britain’ global campaign, which is using the powerful draw of screen tourism to inspire visits to the nations and regions today. The campaign is estimated to have generated £217 million* in additional spending by international visitors from its launch in January to June this year. It means that for every pound invested in the campaign, visitors spent an additional £20 in Britain. Launched in collaboration with international film and TV studios the campaign also promotes Britain’s creative industries.   Speaking ahead of the review, British Tourist Authority Chairman Nick de Bois said:   “These figures represent not just numbers on a balance sheet, but the millions of additional pounds generated by VisitBritain’s activity that flows into our high streets, our hospitality businesses, our cultural institutions and our communities across every nation and region of Britain.   “Tourism is one of our greatest industries that creates opportunities for all, from the small and medium sized businesses that make up the backbone of our world-class industry to our destinations and attractions that draw visitors from across the globe.   “By working in partnership with industry and the UK Government we can realise tourism’s huge potential to create immediate and sustained economic growth, delivering jobs and prosperity to communities across Britain.”   VisitBritain’s annual review comes as its just published inbound tourism forecast estimates £34.6 billion would be spent by international visitors in the UK this year, up 6% on 2024. Looking at visits to the UK, 44.3 million visits are forecast, up 4% on last year.   Mr de Bois said that while it was good to see the overall estimated growth this year on 2024, longer term forecasts are showing that the UK is starting to lose its competitive position internationally as a visitor destination, both globally and against some major western European rivals.   “Tourism to the UK is already generating growth in value of 6% year-on-year. VisitBritain’s analysis shows that if tourism to the UK was growing at the same pace as current forecasts for Western Europe, the industry would be worth an additional £4.4 billion per year by 2030 to the economy. But tourism is extremely competitive, and visitors have a lot of choice. Like every export industry we need to be telling our story about why people should come to Britain not one day, but today.   “Tourism also frames how people around the world see Britain, building positive perceptions. Those who have visited are 16% more likely to invest in the UK’s businesses, products and services,” he said.   To convert the interest to visit Britain into bookings, VisitBritain had been with working with partners across its major inbound markets including Australia, France, Germany and the United States (US), generating £12 million of additional cash and marketing-in-kind activity in the last financial year.   Its work with global travel trade had ensured British products were sold internationally, hosting major trade missions for markets showing growth including Australia, India and the US, connecting hundreds of British businesses with international buyers and generating almost £100 million in sales. Of product sold, 64% of itineraries and tours developed had featured destinations outside of London.   VisitBritain’s support had also seen the business events industry win, and scale, international conferences and exhibitions. Looking longer term its business events growth programme had achieved, from 2018 to 2024, £60.6 million in direct economic return to the UK economy with 91 business events supported across 18 cities throughout England, Scotland and Wales.   Domestically the priority for VisitEngland had been supporting the Local Visitor Economy Partnership (LVEP) programme, simplifying a regional structure for English tourism. A cohort of LVEPs have been created focused on robust destination management, regenerative visitor growth, integrated planning to benefit communities and economies and working with Combined Authorities on local growth plans. Destination Development Partnerships (DDPs) were also part of the restructuring. They are made up of a number of LVEPs, setting regional priorities and receiving government funding. Two DDP pilots have been underway in the North-East of England and the West Midlands to demonstrate the power of this approach with tourism considered strategically in local planning, transport development and investment decisions.   “As decision making is increasingly devolved, it has been fantastic to also see LVEPs engaging with Mayoral authorities, ensuring tourism is recognised as a sector that delivers on regional economic growth and promotes pride-in-place.   “However, despite the success of the DDP pilots and the hard work of LVEPs to gain accreditation, I am disappointed that there is still no long-term funding commitment from government. Afterall the structures of tourism have responded and it would be timely now for government to do so too, to secure the future of destination management across England,” said Mr de Bois.   Domestic overnight trips in England currently being down 8% year-on-year also demonstrated the ongoing operational challenges and cost of living impacts faced by the industry.   VisitEngland was continuing its targeted support to small businesses with new guidance and tools, from regenerative tourism to accessibility, on its Business Advice Hub. Free trade initiatives including the new ‘Taking England’s Wine to the World’ programme was supporting businesses to reach new customers and grow their revenue.   Tourism is one of Britain’s largest and most valuable industries, its third largest service export and a major part of British trade, supporting hundreds of thousands of small businesses and employing millions of people across the nations and regions.

VisitBritain is gearing up to host its ‘Destination Britain Americas’ trade mission in the Americas. It will present British tourism suppliers to top buyers from across the USA, Canada and Brazil. Taking place from 10 to 14 September in Riviera Maya, Mexico, the three-day trade event sees 53 British tourism industry suppliers meet with 47 top buyers. International buyers will have the opportunity to learn about Britain's destinations, and experiences from Bath, Birmingham, Bristol, the Cotswolds, County Durham, Cumbria, Derbyshire, Manchester, Liverpool, Oxfordshire, the Peak District and the West Midlands alongside Scotland and Wales. Activities include one-to-one meetings, networking events and seminars to help drive visitor spending into regional economies. VisitBritain CEO Patricia Yates, leading the trade mission, said:  "This major trade mission brings our incredibly important Brazil, Canada and USA markets together with British suppliers to do business and drive economic growth.” “We are shining the spotlight on the products and experiences on offer across Britain, making sure those are sold internationally, boosting Britain’s economy.” "Building product and destination knowledge broadens travel itineraries, so visitors can explore more of Britain spreading the economic benefits of visitor spending across our nations and regions.” British suppliers joining the trade mission include hotels, visitor attractions, transport providers, retailers, tour and sightseeing operators. The trade mission comes as VisitBritain continues to roll out its international ‘Starring GREAT Britain’ campaign. Launched earlier this year, the campaign is using the draw of film and TV locations and places seen-on-screen to inspire visitors to discover more of Britain. Destination Britain Americas is a cornerstone of VisitBritain’s programme of international sales missions. Inbound tourism is worth an estimated £34.9 billion to the economy in 2025.

  VisitEngland has announced that this year’s VisitEngland Awards for Excellence will be held at the Brighton Dome Corn Exchange on 4 June.   The 35^th national awards will see finalists from 21 regional competitions recognised as Gold, Silver and Bronze winners across 16 core categories. Award categories range from the ‘Experience of the Year’ to the ‘Taste of England Award’ and from the ‘Small Visitor Attraction of the Year’ to the ‘New Tourism Business of the Year’.   VisitEngland Director Andrew Stokes said:   “This wonderful heritage venue with its rich association to arts and culture in one of England’s tourism gems, Brighton, is an ideal destination to celebrate our outstanding industry.   “The VisitEngland Awards for Excellence shine the spotlight on England’s world-class tourism offer and the creativity and innovation thriving within the industry. The awards also honour the people and businesses and the amazing customer service they deliver, creating unforgettable experiences for visitors.”   Chair of East Sussex, Brighton & Hove and West Sussex interim LVEP Board Hedley Swain said:   "We are absolutely delighted that Brighton & Hove has been chosen to host the 2025 VisitEngland Awards for Excellence. This prestigious event is a fantastic opportunity to showcase our vibrant city and all that Sussex has to offer, building on our aspirations in our recently launched Sussex Visitor Economy Strategy for Growth. We look forward to welcoming attendees and hope they take the time to extend their stay, exploring our stunning coastline, rich heritage, and outstanding hospitality."   There were more than 1830 applications from the 21 aligned regional competitions with the winners then automatically entered into the national awards.   In the lead up to the Awards in June, VisitEngland will announce the three finalists for each category.   In addition to the 16 core categories, special awards are also being presented including the ‘Travel Content Award’ and the ‘Tourism Superstar Award’.   Tourism is one of England’s largest, most valuable industries, supporting more than 200,000 businesses, employing 2.6 million people and generating about £71.6 billion in domestic visitor spending.   Core Categories:  

• Accessible and Inclusive Tourism Award
• B&B and Guest House of the Year
• Business Events Venue of the Year
• Camping, Glamping and Holiday Park of the Year
• Ethical, Responsible and Sustainable Tourism Award
• Experience of the Year
• Small Hotel of the Year
• Large Hotel of the Year
• International Tourism Award
• New Tourism Business of the Year
• Pub of the Year
• Self-Catering Accommodation of the Year
• Taste of England Award
• Unsung Hero Award
• Small Visitor Attraction of the Year
• Large Visitor Attraction of the Year

  The 21 local and regional competitions aligned with the VisitEngland Awards for Excellence 2025 are:  

• Beautiful South Tourism Awards
• Bristol, Bath and Somerset Tourism Awards
• Cornwall Tourism Awards
• Cumbria Tourism Awards
• Devon Tourism Awards
• Dorset Tourism Awards
• Greater Lincolnshire and Rutland Tourism Awards
• Lancashire Tourism Awards
•  Leicestershire Promotions Tourism and Hospitality Awards
• Liverpool City Region Tourism Awards
• Marketing Cheshire Tourism Awards
• North East England Tourism Awards
• Peak District, Derbyshire and Derby Tourism Awards
• Remarkable East Yorkshire Tourism Awards (REYTAs)
• South West Tourism Excellence Awards
• Staffordshire and Stoke-on-Trent Tourism Awards
• Suffolk and Norfolk Tourism Awards
• Visit Herefordshire Tourism Awards
• Visit York Tourism Awards
• Visit Worcestershire Tourism Awards
• West Midlands Tourism Awards

National tourism agency VisitBritain has this week officially launched the highly anticipated global screen tourism campaign. The campaign kicked off with a blockbuster-inspired film with Britain the star of the show. The ‘Starring GREAT Britain’ launch film draws on iconic film and TV moments from Mission: Impossible to Bridget Jones; Spider-Man to Succession; House of the Dragon to Harry Potter; Mary Poppins Returns and more. The film takes viewers on a cinematic journey through Britain, showcasing familiar movie locations. The launch film was directed by Academy Award-winning British director Tom Hooper. It is supported by a wider advertising campaign which is underway across the UK’s most valuable inbound visitor markets including Australia, the GCC countries, France, Germany and the US. VisitBritain’s screen tourism research shows that more than 9-out-of-10 potential visitors to the UK would be keen to visit film and TV locations during a trip. Tourism Minister Sir Chris Bryant said: “We want visitors from home and abroad to immerse themselves in the scenery and locations made famous thanks to film and TV.” “Our tourism industry is already worth £74 billion to the economy and this campaign will help drive more growth by encouraging millions of tourists to visit even more parts of the country.’ The first phase of the international ad campaign started from 20 January and runs until the end of March 2025. As well as the launch film, the multi-media advertising campaign uses a mix of channels to showcase destinations across England, Scotland and Wales. The campaign on large digital billboards in locations including Kurfürstendamm in Berlin, to Gare du Nord Station in Paris. The advertising also directs viewers to a screen-tourism hub on VisitBritain’s global consumer website with itineraries themed around film genres from romance to fantasy, action to adventure. A digital map links to film inspired locations, attractions and experiences across the nations and regions.

National tourism agency VisitBritain has appointed Carl Walsh as its Senior Vice President, United States of America. This newly created position is New York based where Walsh will spearhead VisitBritain’s initiatives across the US. It focuses on implementing travel trade and communications strategies with the objective is to drive growth within the American market. Among core duties, he will help deliver on collaboration with cross-government activities in the US. VisitBritain’s EVP, The Americas, Australia & New Zealand, Paul Gauger said: "He brings extensive tourism knowledge to the role, drawing from decades of experience both in Britain and here in the US.” “He has significant industry relationships and insight gained from working with the travel trade over many years at VisitBritain." The US continues to lead tourism’s recovery in the UK with record-breaking spend by American visitors based on the latest year-to-date figures for January to September 2023. It is up 28% on 2019 even when adjusted for inflation. Walsh said: “The US has consistently been a leading market to Britain, and we are committed to continuing to harness the valuable opportunities for growth.” VisitBritain is expecting the US market to be worth £6.3 billion in 2024 with American visitors contributing almost £1 in every £5 of all inbound tourism spending. It is forecasting 5.3 million visits from the US this year, up 17% on 2019.

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National tourism agency VisitBritain/VisitEngland has announced its new West Midlands home. During a VisitEngland Advisory Board meeting it unveiled Victoria Square House in Birmingham as its new hub office. Victoria Square House will become VisitBritain/VisitEngland's home from April. It is located in the heart of Birmingham, close to New Street station, Bullring and  Grand Central shopping centre. The organisation will operate its hub out of offices located in the Gambling Commission's premises. VisitBritain/VisitEngland selected the West Midlands for the region's transport links, local talent pool and the successful relocation of other government departments to the area. The move has been supported by the West Midlands Growth Company. Andy Street, Mayor of the West Midlands, said: "VisitBritain/VisitEngland's move to the West Midlands is a major vote of confidence for West Midlands tourism and comes at a time when visitor numbers here are at a record high.” "The West Midlands tourism scene is a cornerstone of our economic offer, attracting visitors from around the world.” The West Mildlands will become the second pilot for the country's new Destination Development Partnership (DDP) model. Patricia Yates, CEO, VisitBritain/VisitEngland, added: "We are delighted to have secured office space as we begin the transition to our new hub.” "We are excited about the opportunities and perspectives that having our hub in Birmingham will bring.”

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  Being the highest distinction in gastronomy, year after year, the Michelin Star award ceremony brings the culinary arts to life. Great Britain shone once again this year, with a display of 28 stars awarded to a total of 21 restaurants: 15 restaurants received One Star; 5 establishments received Two Stars and one new Michelin Three Star (The Ledbury in London). These new award winners make a total of 154 One Star, 23 Two Star and 9 Three Star restaurants sprinkled throughout England, Scotland and Wales. A category introduced in 2021, Green Star trailblazers have sustainability in their DNA and already adorned with Michelin stars, beckon you to discover your next culinary obsession, knowing each bite supports a sustainable cause. These six fresh Green Star winners have been awarded a Green Star for the first time in 2024:  

1. The Whitebrook, Monmouthshire, Wales

  Located in the charming Wye Valley, with their own Michelin Star and 4 AA Rosettes, the Whitebrook with rooms is a regular in the prestigious Top 50 restaurants in the UK. The menu changes weekly, inspired by ingredients at their best. Another strength can be found in its extensive wine list which features local wines from independent wineries, organic producers including lesser-known grape varieties. Their philosophy focuses on limiting waste, recycling or composting wherever possible and using local produce. By utilising their own vegetable garden and working closely with like-minded local producers, they curate organically grown produce, collected in reusable boxes to reduce packaging waste. All meat is reared locally, 100% of the fish is fresh and sourced from sustainable  British fisheries.  

2. St Barts, London, England

  St Barts made its debut in the Michelin Guide after receiving its first Michelin Star in 2023. A tasting menu that brings together the best of traditional British cuisine has positioned it as a great gastro option in the capital. Each dish is constructed with only the best naturally sourced local British produce. In keeping with the team's philosophy of sustainability a local carpenter Archie Faber creates the restaurant's handcrafted tables from the fallen wood of London Plane trees. Crafted by co-founder Luke and in partnership with ceramicists Adrian Gonzales, the exclusive tableware draws inspiration from the British coastline with an aim to elevate the beauty of each dish, adding an artistic flair to enrich your dining experience.  

3. Interludeat Leonardslee Lakes & Gardens, Horsham, England

  Set in the historic gardens of  the Grade I listed Leonardslee Estate, Interlude has held a Michelin Star since 2019. Interlude draws inspiration from their wonderful surroundings. They prioritise their own orchard products while also including local farmers who champion organic principles and traditional produce. Turn the evening into a relaxing weekend getaway with an overnight stay in one of their boutique rooms, each designed by leading British interior designers.  

4. Forgeat Middleton Lodge, North Yorkshire, England

  Nestled in the Yorkshire countryside, Forge is a contemporary and eco-conscious restaurant dedicated to sustainability. With menus inspired by their environment, dining at Forge is a unique experience. Their menus comprise ingredients grown sustainably in the surrounding areas, in both their own estate's orchards and local parks and woodlands. They also focus on seasonality, utilising the best in season produce. With an aim to be a self-sufficient restaurant, Forge uses traditional cooking and preservation techniques to reduce their impact on the environment.  

5. Exmoor Forest Inn, Minehead, England

  Enjoy the best of the gastro pub concept in the heart of rural England. Part of an estate in Simonsbath, the Exmoor Forest Inn offers tasteful dishes curated from traditional organic farm produced grass-fed beef, incredibly fresh fish, and other locally sourced ingredients. Positioned just off the southwest coast in the heart of nature, Exmoor Forest Inn offers an exquisite dining experience, tasteful decor and a service that aims to make everyone feel welcome at Exmoor.  

6. Annwn, Narbeth, Wales

  Self-proclaimed champions of the Welsh food movement, Annwn offers "Wild food experiences in the heart of Pembrokeshire". The unique menu changes every season to showcase the quality and diversity of Welsh gastronomy while also collaborating with the best sustainable local producers. Experience the best of Welsh food surrounded by rugged cliffs and charming fishing villages.

 

Uncover Britain’s Most Romantic Places to Pop the Question

  This February, Valentine’s Day will be extra indulgent and romantic, owing to Leap Year traditions. According to a British legend dating back to 5th-century Scotland, St. Bridget voiced her concern to St. Patrick about women waiting too long for proposals. In response, St. Patrick declared that women could propose to their partners on leap day every four years. Ever since, this charming tradition has evolved into a playful and light-hearted opportunity for women to propose in fun and unconventional ways.   Below, please see the top ways to celebrate romance in Britain, and maybe even pop the most important question:  

1. Spa experience at Ste Anne's Spa (Northumberland, England): Experience a romantic retreat at Ste Anne's Spa with their soothing hydrotherapy pools and warm campfire evenings in the picturesque English walled garden. More information here.

 

2. Visit the home of the Welsh Saint of lovers(Bodelwyddan, Wales):  Just a short trip from the northern coast and the island home of St Dwynwen (the Welsh patron saint of lovers), one can visit the Grade II Victorian Bodelwyddan Castle Hotel for an adults-only get away. Set in a beautiful woodland estate, there's also a spa and an indoor heated swimming pool. More information here.

 

3. Fall in love in a hot air balloon over the Wye Valley (Usk, Wales):Soar above the stunning Wye Valley in a hot air balloon departing from Llanarth. The incredible views of the picturesque ruins of Tintern Abbey and the post-flight indulgence with a glass of bubbly at one of Monmouthshire's splendid restaurants and gastropubs, creates an unforgettable experience in the skies above this enchanting region of Wales. More information here.

 

4. A romantic night at The Witchery by the Castle (Edinburgh, Scotland): Discover the enchanting allure of The Witchery by the Castle in Edinburgh, offering lavish suites that set the stage for an unforgettable stay. From dining in opulence to exploring the Old Town, it’s the opportunity to enjoy romantic Edinburgh. More information here.

 

4. Blend a signature scent on a perfume experience (London, England):The Perfume Studio, across its 25 locations in Britain, is offering a bespoke perfume experience for two where they can blend 21 exclusive scents, creating a fragrance that encapsulates their unique bond. This blend can then be registered and added to The Perfume Studio's fragrance library, which guests can use for future orders. More information here.

 

4. Soar over London on a helicopter tour (London, England):Travellers looking for a luxurious and romantic escape in London can also book a helicopter tour over London with their loved one. The flight highlights London’s top landmarks and reveals stunning viewpoints over a romantic lunch with Champagne. More information here.

 

7. Driving a vintage car around Cotswolds (Cotswolds, England):To explore the romantic charm of this beautiful region with its luxurious hotels, bed and breakfasts, and secluded cottages, one can hire a classic car and take The Romantic Road , exploring historic Winchcombe, charming Stanton, and the highest town in the Cotswolds, Stowe-on-the-Wold. Slaughters and Cheltenham are a must visit too. Get the complete road trip itinerary here.

 

8. Luxurious dinner at an English manor house (Bristol, England):A sumptuous 3-course meal at Old Down Estate combined with an overnight stay is a perfect setting for an indulgent Valentine's experience. Explore Old Down Estate here.

 

9. Spend a Night Under the Stars at Galloway Forest Park (Dumfries & Galloway, Scotland): Spend a romantic night stargazing at the UK’s largest forest park. On winter nights, see the stars shine and sparkle across the sky in a truly dramatic display. Plan your trip here.

  VisitBritain has today, 20 December, published its tourism forecast for 2024 showing an increase in inbound visits and spend overall to the UK compared to 2023 levels, although with varying rates of recovery and growth across its major inbound visitor markets.   VisitBritain’s overall forecast for spending by international visitors in the UK in 2024 is £34.1 billion, up 7% on the spending predicted in 2023 and up 20% on 2019, although 96% of 2019 levels when adjusted for inflation.   Looking at the number of visits to the UK, 39.5 million visits are forecast, up 5% on the 37.8 million expected in 2023 however still 3% shy of 2019 levels.   [caption id="attachment_284660" align="aligncenter" width="600"] For 2024 forecast - to update figures - 2[/caption]   The United States (US) continues to lead tourism’s recovery with record-breaking spend by American visitors in the UK in 2023, up 28% on 2019 based on latest figures even when adjusted for inflation. VisitBritain is expecting the US market to be worth £6.7 billion in 2024 with American visitors contributing almost £1 in every £5 of all inbound spending.   The pace of recovery from Europe slowed as 2023 progressed with spending, in real terms, remaining just below 2019 based on the latest data.   China, the UK’s second most valuable inbound market in 2019, has continued to build back with visitor numbers increasing throughout 2023, although overall East Asia has been relatively slower to recover. VisitBritain is expecting China to recover to a value of £1.7 billion in 2024 to be the UK’s fourth most valuable inbound visitor market.   VisitBritain is predicting that inbound tourism, both the number of visits and spending by international visitors, will recover to 2019 levels by early 2025.   VisitBritain CEO Patricia Yates said:   “International visitors spend tens of billions of pounds in the UK with the money generated supporting local economies and jobs, so it has been great to see the double-digit growth in spending from the US as well as the overall growth forecast for next year on 2023.   “We have however seen a slow-down in the overall pace of recovery compared to the strong start seen in the first half of 2023 and we face fierce competition from our European neighbours. To drive spending to Britain our international campaigns will remain focused on those markets showing strong growth, including Australia and the US, and we’ll continue to compete hard in our major European markets and the valuable Gulf Co-operation Council (GCC) countries.   “We also want more destinations across Britain to feel tourism’s economic benefits. Our global GREAT Britain campaigns are showcasing our vibrant cities, contemporary culture and beautiful coast and countryside, inspiring visitors to discover more of Britain, stay longer and to come now.”   VisitBritain’s GREAT Britain marketing campaigns in 2024 are set to run across Australia, France, Germany, the GCC and the US, inspiring visitors to ‘See Things Differently’ by showing fresh and exciting experiences, alongside a warm British welcome.   VisitBritain’s research shows that one of the biggest drivers for visitors globally in choosing a destination is that it is a welcoming place to visit.   Its campaigns in 2024 are also harnessing the power of screen tourism to showcase Britain’s regional diversity, highlighting film and TV locations, destinations and visitor experiences to drive visits. VisitBritain’s research shows that films and TV are powerful motivators for travel while Expedia Group’s latest ‘set-jetting’ forecast showed that more than half of international travellers said TV shows and films inspire their travel plans. VisitBritain has recently signed a Memorandum of Understanding with the British Film Commission to boost screen tourism throughout the UK’s nations and regions.   As well as its global campaigns VisitBritain continues to work with partners in market, including British Airways in the US and Wego in the GCC, to convert the interest to visit Britain into bookings now. Its work with international trade also ensures British products and destinations are sold internationally.   Tourism is one of Britain’s most successful industries, its third largest service export and a major part of British trade.

VisitBritain has published its tourism forecast for 2024 showing an increase in inbound visits and spending. It finds there are varying rates of recovery and growth across its major inbound visitor markets. VisitBritain's overall forecast for spending by international visitors in the UK in 2024 is £34.1 billion, up 7% on the spending predicted in 2023 and up 20% on 2019. It forecasts 39.5 million visits in 2024, up 5% on 2023 however it is still 3% shy of 2019 levels. The US continues to lead tourism's recovery with record-breaking spend by American visitors in the UK in 2023. VisitBritain is expecting the US market to be worth £6.7 billion in 2024 with American visitors contributing almost £1 in every £5 of all inbound spending. The pace of recovery from Europe slowed as 2023 progressed. Tourism spending, in real terms stayed just below 2019 based on the latest data. China, the UK's second most valuable inbound market in 2019, has continued to build back gradually with numbers increasing throughout 2023. Overall, East Asia has been relatively slower to recover. VisitBritain is expecting China to recover to a value of £1.7 billion in 2024 to be the UK's fourth most valuable inbound visitor market. It expects a full overall recovery for the number of visits and spending to 2019 levels by early 2025. VisitBritain CEO Patricia Yates said: "International visitors spend tens of billions of pounds so it has been great to see the double-digit growth in spending from the US.” VisitBritain's GREAT Britain marketing campaigns in 2024 are set to run across Australia, France, Germany, the GCC and the US, inspiring visitors to 'See Things Differently' Its campaigns in 2024 are also harnessing the power of screen tourism to showcase Britain's regional diversity, highlighting film and TV locations, destinations and visitor experiences to drive visits. VisitBritain's research shows that films and TV are powerful motivators for travel.

  Fans of Charlie and the Chocolate Factory can transport themselves into Britain’s own version of the enchanting world of Willy Wonka as the film Wonka hits theatres on December 15^th.   Featuring several iconic British locations as backdrops to bring the playful universe alive, Wonka tells the story of Willy Wonka’s early days as an eccentric chocolatier. The uniquely British film is based on the 1964 novel written by British author, Roald Dahl and has a cast of a-list actors such as Timothee Chalamet and British legends including, Hugh Grant, Olivia Colman, and Sally Hawkins.   Now, travelers who are heading over to Britain can transport themselves into a real-life candy land by visiting Wonka’s magical film locations and immersing themselves in these chocolate-themed experiences.   Follow Wonka’s footsteps and visit the filming locations:   Bath, Oxford and Lyme Regis are just a few iconic English façades used as backdrops for the film. Head over to Oxford’s Hertford College and the iconic Radcliffe Camera, a working library of the University of Oxford, for a glimpse into the Wonka-verse. Get the inside scoop on a guided tour of the Radcliffe Camera. The nearby Catte Street and Sheldonian Theatre mark other locations in the city used in the film. Explore the theatre on your own or join a guided tour to enjoy the best indoor 360-degree panoramic views of the city from the Cupola.   Venture down to Bath in the Southwest for a view of the magnificent Parade Gardens, The Colonnade overlooking Pulteney Bridge and the weir below it. Soak in the wacky Wonka atmosphere with a walk along Bath Street, glancing at the many listed buildings while passing one Bath’s major attractions, the Thermae Bath Spa. Or head over to Bath Abbey and the floral roundabout Orange Grove in front of it, both featured in the film. To re-create the 1930s era of the film, much of the filming took place at Warner Bros. Studio Leavesden, just outside of London.   Other filming locations include the Cobb, a breakwater harbor wall in Lyme Regis, The pub Ye Olde Fighting Cocks, Veralumium Park and Abbey Mill Lane in St Albans, north of London and the Rivoli Ballroom and Eltham Palace in Southeast London. The palace and its gardens are an English Heritage attraction and can be visited all year round.   Indulge in Britain’s Sweetest Experiences  

• Charbonnel et Walker – London, England

Don’t miss London’s oldest chocolate shop, the luxurious Charbonnel et Walker, which opened in 1875 and has various locations across the city. However, the original location at Old Bond Street at the Royal Arcade is one not to miss. Guests must sample their famous truffles when visiting, as well as their renowned dark chocolates. This chocolatier was endorsed by a Royal Warrant as one of the few chocolatiers to Her Majesty The Queen. Additional shops are in Canary Wharf, Leeds, and Harrods.

• Artisan du Chocolat – London, England

This shop creates their own tasty treats from cocoa beans sourced from South America. This chocolatier offers a variety of sweets to choose from ranging from salted caramels to booze-induced truffles and even options for guests on special diets such as sugar-free bars, chocolate made from buffalo milk, and vegan specialties including Colombian dark hot chocolate, a chili dark bar, and chocolate made from oat milk.

• Dark Sugars – London, England 

On a cold day, travelers can make a stop to indulge in a warm cup of hot chocolate at Dark Sugars. Though hot chocolate is what they’re most known for, they also specialize in chocolate creations including dark chocolate with popping candy, dark chocolate ganache, and white chocolate nutmeg truffles. The shop’s creations are inspired by the owner’s home in West Africa as she brings her experience from Ghana to East London. Guests with dietary restrictions can be accommodated here as there is a large vegan menu with dairy-free, nut-free, soy-free, sulphite-free and gluten-free options. Dark Sugars is located on Brick Lane, with a flagship Cacao House and a Dark Sugars ice cream shop in Greenwich.

• Harrod’s Chocolate Hall – London, England

At Harrods, travelers can find an array of chocolate treats ranging from chocolate-covered fruit and nuts plus an array of hand-finished truffles, as well as the signature Harrods Gold Bar, which has been a fan favorite for more than 20 years to taste or take home with them. Opening soon is the in-house The Chocolaterie, where chefs make everything from bonbons and chocolate bars to chocolate-dipped fruit that guests can sample and view the behind-the-scenes work of chocolate-making.

• Bean to Bar Factory Experience at London Chocolate – London, England

Enter a bold new world at London's only Bean to Bar Factory Experience. Delve into the art of chocolate-making as you follow the journey of cocoa beans from their raw form to delectable chocolate bars. During a hands-on guided tour, you'll gain an appreciation for the craftsmanship and flavours that go into creating high-quality chocolate.

• Dr Choc’s Windsor Chocolate Factory – Windsor, England

Opposite the remarkable Windsor Castle sits one of the smallest chocolate factories in the world. Using only the finest ingredients, Dr Chocs is known for its wide variety of high-quality chocolates. From classics like milk chocolate and salted caramel to innovative wonders like lavender, there is a flavour for everyone’s taste. Book a tasting class to savour all their varieties or learn how to make chocolate yourself.

• The Chocolate Factory – Manchester, England

The Chocolate Factory Experience in Manchester is a paradise for chocolate lovers. Immerse yourself in a world of cocoa confections as you explore a chocolate factory filled with delicious surprises. From tastings to interactive workshops, this experience offers a hands-on journey into the art of chocolate-making while discovering the secrets behind crafting gourmet chocolates.

• Cadbury World – Birmingham, England

Step into the scrumptious world of chocolate and sweets at Cadbury World in Bournville on the outskirts of Birmingham. Create your very own bespoke chocolate and embark on a journey through the heritage of chocolate-making including interactive exhibits and mouthwatering tastings. Cadbury is also getting ready for a year of celebrations as 2024 marks the 200th anniversary of the opening of the very first Cadbury shop.

• York’s Chocolate Story – York, England

Learn about the history of York’s chocolate-makers and their indulgent creations during one of their immersive guided tours, exploring three stories full of sweet delights. Discover their best-kept secrets of chocolate making and become a master chocolatier yourself. There is no better way to explore the city’s remarkably rich history of chocolate.

• Mrs. Potts Chocolate House – Bath, England

Inspired by her mum, Amelia Pott opened the doors of her first Chocolate House in Bath in 2017. Since then, two more stores have opened in Bristol and Cardiff. Join the 2-hour Chocolate Bar Workshop in their Bath branch for the full Mrs. Potts experience. Make and decorate your very own delicious Mrs. Potts chocolate bars, making the perfect souvenir from a trip to Bath.

• Knoops – Bath, Brighton, Cambridge, Oxford, London, Chester, Manchester, St Albans, Rye

Opening his first hot chocolate shop in Rye in 2013, Jens Knoop, the founder of Knoops, developed his love for chocolate during his childhood in rural Germany. Since then, he has perfected his range of chocolate flakes, found other chocolate lovers, and opened several shops all over the country. To celebrate the release of the film, Knoops has created a special Wonka drink – a hot chocolate topped with whipped cream, chocolate coated popping candy and a chocolate plaque.

• Fudge Making Experience at Fudge Kitchen – Canterbury, Bath, Windsor, Cambridge, York & Edinburgh

Get your hands sticky and learn the art of fudge making with an expert at Fudge Kitchen and find out what makes their fudge stand out from the competition. Indulge in irresponsible amounts of fudge, tasting the wide variety of flavours and take some home to enjoy later.

• Chocolatarium – Edinburgh, Scotland

The Chocolatarium's hands-on chocolate-making adventure is perfect experience for all chocolate lovers. Craft your own personalized Scottish-themed chocolates, and then venture to the tasting room to indulge in an array of chocolate delights from both Scottish and global chocolatiers. Explore unique flavors like haggis chocolate, chili chocolate, gin chocolate, and more, creating a one-of-a-kind souvenir to remember your experience.

• Chocolate and Whisky Tour at The Clydeside Distillery – Glasgow, Scotland

When in Glasgow, head to the Clydeside Distillery for an unforgettable whisky tasting experience with a sweet touch. Opened in 2017, the distillery brought distilling back into the heart of Glasgow, as the first dedicated single malt distillery in over 100 years. Enticing all senses during their Chocolate and Whisky Tour, their five Single Malt Whiskies are expertly paired with artisan chocolates handcrafted by Sugarsnap, a local chocolatier.

• Halen Mon – Anglesey, Wales

Discover Halen Mon's renowned sea salt with a guided 45-minute tour, followed by a delectable salt tasting; indulge in their signature sea salted fudge and chocolate bars, cherished by royalty such as William and Kate, distinguished figures like Barack Obama, and featured at royal weddings.

• The Chocolate House – Trehafod, Wales

Indulge in artisanal chocolates at this chocolatier, located in Rhondda Heritage Park mining museum, offering workshops like Christmas Chocolate Workshops and Adults’ Only Chocolate Workshops; plus, there's a Chocolate Birthday Party Option. Explore a tempting array of treats, including shortbread cookies, hot chocolate bombs, and luxury handmade chocolates.