VisitBritain launches trade mission to Australia and New Zealand

VisitBritain is conducting a major trade mission to Australia and New Zealand to stimulate inbound tourism and economic growth. The initiative begins with a workshop in Auckland, New Zealand, starting September 9, involving over 150 travel advisors. This is followed by a five-day mission in Sydney and Melbourne, Australia, from September 14 to 18, where dozens of British suppliers will meet with more than 300 Australian buyers and advisors.

Participating destinations and organizations include VisitScotland, Visit Wales, Marketing Manchester, Visit Birmingham & West Midlands, Visit Lake District, and Visit West. The mission also features various British tourism businesses, such as accommodation providers, tour operators, and destination management companies.

According to VisitBritain CEO Patricia Yates, the mission aims to highlight British products and experiences to boost the economy. A key strategic goal is to broaden advisor knowledge of regional Britain, encouraging longer itineraries that spread visitor spending beyond London to various UK regions and support local jobs.