Visit West, the tourism organization for the Bath and Bristol region, is gearing up for a busy autumn, with a series of high-profile events aimed at promoting the area to international travel trade buyers. This strategic approach reflects Visit West’s commitment to collaborating with travel operators in key international markets, particularly those poised for significant growth in the coming years.
For 2025, Visit West will be focusing on key themes that will resonate with international travelers. These include Austen250, celebrating the 250th anniversary of Jane Austen’s birth, the Women’s Rugby World Cup, and the popular Gromit Unleashed public art trail. Alongside these events, Visit West will be showcasing the region’s diverse offerings, from historical attractions and cultural experiences to unique tours, delectable dining options, and a wide variety of accommodations.
Global Reach
Visit West’s international outreach efforts begin with the Visit Britain Australia Event, taking place in Brisbane, Sydney, and Melbourne later this month. This initiative will involve networking events and one-on-one meetings with Australian travel agents, tapping into a market that has shown significant growth potential. Australian visitors to the UK in 2022 spent an average of 17 days, more than double the UK average, and their spending exceeded twice the global average (£1,547). Summer 2023 saw a record high for inbound visitor value to the UK from Australia.
Strengthening UK Partnerships
The UK Inbound Annual Convention, a key autumn event, provides Visit West with an opportunity to reinforce relationships with UK-based contacts, particularly Destination Management Companies. This year’s convention, held in Liverpool, will feature inspiring industry speakers and one-on-one meetings to facilitate networking. Visit West is also shortlisted for two ‘Awards for Excellence’: Destination of the Year and Sustainable Tourism Provider of the Year.
Highlighting the Great West Way
The Great West Way Marketplace, a two-day event in October, will feature online one-on-one meetings with official Great West Way tour operators, followed by in-person networking at Blenheim Palace in Oxfordshire. Bath and Bristol are integral to England’s Great West Way, a touring route between London and Bristol, encouraging visitors to explore these destinations and their surrounding areas in more depth.
International Exposure
Visit West will be present at the World Travel Market in London in November, sharing a stand with Cotswold Plus at this major annual travel event, expected to attract over 50,000 industry professionals. This event offers a valuable platform for Visit West to meet buyers and media from around the globe.
Targeting Emerging Markets
Visit West is also making its mark in the Middle East and Asia by participating in the new Destination Middle East MEA event in Bengaluru, Southern India. This event connects travel buyers from the Middle East, Japan, China, India, and South Korea with UK destinations, attractions, hotel groups, and tour operators. Visit Britain forecasts that visitors from these regions will contribute £6.8 billion in spending to the UK in 2024. Visit West will be hosting a familiarisation trip for eight luxury buyers from Bengaluru this September in partnership with Visit Britain.
Domestic Travel Trade Focus
In October, Visit West will attend the Group Leisure & Travel Show in Milton Keynes, a domestic event that connects group travel and coach tour operators with destinations, accommodation providers, and attractions. This event offers an opportunity to showcase the region’s attractions and amenities to domestic travel operators.
Economic Impact
Jon Chamberlain, Head of Marketing at Visit West, highlights the importance of working with the travel trade, stating: “Working with the travel trade is an important part of our role as a Local Visitor Economy Partnership. I look forward to showcasing businesses in the Bath and Bristol area that wish to attract international visitors, who generally stay longer and spend more, thus helping to support more than 40,000 jobs in the visitor economy in our region.”
