VisitBritain is embarking on a five-day trade mission to Australia, bringing together dozens of British travel suppliers with top Australian buyers. The mission, taking place from September 9th to 13th in Sydney, Melbourne, and Brisbane, is a key initiative to foster stronger business ties and capitalize on the thriving Australian outbound travel market.
The event will offer a platform for one-on-one business meetings, giving Australian travel buyers the opportunity to connect with British suppliers and destinations. These meetings will provide insights into the latest travel products and innovations, paving the way for new business opportunities.
Nick de Bois CBE, Chairman of VisitBritain, expressed his enthusiasm for the mission, stating it is a timely and valuable opportunity to leverage the robust growth seen from this vital inbound visitor market. He highlighted the forecast of a record £1.7 billion in economic contribution from Australian visitors to the UK this year. The mission marks a crucial step in reconnecting with the Australian travel trade and building stronger partnerships.
The delegation reflects the significant interest from British tourism suppliers in engaging with the Australian market and understanding the motivations and trends driving outbound travel. Participants represent a diverse range of businesses, including hotels, visitor attractions, destination management companies, retailers, tour operators, and sightseeing operators spanning various regions of the UK.
Beyond one-on-one meetings, the mission will feature networking events and dedicated agent training sessions designed to convert interest in British travel into actual bookings. These sessions will connect delegates with top travel advisors from the Australian retail sector, promoting British destinations and services.
VisitBritain will also update attendees on its upcoming multi-million pound “Starring GREAT Britain” campaign, slated to launch across major inbound markets, including Australia, in early 2025. This campaign leverages the power of screen tourism to inspire visitors to choose Britain, explore its diverse offerings, and extend their stays, ultimately boosting visitor spending in local destinations.
Recent VisitBritain research revealed that 86% of Australians interested in visiting the UK are keen to explore film and TV locations during their trips, highlighting the significant potential of screen tourism in attracting Australian travelers.
The positive outlook for UK tourism from Australia is reinforced by the record number of Australian visits in 2023, reaching 1.2 million, a 10% increase compared to 2019. This upward trend underscores the importance of this market and the potential for further growth. VisitBritain’s latest estimates predict that Australian visitors will spend a record £1.7 billion on their trips across the UK this year, demonstrating the substantial economic impact of Australian tourism.
